A2 global media les3/4

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.