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Denis McQuail

Chapter 10.

Global Mass Communication

Contents

Driving Forces: Technology and Money

Global Media Structure

Multinational Media Ownership and Control

Varieties of Global Mass Media

International Media Dependency

Origins of Globalization

International News Flow

The Global Trade in media Culture

Towards a Global Media Culture

Global Media Governance

The Media Transnationalization Process

Cultural Imperialism

Contents cont…

Origins of GlobalizationBooks and printing were international:

translated and widely circulated..

Early 19th century: newspapers and radio stations were recognizable in the world.

Diffusion of films, esp. Hollywood.

Early recorded music of quasi-international character.

Television is the most influential in the media globalization process.

Technology

Late 1970s: arrival of satellites.

Cable connection.Transporting CDs and

DVDs

Broadcasting cost exceeded the capacity

1980s: low-cost transmission technologies

Main exporter - USA

EconomicsEconomics

Important component of international mass comm.

Same message appears in different countries

Indirect internationalizing effect

AdvertisingAdvertising

Driving Forces:Technology and Money

Global Media StructureMany separate sovereign states that interact with each other.

Territory and population. Population is an economic base for domestic production or target market for other countries’ exports.

Encourage flows between countries of mutual aspects.Set limits to what is possible.

The main determinant of dominance in the overall set of relationships

FACTORSof

participation

Size

Language&

Culture

Economicdevelopment

Multinational Media Ownership and ControlMedia content that lend themselves to

globalization of ownership: news, feature films, popular music recordings, TV serials and books. – ‘One-off’ media.

Easily designed for an international market

‘Cash-flow’ media: newspapers, TV stations – resist multinational ownership

‘World news duopoly’: the US Associated Press vs. the British Reuters

Varieties of Global Mass Media

Direct transmission/distribution of media channels or complete publications from one country to audiences in another country.

Certain specifically international mass media plus the international news agencies.

Certain items that are important to make up part of domestic media output.

Foreign content adapted or remade to suit domestic audiences.

Varieties of Global Mass Media

International news items: about a foreign country or made in a foreign country

Other content that has a foreign reference or origin

The World Wide Web

InternationalMedia Dependency

Sender production distribution Receiver

Mowlana (1985): in international communication 4 stages can be spatially, organizationally and culturally separated from each other.

Hardwear: cameras, studios, computers, printing plants, etc.

Softwear: content items, performance rights, , management, know-how, etc.

The flow of communication from more to less developed countries.

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