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Denis McQuail

Chapter 10.

Global Mass Communication

Contents
Origins of Globalization Driving Forces: Technology and Money Global Media Structure Multinational Media Ownership and Control

Varieties of Global Mass Media

International Media Dependency

Contents cont
Cultural Imperialism The Media Transnationalization Process International News Flow

The Global Trade in media Culture Towards a Global Media Culture

Global Media Governance

Origins of Globalization
Books and printing were international: translated and widely circulated.. Early 19th century: newspapers and radio stations were recognizable in the world. Diffusion of films, esp. Hollywood.

Early recorded music of quasiinternational character.

Television is the most influential in the media globalization process.

Driving Forces:
Technology and Money

Technology
Late 1970s: arrival of satellites. Cable connection. Transporting CDs and DVDs

Economics
Broadcasting cost exceeded the capacity 1980s: low-cost transmission technologies Main exporter - USA

Advertising
Important component of international mass comm. Same message appears in different countries Indirect internationalizing effect

Global Media Structure

Many separate sovereign states that interact with each other.
Size
Language & Culture Economic development
Territory and population. Population is an economic base for domestic production or target market for other countries exports.

FACTORS of participation

Encourage flows between countries of mutual aspects. Set limits to what is possible.

The main determinant of dominance in the overall set of relationships

Multinational Media Ownership and Control

Media content that lend themselves to globalization of ownership: news, feature films, popular music recordings, TV serials and books. One-off media.

Easily designed for an international market

Cash-flow media: newspapers, TV stations resist multinational ownership World news duopoly: the US Associated Press vs. the British Reuters

Varieties of Global Mass Media

Foreign content adapted or remade to suit domestic audiences.

Certain items that are important to make up part of domestic media output.

Certain specifically international mass media plus the international news agencies. Direct transmission/distribution of media channels or complete publications from one country to audiences in another country.

Varieties of Global Mass Media

The World Wide Web

Other content that has a foreign reference or origin

International news items: about a foreign country or made in a foreign country

International Media Dependency

Mowlana (1985): in international communication 4 stages can be spatially, organizationally and culturally separated from each other.
Sender production distribution Receiver

Hardwear: cameras, studios, computers, printing plants, etc. Softwear: content items, performance rights, , management, know-how, etc. The flow of communication from more to less developed countries.

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