GLOBALIZATION AND MEDIA

Globalization: world is becoming an integrated marketplace

national borders less importanttransnational corporations dominate a global market “time-space compression”

How is media being "globalized"? Media ownership Media content Media access

Globalization most pervasive at level of organizing and creating media

Makes media more commercial, supported by advertising

Most countries produce own media culture…

• but draw upon American models

“glocal” : “local” productions done with “global” forms

KEY QUESTION: Is globalization a process of cultural homogenization or hybridization?

Cultural impact of media and information flows:

• Larger, more prosperous nations can create more media content than small, poorer nations

Cultural imperialism: when some countries dominate others through the media

• Causes erosion of traditional culture and change

• sometimes termed “Westernization” or “Americanization”

Conflict between

“free flow of information” and

“national sovereignty” idea that governments are entitled to assert national control over natural resources, culture, politics

GLOBAL MEDIA CASES

Music• Global industry based in US• Thriving national and regional industries• Cheaper so wider variety served• Major international companies also record and sell works by national artists

FilmMost globalized media and also most difficult to sustain on national basis.

Why?

Expensive Risky investment Distribution channels globalized

Why have American films succeeded in variety of markets?

• US market big enough to recoup costs• US audience diverse

• Hollywood draws talent from around world

• Hollywood studios control overseas distribution

Can other national film markets succeed?

• If domestic market is large enough or film companies produce for a multicountry market

Television• All governments involved in controlling

“privatizing” selling government assets to private owners

Quotas limit amount of imported TV programming that can be shown.

“localized” media productions adapted to local tastes and interests

Is American media having less influence around the world?

• Other nations are producing more programming

• Media in many nations subsidized by government

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

• National and regional TV and music production increase because they are feasible economically and because audiences want them

Why Globalization ≠ Americanization

Regionalization: media through a geographical region

• Language and culture more important than geography

• Example: Europe & TV

Cultural proximity: desire for cultural products as similar as possible to one’s own language, culture, history, and values

“cultural-linguistic markets” build on common languages and common cultures that span borders

Examples:

Egyptian TV, film, music

Other reasons why Globalization ≠ Americanization

1. Reduces culture to commodities 2. Assumes what is “foreign” = national difference 3. America is not the only global power4. Sees American culture as too monolithic

MEDIA, POWER, AND YOU!

Globalization of media and the question of cultural imperialism is about power.

Who has the power to:

• Create media

• Distribute media

• Exhibit media

• Censor media

• Consume media