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 Contraflow in global media

 Contraflow in global media. New concepts associated to globalization. Heterogeneization Hybridization Fuzziness mélange cut-and-mix criss-cross crossover Terhi  Rantanen/ The  Media and Globalization, 2004. The side-effects of globalization of western cultures.

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 Contraflow in global media

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  1.  Contraflow in global media

  2. New concepts associated to globalization • Heterogeneization • Hybridization • Fuzziness • mélange • cut-and-mix • criss-cross • crossover • Terhi  Rantanen/ The  Media and Globalization, 2004

  3. The side-effects of globalization of western cultures • Professionalization of local media industries • Easternization and South-South flows • growth of multilingual content • Flow from the global Shouth to the North • Creation of jobs in the cultural industries

  4. The five escapes - Arjun Appadurai • Ethnoscapes • Mediascapes • Technoscapes • Financescapes • Ideoscapes Five dimensions of global cultural flows

  5. Audiences Can we resist the power of the media?

  6. Homogenization/Heterogenization • Homogenization theorists: the commercial model creates a culture of entertainment that is incompatible with a democratic order. (Herman and Mc.Chesney) • Heterogenization theorists: the messages might be homogeneous and originate from the west but they do not have similar effects.

  7. Global mass culture • Global comm. industries are owned by a few TNCs primarily based in the USA • US entertainment have the widest international appeal • Shared media culture, based on the English language and Western values • advertisement-driven Western commercial TV advocates consumerism

  8. Children and TV Children and TV Before liberalization  • Restricted programming • Quotas for foreign material • Regulated advertising

  9. Advertising for children • Extremely profitable public • Persuasion • Influence of toys industry on the children programming

  10. Role of TV in the construction of the national identity • Idea of the national broadcaster as a shared public space • Availability of many different channels has complicated the media discourse

  11. Global TV created global events

  12. Global television in Russia an China • International perspective • Professionalization • "marketization" of media companies in China freed the journalists

  13. Unesco World Cultures Report " different cultural institutional and historical background and such alternatives are likely to multiply in the era of globalization, in spite appearances, which may paradoxically witness greater diversity than uniformity"

  14. De-territorialization Loss of connection between identity and locality

  15. Indigenization • Global media companies indigenize their own products •  National media companies indigenize global products • The audiences themselves indigenize global products.

  16. Western style professional journalism • Watchdog tradition • Independence from government control • Plurality of opinions

  17. Dissemination of non-Western products • Mexican novels - American publishing houses in Mexico • Penguin India - books on Indian politics, economics and culture have been published • International film industry

  18. Discontents of cultural globalization • Clash of civilizations (Huntington, 1993) • Backlash against consumerist culture • Community/individualist values • Cultural revival influenced by religious groups

  19. The "third-world" • Focus of the discussion is the media consumption of the ruling elites in developing countries • Tendency to lump together the "third-world" as one homogenized other in many Western discourses

  20. Passive viewers in the developing world?

  21. Counterflow of television • Multidirectional media flow emanating from urban centres around the world • non-Western countries as China, Japan, South Korea, Brazil and India became increasingly important in the circulation of cultural products

  22. Diasporic communities and culture • Ethnoscape - people travel from one place to another and carry their culture with them • Bulk of immigration has taken within the countries in the South • Most nations of the 21st century have significant minorities and many are multilingual. • Cultural hybridity 

  23. Diasporic communities and media • Media is use as a way to keep in touch with the culture • Diasporic communities have used different media: letters, books, videos, DVD • With the advent of the satellite transmission technology, national broadcasters can cater to diasporic communities

  24. The territory size shows the number of international immigrants living there. (Worldmapper.org)

  25. Cosmopolitanism Is it possible for people to become cosmopolitan? Cosmopolitan: citizen of the world, someone who regarded the world as her/his country Cosmopolitanism: individual or mass movement? Ulrich Beck - Place polygamy - access to several places at the same time

  26. "Can somebody become a cosmopolitan not by changing places but through media and communications?" Terhi Rantanen,2004

  27. Cosmopolitanism can be seen as one - among many possible  - response to globalization • Kind of awareness and attitude, "willingness to engage with the other" (Ulf Hannerz) • Skill 

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