PART I
INTRODUCTORY
CONCEPTS AND KEY ISSUES
What is
International Communication
nthe study of trans-border communication
nthe study of public and private institutions
involved in media systems of other countries
nthe study of the key issues involved
What We
Will Examine
nMultinational Media and Media Colonization
nMedia Systems of Different Countries
Internal
External
Why Study
International Communication
nWorld Population Explosion
nNew Global Problems
nIncreased Cross-Cultural Communication
nChanging Conception of Community
Major
Changes in International Communication
nTechnological
Satellite, computers/Internet
Increase in number of media options
nPolitical
Demise of
Rise of nationalism
Rise of terrorism
nEconomic
Emergence/acceptance of
capitalism/privatization
Continued growth of multinational media
conglomerates
The
Technologies of International Communication
nTelegraph mid 1800s
nTelephone early 1900s
nNews agencies late 1800s
nFilm early 1900s
nRecords early 1900s
nRadio early/mid 1900s
nTV mid/late 1900s
nInternet late 1900s/early 2000
New
Technology
nSatellites
nInternet
ncellular telephone
Computer
Use by Country
Communication
and Culture
What is Culture?
Us vs. Them
nLanguage
nValues
nBehavior
Culture Today
nCultural Values
nCultural Variety
nGlobal Culture
Components
of Language
nVerbal
nWritten
nNon-Verbal
Language
and Culture
nHigh Context culture rely on non-verbal
communication
nLow Context culture rely on written language
Anglo-American
Dominance
nEnglish as a world language
nPopular culture
nCommunication technology
nNews
Reasons for
English as a World Language
nInfluence of
nEmergence of the
nCurrent economic and political environment that
needs a common language
Free Flow
of Information versus National Identity
The Primary
Controversies
Inequity of News Flow
n75% of non-local news comes from Western
agencies
nnews flows from developed to developing
countries
ncoverage of developing countries is stereotyped
ncultural imperialism
Examples of Imbalance
nMultinational Media Companies
Of the top 10, 5 US, 3 WE, 1 each Australia and Japan
nMajor News Agencies
AP (US), AFP (France), Reuters (UK)
nMajor International Radio and TV
CNN, BBC, Euronews
The Basic
Arguments
Free Flow
nAny country or media organization that wants to
should be able to send media information to the people of any other country.
National
Identity
nEach country should decide for itself what
information should be allowed to enter its borders.
UN Calls
for a New International Information Order
nIncrease two-way flow of information
npromote control by developing countries over
their communication assets
ntransmit more news about developing countries
to the world
ngive developing countries control over
production technology
ngive developing countries more control over
global communication systems
What is Information
The West
nInformation is a commodity
Socialist
and Developing Countries
nInformation is a social good
1980 UNESCO
NWIO Resolutions
Elimination of imbalances and inequalities
which characterize the present situation
Elimination of the negative effects of certain
monopolies (public or private) and excessive concentration
Removal of internal and external obstacles to a
free flow and wider and better balanced dissemination of information and ideas
Plurality of sources and channels of
information
Freedom of the press and information; freedom
of journalists and all professionals in the communication media; a freedom
inseparable from responsibility
The capacity of developing countries to achieve
improvement of their own communication systems through new equipment, training,
and improving their infrastructure by making information and media suitable to
all their needs
The sincere will of developed countries to help
them attain these objectives
Respect for each peoples cultural identity and
the right of each nation to inform the world about its interests, aspirations,
social and cultural values
Respect for the right of all people to
participate in international exchange of information
Respect for the right of the public, of ethnic
and social groups, and of individuals to have access to information sources and
to participate actively in the communication process
Differing Philosophies
Mass media
should be independent of state control and should ensure that each
individual citizen receives information needed in a democracy.
Mass media
should serve the interests of the state and ensure the people as a whole
that media remain free of particular interests and serve peace and national
development.
Other
Global Agencies Involved
nInternational Telecommunications
nIntelsat/Comsat
nWorld Trade Organization (WTO)
nEuropean Union
The Internet and Flow of Information
Same Problems
nMost users in west
nComputer still too expensive for many
Reversal of Flow
nContent producers unrestricted
Entertainment
Program Exchange
nLocal production vs. imported programming
nfranchising
nuse of consultants
ncoproduction
Glucksrad
Franchised Wheel of Fortune
Global
Advertising
The Big 3
Global Advertising Agencies
nWPP Group (
nOmnicom (
nInterpublic (
Second
Tier
nDentsu (
nTrue North Comm. (
nPublicis (France)
nHavas (France)
nBCom3 (
nCordiant (Great
Britain)
Global
Advertising Strategies
nStandardized
nAdaptive
nCountry specific
Trends in
Global Advertising
nincrease in advertising expenditures
Asia, Latin America,
nconsolidation of advertising organizations
nconsolidation of advertising accounts
nexpansion of services by international agencies especially PR
nIncrease in
university programs
Barriers to
Media Development
nPhysical barriers
nSocial/psychological barriers
nPolitical/legal barriers
nEconomic barriers