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
ã GlobalPrintMedia
Newspapers







McGrawưHill

Generalorfinancial
TheInternationalHeraldTribune
USATodayInternational
WorldPaper
TheFinancialTimesofLondon
TheEconomist
TheWallStreetJournal
â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved.


International Media Systems
• Global Print Media – Wire Services
– International flow of news dominated by 

global wire services 
– Reuters
– Associated Press
– Agence France Presse
– ITAR­TASS
– New York Times Syndicate 
– Los Angeles Times Syndicate
McGraw­Hill

© 2007 The McGraw­Hill Companies, Inc. All Rights reserved.


International Media Systems
ã GlobalPrintMediaMagazines






ReadersDigest49editionsin200countries
Time(International)190countries
Newsweek(International)ẵMreaders
Cosmopolitan41countries
PopularMechanics(Spanishversion)
LatinAmerica
BusinessWeek

McGrawưHill

â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved.


International Media Systems
ã GlobalBroadcasting
ã ShortwaveorpartnershipswithlocalFM
ã 150countriesbroadcastinternationally







BBCWorldService
VoiceofAmerica
RadioChinaInternational
DeutscheWelle(GermanWave)
RadioFranceInternational
Growingrapidly:globalnews,sports,andmusic
channels(CNNi,CNBC,BBCWorld,MTV,
ESPNi)

McGrawưHill

â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved.


International Media Systems
ã FilmandTV

ã Internationally,USAdominates





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

Sydney Morning 
Beat
Art Bin

• 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 Exclusiveprinting
rights
ã Punishmentofgovernmentcritics
McGrawưHill

â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved.


Comparative Media Systems
ã LibertarianTheory

Diametricallyopposedtoauthoritarianbeliefs
Matchedfreewheeling,ruggedearlyAmerica
Assumespeopleareintelligentcreatures
Governmentexiststoservetheindividual
Citizensneedtohearallsidesofanissue
Governmentservesbestwhenitservesleast
Thepressshouldbefreefromcontrol
FourtheoriesofthePress(1956)

McGrawưHill

â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved.


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
ã TheCommunistTheory
Mediaareownedbythepeople(representedbythe
state)
ThepurposeofthemediaistosupporttheMarxist
systemandachievethegoalsofthestate
Worksbestinatightlycontrolledsociety
Example:useofspilloverbyBBC,VOA,CNN,
andothersintoCommunistcountries

McGrawưHill

â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved.


Comparative Media Systems
ã TheDevelopmentalTheory
Governmentcanmobilizethemediatoservenationalgoalsin
economicandsocialdevelopment
Goalsinclude:
eradicationofdisease
economicselfưsufficiency

politicalintegration
raisingliteracylevels

Informationmustbemanagedbythegovernment
Primarilyusedinnonưdemocraticdevelopingcountries
Losinggroundtothesocialresponsibilityapproach
McGrawưHill

â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved.


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
McGraw­Hill

© 2007 The McGraw­Hill Companies, Inc. All Rights reserved.


Comparative Media Systems
ã Roleofthemediainvariouscountries
Developmentaldevelopandbuild;support

government;providetechnicalinformation
Communistpropaganda,persuasion,and
education
Socialresponsibilityinform,entertain,
governmentwatchdogandadversary,consumer
support,freemarketplaceofideas

ã EconomicDifferences
McGrawưHill

â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved.


Comparative Media Systems
• Economic Differences

– USA – advertising, little government support
– 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)
– Governmenthascontrolledmediathrough
ã Supplyofnewsprint
ã Bribingjournalists

Broadcastingpermits

RadioandTVbasedonU.S.system
ProducestelenovelasforLatinAmerica
SignificantmediacontentflowtoUSA
McGrawưHill

â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved.


Examples of Other Systems
ã China

Communistmodel
2000newspaperswith200Mcirculation
Severalnationalnewspapers







ã PeoplesDailyXinminEveningNewsChinaDaily

100financialnewspapers;10,000magazines
Ruralpopulationreliesonradio
650radiostationsreach95%ofpopulation
TVpenetrationat90%
Limitsonimports,foreignnews,satellitedishes
Internetpenetration7%

McGrawưHill

â2007TheMcGrawưHillCompanies,Inc.AllRightsreserved.