a2 global media les3/4
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Global MediaGlobal TV & Hybrid Programming
L.O: To understand what is meant by the terms ‘Global TV’ & ‘hybrid programming’.
“We’re not in Texas anymore, Toto!”International versions of well known UK TV programmes.
1. http://www.youtube.com/watch?v=d3lLK_Lphcc
2. http://www.youtube.com/watch?v=4bzEfNxYYlI&feature=related
3. http://www.youtube.com/watch?v=1rXdX_L8oWE&feature=related
How is number 4 different from the first 3?
The Advantages & Disadvantages of Global Distribution of
television“‘Globalisation is as old as media themselves’ - &
what has really happened is that we have begun to realise how cross-cultural media have always been, and we have given a name to this – globalisation.”
Do you agree with the above statement? Have media always been global?
What may be the dangers of answering in the affirmative?
*Try to list at least two Pros & two Cons for the global distribution of television*
Pros 1. Cheaper hardware
(TV’s)2. Ability to consume
TV from elsewhere3. Ability to compare
own nation’s TV with other TV
4. More choice?
Cons1. Erosion of
national culture2. Cultural
dominance of the USA
3. Market forces funding
4. Less choice? “Narrowcasting”
Name as many Reality TV Programmes as you can. You have 1 minute. Go!
What makes these programmes different from each other?
http://www.youtube.com/watch?v=Y7hPZq_8TZ4 http://www.youtube.com/watch?v=fgKnKANMtI4
What is “narrowcasting”? Does the global distribution of
television programmes result in the viewer only getting an illusion of choice?
Do we in reality end up with a diet of ‘much more of the same’; are we overfed what we ‘seem’ to like in terms of formatting, rather than having our tastes broadened?
Hybrid Programmes = Glocalisation!
A hybrid programme is one sold across cultural and national boundaries, with changes made to the original format to accommodate local cultural differences, either to avoid offence or to attract more viewers. E.g. The Bachelor from the USA becomes The Perfect Bride in India.
http://www.youtube.com/watch?v=DsyXRLNwOF0
http://www.youtube.com/watch?v=YUhPPcachjY&feature=related
To sum up…Transparent Exports E.g. programmes
whose format and content is not changed when exported to another country.
Support the idea of the Global Village
The world as a melting pot of “all” cultural influences.
Hybrid Programmes E.g. programmes the
content of which is localised even if format is ‘foreign’.
Prove and disprove globalisation
Formats & content is “glocalised”
Key Terms1. Narrowcasting2. Hybrid Programmes3. Transparent Exports4. Glocalisation
Hegemony Hegemony = the political, cultural or social
dominance of one group over another. A term thought up by a man called Antonio Gramsci
in the early 20th Century. It means that a culturally-diverse society can be
ruled or dominated by one of its social classes. The ruling class dominates all other classes.
The theory claims that the ideas of the ruling class come to be seen as the norm; they are seen as universal ideologies, perceived to benefit everyone, whilst only really benefiting the ruling class.
Cultural Imperialism Cultural imperialism = the practice of promoting a more
powerful culture over a least known or desirable culture. It is usually the case that the former belongs to a large,
economically or militarily powerful nation and the latter belongs to a smaller, less powerful one.
It can take the form of an active, formal policy or a general attitude.
A metaphor of colonialism is employed: the cultural products of the first world "invade" the third-world and "conquer" local culture, world domination (in a cultural sense) is the explicit goal of the nation-states or corporations that export the culture.