October 16, 2013
Media globalization cannot be stopped. It is a result of new communications technology. It is also the prerequisite and facilitator for all other forms of globalization. Multi-national media is critical to global industries. While new global media can cross cultural boundaries, this does not always bring people closer together. In truth it can deteriorate foreign relations as cultural barriers are broken down by American media. Media is a unique “product” in that it shapes how people think and behave. It is a product of culture which also shapes culture. Stuart Hall, a cultural theorist and Noam Chomsky, an American ...view middle of the document...
Hall uses the Encoding/Decoding Model of Communication, and believes that a message must be perceived as meaningful discourse and be meaningfully decoded before it has an effect, a use, or satisfies a need. Both models require at least one actor to be cognitively aware.
The Two Dimensional View of Power qualifies the First Dimensions critique of behavior and involves observable overt or covert conflicts of subjective interests. For example, this is prevalent when one actor (A) uses his capacity to create or reinforce a framework (social and political values and institutional practices) that in effect, limits another actor’s (B) capacity or ability that they (B) would otherwise do. This is achieved by keeping key issues off the political agenda, which is also referred to as non-decision making. For example, Chomsky points out how a majority of all media is owned by a very small percentage of wealthy corporations. Local media is being swallowed alive by conglomerations. Media moguls have the most to gain from globalization of media. Their power is concentrated; they have merged, often with companies that are unrelated to the field, as when GE bought NBC. Naturally, the political ideas and bias of GE can be seen in NBC: GE expels criminal amounts of pollution. Therefore, pollution is not a topic covered by NBC. On the contrary, Hall argues that meaning is not simply fixed nor determined by the sender. He believes that there must be a dominant cultural order, in which society sets the precedence for what we will relate to, thus we continue to fuel the “loop” of information.
The Three Dimensional View of Power, offered by Luke’s in his work, concentrates on the decision-making in political agenda and the control over that agenda. This ideology takes into...