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THE HISTORICAL CONTEXT OF MEDIA GLOBALIZATION

THE HISTORICAL CONTEXT OF MEDIA GLOBALIZATION. International Communication. “It is about sharing knowledge, ideas and beliefs amongst the various people of the world” (Thussu, intro) Promotion of mutual understanding amongst nations?

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THE HISTORICAL CONTEXT OF MEDIA GLOBALIZATION

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  1. THE HISTORICAL CONTEXT OF MEDIA GLOBALIZATION

  2. International Communication “It is about sharing knowledge, ideas and beliefs amongst the various people of the world” (Thussu, intro) • Promotion of mutual understanding amongst nations? • Promotion of the economic and political interests of the world’s most powerful nations, who controls the means of global communications?

  3. An analysis of the ECONOMIC and POLITICAL background of international communication is crucial for an understanding of the work of global media and their ability to foster or limit cultural change

  4. History of media globalisation • Critical role of communication networks in the developments of modern societies • Key roles in the rise and fall of empires, in diplomacy and wars : Various means of communications: - lines of shouting men ( Persian Empire) - use of inscriptions (Greeks, Romans …) • Informal movement of travellers and traders  circulation of information, ideas and beliefs across borders

  5. XV-XVI Century: Print Technology  increased circulation of information  end of Latin supremacy  European languages as the main vehicle of communication in the colonial territories  creation of new hierarchies of language and culture

  6. XIX Century: Industrial revolution Growing international commerce  stimulus to the internationalization of communication

  7. Key Developments XIX – XX Century: • Growth of the telegraph: (1837 land-based, 1850s underwater cables) • - economic expansion • - greater control of colonial Empires over colonies • - increased efficiency in the coordination of military actions • Private ownership of cable networks • 1865 International Telegraph Union (22 members all EUROPEAN) • Increasing dominant position of Europe and USA in the world

  8. 2)Introduction of the Wireless Telegraph (1901) Marconi Wireless Telegraph Company of Great Britain • British supremacy over communication networks for the first decade

  9. 3)International News Agencies • Havas (French, 1835) • Wolff (German, 1849) • Reuters (British, 1851)  Systematic gathering and dissemination of news over large territories  Division of the world territory into mutually exclusive spheres of operations amongst the 3 main agencies  Provision of info to the press  WW1: disruption of the cartel with the emergence of American AP (Associated Press) and UPA (United Press Association)

  10. Growth of a Worldwide Paper Industry • Newspapers laid the basis for the formation of a new mediated popular culture • Film Industry & Music Industry  internationalization of mass culture  Development of advertising companies, especially in the US

  11. 4) Radio System (XX Century) • Western Countries supremacy (again) : USA realized the potential use of the radio to undermine British advantages due to their control over the cable system • 1900-1920: growth of international radio broadcasting stations . No regulations • Emergence of 2 types of national radio broadcasting: 1) The American model: radio as a commercial enterprise funded by advertisement (Radio Act 1927) 2) The British Broadcasting Corporation: radio as a non-profit, public broadcasting monopoly

  12. Radio –Propaganda • World War 1: recognition of the strategic role of Radio RUSSIA: communists use of the radio political purposes. Broadcast of Lenin’s message on 30 October 1917 GERMANY: promotion of Nazi’s racist ideology within Germany and abroad

  13. World War 2: • Explosion of political propaganda through the radio on both sides • 1942 USA convert to the use of radio for political purposes: Voice of America The American Way of Life

  14. Cold War Era Emergence of 2 visions of the world: • Idea of a socialist society inspired by marxist and leninist theories championed by Russia • Idea of a free-market democracy, championed by the USA • New War Propaganda

  15. Cold War Radio Battle • Soviet Union: propaganda aimed at promoting Moscow’s line on international affairs and maintaining control over the Soviet bloc - USA: Extensive use of the Radio to fight communism:  VOA  Radio Free Europe (1949)  Radio Liberty (1951) + support of clandestine radio, i.e. Radio Free Russia

  16. 1989 Fall of the Berlin Wall and Soviet Union decline

  17. Consequences • Relatively peaceful transition to capitalism • US Reduction of the Budget for international propaganda • 11/09/2011: New use of communication networks for an understanding of the roots of anti-americanism • 2001: Launch of the “Coalition and Information Service” • 2002: Introduction of Arabic-language radio stations

  18. Cold War Propaganda and the “Third World” • Use of the Radio by Russia and the USA in “Third World Countries to expand their influence” • Relevance of economic calculations • 1961: Non Aligned Movement : new perspective to international communication

  19. The Non Aligned Movement and the NWICO NAM Requests: • Greater economic justice (based on equality and sovereignty) • A New Information and Communication Order (NWICO) that dismantled what they though was a Vertical, One Way flow of communication order

  20. UNESCO Response • 1978 Mass Media Declaration Act recognition of the role played by mass media in development • 1979 International Commission for the Study of Communication (Mac Bride Commission)  The commission agreed on the need for a democratization of communication

  21. Mac Bride resolution • Elimination of the imbalances and inequalities • Elimination of the negative effects of certain monopolists and excessive concentrations • Removal of the obstacles for a free flow and a better balanced dissemination of information and ideas • Plurality of sources and channels of info • Freedom of the press, journalists and all professionals in communication • Respect for each other cultural identity and for the rights of information of each nation • Respect for the right of all people to participate in international exchange of info and for the rights of everyone to have access to information sources

  22. Reaction to the Mac Bride Commission • Resistance from certain governments in the West: - USA withdrawal from UNESCO in 1984 in protest - UK withdrawal in 1985  Reflection of the ideological shift under the Reagan-Thatcher era  The NWICO debate helped to increase awareness of the issues raised by the dominance of major news agencies and with the inequalities associated with the globalization of communication

  23. 1980s-1990s • Proliferation of satellites • Increasing use of digital methods of information processing • Dominance of the USA in the exportation of TV programmes

  24. Summary • Communication systems are not new, but the XX century has witnessed an unparalleled proliferation of the channels of communication and information diffusion • The globalization of communication has developed an uneven structure, which benefited some more than others • What are the main driving force which drove towards the development of a global media order? • After the Fall of the Berlin World, have we moved from a bipolar World to a unipolar one?

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