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Global Media and
Its Politics
Priyanka Suryawanshi
Roll no. B20144009
PG - 1
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THE GLOCAL STRATEGY OF
GLOBAL BRANDS
Glocalization encourages companies to thinkglobal, act local, and they could do so by using the
global brand, while localizing certain elements of
that brand in order to suit a particular country.
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THE GLOCAL STRATEGY OF
GLOBAL BRANDS
PRODCTSTRATEGY
COMMNICATION STRATEGY
ST5675R7I7:;
:us$o/i*!ssa
"o'ali*! Pro!u'$ Glo'al S$a$y:us$o/i*! Pro!u'$ > :us$o/i*!
ssa
F!a"e#o!$ %o! Alte!nati&e Global Ma!$etin'
St!ate'ies
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THE GLOCAL STRATEGY OF
GLOBAL BRANDS
Th $r/ )lo'ali*a$ion +irs$ a%%ar! in $h la$ 1980s in(ar#ar! Businss R#iw ar$i'ls, wri$$n &y ?a%ans'ono/is$s, an! 'o/s +ro/ $h ?a%ans wor! !o'hakuka.
Th ?a%ans i!ora%hs )!o, )'haku an ! )ka /ansrs%'$i#ly )lan!, )arri# an! )%ro'ss o+ in nlish.
Glo'ali*a$ion, s/s $o & $h ar$ o+ a$$ainin a +in &alan' o+
assi/ila$in +orin in+lun's in$o a so'i$y $ha$ a!! $o i$s!i#rsi$y wi$hou$ o#rwhl/in i$.
Th 'on'%$ %rs'ri&s $ha$ in or!r $o & su''ss+ul lo&ally,/ark$in /anars /us$ a'$ lo'ally in $h !i++rn$ /ark$s$hy 'hoos $o n$r.
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THE GLOCAL STRATEGY OF
GLOBAL BRANDS
Philli% @o$lr la&ora$! 'r$ain a!#an$as o+ lo'al /ark$inA@o$lr, 2009, as +ollows=
:onsu/rs +l $ha$ $h &ran! is rl#an$ $o $h/ an! is
$ailor! $o $hir n!s an! wan$s. Thr is har/ony an! &alan' &$wn $h !i++rn$ l#ls
o+ /ark$in a'$i#i$y= s$ra$i', $a'$i'al an! o%ra$i#.
Bran!s ain ra$r /ark$ shar.
To!ay, $wo-$hir!s o+ :o'a-:olas sals in ?a%an ar +ro/lo'al ra &ran!s, an! $h 'o/%any now owns /or$han 100 lo'al ra &ran!s worl!wi!.
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THE GLOCAL STRATEGY OF
GLOBAL BRANDS
Glo'al $a'$i's, o+ lo'al s$ra$is, !#lo%! in 'onn'$ion wi$h$h +our #aria&ls +ro/ $h /ark$in /i APro!u'$, Pri',
Pro/o$ion, 7is$ri&u$ion
P!od(ct
6okia, a lo&al $l%hon &ran!, !u $o $h +a'$ $ha$ $hr is alo$ o+ !us$ in In!ia $ha$ !a/as $h %hons, a!a%$! i$s o++rswi$h an an$i-!us$ ky%a! s%'ially /a! +or $ha$ /ark$.
Thr is now a Colswan 'ar wi$h a 'o/%ass +or %oin$in$owar!s ''a an! a shl+ +or $h @oran $hus Colswan is a#ry %o%ular /ark$ wi$hin $h /usli/ 'o//uni$y, &'aus i$
a'knowl!! $hir 'ul$ur
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THE GLOCAL STRATEGY OF
GLOBAL BRANDS
Glo'al $a'$i's, o+ lo'al s$ra$is, !#lo%! in 'onn'$ion wi$h$h +our #aria&ls +ro/ $h /ark$in /i APro!u'$, Pri',
Pro/o$ion, 7is$ri&u$ion
P!ice
Th S%ar uss a lo'al s$ra$y in#ol#in %osi$ionin $hrouh%ri'. This &ran! is %osi$ion! as a low-'os$ su%r/ark$ inGr/any, whras in
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THE GLOCAL STRATEGY OF
GLOBAL BRANDS
Glo'al $a'$i's, o+ lo'al s$ra$is, !#lo%! in 'onn'$ion wi$h$h +our #aria&ls +ro/ $h /ark$in /i APro!u'$, Pri',
Pro/o$ion, 7is$ri&u$ion
P!o"otion
'7onal!s ha! $o 'han i$s %ro/o$ion>'o//uni'a$ions'a/%ain an! r%la' Ronal! '7onal! 'lown, &'aus hiswhi$ +a' !no$s !a$h in :hina an! $hus was no$ a oo!i/a $o ins%ir lun'h.
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THE GLOCAL STRATEGY OF
GLOBAL BRANDS
Glo'al $a'$i's, o+ lo'al s$ra$is, !#lo%! in 'onn'$ion wi$h$h +our #aria&ls +ro/ $h /ark$in /i APro!u'$, Pri',
Pro/o$ion, 7is$ri&u$ion
Dist!ib(tion
Drn'h "ouis Cui$$on &as ar sol! +ro/ s$an!s in sho%%in'n$rs in (on @on,
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THE GLOCAL STRATEGY OF
GLOBAL BRANDS
Concl(sion
Glo'al /ark$in a$$/%$s $o +ill $h a% &$wn lo'al 'ul$ur,%r+rn' an! $h lo&ali*a$ion o+ /ark$in a'$i#i$is, an!
$ris $o r-s$a&lish $h 'onn'$ion &$wn lo&al &ran!s an!!i++rn$ 'ul$urs.
In $h n! %o%l wan$ &o$h lo&al an! lo'al &ran!s E &ran!s$ha$ /ak $h/ +l %ar$ o+ a &roa!r in$rna$ional 'o//uni$y,&u$ also &ran!s $ha$ roo$ $h/ in $hir ho/ 'ul$ur, rs%'$ an!r%rsn$ $hir $as$s. (n', a lo'al s$ra$y s/s $o & $hanswr.
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Media Ecolo')
)Media Ecolo')F 'an & !+in! as )$h s$u!y o+ /!ian#iron/n$s, $h i!a $ha$ $'hnoloy an! $'hnius, /o!so+ in+or/a$ion an! 'o!s o+ 'o//uni'a$ion %lay a la!in rolin hu/an a++airs.
I$ is a s$u!y o+ how /!ia an! 'o//uni'a$ion %ro'sss a++'$hu/an %r'%$ion an! un!rs$an!in.
I$ is $h /!ia o+ $h %o'h $ha$ !+ins $h ssn' o+ $hso'i$y &y %rsn$in +our %o'hs, in'lusi# o+ Tri&al ra,"i$ra$ ra, Prin$ ra an! l'$roni' ra.
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Media Ecolo')
To un!rs$an! how /!ia a++'$ lar s$ru'$ural 'hans inhu/an ou$look, '"uhan 'lassi+i! /!ia as i$hr ho$ or 'ool.
(o$ /!ia r+rs $o a hih-!+ini$ion 'o//uni'a$ion $ha$
!/an!s li$$l in#ol#/n$ +ro/ au!in' whras 'ool /!ia!s'ri&s /!ia $ha$ !/an!s a'$i# in#ol#/n$ +ro/ au!in'.
. Th 6or$h 5/ri'an !+ini$ion r+rs $o an in$r!is'i%linary +il!o+ /!ia $hory an! /!ia !sin in#ol#in $h s$u!y o+ /!ia
n#iron/n$s.
Th uro%an #rsion o+ /!ia 'oloy is a /a$rialis$in#s$ia$ion o+ /!ia sys$/s as 'o/%l !yna/i' sys$/s.
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Media Ecolo')
Bac$'!o(nd
In 19HH, arshall '"uhan sai! $ha$ /!ia 'oloy=
...means arranging various media to help each other so they
won't cancel each other out, to buttress one medium withanother.
6il Pos$/an +oun!! $h Pro-ra/ in !ia 'oloy, an!!s'ri&! i$ as=
Media ecology looks into the matter of how media ofcommunication a ects human perception, understanding,ff
feeling, and value, as well as how our interaction with media
facilitates or impedes our chances of survival. he word ecology
implies the study of environments! their structure, content, and
impact on people.
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Media Ecolo')
Bac$'!o(nd
!ia 'oloy )is 'on'rn! wi$h un!rs$an!in how $'hnoloisan! $'hnius o+ 'o//uni'a$ion 'on$rol $h +or/, uan$i$y, s%!,!is$ri&u$ion, an! !ir'$ion o+ in+or/a$ion an! how, in $urn, su'h
in+or/a$ional 'on+iura$ions or &iass a '$ %o%ls %r'%$ions,ff#alus, an! a$$i$u!s.
:ory 5n$on, !i$or o+ %lora$ions in !ia 'oloy, !+ins/!ia 'oloy as=
" broad based scholarly tradition and social practice. #t is bothhistorical and contemporary, as it slides between and incorporates the
ancient, the modern, and the post$modern. More precisely, media
ecology understands the on$going history of humanity and the
dynamics of culture and personhood to be intricately intertwined with
communication and communication technologies.
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Media Ecolo')
Co!e Conce*ts
Ass("*tions o% t+e t+eo!)
!ia is in+us! in #ry a'$ an! a'$ion in so'i$y.
!ia +is our %r'%$ions an! orani* our %rin's.
!ia $is $h worl! $o$hr.
arshall '"uhan us! $h %hras Glo&al #illa $o !s'ri&$ha$ )hu/ans 'an no lonr li# in isola$ion, &u$ ra$hr will al-
ways & 'onn'$! &y 'on$inuous an! ins$an$anous l'$roni'/!ia .
This lo&al #illa l$ /ankin! s$% in$o a nw )in+or/a$ion ain whi'h hu/an 'o//uni'a$ion is )rowin so +as$ as $o & in+a'$ i//asura&l,
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Media Ecolo')
Co!e Conce*ts
McL(+ans "edia +isto!)
'"uhan &li#! $hr ar $hr in#n$ions $ha$ $rans-+or/!$h worl!= $h %hon$i' al%ha&$, $h %rin$in %rss, an! $h
$lra%h.
In or!r $o un!rs$an! $h ++'$s o+ sy/&oli' n#iron/n$,'"uhan s%li$ his$ory in$o +our %rio!s= $h $ri&al a, $h li$ra$a, $h %rin$ a, an! $h l'$roni' a.
Throuhou$ $h s$ru'$ur o+ $hir !is$in'$i# /$ho!s o+'o//uni'a$ion A.., oral, wri$$n, %rin$!, l'$roni', !i++rn$/!ia arous %a$$rns in $h &rain $ha$ ar !is$in'$i# $o a'h
an! #ry %ar$i'ular +or/ o+ 'o//uni'a$ion.
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Media Ecolo')
Co!e Conce*ts
McL(+ans "edia +isto!)
,- T!ibal A'e
Tri&al 5, a $i/ o+ 'o//uni$y &'aus $h ar is $h !o/inan$sns oran. This is also known as an a'ous$i' ra &'aus $hsnss o+ harin, $ou'h, $as$, an! s/ll wr +ar /ors$ronly !#lo%! $han $h a&ili$y $o #isuali*.
(arin was /or #alua&l &'aus i$ allow! you $o & /ori//!ia$ly awar o+ your surroun!ins.
In $his worl! o+ surroun! soun!, #ry$hin is /or i//!ia$,/or %rsn$, an! +os$rs /or %assion an! s%on$ani$y.
7urin $h Tri&al 5, harin was &li#in.
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Media Ecolo')
Co!e Conce*ts
McL(+ans "edia +isto!)
/- P!int A'e
Th $hir! s$a is $h Prin$ 5, /ass %ro!u'$ion o+ in!i-#i!ual%ro!u'$s !u $o $h in#n$ion o+ $h %rin$in %rss.
i$h %rin$in 'a/ a nw #isual s$rss, $h %or$a&l &ook. I$allow! /n $o 'arry &ooks, so /n 'oul! ra! in %ri#a'y an!
isola$! +ro/ o$hrs. "i&raris wr 'ra$! $o hol! $hs &ooks an! also a#
+r!o/ $o & alina$! +ro/ o$hrs an! +ro/ i//!ia'y o+ $hirsurroun!ins.
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Media Ecolo')
Co!e Conce*ts
McL(+ans "edia +isto!)
0- Elect!onic A'e
"as$ly, $h l'$roni' 5, an ra o+ ins$an$ 'o//uni'a$ion an!a r$urn $o an n#iron/n$ wi$h si/ul$anous soun!s an! $ou'h.
I$ s$ar$! wi$h a !#i' 'ra$! &y Sa/ul orss in#n$ion o+$h $lra%h an! l! $o $h $l%hon, $h 'll %hon,
$l#ision, in$rn$, 7C7, #i!o a/s, $'. Bin a&l $o & in 'ons$an$ 'on$a'$ wi$h $h worl! &'o/s a
nosy nra$ion whr #ryon knows #ry-ons &usinssan! #ryons &usinss is #ryon lss.
This %hno/non is 'all! $h lo&al #illa.
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Media Ecolo')
Co!e Conce*ts
Hot &1s Cool Media
(o$ /!ia ruirs #ry li$$l %ar$i'i%a$ion +ro/ $h au!in'. I$'on'n$ra$s on on snsory oran a$ a $i/.
This $y% o+ /!ia ruirs no in$r%r$a$ion &'aus i$ i#s all$h in+or/a$ion n'ssary $o 'o/%rhn!.
So/ a/%ls o+ ho$ /!ia in'lu! ra!io, &ooks, an! l'$urs.
:ool /!ia ruirs $h au!in' $o & a'-$i# an! +ill inin+or/a$ion &y /n$ally %ar$i'i%a$in.
This is /ul$i-snsory %ar$i'i%a$ion.
So/ a/%ls o+ 'ool /!ia ar TC, s/inars, an! 'ar$oons.
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Media Ecolo')
C!itics
Tec+nolo'ical Dete!"inis"
Th /aJori$y o+ 'ri$i'is/ o+ $his $hory is a rsul$ o+ $h!$r/inis$i' a%%roa'h. 7$r/inis/ insis$ $ha$ all o+ so'i$y isa rsul$ o+ or ++'$! &y on 'n$ral 'on!i$ion.
In so/ 'ass $h 'on!i$ion 'an & lanua Alinuis$i'!$r/inis/, rliion A$holoi'al !$r/inis/, +inan'ialA'ono/i' !$r/inis/.
Pos$/an has also s$a$! $ha$ )a /!iu/ is a $'hnoloy wi$hinwhi'h a 'ul$ur rows $ha$ is $o say, i$ i#s +or/ $o a 'ul$urs%oli$i's, so'ial orani*a$ion, an! ha&i$ual ways o+ $hinkin .
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Media Ecolo')
C!itics
Tec+nolo'ical Dete!"inis"
?ohn Dk$ who &li#s $ha$ '"uhan is o#rsi/%li+yin $hworl! )&y !nyin $ha$ hu/an a'$ion is i$sl+ rs%onsi&l +or $h'hans $ha$ our so'io-'ul$ural worl! is un!roin an! willun!ro, '"uhan n'ssarily !nis $ha$ a 'ri$i'al a$$i$u! is/orally sini+i'an$ or %ra'$i'ally i/%or$an$.
"an' S$ra$, on $h o$hr han!, arus $ha$ '"uhans$horis ar in no way !$r/inis$i' an! '"uhan in +a'$ n#russ $h wor! !$r/inis/ or lu!s $o $h i!a $ha$ hu/anan'y is r/o#!.
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Media Ecolo')
C!itics
Tec+nolo'ical Dete!"inis"
This s$a$/n$ +ro/ S$ra$ woul! !+in '"uhan an! !ia'oloy as Fso+$ !$r/inis/F o%%os! $o F har! !$r/inis/Fwi$h $h !i++rn' &in $ha$ )har! !$r/inis/ in!i'a$s $ha$'hans $o so'i$y ha%%n wi$h no in%u$ or 'on$rol +ro/ $h//&rs o+ $ha$ so'i$y, whras )so+$ !$r/inis/ woul!aru $ha$ $h 'hans ar %ush! &y $'hnoloy &u$ +r will
an! an'y o+ $h //&rs o+ so'i$y ul$i/a$ly ha# a 'han'$o in+lun' $h ou$'o/.
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Media Ecolo')
C!itics
T+e G!eat Di&ide
5 )Gra$ 7i#i! $hory, ara$in $h !i++rn' &$wnorali$y an! li$ra'y, +or a/%l.
5n! a ra$ !i#i! &$wn wor! an! i/a. 5n! a ra$ !i#i!&$wn $h al%ha&$, on $h on han!, an! %i'$ora%hi' an!i!ora%hi' wri$in, on $h o$hr.
5n! a ra$ !i#i! &$wn s'ri&al 'o%yin an! $h %rin$in%rss. 5n! a ra$ !i#i! &$wn $y%ora%hy an! $h l'$roni'/!ia.
&u$ $h %oin$ is $ha$ $hr ar /any !i#i!s, whi'h sus$s $ha$no sinl on o+ $h/ is all $ha$ ra$ a+$r all.
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Media Ecolo')
Recent Resea!c+ and A*llications
Ne# Media
Th nw /!ia is 'hara'$ris! &y $h i!a o+ w& 2.0.
( arus $ha$ a %ar$i'ular ass/&la o+ so+$-war, har!waran! so'iali$y ha# &rouh$ a&ou$ K$h wi!s%ra! sns $ha$$hrs so/$hin uali$a$i#ly !i++rn$ a&ou$ $o!ays &.
Th in$ra'$i# an! usr orin$! na$ur o+ $hs $'hnoloisha# $rans+or/! $h lo&al 'ul$ur in$o a %ar$i'i%a$ory 'ul$ur.
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Media Ecolo')
Recent Resea!c+ and A*llications
Ed(cation
)(ow !ia 'olois :an 5!!rss 7i#rs S$u!n$ 6!s
na/! s$u!y was 'on!u'$! $o !$r/in whi'h /!ia is%r'i#! as $h /os$ us+ul as an ins$ru'$ional $ool in %os$-s'on!ary !u'a$ion.
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Media Ecolo')
Recent Resea!c+ and A*llications
Inte!national A**lication and Social Media
So'ial /!ia $n!s $h F ra%#inF n$work an! $ha$ so'ial /!ia,
!s%i$ $h rsul$ o+ $h u%risin, 'o/%l$ly 'hans $h F /!ias'a%Fo+ y%$.
5$ $i/s nwly in$ro!u'! /ass /!ia ha# %ro!u'! r#olu$ionary++'$s in $h so'i$al /ana/n$ o+ $i/ an! nry as $hy +or!nw s%a's +or $h/sl#s. Thus /!ia ar 'ul$ural +or's as wll as'ul$ural o&J'$s. In o%ra$ion, $hy %ro!u' s%'i+i' 'ul$ural ++'$s $ha$'anno$ & asily %r!i'$!.
P$rson $h rol o+ so'ial /!ia in y%$ is also #ol#in $h %oli$i'al'ul$ur as #n s$a$ +iurs ar &innin $o /ak announ'/n$s
usin so'ial /!ia ra$hr $han /or $ra!i$ional +or/s o+ /!ia
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
hirty$four countries of the world have no television sets.
here are more telephones in okyo than on the entire "fricancontinent.
%ewer than half the world&s population has ever made atelephone call more than two$thirds of the households still haveno phone.
Ths ar $h harsh +iurs on $h s$a$ o+ worl!
'o//uni'a$ion.
Th 6w orl! In+or/a$ion an! :o//uni'a$ion ;r!rA6I:; a$$/%$s $o %ro#i! answrs $o how 'o//uni'a$ionsinui$is 'oul! & rsol#!.
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
Co""(nication Access As 5(stice And T+e Gods o% E6(it)
5''or!in $o %rin'i%ls o+ hu/anis$ li&ralis/, &asi' rih$s an!
li&r$is ar inalina&l.
hn &asi' rih$s ar no$ uaran$!, says ?ohnson, %o%l)la'k a /ans $ha$ is ssn$ial +or $h/ $o & ++'$i# an$s in$hir so'i$is, an! %ar$i'i%an$s in $h %ro'sss o+ %oli$i'al
!li&ra$ion an! !'ision /akin.
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
Co""(nication Access As 5(stice And T+e Gods o% E6(it)
5no$hr 'on$ri&u$or Rawls arus +or ual o%%or$uni$is an! aso'ial 'on$ra'$ 'on'%$ually /or nral. ( says $hr ar $wo%rin'i%ls o+ Jus$i'=
a. a'h %rson has an ual rih$ $o a +ully a!ua$ s'h/ o+ual &asi' li&r$is whi'h is 'o/%a$i&l wi$h a si/ilar s'h/ o+
li&r$is +or all. &. So'ial an! 'ono/i' inui$is ar $o sa$is+y $wo 'on!i$ions.
Dirs$, $hy /us$ & a$$a'h! $o o++i's an! %osi$ions o%n $o allun!r 'on!i$ions o+ +air uali$y o+ o%%or$uni$y an! s'on!, $hy/us$ & $o $h ra$s$ &n+i$ o+ $h las$ a!#an$a! //&rs
o+ so'i$y
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
Co""(nication Access As 5(stice And T+e Gods o% E6(it)
Th 'n$rali$y o+ l'$roni' /!ia $o ++'$i# %ar$i'i%a$ion in
/o!rn so'i$is an! in$rna$ional rla$ions, $hy 'an &!+in! as a n'ssary as%'$ o+ &asi' hu/an rih$s an!+un!a/n$al $o !$r/ina$ions o+ wha$ is Jus$ an! unJus$.
hn w s$ar$ $o $hink a&ou$ 'o//uni'a$ion wi$hin $h
+ra/work o+ &asi' rih$s an! Jus$i', i$ i//!ia$ly &'o/sa%%arn$ $ha$ communication e(uity becomes a prere(uisite ofmodern society.
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
Co""(nication Access As 5(stice And T+e Gods o% E6(it)
Th +or/ula$ion o+ $h
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
Co""(nication Access As 5(stice And T+e Gods o% E6(it) Th %ansion o+ a'$i#i$is an! rsar'h wi$hin
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
2+at is N2ICO
hil 6I:; oiously in#ol#s 'on'rns wi$h Journalis/ an!
%ar$i'ular 'o//uni'a$ion $'hnolois, i$ 'an & /or %ro%rly$houh$ o+ as an ++or$ $o lo'a$ 'o//uni'a$ion an! issus o+ui$y, hu/an rih$s an! Jus$i' wi$hin $h 'on$$ o+ lo&alhis$ory an! %oli$i'al 'ono/y.
Dor $'hnoloi'al !$r/inis$s $h /%hasis o+ 6I:;'hallns $hir assu/%$ions a&ou$ $h link &$wn $'hnoloyan! hu/an %rorss, $h rol o+ $h /ark$ an! $h!$r/ina'y o+ %oli$i's, 'ono/i's an! his$ory o#r $hinno#a$ion, !%loy/n$ an! uss o+ 'o//uni'a$ions$'hnoloy.
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
T+e C+allen'e to Po#e!7 A(tono")8 C!iti6(e and Alte!nati&eP!o*osals %o! t+e F(t(!e
(is$ori'ally, as %ar$ o+ $h ++or$s $o r!+in $h $r/s o+ %ar$i'i%a$ionin $h worl! sys$/, !#lo%in 'oun$ris ha# s$a&lish! +or/alallian's $o lo&&y +or $hir /u$ual in$rs$s in $h worl! 'o//uni$y an!$o a#oi! sla#ish alin/n$s wi$h i$hr o+ $h su%r%owrs. Th /os$i/%or$an$ o+ su'h allian's has &n $h 6on-5lin! o#/n$A65.
5 s$ o+ non-&in!in %rin'i%ls $o ui! $h o%ra$ions o+ $hin$rna$ional /!ia an! Journalis$s. Su'h ++or$s la$r 'a/ $o &known as $h ass !ia 7'lara$ion.
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
T+e MacB!ide Co""ission
Th nwly +or/! :o//ission was ha!! &y $h Irish 5/&assa!or,
San a'Bri!. (is $ask was $o s$u!y $h is$in s$a$ o+ a++airs inin$rna$ional 'o//uni'a$ion an! $o /ak r'o//n!a$ions $ha$ /ih$+or/ $h &asis o+ a nw 'o//uni'a$ion or!r.
In 19H8, $h :o//ission su&/i$$! in$ri/ r%or$ +o'us! on $h
na$ur an! orani*a$ion o+ $h s$rn %rss, s%'ially $h$ransna$ional wir sr#i's AT665s.
F+r an! &alan'! +lowF $o $h oal o+ a F+r +low an! a wi!r an!&$$r &alan'! !iss/ina$ion o+ in+or/a$ion.
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
T+e MacB!ide Co""ission
:o//issions +inal r%or$ was %rsn$! $o $h 21s$ Gnral:on+rn' in Blra!, ns$l! wi$hin $h r%or$ wr 82r'o//n!a$ions, in'lu!in %ro%osals rla$! $o $l'o//uni'a$ions$ari++s, a!/inis$ra$ion %ro'!urs, $'hnoloi'al i/%l/n$a$ion an!uss, an! $rainin an! rsar'h in $h /!ia.
I$ also rsol#! $o !al wi$h F%ro+ssional in$ri$y an! s$an!ar!s. .in'lu!in a 'on'rn +or %ro+ssional $hi'sF al$houh i$ li/ina$! anysus$ions a&ou$ $h li'nsin o+ Journalis$s.
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
T+e MacB!ide Co""ission
7s%i$ $h 'on'ilia$ory a%%roa'h a!o%$! in $h +inal r%or$, $h !o'u/n$was s$ill 'ri$i'i*! wi!ly. any +aul$! i$ +or &in $oo %hiloso%hi'al an! +or$ryin $o sk 'onsnsus whr $h !i#isions wr si/%ly $oo !% $o
o#r'o/.
I$ also +ail! $o a!ua$ly a!!rss issus o+ $l'o//uni'a$ionin+ras$ru'$ur an! $h so'io-'ul$ural ++'$s o+ $'hnoloy, is$in $ari++s$ru'$urs an! $h !is$ri&u$ion o+ $h s%'$ru/ rsour's.
on sini+i'an$ ou$'o/ o+ $h Blra! :on+rn' was $h 'ra$ion o+ $hIn$rna$ional Prora/ +or 7#lo%/n$ :o//uni'a$ion AIP7:, whi'h was!sin! $o i/%l/n$ /any o+ $h o&J'$i#s o+ $h 6I:; in a %ra'$i'al/annr.
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
T+e S 2it+d!a#al %!o" NESCO
In la$ 7'/&r 1983, S'r$ary o+ S$a$ Gor S'hul$* sn$ al$$r $o
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T+e Ne# 2o!ld In%o!"ation and
Co""(nication O!de! 3N2ICO4
T+e F(t(!e o% N2ICO
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9isions o% an In%o!"ation S(*e! Hi'+#a)
And Global In%o!"ation In%!ast!(ct(!e
Th In+or/a$ion Su%r (ihway an! GII in#ol# $h %ossi&ili$y o+ $hworl! &in link! $o$hr $hrouh a w& o+ !ii$al$l'o//uni'a$ions $'hnoloy, +i&r o%$i' 'a&ls, an! hih-'a%a'i$ysa$lli$ sys$/s 'a%a&l o+ hih s%! an! su%rior uali$y #oi' an!!a$a $rans/ission.
This 'on#rn' o+ wir, wirlss, &roa!'as$, 'a&l an! sa$lli$'o//uni'a$ion $'hnolois in$o a lo&al in+or/a$ion n$work is a$ $hhar$ o+ $h )In+or/a$ion Su%r (ihway %roJ'$.
Th In+or/a$ion Su%r (ihway is no$ only a $'hnoloi'al %roJ'$, &u$also an ini$ia$i# $ha$ links o#rn/n$s an! /aJor 'o//uni'a$ion'or%ora$ions a$ $h hihs$ l#ls.
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9isions o% an In%o!"ation S(*e! Hi'+#a)
And Global In%o!"ation In%!ast!(ct(!e
)(ihways whi'h woul! sr# as )n$works o+ !is$ri&u$! in$llin',na&lin all $o )shar in+or/a$ion, $o 'onn'$, an! $o 'o//uni'a$ as alo&al 'o//uni$y.
Sys$/ o+ hihways woul! la! $o )ro&us$ an! sus$aina&l 'ono/i'%rorss, s$ron !/o'ra'is, &$$r solu$ions $o lo&al an! lo'aln#iron/n$al 'hallns, i/%ro#! hal$h 'ar, an! ul$i/a$ly ara$r sns o+ shar! s$war!shi% o+ our s/all %lan$.
@y as%'$s o+ $his %rora/, as Grou% o+ H 'oun$ris no$!, is $h
a!o%$ion o+ an an!a $o li&rali* rula$ions +or in+or/a$ion $'hnoloyan! a sris o+ $'hnoloy %roJ'$s !sin! $o %ro/o$ $h o&J'$i#s o+$h In+or/a$ion Su%r (ihway an! $o arn$ su%%or$ +or $h ini$ia$i# &yli/ina$in %u&li' s'%$i'is/ an! a/&i#aln' $owar!s $h nwin+or/a$ion /a'hins.
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9isions o% an In%o!"ation S(*e! Hi'+#a)
And Global In%o!"ation In%!ast!(ct(!e
2+at #ill Res(lt in t+e De&elo*"ent o% an In%o!"ation S(*e!Hi'+#a)
Th /os$ a%%alin rou$ +or /any 'oun$ris wishin $o !#lo% $hir !o/s$i'$l'o//uni'a$ion sys$/s, an! i#n $h !$riora$ion in !#lo%in 'oun$ris
'ono/is an! $h s#ri$y o+ $h !&$ 'risis, has &n %ri#a$i*a$ion.
Ci' Prsi!n$ Gor has s$ronly %ro/o$! %ri#a$i*a$ion, aruin $ha$ i$ is anin$ral 'o/%onn$ o+ $h &roa!r %roJ'$ o+ 'ra$in $h In+or/a$ion Su%r(ihway, 'ono/i' row$h an!, %rha%s /os$ i/%or$an$ly, )s$ronr!/o'ra'is.
hil %ri#a$i*a$ion /ay rais 'a%i$al in $h shor$-$r/, i$ has $o & no$! $ha$$l'o/ o%ra$ors ha# al/os$ always 'on$ri&u$! $o $h %u&li' %urs, no$ !rain!$h/, an! $hr ar nor/ous !i++i'ul$is in $$in %ri#a$ 'or%ora$ions $o sr#%u&li'ly-!$r/in! so'ial %oli'y o&J'$i#s.
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Concl(sion
Th %ossi&l links a/on 'o//uni'a$ion, $'hnoloy, an!!/o'ra'y on a lo&al s'al 'anno$ & 'onsi!r! ou$si! $h/or nral %oli$i'al an! 'ono/i' 'on$$ in whi'h $hy arsi$ua$!.
Th %r#ious s'$ions !s'ri&in 'on$/%orary !#lo%/n$sa++'$in $h rla$ions &$wn !#lo%! an! !#lo%in 'oun$ris,an! $h in'ras! $n!n'y $o lo'a$ 'o//uni'a$ion %oli'y wi$hin$h 'on$$ o+ $ra! %oli'y, sus$s $ha$ %rora/s su'h as $h
in+or/a$ion su%rhihway an! $h Glo&al In+or/a$ion In+ras$ru'$urwill sr# li$$l /or $han narrowly !+in! ins$ru/n$s ra$hr $han$h /u'h larr an! /or n'o/%assin oals o+ 6I:;.
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THAN: YO