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Globalization of Media. How do mass media affect global audiences? . Ideology. System of meanings, values & beliefs Governs the way we see the world and ourselves Controls what we see as natural or obvious. U.S. Ideology. Consumerism Private ownership Pursuit of profit Free markets

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globalization of media

Globalization of Media

How do mass media affect global audiences?

  • System of meanings, values & beliefs
  • Governs the way we see the world and ourselves
  • Controls what we see as natural or obvious
u s ideology
U.S. Ideology
  • Consumerism
  • Private ownership
  • Pursuit of profit
  • Free markets
  • Individual achievement
cultural imperialism
Cultural Imperialism
  • Concerned with domination of one culture by another
  • One-way flow of entertainment programming
  • Threatens cultural identities of other nations, especially in 3rd world
U.S. films = 64% of European market
  • Locals can’t compete financially
  • Many countries regulate programming
  • Canada requires 60% own TV
  • Some countries subsidize film making
  • US argues for free markets
critics argue that
Critics argue that:
  • Entertainment programs transmit culture as well as entertainment
  • Crucial role in transmitting and developing cultural identities (socialization)
  • Children are especially vulnerable
critics argue that1
Critics argue that:
  • Western media producers destroy values and diverse cultures
  • They import corrupt images of lifestyles, social relations
  • Individualism, hedonism
  • Cultural diversity should be preserved
defenders of globalism
Defenders of globalism:
  • Audiences aren’t passive
  • There’s a “discount” factor w/foreign programming
  • Audiences “filter” what comes in
  • Plurality of interpretation

(selective perception)

ponder this
Ponder this
  • How do concepts of cultural imperialism relate to your reading about global children’s TV and global MTV?
children s tv
Children’s TV
  • Children’s TV dominated worldwide by U.S.
  • Animation translates well & has long shelf life
  • Also kids’ magazines, audio & video, online shopping & recreation
Global toy market--companies in other countries can’t compete w/US & our aggressive marketing
  • Also can’t compete w/low cost of US programming
  • “Think globally, act locally”
  • Globalization of Western youth culture
  • Predominance of English-language videos on its networks
  • MTV exploits synergies (Viacom home videos, CDs, consumer products, books)
  • Also expands youth market for jeans, designer clothes, watches, soft drinks, etc.)
  • Those in power secure social submission of those not in power
  • Power not secured by force, but by socialization
  • Transmission of values
media hegemony
Media Hegemony
  • Media produce a cohesive ideology
  • A set of commonsensical values & norms