Theory & Research Traditions

1. Theory & Research Traditions Meeting 2

2. Dependency Theory • Ideological role of media is part of economic relations (Marxist view) • In relationship of dependency, role of culture is economic and ideological • Hegemonic - elite group sets ideology for rest of the world.

3. Cultural Imperialism Theory • Economic power in the service of cultural domination and vice versa • Based on social /behavioral effects of media and advertising • Critique of capitalism and culture of consumerism

4. Media Imperialism Theory • Similar to electronic colonialism where electronically delivered foreign norms disrupt domestic cultures • Focus on unbalanced media import and export relationships between nations • Ownership of core country media corporations in peripheral countries

5. World Systems Theory Provides ideas for structuring international communication • Global economic expansion takes place from small group of core-zone nation-states to semi and peripheral zone nation-states

6. National Composition

7. Systems Theory Tenants • Mass media are vehicles of indoctrination for semi and peripheral nations • Multinational media conglomerates of core nations influence and promote their own cultural products • Consumer spending is required in all zones • Advertising supports commercial media

8. Systems Theory Tenants Implies that prosperity will accrue to subordinates zones and they become more capitalistic • Core media require foreign customers to purchase core products • Core communication products displace indigenous cultural products with foreign values

9. Pro and Con for ST • Labor benefits in subordinate zones from film production and media sold in shops • Inequality in news flow between core and periphery nations exists • EC theory has different applications for each zone

10. Normative Theories Guiding principles operate system

11. Authoritarian & Soviet Authoritarian • Dictatorial • Closes limits to media freedom Soviet • Political ideology of communism • Value of a just and equal society • Cultural media information provided

12. Libertarian & Social Responsibility Libertarian • Free market-based, free media • Ruled by capitalist money Social Responsibility • Media operating within capitalist dynamic committed to serving public needs • Watchdog for government and business malpractice

13. Development Model • Media that addresses issues of poverty, health care, literacy and education in 3rd world settings • Media responsible for informing the public • HIV campaign example • Fosters sense of nationhood in countries with disparate groups

14. Participatory Model • Locally organized media involving staff and producers in editorial decisions • Media involves local audiences in editorial decisions • Public participation and democratic process central to operation

15. Mainstream Media Relationships • Political power - lacks media credibility • Economic crisis - blame on scapegoat • Dramatic social transitions - media system neither permanent nor normal • Small-scale alternative media - fliers, poems, posters, videos

16. Global Village • Heightened international connectivity creates new type of global economic vulnerability • Because of improved communication technology, people of world are interconnected on daily basis • Communication media shape society

17. Discussion Questions • What makes Western media more plausible and attractive than Soviet propaganda? • How well do media explore economic realities on a global level? • How prevalent is citizen influence over media in the US? • Can citizens fight corporate control of internet costs?