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MEDIA AND
COMMUNICATIONS
POLICY MAKING
Processes, Dynamics and International Variations
ROBERT G. PICARD
Palgrave Global Media Policy and Business
Series Editors
Petros Iosifidis
Department of Sociology
City University
London, UK
Jeanette Steemers
Culture, Media & Creative Industries
King’s College London
London, UK
Gerald Sussman
Urban Studies & Planning
Portland State University
Portland, OR, USA
Terry Flew
Creative Industries Faculty
Queensland University of Technology
Brisbane, QLD, Australia
The Palgrave Global Media Policy and Business Series has published to date (2017) 15
volumes since its launch in 2012. Concentrating on the social, cultural, political, polit-
ical-economic, institutional, and technological changes arising from the globalisation of
media and communications industries, the series considers the impact of these changes
on matters of business practice, regulation and policy, and social outcomes. The policy
side encompasses the challenge of conceiving policy-making as a reiterative process that
recurrently addresses such key challenges as inclusiveness, participation, industrial-
labour relations, universal access and freedom in an increasingly globalized and transna-
tionalized world. The business side encompasses a political economy approach that
looks at the power of transnational corporations in specific contexts - and the controver-
sies associated with these global conglomerates. The business side considers as well the
emergence of small and medium media enterprises.
Focusing on issues of media convergence, industry concentration, and new commu-
nications practices, the series analyses the tensions between systems based on national
decision-making and publicly-oriented participatory structures and a more global per-
spective demarcated by commercialization, privatization and monopolization.
Based on a multi-disciplinary approach, the series tackles three key questions:
• To what extent do new media developments require changes in regulatory phi-
losophy and objectives?
• To what extent do new technologies and changing media consumption require
changes in business practices and models?
• And to what extent do privatisation, globalisation, and commercialisation alter the
creative freedom, cultural and political diversity, and public accountability of media
enterprises?
Media and
Communications Policy
Making
Processes, Dynamics and International Variations
Robert G. Picard
Reuters Institute
University of Oxford
Oxford, UK
© The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer Nature
Switzerland AG 2020
This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher,
whether the whole or part of the material is concerned, specifically the rights of translation,
reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any
other physical way, and transmission or information storage and retrieval, electronic adaptation,
computer software, or by similar or dissimilar methodology now known or hereafter developed.
The use of general descriptive names, registered names, trademarks, service marks, etc. in this
publication does not imply, even in the absence of a specific statement, that such names are exempt
from the relevant protective laws and regulations and therefore free for general use.
The publisher, the authors and the editors are safe to assume that the advice and information in this
book are believed to be true and accurate at the date of publication. Neither the publisher nor the
authors or the editors give a warranty, expressed or implied, with respect to the material contained
herein or for any errors or omissions that may have been made. The publisher remains neutral with
regard to jurisdictional claims in published maps and institutional affiliations.
This Palgrave Macmillan imprint is published by the registered company Springer Nature
Switzerland AG.
The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Preface
v
vi Preface
This book is based on those policy studies approaches for explaining why
and how policy emerges, is implemented and is examined. An impetus for the
volume was my growing awareness that much media and communications pol-
icy scholarship was narrow and drew little on the broader understanding of
policy and policy making produced in other disciplines.
This book responds to the dearth of literature applying policy studies
approaches and knowledge to media and communications. It is intended to
help those concerned with media and communications policy to gain a better
understanding of processes and influences in policy development, to reconsider
the range of policy types used in media and communications governance and
to consider that traditional policy practices may not be solving existing and
emerging challenges. It should help build awareness that decisions in commu-
nications and media policy increasingly hinge on principles applied from other
policy regimes and levels of governance. It is intended to develop better under-
standing about the overall impact of private, voluntary and community sectors
on policy making and policy solutions and that merely focusing on the public
sector limits perception and governance opportunities. It explores means for
analyzing and evaluating policy and effectively engaging in policy advocacy.
Those learning and studying media and communications policy and law will
benefit by better understanding of the contexts of policy making, influences
upon it, its processes and the activities of policy actors. This book is intended
to help provide those perspectives and to develop knowledge and skills in
examining, comparing and advocating for media and communications policy.
It will also provide those whose scholarship from a variety of disciplinary per-
spectives relates to media and communications policy with deeper understand-
ing of policy structures, processes, influences and decision-making that will
enrich and strengthen their work.
This book is intended for individuals knowledgeable about media and com-
munications industries and systems, especially university postgraduate and doc-
toral students in those fields, media and communications activists and policy
makers, individuals conducing policy analyses and scholars engaged in policy
research focused on media and communications. It will also be useful to stu-
dents and scholars in other disciplines, such as political science and political
communication, who are wrestling with issues involving media and communi-
cations policy and understand their systems and operations. Because of their
individual interests and objectives, it is expected that readers will use this book
in differing ways.
Readers seeking to understand how policy is made and what influences its
design and advancement will find knowledge about how policy making takes
place, the factors that determine it forms, its developmental paths, that influ-
ence its elements and its outcomes. Readers who want to learn how to under-
take effective policy research will find guidance on methods and approaches for
researching and understanding policy making and considering the effects of
different types of political and social systems on its processes. Those who want
to participate in media and communications policy making will find the
Preface vii
c oncepts and techniques explored in the book provide knowledge and meth-
ods for effectively engaging in policy-making processes.
The book is divided in three parts. Part I focuses on definitions, theories,
approaches necessary to understand policy making and the practices of policy
studies. Part II examines the differences and complexities of different levels of
policy making and how varying policy-making structures and activities affect
policy processes and influence outcomes. Part III focuses on techniques and
methods of policy analysis, evaluation, and examination and on practical advo-
cacy practices and issues and their influences on policy.
Readers will find boxed material throughout the book. These boxes serve
several purposes. They highlight or expand upon concepts introduced in the
chapters, provide illustrations of issues or ideas and present applications of anal-
ysis methods presented. The significance of each to different types of readers
will vary.
Each chapter concludes with a summary and points for discussion designed
to promote thought and debate about the nature of policy making and issues
that its structures and processes raise. Suggested readings for each chapter
explore the topics and issues introduced and citations throughout the chapters
direct readers to related policies study literature and media and communica-
tions policy study examples that will be useful for further research.
8 Policy Analyses157
ix
x Contents
10 Policy Advocacy201
11 Looking Forward217
Glossary221
Bibliography233
Index265
List of Figures
xi
xii List of Figures
All around us, often invisibly, institutions and systems shape our lives, the ways
we communicate, transact, entertain ourselves and learn about the world about
us. Policy making is the way that society structures and instructs these institu-
tions and systems. It involves organizing and influencing their elements and
relationships to serve collective and individual needs and promoting well-
being, safety, security, innovation and social progress. Deciding the best ways
to achieve those outcomes is subject to considerable debate.
Without policy, much of what we take for granted in our daily lives would
be impossible. Consider our mobile phones, for example. They would only be
pieces of industrial design and useless technology unless policy decisions had
spurred innovations in radio, telecommunications and electronics, allocated
unique radio spectrum necessary for them to operate, formed standards for
mobile interconnectivity to fixed, microwave and satellite telecommunications
systems, produced a common address system to reach other phones and inter-
net connections, provided authority for telecommunications companies to
stretch wire and cable on governmental and private rights of way, and created
and supported market structures and incentives for companies to build and
operate the requisite infrastructures. These policy choices make possible the
systems and markets necessary for us to call, text and share with friends, family
and business partners around the world and to access all kinds of digital con-
tent wherever we happen to be. Similarly, when we switch on our television
sets, few ever consider the policy behind their operations: technical standards
for the sets are established to coincide with the technical standards for broad-
cast transmitters; licenses are given to firms to operate broadcast channels;
operating standards are established; interconnectivity to cable, satellite and
internet is standardized; content standards are promulgated; and broadcast
carriage requirements for cable/satellite systems are all set by policy.
Hundreds of public policies at the national, regional and global levels influ-
ence the structures and operations of our media and communications systems.
This book explores the policy processes and the environments in which these
take place.
at both the domestic and international levels. The book explores policy analysis
methods, tools, their use and the insights they provide. It examines how exist-
ing policy is evaluated and how to identify means to improve it.
Before beginning that intellectual journey, common frames of reference
need to be established. The remainder of this first chapter defines and explains
fundamental terms, approaches and processes necessary for understanding pol-
icy making and its application to media and communications.
The field of media and communications policy has historically been disorga-
nized because of the disparate nature of individuals involved and the academic
disciples in which those researchers developed. Consequently, media and com-
munications scholars sometimes use basic terms differently depending upon
their varying disciplinary backgrounds, national origins and linguistic tradi-
tions. A common understanding of terms related to and about the field is
necessary if the policy discipline is to move forward (Picard 2016). An elemen-
tary step is to distinguish between the fundamental terms of policy, law, regula-
tion and intervention. These are sometimes used synonymously, but they have
precise meanings that should be recognized and employed.
1
The terms communication and communications are used inconsistently and erroneously as
synonyms in media policy literature. Communication is the act of exchanging information and
8 R. G. PICARD
Although each of these involves policy, they focus on distinct issues and are not
synonymous. Each has roots in specific disciplinary fields and in the technolo-
gies with which they are associated when the terms emerged. Some now con-
sider the latter term as overlapping or as a subset of the first three terms.
Media policy is concerned with industries and enterprises that produce and
distribute content. It typically involves issues of structures and behavior, con-
tent issues and effects on citizens and society. Scholars involved in media policy
tend to come from media studies, sociology, economics and business studies.
Communications policy focuses on systemic technologies, infrastructures,
platforms and content distribution systems and networks. It considers their
structures, operations, availability and accessibility to suppliers of content and
consumers, and the behavior of firms involved. Scholars working on these
issues tend to derive from communications studies, information technology,
economics and business studies.
Information policy focuses on the flow and processing of information, with
attention to issues involved in storage, access and distribution of information.
It deals with issues such as information security, privacy and digital rights man-
agement and trading of rights. Scholars researching in this field tend to come
from information technology, economics and legal disciplines.
Telecommunications policy typically refers to policies involving telephony and
broadcasting. It emerged as a separate field from general media policy because
of its focus on issues deriving from the unique properties and economic bases
of those communications platforms. It is increasingly becoming a subdivision
of communications policy because the technologies involved in telephony and
broadcasting have been digitalized and are being integrated into common
technologies and because systems and governments are often combining the
agencies charged with overseeing telecommunications and communications
policy. Scholars using this approach tend to have backgrounds involving broad-
casting, engineering, economics and legal traditions.
The overlaps between these fields and the increasing movement of content
and communication across platforms create challenges for delineating the fields
and their issues (Braman 2004). Those engaged in media and communications
policy research should pursue greater precision in terminology to ensure com-
prehensive and comparability of studies so that scholarship can be effectually
used by policy researchers in other fields as well.
Existing media and communications scholarship has been primarily influ-
enced by scholars embracing legal, political economics and political sociology
approaches and to a lesser extent by those with political science, policy studies
or governance studies backgrounds. Consequently, the bulk of scholarship has
tended to take interpretivist approaches, to focus on specific policies or issues
and to embrace strong normative traditions. Little media and communications
meaning, whereas communications involves the systems and technical means of communicating—
the platforms subject to most policy activities. Consequently, this review will use the more defini-
tive term communications policy.
1 INTRODUCTION TO MEDIA AND COMMUNICATIONS POLICY STUDIES 9
scholarship concerned itself with the systems, processes and systemic influ-
ences on policy making. It has tended to be more concerned with outcomes
than how these outcomes develop. This book will address that disconnect by
showing the relevance of policy studies approaches, the concepts and methods
they employ, the dynamic environment and the contested interests in pol-
icy making.