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Safeguarding Cultural Narratives: Australia's Endeavour Towards
Locally Produced Streaming Content
I.
Introduction
The advent of the digital age has profoundly affected numerous fields, causing a sea change in the global
consumption of content. With global streaming platforms such as Netflix, Amazon Prime Video, and Disney+
paving the way, viewers can consume content from the comfort of their own homes. In January 2023, the
Australian Government announced a significant policy shift, allowing major streaming platforms such as
Netflix, Amazon Prime Video, and Disney+ to invest in local Australian content (Lowrey, 2023). Although the
action is consistent with similar actions taken by governments in Europe and Canada, it has sparked
considerable debate. Although I agree with this policy, it is essential to comprehend its multiple implications.
This paper examines this licensing
critically, highlighting the threats it poses to free markets and the difficulty
of ensuring content quality while addressing the global context and the views of its proponents.
II.
The Imperative of Local Content Creation
Nation's Voice:
1. Economic Stimulation & Job Creation:
Local content production has the potential to stimulate national economies. By directing investment towards
Australian content, we could see a surge in employment across various fields - from actors and directors to
technicians and post-production specialists. The
thriving local
television and film industry could generate
revenue through different means such as exports, distribution and production. Such revenue would contribute to
Australia's economic growth (Hollifield, 2014). Second, local content production could stimulate job creation in
Australia. It is worth noting that the production of local content would demand a diverse set of professionals
who include support staff, crew members, producers, directors and actors; this would demand an investment in
local content and drive job creation within Australia, thus boosting the economy and reducing the escalating
unemployment rates.
Local content production would stimulate the Australian economy in different ways. The fourth way it would
stimulate this is in the cultural and tourism exportations. Great local content has the potential to attract
international audiences, create a positive image of Australia and the potential to promote tourism (Avraham &
Ketter, 2018). Such cultural exchanges could contribute to increased revenue streams and tourism rates among
the tourists seeking the thrill of Australian culture and values depicted in the local content. The fifth way local
content production stimulates the Australian national economy lies in promoting the creative industries and the
growth of small businesses. The encouragement of local content production would stimulate growth in the
smaller creative industries and the production companies, and such businesses rely on opportunities presented
in any thriving entertainment sector.
Local content production would stimulate the Australian economy in other ways. The sixth way it would
contribute to economic stimulation is through its support for the ancillary industries. Most local entertainment
sectors would support the ancillary sectors, including the marketing agencies, post-production services,
equipment rental agencies and catering service providers. Such industries would benefit from the increasing
demand when there is increased Australian local content production. Above all, local content production would
stimulate the national economy, considering that it would contribute to increased tax revenues in Australia
(Avraham & Ketter, 2018). The economic activities in the television and film industries would drive increased
tax revenues, which the Australian Government would invest in infrastructure and other public services.
2. Authentic Cultural Representation:
Australia's diverse landscape, history and social fabric all have rich stories waiting to be told. Local content is
encouraged to ensure the narrative truly resonates with the experiences and aspirations of Australian audiences,
maintaining the authenticity of cultural representation. First, local content production will enable authentic
cultural representation since it will address fake artistic production. According to Lowrey (2023), the Federal
Government seeks to establish Creative Australia, a critical advisory body and arts investment in Australia that
would restore the cuts made under the 2014 coalition. The report determines that reforms made in Australian
content production, such as Creative Australia, would handle the fake art productions. Second, local content
production will enable authentic cultural representation by preserving the cultural heritage.it is worth noting
that local content delves into Australia's cultural and historical aspects. This could help celebrate and preserve
the indigenous communities' cultural heritage and contribute to different immigrant communities.
There are several other ways local content production will enable authentic cultural representation. Third, local
content production will enable authentic cultural representation by featuring settings and characters that reflect
real places and people in Australia (Australian Government, 2023). such authenticity could allow audiences to
reflect on the national stories in-depth. Fourth, local content production will enable authentic cultural
representation by fostering cultural pride and addressing social issues. Locally produced content could instil
some sense of belonging and cultural pride among the natives. When Australians see their experiences and
stories portrayed, this could positively affect their cultural identities. Local content could address the political
and social issues relevant to Australia and offer a platform to host honest and open discussions on such issues.
Fifth, local content production will enable authentic cultural representation by depicting the dreams and
aspirations of natives. Such local content would resonate with Australians personally and inspire them.
3. Combating Cultural Homogenization:
In an age of globalization, there is a clear risk that mainstream media narratives obscure regional stories,
leading to cultural homogenization. Australia has protected its unique cultural identity against the global tide by
fostering local content. F
irst, local content creation would combat cultural homogenization by preserving the
Australian cultural identity. It is interesting to note that such local content would reflect Australia's unique
social, historical and cultural aspects. By promoting and producing local content, the nation would showcase
and maintain its unique cultural identity, which could have been overshadowed by the dominant global
narratives
(Australian Government, 2023). Second, local content production would combat cultural
homogenization by promoting diversity in storytelling. The locally produced content would provide a platform
for diverse storytelling which resonates with the Australian audience, and they get to reflect on their concerns,
values and experiences. This would allow the local natives to explore perspectives and stories specific to the
nation's history and culture.
There are several other ways that local content production in Australia would combat cultural homogenization.
The third way local content production would combat cultural homogenization is by countering cultural
imperialism. The international media conglomerates have dominated the industry and contributed to cultural
imperialism, where the narratives and values of some global players overshadow the local Australian cultures.
Supporting local content would reduce this trend and ensure Australia maintains cultural sovereignty
(Australian Government, 2023). The fourth way local content production would combat cultural
homogenization is by fostering multiculturalism. The nation is famous for being a multicultural society. Local
content could represent and celebrate the diversity of cultures within Australia. Local content would offer a
platform for underrepresented voices and foster inclusivity.
There are other ways local content production in Australia would combat cultural homogenization. The fifth
way local content production would combat cultural homogenization is by promoting cultural exports. Local
content could generate interest and pride for international audiences. As such, promoting local content could be
a valuable export and aid in showcasing Australia's stories, values and culture to the rest of the world. Above
all, local content production would combat cultural homogenization, given the historical and educational
significance it would create
(Australian Government, 2023). Local Australian content would delve into the
educational and historical elements of the nation. Therefore, it would preserve and transmit knowledge of the
nation's cultural heritage.
Critics' concerns and retorts:
1. Global Content restrictions:
One primary concern is that these policies could limit the flow of international content. However, the policy
calls for investment in local content rather than excluding global content. It ensures a balance that allows
Australians to understand local and global stories. First, championing local production would restrict
international content, which could hinder international perspectives and cultural exposure, thus limiting the
diversity of the available content. However, proponents would argue that such policies not only seek to restrict
the airing of international content but also advocate for investments in locally produced content. Such policies
tend to promote local content production by enriching media with different narratives
(Australian Government,
2023). It is worth noting that policies calling for investments in local content do not necessarily hinder the
airing of international content. However, instead, they offer platforms for a mix of international and call stories,
enabling viewers to access both.
Second, critics argue that the policies that promote locally produced content could reduce the quality of
production when the production is promoted by quotas as opposed to artistic merits. On the contrary, the
policies are not necessarily meant to limit Australian viewers' choices. However, they are meant to ensure they
can access content that resonates with their experiences and cultural values
(Australian Government, 2023).
Having a balanced approach would ensure that Australians engage with their native stories and still access
international content, which would satisfy viewers in need of diversity.
Third, critics of the policy would cite that it discourages international streaming platforms from being in
Australia and that this would limit innovation and competition. On the contrary, although there are some
regulations, they seek to create a level playing field for local and international film producers and encourage
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investments
(Australian Government, 2023). The policies, therefore, promote international streaming
companies to contribute to local content production, and therefore, they support domestic talent, stimulate
innovation and encourage competition.
Fourth, some critics would cite that such policies discourage streaming platforms from operating in Australia,
limiting innovation and competition. On the contrary, it is worth noting that although there are regulatory
measures, the Government designs them to have a level playing field, and the measures are meant to encourage
local industry investment
(Australian Government, 2023). such policies would encourage international
streaming platforms to venture into the Australian market, supporting local talents, stimulating innovation and
driving competition.
2. Market disruption:
Another argument is that content should be determined by market demand rather than government policy. While
market dynamics are essential, cultural expression is too important to be left to the whims of the market alone.
History shows that without intervention, dominant narratives can easily eclipse local stories. F
irst, critics argue
that content should
be based on the
market demand, which ensures that it boosts
innovation
and creativity and
that viewers get their preferences. On the
contrary, market-driven content is vital for meeting consumer
preferences and encourages innovation. Thus, the content can meet customer preferences
(Australian
Government, 2023). Regardless, government policies seek to strike a balance since market-driven content
sometimes overlooks culturally and locally significant stories. Such interventions could ensure that multiple
narratives are presented, enriching Australia's cultural fabric.
The second criticism is that the market dynamics encourage competition and efficiency, which could result in
high-quality and cost-effective production. It is also worth noting that the market dynamics could foster
competition, although it might need to prioritize cultural preservation and local stories
(Australian
Government, 2023). the intervention of the Government could maintain cultural diversity and identity, ensuring
that the local stores are never eclipsed by the dominant narratives circulating globally. The third criticism is that
historically, the dominant narratives eclipse the local stories, although this could be addressed by having diverse
streaming platforms and through market competition. However, although the market competition contributes to
diversity, it might need to address the risks of the global dominant narratives overshadowing the local content,
particularly in events where global conglomerates dominate the industry. Such a government policy supports
local industries by levelling the playing field and ensuring local stories are heard.
3. Obstacles to global cooperation:
Critics argue that these policies could stifle global partnerships. However, this initiative is an invitation to
international collaboration, allowing global platforms to become part of the authentic Australian narrative. The
first criticism
is that local
investment requirements and content quotas might
need to be more relaxed,
discourag
ing international stakeholders from doing business in Australia
. However
, despite the investment
requirements and
quotes
being part of
the policy, it is worth
noting that
they are designed to support
the local
content industries and to create a level playing field for all stakeholders. The second criticism related to the
obstacles to global cooperation is that the obstacles linked to global cooperation could result from the need to
navigate the different regulatory burdens and compliance burdens in different countries. However, harmonizing
and standardizing the different regulations in different nations could benefit all global platforms
(Australian
Government, 2023). Also, such initiatives could motivate the international platforms to invest more in locally
produced content, thus fostering the global perspective and supporting the local narratives and cultures.
A different criticism involves the fear that foreign content is intrusive or unwelcome locally. On the contrary, it
is worth noting that the policy initiatives seek to reinforce the coexistence between global and locally made
content. Such policies are never meant to exclude international narratives but are enforced to ensure that local
narratives get prominence
(Australian Government, 2023). implementing such a policy could create space for
international platforms to offer different content ranges while contributing to and participating in the cultural
narratives of Australia.
Conclusion:
Digital streaming holds great potential but also risks eclipsing multicultural narratives in the global mainstream.
Australia's move to ensure its story has a place in this vast digital landscape is commendable and necessary.
Proponents cite that the thriving local television and film industry could generate revenue through different
means such as exports, distribution and production. Such revenue would contribute to Australia's economic
growth. Second, local content production could stimulate job creation in Australia. Also,
locally produced
content could instil some sense of belonging and cultural pride among the natives. When Australians see their
experiences and stories portrayed, this could positively affect their cultural identities. Local content could
address the political and social issues relevant to Australia and offer a platform to host honest and open
discussions on such issues.
While the opposition's concerns deserve attention and consideration, they do not
outweigh the benefits such a policy would bring. Regarding supporting local content, Australia's goal is not just
economic or industrial growth; It is eager to secure its cultural footprint in the digital age. It is not just about
creating content; it is about a nation's soul.
References
Australian Government. (2023).
Revive A PLACE FOR EVERY STORY, A STORY FOR EVERY PLACE
.
https://www.arts.gov.au/sites/default/files/documents/national-culturalpolicy-8february2023.pdf
Australian Government. (2023). Seeing Ourselves report - how diverse is Australian TV - a text-only ...
Available at: https://www.screenaustralia.gov.au/getmedia/ddc05910-0b0d-4fc4-8fc0-
b3693122b49c/Seeing-Ourselves-2-Easy-Read-Executive-Summary-Text-only-Word.docx (Accessed:
October 22 2023).
Avraham, E., & Ketter, E. (2018). Media strategies for marketing places in crisis: Improving the image of cities,
countries, and tourist destinations. Routledge.
Hollifield, C. A. (2014). The economics of international media. Media economics: Theory and practice, pp. 85–
106.
Lowrey, T. (2023, January 29). Streaming giants to be required to make Australian films and TV under major
rules shake-up.
ABC News
. https://www.abc.net.au/news/2023-01-29/streaming-giants-to-be-required-to-make-
australian-films-and-tv-/101904938
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