A World of Ideas Global Media Cultures

Globalization of Television
• This aims to analyze different dimensions of the

current process of internationalization of television to
investigate its impact on the cultural role of television.
• Television internationalization is often regarded as
a matter of program imports and is largely
understood as a consequence of satellite
broadcasting development.
• This represents an overly narrow perspective because
it underestimates the impact of the growing tendency
among national broadcasters to adapt foreign
program formats.
• It also blurs the boundaries between “national” and
“international”.
Globalization of Television
In programs that constitute the national dimension of programming,
foreign cultural influence now occurs, and new research strategies are
therefore needed. The study will focus on four different areas:
1. Institution: Cooperation and joint ventures between national and

international actors will be analyzed to describe current economic
strategies.
2. Program Production: The impact of new forms of standardized
output and more market-oriented me.
3. Program output and scheduling: Analysis of developments in
program output due to increasing internalization. The purpose is to
describe the impact of internationalization on program policy.
4. Media culture: The interplay between transitional television
programs and the national context of television reception will be
analyzed to look at the cultural consequences of increasing
internationalization.
Global Communication
• It is the term used to describe ways in which geographical,
political, economic, social, and cultural divisions can be
connected, shared, related, and mobilized.
• It involves transferring knowledge and ideas from power
centers to peripheries and imposing a new intercultural
hegemony through worldwide news and entertainment’s “soft
power”.
• Global communication study is an interdisciplinary field that
studies the continuous flow of information used to transfer
values, opinions, knowledge, and cross-border culture.
International or Global
• With the end of the twentieth century and the turn of a new
millennium, significant changes were taking place in the global
arena and the field of international communication.
• Traditionally, international communication refers to
communication between and between nation-states and
connotes issues of national sovereignty, control of national
information resources, and national government supremacy.
• Earlier theories of international communication have failed to
develop models of research agendas that match the reality of
global communication’s contemporary role.
• The term “global” implies a declining role of the sovereignty of
state and state. It can be seen as an aspiration to the weakening
of the state, as well as fear.
History
Due to military considerations coupled with their economic and
political implications, the study of global communication increased
dramatically after World War II. In the decade between 1945 and
1955, more global communication research was written; most of
the 1950s research dealt with propaganda and the cold war. By
1970, global communication research had grown to include a wide
variety of topics, particularly comparative systems of mass
communication, communication and national development, and
propaganda and public opinion. From a global communication
scholar’s point of view, previous theories of modernization,
dependency, and cultural imperialism have failed to explain global
communication satisfactorily. The old theories explain only part of
the global image.
Technological Development
• The emergence of global communication technologies in the
nineteenth century can be considered the origin of the global
communication field.
• Numerous technical advances such as creating a new major
global communication phenomenon, convergence, digital
environments, and the internet are some of the major engines
driving the shift from international to global communication.
Global power shifts
• The shadow of the Cold War has lifted with the collapse of the
Soviet Union to reveal shifting political, economic, and cultural
alliances and conflicts.
• Within the rubric of international relations, the increasing
importance of these currents, particularly in the cultural sphere,
demands a reconsideration of the nature of the international
communication field.
New agencies and propaganda
The founders of international news agencies are usually recognized
as three key players.
➢ Charles-Louis Havas – created the world’s first news agency in
1835.
➢ Bernhard Wolff – began publishing daily news from Paris,
London, Amsterdam, and Frankfurt in 1849.
➢ Paul Julius Freiherr von Reuter – set up his commercial
service, the Reuter Agency, in 1849, and organized a worldwide
news exchange in 1870.
➢ Reuter, Havas, and the German Wolff Agency reached an
agreement in 1859 to exchange news from all over the world,
known as the Allied Agencies League, or the “Ring
Combination”.
THEORETICAL APPROACHES AND PERSPECTIVES
Transcultural political economy
• It is a concept presented by Paula Chakravartty and Yuezhi

Zhao in Global Communications.
• This concept focuses on global communications and media
studies in three main areas; global information and culture
flow, decentralization of the conceptual parameters of global
information and media studies, normative debates of global
neoliberal communications.
• It is a multidisciplinary study focusing on the tensions between
political economy and studies of culture.
• It integrates institutional and cultural analyzes and addresses
urgent global communications issue.
Thanks!

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Globalization of Television

• This aims to analyze different dimensions of the

1. Institution: Cooperation and joint ventures between national and

Transcultural political economy

• It is a concept presented by Paula Chakravartty and Yuezhi

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