Globalisation V Localisation

With the constant technological developments, both the media and the law are constantly playing catch up, and while there is uncertainty with their roles, they must continue to consider their international responsibilities. The concept of the ‘global village’ developed as a global media audience was created through the advancement of new technologies. With the development of this global media audience, big corporations have seen the opportunities available to dominate the global media, and these corporations not only earn billions through their various companies but also hold a lot power as well. Obviously with ten corporations controlling the world’s media there are concerns over the concentration of ownership, however different voices do not guarantee different opinions. Editor-in-chief of The Age, Steve Harris, argues “...diversity of ownership and diversity of source has never guarantee diversity of opinion, and... independent ownership has never guaranteed quality, just as group ownership does not guarantee the absence of quality.” (Harris cited in Breit, 2001, p. 214-215) However it cannot be denied that there is a greater danger of less diversity with less voices and that these corporations can and have used the media for their own agenda. Further more the joint ventures between the ten corporations in control of the world’s media dominate smaller markets and many believe they will soon move towards having greater control over new technologies, such as internet. Also O’Shaughnessy & Stadler argue that the media’s dependency on global content could mean that the convergence of media technology leads to “...sensationalism, trivialisation, generalisation, recycling of content, and lack of diversity of information. This standardisation of content can decrease the substance and efficiency of communication, just as easily as convergence can enrich communication by providing more options for senders and receivers of messages...” (O’Shaughnessy & Stadler, 2005, p. 437)

Particularly important is the fact that the global media has not created a global voice. As the media is owned by large corporations this means the media is treated as any other business, and that the media has to packaged to ‘sell’ as well as being cost-effective. This packaging has a detrimental affect on the diversity of voices, as the ‘packages’ are added at a specific group within the audience rather than at the world. “Globalisation has resulted in standardisation of information and audience with large sections of the world left under-represented.” (Gerbner cited in Breit, 2001, p. 216) All these factors relate to concern that commercial interests are setting the news agendas rather than the public’s right to be informed.

With both the media and the law being jeopardized by globalisation, journalists must accept the changing of their role whist attempting to uphold their developed ethics and responsibility to society. And hopefully the law will eventually be able to keep up with these developments and come up with an international law that protects journalists and closely monitors the TNCs who control the media.

Resources

O’Shaughnessy, M & Stadler, J 2005, Media and Society: An Introduction,3rd edn, Oxford University Press, Victoria

Tapsall, S & Varley, C (eds) 2001, Journalism: Theory in Practice, Oxford University Press, Victoria