The innovative and rapid growth of communication satellites and computer mediated technologies in the late 1980s and early 1990s, combined with the deregulation of national broadcasting, led many media commentators to assume that the age of national media had been lost. But what has become clear is that, whilst there has been a limited growth in global media, there has been an emergence of a strong localised television and communications industry. Mapping the world media market, and using examples of programming from countries as diverse as Thailand, Hong Kong, Brazil, Taiwan, Spain and Britain, this volume explores theories of media globalization, examines the local culture of television programming and analyses the blurring of distinctions between the global and the local.
Author(s): Jan Servaes
Edition: 1
Year: 2000
Language: English
Pages: 312
BOOK COVER......Page 1
HALF-TITLE......Page 2
TITLE......Page 4
COPYRIGHT......Page 5
CONTENTS......Page 6
FIGURES......Page 8
TABLES......Page 9
CONTRIBUTORS......Page 11
ABBREVIATIONS......Page 15
1 INTRODUCTION......Page 18
The meaning of global communication......Page 19
The “local” factor in the emerging communications landscape......Page 20
Compressing, but not eliminating, time and space......Page 22
The world television industry: a shifting scene......Page 25
Public sphere, nation-state and cultural identity......Page 26
Content and strategy: localization, globalization or something else?......Page 28
Consumption: different patterns of program diet......Page 29
Policy: at a crossroads still......Page 30
Future research directions......Page 32
References......Page 33
2 GEOLINGUISTIC REGION AS GLOBAL SPACE......Page 36
Latin America as postcolonial space......Page 37
Language: “the perfect instrument of empire”......Page 38
Television markets of the Latin world......Page 42
Convergence and the challenge to geolinguistic monopolies......Page 44
Acknowledgement......Page 47
References......Page 48
3 DECENTRALIZATION PROCESSES AND “PROXIMATE TELEVISION” IN EUROPE......Page 50
Conceptual tools: “decentralization,” “television in the regions,” “proximate television”......Page 51
Communication spaces......Page 52
Political factors in the decentralization of television......Page 53
The private sector still shows little interest in “proximate television”......Page 55
Transfer of competences towards the European supranational organizations......Page 57
Decentralization of television in Europe: historical evolution and main stages......Page 58
A typology of “proximate television”......Page 60
The difficult question of viability in the “digital era: the tendency to a public-private mixed model......Page 64
Notes......Page 66
References......Page 67
4 LOCAL AND NATIONAL CULTURAL INDUSTRIES......Page 70
Local, national, regional, transnational and global: clouded meanings......Page 71
Theoretical conception......Page 72
Local and national cultural industries: dying or thriving?......Page 74
Local and national television industries......Page 76
National film industries......Page 79
The pureblooded: increasingly difficult to find......Page 82
When local products are sold overseas: the formation of cultural-lingual television markets......Page 84
Implications......Page 86
References......Page 89
5 THE GLOBAL, THE LOCAL AND THE PUBLIC SPHERE......Page 92
The public sphere......Page 93
The global and the local......Page 95
A global public sphere?......Page 101
A local public sphere?......Page 104
Conclusions......Page 109
References......Page 112
6 THE AMBIGUITY OF THE “EMERGING” PUBLIC SPHERE AND THE THAI MEDIA INDUSTRY......Page 114
Economic growth and socio-political transition in the 1980s and 1990s......Page 115
The extension of the global media market and the growth of consumerism......Page 120
The localization of globalized media content and the middle-class worldview......Page 126
The “emerging” public sphere, civil society and citizenship......Page 130
Notes......Page 137
References......Page 138
Political communication and the nation-state......Page 141
The communicative challenge of “Europeanization”......Page 143
Scotland’s quiet “democratic revolution”......Page 145
Scotland’s press and national identity......Page 148
The media politics of the market-place......Page 150
Broadcast journalism and regulation......Page 153
A developing political culture?......Page 156
A closing perspective......Page 157
References......Page 159
The return of Black Ship: opening the country......Page 161
Japan goes global: animation and computer games......Page 164
Japan goes to Asia: export of TV programs to cultural neighbors......Page 167
Localization as hybridization......Page 171
Global-regional-local: an interconnected triangle......Page 175
References......Page 177
9 EXPORT OF CULTURE OR COPRODUCTION OF CULTURE?......Page 180
Advertising imperialism......Page 181
Criticisms of advertising imperialism......Page 183
The question of media production......Page 184
Vignettes from the creative front......Page 186
“Beer at wedding banquet?”......Page 187
Cultural brokers......Page 188
Cultural hybridities: globalization and localization......Page 189
References......Page 191
10 CULTURAL IDENTITY IN AN ERA OF GLOBALIZATION......Page 194
TV soaps and cultural identity......Page 195
Method......Page 199
The content......Page 200
The structure......Page 202
A case of cultural integration......Page 203
Notes......Page 205
References......Page 206
The flow and consumption of global television......Page 208
Local appeal versus expert-rated quality......Page 209
Homogenizing various cultures......Page 211
Internationalization......Page 212
Marketization......Page 213
Inter-acculturation......Page 214
Contest among market, state and culture......Page 215
Conclusion......Page 216
References......Page 217
12 CULTURE, LANGUAGE AND SOCIAL CLASS IN THE GLOBALIZATION OF TELEVISION......Page 219
Global TV flows: from dependency to rediscovering the audience......Page 220
Cultural proximity modified by class......Page 223
Class and television technology access......Page 224
Language defined markets......Page 225
Culturally defined markets......Page 226
Brazilian case study......Page 227
Culture and media commonalities across class boundaries......Page 229
Cultural capital of poor Brazilians......Page 232
Working class cultural capital......Page 235
Middle class cultural capital......Page 236
Upper-middle and upper-class cultural capital......Page 237
Conclusion......Page 239
Note......Page 241
References......Page 242
13 THE CHOICE BETWEEN LOCAL AND FOREIGN......Page 246
Re-contextualizing the globalization thesis......Page 247
Social class, cultural proximity and viewers’ reception of foreign programs......Page 249
Program genre and content......Page 251
Youth and foreign programs......Page 252
Young viewers: a mixed viewing agenda......Page 253
Cultural and economic capital and frequently watched programs......Page 256
Impression of place of origin and assessment of program quality......Page 260
Conclusions and implications......Page 261
References......Page 263
14 THE PRODUCTION AND CONSUMPTION OF NATIONAL AND LOCAL CULTURAL PRODUCTS IN THE AGE OF GLOBAL COMMUNICATION......Page 266
Market dominance in communications......Page 267
Aims and tools of communications regulation......Page 268
Communications regulation: specific versus generic, anti-trust, and other regulatory bodies......Page 269
The nature of competitive and cultural dynamics in communication activities......Page 270
References......Page 271
Between restrictive and supportive protection......Page 272
For protectionism......Page 273
For openness......Page 275
Media policy in the age of globalization......Page 276
A case of extreme media-cultural openness......Page 279
Harnessing foreign competition......Page 281
References......Page 284
16 MEDIA IN THE INFORMATION HIGHWAY......Page 287
Transnational media......Page 288
Cases......Page 289
Ethnicity in the global village......Page 294
NICO......Page 296
International agreements......Page 297
GATT/WTO......Page 299
TRIPS......Page 300
Market competition......Page 301
Generic cultural products......Page 302
Theoretical implications......Page 304
Conclusions......Page 307
References......Page 308
17 RECONCILIATION BETWEEN OPENNESS AND RESISTANCE......Page 310
The new explosion of television......Page 312
The marketization and corporatization of television......Page 313
The increasingly fierce competition between Chinese television and foreign television......Page 314
The changes of the social structure and the audiences’ tastes......Page 316
New policies on media and cultural product imports......Page 318
Expanding exports......Page 319
Balancing the import source......Page 321
Further decentralizing and depoliticalizing television......Page 322
Implications......Page 323
Conclusion......Page 325
References......Page 327
18 GLOBALIZATION: CONSUMPTION AND IDENTITY......Page 330
Symbolic anthropology......Page 331
From communication studies to cultural studies......Page 335
Globalization and localization......Page 339
Researching nodal points......Page 346
Conclusions......Page 352
References......Page 353
INDEX......Page 357
