Lecture dynamics of mass communication (9th edition) chapter 17 joseph r dominick

THE DYNAMICS OF MASS COMMUNCATION Joseph R Dominick University of Georgia Athens McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Impact of the Media McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Chapter 17 Chapter Outline The Global Village: International  and Comparative Media Systems McGraw­Hill International Media Systems World Media Online Comparative Media Systems Examples of Other Systems © 2007 The McGraw­Hill Companies, Inc. All Rights reserved International Media Systems • Global Print Media –  Newspapers – – – – – – – McGraw­Hill General or financial The International Herald Tribune USA Today International WorldPaper The Financial Times of London  TheEconomist TheWallStreetJournal â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved International Media Systems ã GlobalPrintMediaWireServices Internationalflowofnewsdominatedby global wire services  – Reuters – Associated Press – Agence France Presse – ITAR­TASS – NewYorkTimesSyndicate LosAngelesTimesSyndicate McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved International Media Systems ã GlobalPrintMediaMagazines – – – – – Reader’s Digest – 49 editions in 200 countries Time (International) – 190 countries Newsweek (International) – ½ M readers Cosmopolitan – 41 countries Popular Mechanics (Spanish version)  LatinAmerica BusinessWeek McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved International Media Systems ã GlobalBroadcasting • Shortwave or partnerships with local FM • 150 countries broadcast internationally – – – – – – BBC World Service Voice of America Radio China International Deutsche Welle (“German Wave”) Radio France International Growing rapidly: global news, sports, and music  channels (CNNi, CNBC, BBC World, MTV,  ESPNi) McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved International Media Systems • Film and TV • Internationally, USA dominates  – – – Boxoffice(ẵrevenueofaveragefilm) VideocassetteandDVD($20B+in2004) TVprograms(nonưprimeưtime) TVprogramformatlicenses(Jeopardy, TemptationIsland) ã Crossưborderspillover McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved World Media Online • Web radio stations • Newspapers and magazines – New York Times – Die Welt – Asahi Shimbun Herald – Asia Week – Tokyo Journal Le Monde London Times SydneyMorning Beat ArtBin ã Emailandnewsgroupsenable informalexchangeofnewsandculture ã WWWaccessnotgloballyaccessible McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Comparative Media Systems • Authoritarian Theory – 16th Century England – Parallel with development of printing press – The ruling elite guides the low­intelligence  masses – Public dissent and criticism are a threat – Compliance of the press through • Licensing Censorship  Exclusive printing  rights ã Punishmentofgovernmentcritics McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Comparative Media Systems ã LibertarianTheory – – – – – – – – Diametrically opposed to authoritarian beliefs  Matched freewheeling, rugged early America Assumes people are intelligent creatures Government exists to serve the individual Citizens need to hear all sides of an issue Government serves best when it serves least The press should be free from control Four theories of the Press (1956) McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Comparative Media Systems • Social Responsibility Theory – Press has right to criticize government – Press also has responsibility to preserve democracy  • Properly informing the public  • Responding to society’s needs and interests – Press not free to do as it pleases – Government may regulate press in the public interest  (example: FCC and broadcasting) – Many Western nations use this approach McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Comparative Media Systems • The Communist Theory – Media are owned by the people (represented by the  state) – The purpose of the media is to support the Marxist  system and achieve the goals of the state – Works best in a tightly controlled society – Example: use of spillover by BBC, VOA, CNN,  and others into Communist countries McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Comparative Media Systems • The Developmental Theory – Government can mobilize the media to serve national goals in  economic and social development – Goals include: eradication of disease economic self­sufficiency political integration raising literacy levels – Information must be managed by the government – Primarily used in non­democratic developing countries – Losing ground to the social responsibility approach McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Comparative Media Systems Figure 17-1 Theories of Media-Government Relationships McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Comparative Media Systems Figure 17-2 Typology of Media Ownership and Control McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Comparative Media Systems ã Roleofthemediainvariouscountries Developmental – develop and build; support  government; provide technical information – Communist – propaganda, persuasion, and  education – Social responsibility – inform, entertain,  government watchdog and adversary, consumer  support, free marketplace of ideas • EconomicDifferences McGrawưHill â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved Comparative Media Systems ã EconomicDifferences USAadvertising,littlegovernmentsupport – Western Europe • Some indirect subsidies • Scandinavia – direct support of newspapers by political  parties • U.K. – BBC is state­charted, independents sell  advertising – Communist – direct support by government, plus  advertising – Less­developed countries – developmental  journalism McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Examples of Other Systems • Japan   – Social responsibility model – 127M people; literacy nearly 100%  – 120 newspapers with 69M total circulation • Yomiuri Shimbun Asahi Shimbun – Several news and business magazines – Nippon Hoso Kyokai patterned after BBC; yearly  license fee imposed on all TV sets – 5 commercial channels and 2 cable – Pioneers in DBS and HDTV – Media­rich overall McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Examples of Other Systems • Mexico – Developmental model – 106M people; literacy rate 90% – 300 daily papers with 10M total circulation • Excelsior (Mexico City) – 200 magazines, best­known is Vanidades (Televisia) – Government has controlled media through • Supply of newsprint  • Bribing journalists Broadcasting permits  – Radio and TV based on U.S. system – Produces telenovelas for Latin America – Significant media content flow to USA McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Examples of Other Systems • China – Communist model – 2000 newspapers with 200M circulation – Several national newspapers – – – – – – • People’s Daily  Xinmin Evening News China Daily 100 financial newspapers; 10,000 magazines Rural population relies on radio 650 radio stations reach 95% of population TV penetration at 90% Limits on imports, foreign news, satellite dishes  Internet penetration 7% McGraw­Hill © 2007 The McGraw­Hill Companies, Inc. All Rights reserved  ... Assumes people are intelligent creatures Government exists to serve the individual Citizens need to hear all sides? ?of? ?an issue Government serves best when it serves least Thepressshouldbefreefromcontrol FourtheoriesofthePress(1956)... Internationally,USAdominates Boxoffice(ẵrevenueofaveragefilm) VideocassetteandDVD($20B+in2004) TVprograms(nonưprimeưtime) TVprogramformatlicenses(Jeopardy, TemptationIsland) ã Crossưborderspillover... © 2007 The McGraw­Hill Companies, Inc. All Rights reserved Comparative Media Systems • Libertarian Theory – – – – – – – – Diametrically opposed to authoritarian beliefs  Matched freewheeling, rugged early America Assumes people are intelligent creatures