Chapter 15: Global Media

Study

Fred S. Siebert, Theodore Peterson, and Wilbur Schramm's 1956 book, Four Theories of the Press, classified the various media environments that were present around the globe. The scholars came up with the following four forms of the international press: authoritarian, libertarian, Soviet/communist, and social responsibility. In recent years, the relevance of these classifications to contemporary media have been questioned. Also, a fifth theory, development theory, has been introduced to describe the media control exhibited by developing countries in their attempt to establish themselves in the international community.

Canada is one of many countries influenced by the American media model. In response to having domestic media overshadowed by American and other foreign media, Canada has established “Canadian content” regulations to ensure preservation of the country's domestic media culture. Great Britain also places a high priority on domestic media preservation, as well as the media's role in public service. Overall, the Internet has yet to reach the level of popularity that is has in the United Stated, but newspaper readership is highest in Europe. Central and South American countries are also dominated by North American media, but they continue to see an increase in the readership of domestic newspapers and Spanish-language media has a much easier time reaching a large audience since there are few language barriers across the continent.

Islamic and Middle Eastern countries support a mix of strict and intermediate controls over their media. Al Hayat and Al-Jazeera are two of the dominant media providers in the region. Regulation creates difficulties in researching and understanding audience behavior in some of the region's countries. In countries like Saudi Arabia where strict media restrictions are in place, citizens bypass regulation with satellite-delivered television. In other areas, small media, such as small digital video cameras and cell phones, are one way people are getting first-hand accounts to the outside world of the atrocities occurring inside their borders.

Journalists covering conflicts such as the wars in Iraq and Afghanistan put themselves in great dangers to provide an up-close account. In 2006 alone, 55 journalists were killed across the globe. The dangers go beyond the front lines, and include murder and kidnapping.

The countries on the African continent define the elements outlined in the development theory of the press. The lack of basic, reliable utilities, the presence of multiple languages, and the existence of vast undeveloped landscapes all contribute to a lack of a uniform media environment. Even after the fall of the Soviet Union, political control of Russia's media continues, even though there is ostensibly private ownership. India has a diverse mix of media, with newspapers being the most readily available. China exerts strict control over all domestic media. Japanese media makes an effort to balance commercial and consumer demands.

Marshall McLuhan's idea of a global village theorizes that the citizens of the world are much more united due to the adoption of modern media. Critics argue that the media does not exhibit any uniting forces if people are simply uninterested in the content.

Learning Objectives

•  Know the four main forms of the international press presented in Four Theories of the Press.

•  Know and understand Alan Ward's five dimensions of media rating.

•  Understand how media operates in countries around the world, specifically who is in control of the media and the unique methods and procedures used to promote and preserve national media identities.

•  Understand the role “small media” play in providing information from around the world.

•  Know the dangers facing journalists around the world.

•  Know and understand Marshall McLuhan's global village and critics' interpretation of it.

Review Questions

1. What is the development theory of the press?


2. Explain Canada's “Canadian content” regulations and why they were implemented.

3. How have individuals inside countries where media is strictly regulated been able to bypass that control?

4. What challenges in media production and delivery do the countries on the African continent face?

5. Who is Bob Woodruff and what happened to him in Iraq while covering the war for ABC?