Globalization of Mass Media

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Globalization of Mass Media
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Mass Media America

• American electronic media reflects the political
  culture.
• The roles of states rights, the First Amendment,
  marketplace economics and deregulation all play a
  huge role in mass media market.
• Fully understanding electronic media in America
  requires at least a sense of how they operate
  elsewhere.

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Three attributes of electronic media

• Broadcasting invites government regulation
  because it requires the use of the
  electromagnetic spectrum, which all governments
  view as public property.
• Transmissions using spectrum can cause
  interference, creating a need for controlling the
  number and power of transmitters.
• Electronic media have political and cultural
  impact because they can bypass government
  entities, going directly and instantly to the
  public.

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Controlling Philosophies

• America, and other counties influenced by
  American media fall under the permissive or
  laissez-faire system of control.
• Britain system of control is paternalism, which
  includes the idea of public-service broadcasting.
• Authoritarian style of control is present in
  countries run by dictatorship. The government
  control all forms of media. This includes the
  Third-World style of dictatorship.

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Pluralistic Trend

• As we enter the new millennium, none of the three
  controlling philosophies exists anywhere in pure
  form. Compromise leads to combinations of
  features to create a fourth approach pluralism
• Pluralism means putting a variety of motives to
  work, each with approximately equal status
  usually a mix of commercial and public-service
  motives.

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Pluralistic Trend

• Typically, the pluralistic philosophy arises from
  public authorities or government agencies.
• One of the advantages of the pluralistic system
  is that it promote healthy competition between
  differently motivated broadcast organizations.
• Pluralistic control also allow for a wider range
  of genuine programming, which is more than any
  single system could provide.

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British Media in Transition

• The BBC continues as the cornerstone of
  public-service broadcasting, deriving revenue
  from receiver license fees.
• The commercial television network became Channel
  3 in 1993, BBC became Ch. 1 Ch. 2. Ch. 4 is the
  electronic publisher for other programming.

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Deregulation

• Deregulation was appealing overseas because no
  one regulator could keep up with the
  fast-changing technology.
• The Clinton administration sought to encourage
  the deregulation of world media markets.
• In 1998, all telecommunication services and
  infrastructure in the EU member nations were
  opened to full competition.

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Impact on Public-Service Broadcasting

• With deregulation, traditional public-service
  operators faced new competition.
• To help with this problem, some countries (for
  example, Canada and the CBC) use subsidies to
  help fund locally produced media programming.

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