Theory Research Traditions Meeting 2 Dependency

Theory & Research Traditions Meeting 2

Dependency Theory • • • Ideological role of media is part of economic relations (Marxist view) In relationship of dependency, role of culture is economic and ideological Hegemonic - elite group sets ideology for rest of the world.

Cultural Imperialism Theory • Economic power in the service of cultural domination and vice versa • Based on social /behavioral effects of media and advertising • Critique of capitalism and culture of consumerism

Media Imperialism Theory • Similar to electronic colonialism where electronically delivered foreign norms disrupt domestic cultures • Focus on unbalanced media import and export relationships between nations • Ownership of core country media corporations in peripheral countries

World Systems Theory Provides ideas for structuring international communication • Global economic expansion takes place from small group of core-zone nation-states to semi and peripheral zone nation-states

National Composition Core Nations Semi-Peripheral US, Canada, Israel, Australia, NZ, Japan, and European Union Some SA, some central Eur. , India, Egypt, China, Russia, South Korea Africa, Latin America, parts of Asia, former Soviet Union

Systems Theory Tenants • Mass media are vehicles of indoctrination for semi and peripheral nations • Multinational media conglomerates of core nations influence and promote their own cultural products • Consumer spending is required in all zones • Advertising supports commercial media

Systems Theory Tenants Implies that prosperity will accrue to subordinates zones and they become more capitalistic • Core media require foreign customers to purchase core products • Core communication products displace indigenous cultural products with foreign values

Pro and Con for ST • Labor benefits in subordinate zones from film production and media sold in shops • Inequality in news flow between core and periphery nations exists • EC theory has different applications for each zone

Normative Theories Guiding principles operate system

Authoritarian & Soviet Authoritarian • Dictatorial • Closes limits to media freedom Soviet • Political ideology of communism • Value of a just and equal society • Cultural media information provided

Libertarian & Social Responsibility Libertarian • Free market-based, free media • Ruled by capitalist money Social Responsibility • Media operating within capitalist dynamic committed to serving public needs • Watchdog for government and business malpractice

Development Model • Media that addresses issues of poverty, health care, literacy and education in 3 rd world settings • Media responsible for informing the public • HIV campaign example • Fosters sense of nationhood in countries with disparate groups

Participatory Model • Locally organized media involving staff and producers in editorial decisions • Media involves local audiences in editorial decisions • Public participation and democratic process central to operation

Mainstream Media Relationships 1. Political power - lacks media credibility 2. Economic crisis - blame on scapegoat 3. Dramatic social transitions - media system neither permanent normal 4. Small-scale alternative media - fliers, poems, posters, videos

Global Village • Heightened international connectivity creates new type of global economic vulnerability • Because of improved communication technology, people of world are interconnected on daily basis • Communication media shape society

Discussion Questions • What makes Western media more plausible and attractive than Soviet propaganda? • How well do media explore economic realities on a global level? • How prevalent is citizen influence over media in the US? • Can citizens fight corporate control of internet costs?