CHAPTER 11

GLOBAL MEDIA
Prepared by
FAUZIAH DIN
fauziahdin@uitm.edu.my / 011-3163-3414
June, 2020
CHAPTER OUTLINE
After studying this chapter, you should be able to ,

 Explain the practice of global media and its challenges

 Identify different media systems from around the world.
 Describe the debate surrounding cultural imperialism and other
controversies raised by the globalization of media or global
village.
GLOBAL MEDIA - INTRODUCTION
 GLOBAL MEDIA - INTRODUCTION
 Global media -
technology/digital media, the
internet is known as our global
village where information and
communications can reach
thousands homes in spite of
geographical and cultural
distances.

 Being ‘global’ – getting

internationally united and
integrated through
interchanging of world views.

 Global dominant players by 7

American multinational
companies .
 GLOBAL DOMINATIONS BY AMERICAN MEDIA CONTENT

 The Cartoon Network is satellite- and cablecast in 145 countries in 14 languages.

 The Discovery Channel has 63 million subscribers in Asia; 35 million in Europe, the Middle East, and
Africa; 30 million in India; and 18 million in Latin America.
 Nickelodeon is the globe’s most distributed kids’ channel, viewable in more than 320 million
households worldwide
 2016 television premiere, Fox simultaneously streamed the first episode of 377 Outcast in 61
countries using dedicated Facebook Live pages.
 The New York Times sells a hard-copy magazine, Chinese Monthly, written in simplified Chinese
for readers in Hong Kong and Macau.
 Britain’s Channel 4 pays Fox Television $1 million per episode for The Simpsons, and
 Satellite channel BSkyB pays $814,000 an episode for Glee.
 The Washington Post publishes a daily online newsletter, Today’s WorldView, specifically for its 25
million international readers.
 Hundreds of millions of Internet users spread throughout scores of countries can tune in to
thousands of Web radio stations originating from every continent except Antarctica. Media know
few national borders.
 ARGUMENTS ON GLOBAL MEDIA IMPACT

 Difficult for other developing countries to

produce and distribute their own form of
cultural media products and has limited the
degree of cultural exchange between
global countries.

On the other hand………..

 It is just the side effect or process of
globalization strive to emerge a set of values
and beliefs which largely shares amongst all
nations through media.
 GLOBAL MEDIA TODAY
- THE CHALLENGES
The global flow of expression and entertainment is not welcomed by everyone.
 French law requires that 40% of all music broadcast by its radio stations be in French.
 Iran bans “Western music” altogether from radio and television, going so far as to jail six people in 2014 for
making a dance-along video to Pharrell’s “Happy” (Erdbrink & Gladstone, 2014).
 Jamaica’s Broadcasting Commission bans American hip-hop music to guard against underage sex and
juvenile crime.
 America’s 378 northern neighbor mandates that all television programming contains at least 15%
“Canadian-made content,” while the European Union sets its minimum at 20%.
 While The Simpsons is widely distributed across the Middle East by Saudi Arabian provider , all references to
American brand Beer have been changed to soda brands.
 The Germans and Austrians are cautious of The Simpsons as well, refusing to air episodes that include the
topic of a nuclear accident at the plant where Simpson character works.
 In china, to ensure that its people do not access “foreign” Internet content, the Chinese government
requires all Internet accounts to be registered with the police. It employs 40,000 “e-police” to enforce its
dozens of Internet-related laws .

Media may know few national borders, but there is growing concern that they at least respect the cultures
within them.
 DIFFERENT MEDIA SYSTEMS FROM AROUND THE WORLD

 Different countries rely on different media systems to meet their national needs.
The study of these varying models is called comparative analysis.
 These different systems in mass media regulation across nations are developed
based on ; audience expectations, diversity of their levels of development and
prosperity, values, political systems and economic foundations.
 The world’s media systems guidance by William Hachten (1992);
1. western,
2. development,
3. revolutionary,
4. authoritarianism and communism.
THE WORLD’S MEDIA SYSTEMS GUIDANCE BY WILLIAM HACHTEN (1992)

• There is no such thing as completely free media

system

Western • Even commercially driven systems include the

expectation not only of public service but also
significant participation of the government
• Eg: Great Britain

• The media systems of many developing government

and media work in partnership to ensure that media
assist in country’s development.
Development • Content is designed to meet needs - societal and
culturally
• Eg: Honduras
THE WORLD’S MEDIA SYSTEMS GUIDANCE BY WILLIAM HACHTEN (1992)

• Four aims of Revolutionary media system:

• Ending government monopoly over

information
Revolutionary • Facilitating the organization of opposition
to the incumbent or current powers
• Destroying the legitimacy of a standing
government
• Bringing down a standing government
THE WORLD’S MEDIA SYSTEMS GUIDANCE BY WILLIAM HACHTEN (1992)

• Very few Communist countries remain –

book takes the two concepts together ;
Authoritarianism & Communism
Authoritarianism • China – good example because of
& Communism how it controls or operates its media,
but also because it shows how hard it is
for these countries to keep this kind of
strict control over media and audience.
 GLOBAL VILLAGE
 Global village
the phenomenon of the world’s culture shrinking and expanding
at the same time due to pervasive technological advances that
allow for instant sharing of culture.

 Debates on global village;

1. cultural globalization will lead to a dazzling marketplace where
countries of all economic opportunities are represented and
where more fortunate countries come to the aid of less fortunate
ones with humanitarian efforts.
2. On the other hand, people are afraid that the evolution of a
global village will raise conflicts between cultures, cause a
fragmentation of culture, or lead to cultural domination by more
developed countries and possibly create hybrid cultures
 THE MACBRIDE REPORT

 The debate over the global village led to the Many Voices One World, also known as
the MacBride report, written in 1980 by the United Nations Educational Scientific and
Cultural Organization or also known as UNESCO.
 The aim of the report was to address two major issues;
1. The communication problem in modern society, particularly relating
to mass media and news, consider the emergence of new
technologies such as internet.
2. The concentration of media, commercialization of media and
unequal access to information and communication.
 The MacBride report proposed democratization of communications and
strengthening of national media to avoid dependence on external sources.
 The MacBride report also promoted policies directed at the liberalization of the
telecommunication market, monopoly powers as well as the comparative
advantage, or dominance, of broadcasting and newspaper companies
 THE MACBRIDE REPORT
- EMERGENCE OF NEW TECHNOLOGIES

 ISSUE 1

The communication problem in modern society, particularly

relating to mass media and news, consider the emergence
of new technologies such as internet.
 THE MACBRIDE REPORT
– CULTURAL IMPERIALISM

 ISSUE 2

 The concentration of media, commercialization of media

and unequal access to information and communication.
CONCLUSION