Andrea Avelino Sánchez.

Luis Enrique Astorga Islas.

Sébastien Brecht

Verónica Romano Maceda.

Gladis María Ruiz Mercado.

Ma. Fernanda García Abúndez.

MEDIA IMPERALISM

INTERNATIONAL COMMUNICATION.

PRINCIPAL MODELS OF MEDIA IMPERIALISM

Generated by scholars in the 1970s.

• FIRST MODEL:

-Herbert Schiller and Latin American scholars.

-Selling media-related US hardware and software.

-American interests.

-Consumer lifestyles.

-Modernization paradigm.

• SECOND MODEL:

-Marxist theory and the media history of colonialism.

-Dimensions of media expansion.

-1977 Boyd-Barrett and 1980 Chin-Chuan Lee.

-Widely applicable across space and time.

-Multidimensionality of media forms and degrees of

dependence/imperialism.

BOTH MODELS ARE STILL USEFUL.

• The British film industry.

• Major Wholesale suppliers of international television.

• Global Manufacture of personal computers.

• Principal Global Media Companies.

DEFINITIONS.

Media Imperialism

&

Media industries

BENEFITS OF THE CONCEPT

• Trades

• Connecting Cultures

• Extended Choice of Programs and Media Products

PROBLEMS WITH THE CONCEPT.• Excluded non-media interests.

• Privileges international relations & ignores other relevant dimensions.

• Assumes that nation-states are the basic building blocks within the field of global media activities.

• Exagerates the extent to which nation-state loss of power is a new problem.

• The definition doesn´t represent the complexity of media systems.

• It needs to encompass neocolonialism of inter-ethnic, inter-gender, inter-cultural, inter-class and inter-generational relations.

• It needs to encompass neocolonialism of inter-ethnic, inter-gender, inter-cultural, inter-class and inter-generational relations.

• The model needs to take in account the audience primarily, their preferences and consumption.

• Stop the assumption that correlation between colonization of communciation space and the attitudes, behaviour and beliefs of audiences.

• Take in account that «in age of democracy we have media tyranny».

• Internet shouldn´t be taken as a response due to its access limitations.

CONCLUSIONS ABOUT THE MEDIA IMPERIALISM THEORY

• MEDIA IMPERIALISM:• It has never seriously been tested.

• Analytical tool.

• Incorporate key concerns of “globalization theory”.

•COLONIZATION OF COMMUNICATION SPACE:• Declining of the geographical territory

as a domain fo communication control.

IMPORTANT FACTS ABOUT MEDIA IMPERIALISM

FALSE

IMPORTANT FACTS ABOUT MEDIA IMPERIALISM

FALSE

IMPORTANT FACTS ABOUT MEDIA IMPERIALISM

FALSE

IMPORTANT FACTS ABOUT MEDIA IMPERIALISM

TRUE

• SIGNIFICANCE OF MEDIA IMPERIALISM THEORY:

• Relationships between national

economies.

• Global capitalism economy.

• Role of culture and media.

DEFECTS ON MEDIA IMPERIALISM THEORY

POSITIVE

DEFECTS ON MEDIA IMPERIALISM THEORY

NEGATIVE

INTERNATIONAL MEDIA COMMUNICATION IN A GLOBAL AGE.

CHANGING GLOBAL MEDIA LANDSCAPE

Digital Revolution

Cultural Imperialism & Globalization

THE CHANGING GLOBAL MEDIA LANDSCAPES

• New era with old theories and old visions

GLOBAL NETWORK, LOCAL ACCESS AND THE NATION-STATE.

• Who controls the Internet? –> What is to be delivered? How to deliver it?

• «BORDERED INTERNET» Even though a global network society has been created, access point are local & bounded by the political and social interests of territorial governments.

• Nowadays we live in an era of multiple models of media organizations and the multiple ways of diffusion at the trasnational level. However nation-states have been replaced by «media empires»

«Nationalism may rise to challenge imperialism.

•

• HOW DOES CULTURAL IMPERIALISM TAKE PLACE?

Internet has provided a vehicle to expand cultural influences in cyberspace

U.S corportations for example, are dominant among the Top Web sites worldwide.

IMPERIALISTIC STRUCTURE OF MEDIA DIFFUSION.

Structural imbalance & unequal flow in international communication. [US positioned as the center of networks among nations]

Hyperlinks are offered to Web sites located in the United States rather than to webistes in other countries.

OPEN NETWORK, CLOSED FLOW AND THE POWER-LAW

DISTRIBUTION

• INTERNET Interconnection between countries.

• Inside the cyberspace most nations appear to be disconnected to one another.

• INTERNATIONAL NEW FLOWS AND COVERAGE US AND BRITAIN.

RELATED TO…

• Cyberimperialism or Neoimperialims:

• US domination.

• Networks of cyberspace.

POWER-LAW DISTRIBUTION

PARADIGM TESTING AND INTERNATIONAL COMMUNICATION RESEARCH

• Paradigm testing: Theories have to be compared in some way and their validity has to be judge based on which theory better explains the facts. 

• Theorical orientation of international communication: 

•    -Functionalist 

•    -Diffusionist 

• Straubhaar(1991) “The geocultural market is created on the basis of cultural proximity, not on the basis of a homogeneous global culture or fractured individual culture”.

IMPERIALISM VS. GLOBALIZATION IN INTERNATIONAL COMMUNICATION.

• Tunstall`s proclamation that the media were American explicity announces the passing of an old order of international an global communication and ushers in a new one.

• The flow of cultural products from the west to the rest of the world, to use technology of cultural imperialism thesis, is the export of TV programming, movies, music, and other cultural forms from the center of the world capitalism system to the periphery.

• To some, globalization is simply an extension of imperialism or the current stage of cultural imperialism because there seems to be little theorical effort or attempt to separate the two:

it is as if they are the same just because they both refer very much to the same phenomenon. To other, globalization is qualitatively different from imperialism.

CONCLUSION AND DISCUSSION

• Researchers and Scholars tended to pick up themes of

developed in the West – Cultural Imperialism Included.

• Pronounced difference between center and periphery.

• Dominant.

• Cultural Imperialism vs. Globalization.