Discuss McChesney week3

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CUNY Lehman College *

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101

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Communications

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Apr 3, 2024

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Discuss McChesney's views on why and how globalization of telecommunication and media systems transformed the media landscapes on global levels? According to McChesney, globalization of telecommunication and media systems transformed through neoliberalism which is at the beginning of the 1960s that modify the traditional endorsement of trade unions opposition of big business. He further explains oligopoloy which he uses to define the market of telecommunication and media market condition where there are only a few sellers and how much they greatly influence price and other market factors. McChesney describe the market as “strong pressure to get larger and larger and fewer and fewer” (McChesney ,193.) This implies that the media market also has few voices when it comes to speaking on issues due to so few competition and they are in complete control of the industry. McChesney describes the structures of wealth for these corporations are divided into 2 Tiers. The 1 st tier , “ is the ability to mix production and capacity with the distribution of networks” and the 2 nd tier are “ 4 or 5 national or regional powerhouse that have strong have strong holds over the niche market” (McChesney ,194.) The major media companies are looking to expand in nations such as Europe, Asia and Latin America but limited due to national and state control. He also outlines issues with cultural trade barriers in protecting domestic media. In terms of globalization, McChesney believes that wealth nations are at an “advantage in public opposition of the global corporate media system”.Big corporations such as Time Warner who has about $20 billion is looking to also market their products. In the future these company will not fail and the will continue to lead and be in control of the media market. As the world Bank puts it “big increase inequality “nations outside the U.S are at a disadvantage. McChesney, R. “The Media System Goes Global”. International Communication. Ed. Daya K. Thussu. New York, NY: Routledge, 2010.

In “Mapping Global Media Flow and Contra-flow” by Daya Kishan Thussu , Thusu discuss the flow of media. By the 21 st century digital technology became successful and an increase use in online communication. The 1 st layer involved the media system around the world became privatized networks. There was also a strong presence of media systems on a global level. The unite of television and broadband open up new opportunities for flow of media content. The 2 nd layer of international media players involved the state and private players. Bollywood was introduced and the emerge of transnational and regional communication. The focus was to capture the audience outside the primary community. The 3 rd geo cultural media coverage emerges that cater to a specific cultural audience all over the world. Overall America dominated the global media flows. In fact global trade and media exports in cultural did extremely well between 1980 and 1991 from 67 billion to 200billion (Thussu,224) America programs were cast in over 125 countries worldwide. Due to advertising and telecommunication this help the U.S gain an economic advantage of media over developing countries. In time the film industry has also developed immensely even gaining an international market. A growing trend between contra flows also indicated an imbalance between dominant, subaltern and geo cultures. Private media was also successful in the bringing about contra – flow. According to Thussu, “media flows a close relationship with economic power” it is clear that shift in global information age. Whether it’s online or offline a dominant flow exists on a global level. “Mapping Global Media Flow and Contra-flow” .International Communication. Ed. Daya K. Thussu. New York, NY: Routledge, 2010. online communication, broadcasting and telecommunication networks, have enabled media companies to operate transnational rather than national arenas, seeking and creating new consumers worldwide. With the exception of a few powers such as the United States,

iscuss the intersections between Mattelart, Lasswell and Nye’s work. Also, as semi- experts of international communication, living in a world of evolving communication technologies, which topics do you believe is most influential to shaping the direction of the field? In the reading, “An archaeology of the global era and constructing a belief” by Armand Mattelart, Mattelart believes that due to global age that we live in there are many factors that influence our understanding. Globalization is taking over at a rapid pace. Mattelart discusses soft power network and how this has a worldwide effect data processing and telecommunication. Mattelart also stress the importance of history, global systems and soft power networks. Overall Mattelart describes living a world of growing communication. On the other hand in the reading, “public diplomacy and soft power” by Joseph Nye, Nye discusses the difference between public diplomacy and soft power. Soft power is described as the ability to influence others to acquire a certain outcome. This kind of power depends on culture, values, and foreign policies. A combination of hard and soft power is viewed as smart power. Public diplomacy is an instrument used by the government to mobilize resources to communicate. In terms of power according to Nye, it is essential to combine both hard and soft power,( Nye,342) Smart power however requires a understanding of roles in civil society. Diplomacy in the Global Information Age promotes a positive image of one’s country. According to Harold Lasswell, “the theory of political propaganda”, propaganda management is described as a collective attitude by the manipulation of symbols. (Lasswell,329). Laswell differentiates between propagandist attitude and deliberative attitude. Deliberative attitude implies in search of a solution ( Lasswell,330.) Propaganda can be used to modify attitudes, a presentation of an object that cultural attitudes can be organized towards it . The power of propaganda is to not only chance opinions but to also change actions. Propaganda

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can also be used in political power to produce a desire effect of a particular group of people. All articles touch a little on the future of communication. The topic of hard and soft power reveals the effects on globalization and how power is used to either influence or change the actions of people. Overtime that is the desired effect of communication on society and people. It allows access to information as times change that information changes as well. I am not surprise at these view points and how media tides into the change politically, economical or even on a social effects. References: Lasswell,H. , “The theory of political propaganda”. International Communication. Ed. Daya K. Thussu. New York, NY: Routledge, 2010. Mattelart,A. , “An archaeology of the global era and constructing a belief”. International Communication. Ed. Daya K. Thussu. New York, NY: Routledge, 2010. Nye, J.“Public diplomacy and soft power”. International Communication. Ed. Daya K. Thussu. New York, NY: Routledge, 2010.

Discuss McChesney week3

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