Theory & Research Traditions
Meeting 2
Dependency Theory
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Ideological role of media is part of
economic relations (Marxist view)
In relationship of dependency, role of
culture is economic and ideological
Hegemonic - elite group sets ideology for
rest of the world.
Cultural Imperialism Theory
• Economic power in the service of cultural
domination and vice versa
• Based on social /behavioral effects of media
and advertising
• Critique of capitalism and culture of
consumerism
Media Imperialism Theory
• Similar to electronic colonialism where
electronically delivered foreign norms
disrupt domestic cultures
• Focus on unbalanced media import and
export relationships between nations
• Ownership of core country media
corporations in peripheral countries
World Systems Theory
Provides ideas for structuring international
communication
• Global economic expansion takes place
from small group of core-zone nation-states
to semi and peripheral zone nation-states
National Composition
Core Nations
Semi-Peripheral
Peripheral
US, Canada,
Israel,
Australia, NZ,
Japan, and
European
Union
Some SA, some
central Eur.,
India, Egypt,
China, Russia,
South Korea
Africa, Latin
America, parts
of Asia, former
Soviet Union
Systems Theory Tenants
• Mass media are vehicles of indoctrination
for semi and peripheral nations
• Multinational media conglomerates of core
nations influence and promote their own
cultural products
• Consumer spending is required in all zones
• Advertising supports commercial media
Systems Theory Tenants
Implies that prosperity will accrue to
subordinates zones and they become more
capitalistic
• Core media require foreign customers to
purchase core products
• Core communication products displace
indigenous cultural products with foreign
values
Pro and Con for ST
• Labor benefits in subordinate zones from
film production and media sold in shops
• Inequality in news flow between core and
periphery nations exists
• EC theory has different applications for
each zone
Normative Theories
Guiding principles operate system
Authoritarian & Soviet
Authoritarian
• Dictatorial
• Closes limits to media freedom
Soviet
• Political ideology of communism
• Value of a just and equal society
• Cultural media information provided
Libertarian & Social
Responsibility
Libertarian
• Free market-based, free media
• Ruled by capitalist money
Social Responsibility
• Media operating within capitalist dynamic
committed to serving public needs
• Watchdog for government and business
malpractice
Development Model
• Media that addresses issues of poverty,
health care, literacy and education in 3rd
world settings
• Media responsible for informing the public
• HIV campaign example
• Fosters sense of nationhood in countries
with disparate groups
Participatory Model
• Locally organized media involving staff and
producers in editorial decisions
• Media involves local audiences in editorial
decisions
• Public participation and democratic process
central to operation
Mainstream Media Relationships
1. Political power - lacks media credibility
2. Economic crisis - blame on scapegoat
3. Dramatic social transitions - media system
neither permanent nor normal
4. Small-scale alternative media - fliers,
poems, posters, videos
Global Village
• Heightened international connectivity
creates new type of global economic
vulnerability
• Because of improved communication
technology, people of world are
interconnected on daily basis
• Communication media shape society
Discussion Questions
• What makes Western media more plausible
and attractive than Soviet propaganda?
• How well do media explore economic
realities on a global level?
• How prevalent is citizen influence over
media in the US?
• Can citizens fight corporate control of
internet costs?