Looking at the historical flow of concept used in discussing the relationship between the mass media and 'globalisation'

1. Media in World Politics
Media Globalisation

2. Time and Space

Technology affects how we experience the world

Technology has shrunk the world so time and space
are largely meaningless

The World is a 'Global Village'

National borders are irrelevant
e.g. Harvey, D. (1989). The condition of postmodernity: An enquiry into the origins of cultural change. Oxford, UK: Blackwell.

3. Technological
determinism

Harold Innis
− The Fur Trade in Canada (1927), Empire and
Communications (1950), The Bias of
Communication (1951)

Marshall McLuhan
− The Mechanical Bride (1951), The Gutenberg
Galaxy (1962), Understanding Media: The
Extensions of Man (1964)

“Toronto Circle”

4. Globalisation &
'progress'

Changes in mass media are the result of technological
innovation

There is a inherent scientific logic to developments in
technology

Each wave of progress builds on former waves

Adaptation is the only logical response, resistance is
illogical.

5. Waves of thought...

Postwar → end 1960s
− Development
− Modernisation

1970s & 1980s
− Dependency
− Cultural Imperialism

1990 →
− Globalisation
− Post-modernity

6. Globalisation

De-emphasis of the nation/state as most
significant determinant.

'Deterritorialisation'
− Spatial relativism

Interconnectedness / connectivity / networks

“Homogenisation” of culture...
e.g. Castells, M. (2000). Toward a sociology of the network society. Contemporary sociology, 29(5):693–699.
Appadurai, A. (1990). Difference and disjuncture in the global cultural economy. Theory, Culture and Society, 7(2):295–310.

7. Satellite 'footprints'
http://exnetapps.intelsat.com/flash/coverage-
maps/sat_foot.html?sat=IS-1W%20at%201%BA%20W
Coverage area of Intelsat 1W
(One west)
Clines indicate power of
signal → size of dish
necessary to receive.

8. Until early 1970s

Cold War environment

Development means choosing a sponsor - 'the West' or
the USSR/China

Growth of Non-aligned movement (1961)

Development in mass media relied on readily available
imports:
− Content
− Technology
− Personnel

9. Imported Content (TV)
Nordenstreng, K. and Varis, T. (1974). Television traffic-a one-way street? A a survey and analysis of the international flow of television programme material.
Number 70 in Reports and Papers on Mass Communication. Unesco, Paris.
Country Imports (%) Domestic (%)
Australia 57 43
PRChina 1 99
Japan 4 96
Malaysia 71 29
Philippines 29 71
Egypt 41 59
Iraq 52 48
Yeme
n
57 43
Ghana 27 73
Nigeria 63 27
Zambia 64 36

10. Imported Content (TV)
Nordenstreng, K. and Varis, T. (1974). Television traffic-a one-way street? A a survey and analysis of the international flow of television programme material.
Number 70 in Reports and Papers on Mass Communication. Unesco, Paris.
Country Imports
(%)
Domestic (%)
Canada 40 60
US (comm.) 1 99
Chile 55 45
Guatemala 84 16
Uruguay 62 38
W.Germany 26 74
Ireland 54 46
Iceland 67 33
Italy 13 87
UK 12 88

11. The '70s & '80s...

“ What about media 'self-sufficiency'? ”

Sender, production & distribution, receiver

Dependency on imports may retard skills development in
a variety of necessary areas
Hardware Software
Creation Camera, studios, printing
plants, computer, reliable
electricity supply etc
Performance rights,
mngmnt, professional
norms, routine operating
practises
Distribution Transmitters, satellites,
transportation, home
receivers, recorders
Publicity, advertising,
marketing and audience
research

12. “Cultural Imperialism”

Postwar media and modernisation

Allow developing countries access to views of a
'modern world'
− [ Nations were to be educated through mass
media into modernisation ]
− Modern farming techniques, health and child care
etc

Modernisation here means capitalist-style and NOT
socialist-style (state-controlled, planned economy)
McQuail, Mass Comm. Theory. p256

13. NWICO

New World Information and Communication Order

Emerged from discussion in the UN of New
International Economic Order (→1974)

Crystallised concerns of developing “Third World”
countries, and especially members of the Non-
aligned Movement (NAM)

Discussion in the MacBride Commission started in
1978. Reported in 1980.

14. MacBride Report

Discussed and reported on issues such as:

The role of international news agencies

News/program/information flows between developed
and developing countries

Control and administration of technological aspects
of communication

Satellite broadcasting across national borders

Location of databases

15. US & UK Reactions

Report critical of companies and institutions based in
the 'First World' – mainly the US and UK.

Perceived 'communist' or at least 'socialist'
influences (US rep. was Elie Abel, actually
Canadian).

Perceived criticism of 'free flow'

US (1985-2002, 2011-) then UK (1986-1997)
withdrew from UNESCO.

16. Dependency and 'free
flow'

Dependency:
− Media systems in developing countries become
dependent on inward flows of content from
developed countries. Local production stunted,
independence lost, 'culture' skewed.

Free flow:
− Local audiences choose content freely and there
is little ideological content in globally traded media
products. The mass media trade is just another
aspect of other types of trade.
Ibid., 257

17. Alternative news
agencies

“The transmission of news items from the smaller national news
agencies to the larger agencies and the flow of news between
national agencies - particularly mutual exchange between developing
countries - present continuing problems” (McBride p84)

Caribbean News Agency (CANA) - 1975
− Formed with support from UNDP/UNESCO (Reuters)

PanAfrican News Agency (PANA) – Dakar, Senegal

NANAP (now NNN) – started mid 1970s, various incarnations, now
led by Bernama (Malaysia's national agency)
− Claims 188 member countries

18. Since the 1990s...

Growth and expansion of media giants.

Technological changes
− Availability / cost
− Mobility / access

Diversification of delivery systems combined with
consolidation of content production.

19. Mahathir's Asian Values

“Cultural Imperialism” by another name?

Attempt to define and utilise a 'Pan-Asian' identity
− Single-party authoritarian govt.
− 'Social harmony'
− Community prosperity
− Respect for authority figures
− Collectivism

20. Modern 'global' media?

How inter-national are international/global media and are
they an important source of political power?
− What is the reach of these media, how much
influence do they have?
− How does this power compare to that of states?

Who are the winners and losers?

Do these media actually change the ways people think
and act?

21. Internet Empires