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Globalization of

Communications Media

JCOM 240

Spring 2003Thom McCain


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Global, Regional, National, Local Media

Global media Local productions done with global form and idea

Baywatch

Globalization

Worldwide spread of media companies News Corporation

Rupert Murdock

Regionalization

Media through a geographical region Inability of Europe-wide television market to develop European media is still divided by language and culture

Brazilian soap operas Telenovelas


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Globalization Strategies

Cultural proximity Desire of audiences to see programs from their own or similar cultures

Egyptian productions are more popular than American productions throughthe middle east

Americans will only watch English language productions

Dubbing

Re-recording the audio

American audiences are not receptive to dubbed programming

Other cultural aspects that define an audience

Jokes, slang, historical references

U.S. sitcoms dont work in Latin America

Targeting cultural-linguistic markets

Targeted at language and cultural communities

Markets are developing in regional areas


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Press Theories

Four Theories of the Press (1956) Siebert, Peterson, and Schramm

Classifications reflect polarization of the Cold War

Divided media system into four categories

Authoritarian, libertarian, social responsibility, andSoviet/totalitarian

Developing nations media now described as

developmental

With the fall of Communism in Russia theSoviet/totalitarian media system is referred to asauthoritarian


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Authoritarian model

Control over media To maintain authority over their citizens

Historically

Nazi Germany, Soviet Union, and Mao era China

Control the population

Totalitarian states

Cuba, Iraq, North Korea, Myanmar, and Afghanistan

Censorship for moral content Iran forbids the broadcast of Baywatch

Censorship of political news Cuba


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Developmental Model

Government operates themedia in order to promoteeconomic and socialdevelopment Developing nations of Africa,

Asia, and Latin America

Less control over content thanAuthoritarian Media enlisted in effort to

promote national development Market economics has led to

privatization of media and

private competition Media asked to voluntarilycooperate

India is an example of a nationwith the developmentalapproach

Newspapers and magazinesare privately owned

Government owns andoperates radio and television

Promote agriculture, health,and education

Privatization in Indian Radio
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Free Press/Libertarian Model

Theory developed in the eighteenth century Emphasizes the need for freedom of expression for well informed

voters

Print media in most countries are run under thelibertarian theory Electronic media is usually not run under the libertarian theory

U.S. is an example of a nation with the libertarian model Very little control over print media

Broadcast media is controlled more closely by government

The Internet is truly libertarian No controlling authority

China and Singapore have tried to control the Internet usingfirewalls and filtering software


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Social Responsibility Model

Free expression with some limits Government regulations or self-regulation

Media is controlled by media professionals who operate themedia using a code of professional ethics

British BroadcastingCorporation (BBC)operates under the socialresponsibility model Financed by license fees

paid by radio and televisionset owners

Avoid government andadvertising influence

Programmers are guided bystrong ethics

BBC Newsroom


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Globalization of Media Companies

Top 9 global firms dominate world market Preponderance of US firms

AOL Time Warner (U.S.)

CNN, WB

Disney (U.S.)

ABC, ESPN Bertelsmann (German), RCA records

Viacom (U.S.)

News Corp. (Australian)

Fox

AT&T/TCI (U.S.) GE/NBC (U.S.)

Sony/Columbia/TriStar (Japanese)

Vivendi-Universal (French)


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News Agencies

Telegraph produced news wire services in the 1840s International news flow

Associated Press (AP) Cooperative of American newspapers

1848

Reuters Great Britain

International news for the British Empire

United Press International (UPI) Developed as a competitor to AP

Agence France Presse (AFP) Joint government probate agency

Serves France and French speaking nations

Critics argue that American and European wire services emphasizedisaster and sensation


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Radio Broadcasting

International radio Public diplomacy Short-wave frequencies

Voice of America, Radio Havana

National radio

Government control Spectrum allocation

Scarce frequency rationale

Education or propaganda India - solve major health and education problems

Private ownership Profit motive

Public Radio BBC

License fees


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Music

Music is the most globalized media Around the world you hear American music All areas of the world have their own music

Music flow American and British music dominate

Anglo-American messages abut sex, violence, drugs Clash with local values

International ownership AOL Time Warner, Sony, Polygram, and Philps

National & classical music is subsidized Many countries have national symphony orchestra Classical music in the U.S. is supported by National Endowment

for the Arts


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Film

Film media is difficult for many nations to sustain The cost of film is so high it eliminates many nations from production

The average Hollywood film cost $40 million +

U.S. dominates film production

U.S. produced movies fill 70% of the theatre seats

It is very difficult for non U.S. productions to break into internationalproduction

Export promotion

U.S movies are actively promoted by Motion Picture Association ofAmerica (MPAA)

Subsidized film industry France and Spain

U.S. has objected to subsidized film industries as an unfair trade practice


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Video

In many countries films are seen on home videomore often than in theaters

Increase of middle class households that own VCRs

U.S. productions dominate the video rental

market Video rentals are supplied by Hollywood films

Diversification in video rental is following the

movement of immigrant populations Immigrants prefer to watch television from home

Movies and television programs


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Television

Television divided between government, private, and public control In Africa, Asia, and Eastern Europe government ownership and

control

Supported through government funds

Public broadcasting

Public cooperation PBS in the US

BBC in UK and NHK in Japan

License fee on TV sets

Privatization trends

Reduce the cost to the public CBC in Canada

Reduce political control

New Zealand Cultural Adjustment Seminars


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Television Flows

More restricted international flow U.S. television is global

Cultural imperialism

Half of the worlds countries get 1/2 of their TV from the U.S.

Quotas limiting the amount of U.S. TV programs imported

European Economic Community requires at least 50% of television beproduced in Europe

Television exports increase share of profits from production

Foreign shows are entering the U.S. market

Because of convergence the cost of producing local television has

been decreasing Television news

Increase in news via satellite

CNN and other satellite news operations


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Cable and Satellite Television

Direct satellite broadcast (DBS) Direct-to-Home (DTH)

Cable channels and language specific services

Star TV in Europe and Asia

Owned by Foxs Rupert Murdock

Saudi channel aimed at Middle East

Satellite Television Cable stations feed systems worldwide

CNN, MTV, HBO, ESPN, TNT, Nickelodeon, the Cartoon Network,Discovery Channel, and Disney Channel

Some countries moved to fully digital television and cable British Sky Broadcasting initiated 140 digital cable TV


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Telecommunications Systems

U.S. and Japan have 50 telephones per 100 people Most other countries have fewer the 50 telephones per 100 people

Worldwide public satellite network

Intelsat

Consortium of telephone companies

Inmarsat Marine and mobile communications

PTT Postal, telephone, telegraph

Most state owned telephone systems

Liberalization

Newer services offered by PTT Cellular telephone is growing faster in Europe and the Far East

U.S. failure to accept digital cell phone standards


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Computers and the Internet

Computers have been spreading slowly world-wide Hardware is too expensive for Third World Nations

The Internet Scandinavia and Singapore moving faster than US

In the third world slow telephone lines limit the Internet to text

only Trans-border data flow

Dominated by the U.S.

Seen as a tool for U.S. corporate power

Political Zapatista Liberation Front uses the Internet to get world support

Authoritarian nations are looking for a way to control access topolitical content

Saudi Arabian Student Use -- Talal


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International Regulation

International law No enforcement

Closing down of pirate radio stations off the coast of the UnitedKingdom was in fact an act of war

International Telecommunication Union Technical standards

Radio spectrum allocations

Satellite Footprint

Issues in international regulation of the Internet

Assignment of domain names

Standards for privacy

Taxations

Hate speech


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Transborder Data Flows

Seen by critics as a tool increasing U.S.corporate power Use of remote sensing

Enable corporations to monitor resources in Third Worldnations giving them a economic advantage

Health of Brazilian coffee crop or locations of minerals

Centralized control over multinationalcorporations Closing and downsizing branches around the world

Loss of jobs and revenue Moving production to low-wage nations

Moving data entry and programming jobs to countrieslike India


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Cultural Imperialism

Unequal flow of film, television, music, and news from theU.S. to the rest of the world Causes cultural erosion

American style of dress all over the world

American words creeping into other languages

It is a crime for French journalist to use English

Concern about the level of frustration in Third World cased by thematerialistic values in the media

American media is having less influence around the

world Other nations are producing more programming Media in many nations is subsided by the government

Import of U.S. media is limited in some nations


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Cultural Impact of Information Flow

Global media has produced an increase in the variety ofcontent flowing between countries No country can isolate itself

New ideas and values are flowing between nations

Rapid change in the worlds culture is producing a global

village Marshall McLuhan (1964)

What will the global village be like? Hollywood films, Anglo-American pop music, and American

television Sex, violence, drugs, sexism, and racism

Optimistic view is of a decentralized global village

International cooperation


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Free Flow of Information vs. Sovereignty

Fear that unbalanced flow of information will diminishnational sovereignty Free flow of information reflects the concept of freedom of speech

National sovereignty reflects concern over control of nationalresources including media

National sovereignty is used as a justification for control of media flow

UNESCO debated over free and balanced flow ofinformation between 1976 and 1979 Proposal would give greater control to government to control

information U.S. withdrew from discussion in protest over the proposed

limitation on journalistic freedom


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Trade in Media

Media flow is a trade issue raised by treaty organizations European Union (EU), and North American Free TradeAgreement (NAFTA)

Media content is a major export for the U.S.

Europe and Canada have rules to limit imports of Americanmedia to support internal production and protect culture

General Agreement on Trade and Tariffs (GATT) Trade talks lobbied to keep countries from protecting film and

television industries

European nations opposed such a change

European Union has tried to open up trade in mediacontent

World Intellectual Property Organization (WIPO) Created in 1974 to protect copyright


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Communication and the Future


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Communication Technologys Life Cycles

Precursorimagination, prereqs exist Inventionshort period, prototype made

Developmentlonger period, market

Maturityintegrated into life forces

Pretenderssome advantages, enough? Obsolescence5-10% of life cycle

Antiquitymuseum pieces (mechanical calculator,typewriter, carbon paper)


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Moores law of integrated circuits

Transistors decrease in size by every 24 months Computing capacity (the number of transistors on a chip) double

every 24 months (or less)

Speed of each transistor doubles every 24 months

This may be an under estimation


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Moores law at work

Year Transistors in Intel Chips 1972 3,500

1974 6,000

1978 29,000

1985 275,000 1989 1,200,000

1993 3,100,000

1995 5,500,000

1997 7,500,000

1999 15,000,000


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Ray Kurzweils laws of accelerating

growth in computer technologies

Exponential growth and the game of chess Growth powerful, but deceptive knee of the curvebrings unrelenting fury of development

Digital Divide How will the whole world benefit?

Can access be assumed

Does political economy of communication technology matchtechnical capacity?


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Communicating in the future

Can do anything, with anyone, everywhere, at any time Most meetings can be accomplished virtually

High resolution 3-D images projected through direct-eye displaysand audio lenses. Resolution exceeds human eye

Technology totally emersive and wearable


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Tactile Environments

Resolution exceeds or equals human touch Pressure, temperature, textures, moistness Total haptic environment requires entering a VR booth

Medical exams and your virtual health

Sensual/sexual experiences with human or simulated partners


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Implications of Moores Law

Innovation in communication technology is on anincreasingly fast innovation curve. More technologies will be invented in the next 20 years than have

been imagined in all of prior human history

Kurzweil predicts by the year 2020 this will have computers

exceeding human intelligence They already do in some areas

What will be next?


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2020 is coming

A computer will be everywhere Walls, tables, jewelry, our bodies The environments of virtual reality will directly display on contact

lenses or the retina. The clarity of the VR display will exceed thecapacity of the current human eye.

Three dimensional audio will be similarly available


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2020 continued

Keyboards are rare Most interaction will be with gestures using hands, fingers, facialexpressions, two-way natural spoken language.

Interaction with computers will mimic interaction with otherintelligent beings

Personalities of computers will be essential and variedjust likeother intelligent beings

Cables will have largely disappeared


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Moores Law Implications -- Kurzweil

Computational capacity of a $4,000 computing device isapproximately equal to the computational capability of thehuman brain 20 million, billion calculations per second

Memory in 2020 is an electronic phenomenon, not amechanical one Neural Implant chips are introduced

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