15Global Media
Communication Around The
World
Media Ideals Around The World
Four Theories of the Press (1956):
• written by Fred S. Siebert, Theodore Peterson, and Wilbur Schramm
• four major forms of international press: authoritarian libertarian Soviet/communist social responsibility
Last Rights: Revisiting Four Theories of the Press: 1995 book written by John Nerone update of earlier four theories argued four theories were not a timeless set of
categories saw them as a critique set within a particular time
period
A fifth theory? development theory
• Authoritarian theory oldest theory of the press role of the press is to be a servant of the
government control of the press is carried out by:
• giving permits to only certain printers • prosecuting anyone who violates standards• totalitarian governments (example in the1990s:
Serbian president Slobodan Milosevic)
• Communist Theory press is run by the government to serve the
government’s own needs only one valid political and social philosophy proposes the following principles:
• The media are an instrument of the government and the Communist Party.
• The media should be closely tied to other sources of government power.
• The media’s main purpose is to act as a tool for government propaganda.
• Libertarian Theory Press belongs to the people and serves as an
independent observer of the government. It follows the basic ideals of the First Amendment to
the U.S. Constitution. It is based on the following principles:
• People want to know the truth and be guided by it.• The only way to arrive at the truth is for ideas to be freely
and openly discussed.• Different people will have different opinions, and
everyone must be allowed to develop their own.• The most rational ideas will be the most accepted
The functions of the press are to inform, entertain, and advertise.
• Social Responsibility Theory while the press may be free from interference by the
government, it can still be controlled by corporate interests
press obliged to serve several social functions: • provide the news and information needed to make the
political system work• give the public the information needed for self-
governance• serve as an overseer of the government• serve the economic function of bringing together buyers
and sellers through advertising• provide entertainment• be profitable enough to avoid outside pressures.
• Norms for the press in the twenty-first century development theory:
• addresses the special needs of emerging nations
• governments may feel that they need to restrict freedom of the press in order to promote industry, national identity, and partnerships with neighboring nations
Going Global—Media Standards Around The World
• Alan Ward’s five dimensions of media rating: control finance programming goals target audience feedback mechanism
http://www.youtube.com/watch?v=pn8hrcN1NMY
Canada
free press patterned on the United States
U.S. media tends to overshadow Canadian;
Canadian radio must be at least 35 % domestic
http://www.youtube.com/watch?v=C8Hr1z3w4hM
Britainbroadcasting was dominated by state-run monopolies up until the 1980s.public service and cultural preservation prioritiesBritain and BBC:operates under a public service modelaudience members pay the cost of the programming (equipment licensing fees)
Internet not as pervasive increase in privately owned television stations newspapers tend to take an obvious political view
point newspaper readership worldwide highest in Europe
• facing declines
• Central and Latin America broadcasting dominated by
North American, Mexican, and Brazilian programming
fewer language barriers than other regions
newspaper circulation has been growing
• 1,000 papers, 100 million readership http://www.televisa.com/programas/noticieros-y-
analisis/
Islamic Countries and the Middle East
straddle the fence between social responsibility and authoritarian media control
controls on journalists and content
Al Hayat and Al-Jazeera
satellite and Internet and “small media” allowing bypass of control
HTTP://WWW.YOUTUBE.COM/USER/ALJAZEERAENGLISH?BLEND=1&OB=4
http://www.youtube.com/watch?v=vPbamN4v2Mc
Professor Kai Hafez’s three types of press in the Arab world:
• mobilized
• loyalist
• diverse
• The importance of “small” media fax machines, photocopy machines, video cameras,
computers, and the Internet provide for a range of voices Internet allows for wider expression size and availability make control difficult
• Television in the Islamic World heavy government control varied availability Saudi Arabian network (1960s) little known about Saudi viewer habits
• 1995 survey—63 percent had access to satellite programming
• Al-Jazeera broadcast via satellite from Qatar since 1997 only 10 percent of all Arabs with satellite TV never
watch it committed to presenting an Arab view of the world founded by Sheik Hamad bin Khalifa al-Thani started after failed Arabic-language BBC project
Africa
prime example of development media theory
early media covered white settlers only
newspapers found in large cities
• circulation limited by poverty and illiteracy
http://www.youtube.com/watch?v=BxIAJQpVNc4
radio is the most important medium
Television and Internet limited
no major newspapers are published in African languages
more languages spoken than any other continent
South Africa South African
Broadcasting Corporation
committee of lawyers and media professionals regulate the broadcast industry
.seven different languages
source of inspiration for Western pop music
• township jive• artists have recorded
with Western artists
Russia and the former Soviet republics
under communism, no ideal of an independent press control continues even after 1991 fall of Soviet Union
• most media owned by private, pro-government business people
Moscow—twenty daily and weekly newspapers
Russia
zakazukha—selling articles to highest bidder
some papers supports the boss’s political agenda
television is the most important medium
• few can afford newspapers
• http://www.artn.tv/
India
http://www.youtube.com/watch?v=iDa0CKy1fTU
40 percent of India’s households have television sets
40 percent read newspapers
120 million of 220 million households have a radio
newspapers are big industry
All India Radio (AIR) dominant radio source
China
role of the media is to promote public policies
all media are controlled by the government
.”
http://www.youtube.com/watch?v=y7gH-HEiMJM
Kenneth Petress on Chinese media:
• “Propaganda is not a dirty word in China; it is a respected public service profession
http://www.youtube.com/watch?v=x7qj6yRcqXQ
American policy helped shape Japanese media after World War II
NHK is Japan’s public broadcasting corporation
Balance between commercial and public broadcasting
http://www.youtube.com/watch?v=A9KHylRrwSQ&feature=PlayList&p=9ACBC1879B0A0
AD0&playnext=1&playnext_from=PL&index=19
• manga, or comic books, are the most popular magazines: account for 40 percent
of all books and magazines
growing in popularity in the United States
Dangers to Journalists:
In 2006 worldwide 55 journalists were killed
• 32 of them were in Iraq (4 combat-related, 28 murdered)
ABC News anchor Bob Woodruff injured
hostage-taking increasing
fear of reprisals discouraging journalistic coverage in danger spots
Woodruff
• Marshall McLuhan’s Global Village:electronic media help people live and interact globally
Ken Auletta:• perhaps not just one single wired global village• perhaps hundreds or thousands of global villages
W. Russell Neuman: • just because we have access, people may choose to
ignore it
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