The Advantages & Disadvantages of Global Distribution of television
“‘ Globalisation is as old as media themselves’ - & what has really happened is that we have begun to realise how cross-cultural media have always been, and we have given a name to this – globalisation.”
Do you agree with the above statement?
Have media always been global?
What may be the dangers of answering in the affirmative?
*Try to list at least two Pros & two Cons for the global distribution of television*
A hybrid programme is one sold across cultural and national boundaries, with changes made to the original format to accommodate local cultural differences, either to avoid offence or to attract more viewers. E.g. The Bachelor from the USA becomes The Perfect Bride in India.
Hegemony = the political, cultural or social dominance of one group over another.
A term thought up by a man called Antonio Gramsci in the early 20 th Century.
It means that a culturally-diverse society can be ruled or dominated by one of its social classes . The ruling class dominates all other classes.
The theory claims that the ideas of the ruling class come to be seen as the norm ; they are seen as universal ideologies , perceived to benefit everyone , whilst only really benefiting the ruling class .
Cultural imperialism = the practice of promoting a more powerful culture over a least known or desirable culture .
It is usually the case that the former belongs to a large, economically or militarily powerful nation and the latter belongs to a smaller, less powerful one.
It can take the form of an active, formal policy or a general attitude.
A metaphor of colonialism is employed: the cultural products of the first world "invade" the third-world and "conquer" local culture, world domination (in a cultural sense) is the explicit goal of the nation-states or corporations that export the culture.