PR truyền thông - Chapter 18: International and comparative media systems

International and Comparative Media Systems Chapter 18© 2009, The McGraw-Hill Companies, Inc. All rights reserved.1CHAPTER OUTLINEInternational Media SystemsWorld Media OnlineComparative Media SystemsExamples of Other Systems 2INTERNATIONAL MEDIA SYSTEMSMass media can cross national boundariesSimple spillover of mediaDesigned deliberately for other countries3Global Print MediaMany major newspapers provide foreign-language or international editionsGeneral newspapersFinancial newspapersGlobal wire services dominate the international flow of newsInternational distribution of magazines4Global BroadcastingAbout 150 countries engage in international broadcastingTop five global broadcast leaders areWorld Service of the BBC; Voice of America (VOA); China Radio International; Deutsche Welle (DW; German Wave); Radio France International (RFI)Proliferation of global news, sports, and music channels5Film and TVAmerican films dominate many foreign box officesForeign box office accounts for more than half a film’s revenueInternational DVD revenue is importantUS dominates international TV program marketLocal programs provide strong competition, and dominate prime time in many countriesFormat licensingTV signals ignore international boundariesLost international revenues; cultural domination6WORLD MEDIA ONLINEThe Internet provides access to worldwide mediaRadio stationsStreaming videoMajor newspapers & magazinesInformation also contained in e-mail, newsgroups, individual web sitesLimited use of WWW: In 2006, about 16% of world’s population was online, mostly in developed countries7COMPARATIVE MEDIA SYSTEMSThe political system of a country usually determines the relationship between the media, the government, and the people8Theories of the PressAuthoritarian TheoryLibertarian TheorySocial Responsibility TheoryCommunist TheoryDevelopmental Theory9Control and Ownership of the MediaMedia systems can be classified along dimensions of control and ownership.Public ownership, decentralized controlPublic ownership, centralized controlPrivate ownership, decentralized controlPrivate ownership, centralized control10Role of the Media in Various CountriesThe role of the mass media differs according to its ownership and controlBiggest differences across the different levels of ownership/control are found in the interpretation, or editorial, function11Economic DifferencesUS media largely supported by advertisingMany Western European countries provide subsidies to mediaDevelopmental media systems get a mix of private and governmental fundingCommunist media get most of their funding from the government, but advertising revenue is welcomed12EXAMPLES OF OTHER SYSTEMSWe will explore three media systems13JapanLiteracy rate near 100%Strong print tradition: 10 papers exceed 1 million daily circulationCompetition from new technologyNews and business magazinesBroadcast system modeled after BritishCommercial networks started after WW IIPioneers in HDTV & DBSAmerican films dominate box officeCell phone use highInternet use 71%14MexicoStriving to form indigenous media systemLiteracy rate 92%300 daily newspapers, combined circulation about 9 million200 magazinesGovernment has controlled media; system is called “partly free”Broadcasting influenced by US systemTop-rated TV shows are generally Mexican productionsSignificant media content flow to US15China With some exceptions, the trend has been toward less government control, and more diverse media landscape200 newspapers; combined circulation about 200 million10,000 magazines650 radio stations reach 95% of populationTV penetration 90%Limits on imports and foreign newsInternet penetration 11%; controls over access to web sitesMobile media becoming popular16