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Category: Globalization

Television, popular culture and the Latin American and Brazilian identity

Extract from ‘Media and Politics in Latin America’ – Chapter 6

In the previous chapter, I examined the role that television played in Northern Europe and the UK, exploring major television and audience theories, starting from the Frankfurt School perspectives and the pessimistic stances regarding television, to the active audience and uses and gratification research tradition. The latter has gained ground amid the contestation of the complexities involved in the audiences‟ experience worldwide of reading media texts. In regards to UK broadcasting, I investigated the debates on what is understood by „quality‟ in both commercial and public broadcasting, and related this to the different ideological understandings of the diverse functions of the media in their relationship to democratization. The UFRJ results for instance underlined the audiences‟ acknowledgement of the importance and relevance of PSBs, although there is still a lot of uncertainty in Brazil on how precisely the public media can contribute to media pluralism and democratization.

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Globalization and the mass media

How Globalization and the mass media facilitate culture exchange!

The mass media are seen today as playing a key role in enhancing globalization, facilitating culture exchange and multiple flows of information and image between countries through international news broadcasts, television programming, new technologies, film and music. If before the 1990’s mainstream media systems in most countries of the world were relatively national in scope, since then most communication media have become increasingly global, extending their reach beyond the nation-state to conquer audiences worldwide. International flows of information have been largely assisted by the development of global capitalism, new technologies and the increasing commercialisation of global television, which has occurred as a consequence of the deregulation policies adopted by various countries in Europe and the US in order to permit the proliferation of cable and satellite channels.

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