The document discusses the globalization of the media system, emphasizing the shift from understanding local media to recognizing the influence of a global commercial media market. It highlights how neoliberal economic policies, driven by institutions like the WTO and IMF, are intertwined with the dominance of multinational corporations in the media sector. Additionally, it raises concerns about cultural imperialism and the role of mainstream media in promoting neoliberal agendas.

1. THE MEDIA SYSTEM GOES GLOBAL
BY ROBERT MCCHESNEY
ENCO 1101- INTRODUCTION TO INTERNATIONAL COMMUNICATION
KULIYYAH OF LANGUAGES AND MANAGEMENT
SHARIFAH SALWA BINTI ABDUL KARIM
MOHAMAD TAUFIQ BIN MOHAMAD NOH 1519371
ALI KHAIRI BIN ASRI 1511343
ANIS FARHANAH BINTI AZMI 1431826
ANIZ AFRINA BINTI MOHD ZIN 1718822
AYU NURAIN NABILA BINTI ANUAR 1712246
NUR WARDAH BINTI RAMLAN 1720732

2. INTRODUCTION

3. Ways to connect,
share, relate and
mobilize across
geographic, political,
economic, social,
cultural divides.
Redefines soft and
hard power as well as
information power
and diplomacy in
ways not considered
by traditional theories
of international
relations.
Global
Media
System

4. GLOBAL OLIGOPOLY
• Oil and automotive industries earlier in 1990s
• Happen to entertainment industry
• In the past, to understand any nation’s media situation, one first
had to understand the local and national media then determine
the global market which largely meant import export of films,
TV shows, books, and music.
• Today, one must first grasp the nature and logic of the global
commercial system and then determine how local and national
deviate from the overall system

5. THE RISE OF GLOBAL
COMMERCIAL MEDIA SYSTEM
• Closely linked to the rise of a significantly more integrated
“neoliberal” global capitalist economic system.
• The rise of a global media market is encouraged by the new
digital and satellite technologies that make global market both
cost-effective and lucrative.
• Encourage by the institutions of global capitalism:
- World Trade Organizations (WTO)
- World Bank
- International Monetary Fund (IMF)

6. • The rise of the global media system is more than an economic
matter. It also has clear implications for media content, politics
and culture.
• The firms dominate US media also dominate the global system
and the system operates on the same profit maximizing logic.
• On the other hand, a number of firms enter the picture as one
turns to the global system.
• New political and social factors enter the discussion

7. 7 MULTINATIONAL CORPORATIONS
DOMINATED GLOBAL MEDIA
MARKET
• Disney
• AOL Time Warner
• News corporation
• Sony
• Viacom
• Vivendi
• Bertelsmann
TRINITY

8. THE RISE OF THE GLOBAL
MEDIA SYSTEM
• Global export market is mostly in the hands of U.S. –based firms.
• They don’t only remain as important markets but tend to grow.
• The motion picture and TV show production industries are booming at
the global level.
• U.S.TV show production companies generate 60% of their revenues
outside the U.S.
• The key factor depends on the extent of their distribution systems
(money/influence)
• Increasing TNC control over media distribution and content within
nations causes the rising global media system.

9. Global
media
network
Book/mag
azine
publishing
Music
recording
Newspape
r
publishing
TV show
production
Cable/sate
llite TV
system
Motion
picture
theatre

10. Time
Warner
Disney
News
Corporation

11. GLOBAL MEDIA CULTURE
• Commercial media system are radical
• Respect no tradition or custom
• Focus on profit

12. GLOBAL
MEDIA SYSTEM
• Cultural imperialism?
• US should relax its market and accept the
concern
• Advantage of US firms:
• Stable economies
• English
• Reach wider international audience

13. WHAT IS
NEOLIBERALISM
A set of national and
international policies that
requires corporate and business
domination of all social affairs
and little societal opposition.

14. GLOBAL MEDIA &
NEOLIBERALISM
Mainstream media as a
tool to spread
neoliberalism.