Detailed Outline chapter 8: The Global Implications of the Internet: Challenges and Prospects

Lamiae Mejjane

Chapter 8

I) Convergence theory and cultural identity

• Communication is a process of sharing information in which two or more participants reach mutual understanding.
• The convergence model posits reduced within group variance to be the primary result of the communication process and a requirement for collective action and the achievement of social goals.
• Cultural convergenge theory suggests that the variance between groups or national cultures would become smaller over time as a result of international communication.
  

II) Systems Approach and Social networks systems

Holism is better characterized by organizational structure, when an entity consisting of two or more basic parts, or people in communication with each other in which the outcome is something more or different than the sum of the parts (e.g., culture).

Definition of a system

“A system, then, is a set of things that affect one another within an environment and form a larger pattern that is different from any of he parts”
Social networks

Social network perspectives focus on the structure of social systems elements of a social system are put together


From the network perspective, social environment can be expressed as patterns or regularities in relationship among interacting units

These patterns are often called structure

III) Intercultural Communication

• Intercultural communication concerns the linkages between Groups A and B that involve individuals a, b, and c
• These links also include the mass media, telecommunications, including the Internet because the information that facilitates the understanding of Groups A and B is communicated via the mass media, either print or electronic

• These linkages among different cultural groups have increased, resulting in globalization:
  
  The process of strengthening the worldwide social relations that link distant localities in such a way that local events are shaped by circumstances at remote places in the world
  
  
  
  1. Trans-border communication has opened cultural boundaries and began the process of cultural convergence
  
  2. It has created a global community with an increasingly homogenous culture, particularly regarding political, economic, educational, and scientific activities, although in the area of religion this process has been much slower
  
  3. The Internet is one channel that directly connects people of different cultural and national groups from across the globe with one another
  
  Information flows via the Internet may facilitate the convergence of national cultures, leading to a universal set of beliefs that includes a change from national to global identity
  

Detailed Outline chapter 14: Patterns in Global Communication: Prospects and Concerns

Lamiae Mejjane

Detailed Outline chapter 14



I)Introduction

• At end of 20th Cent, USA Congress passed a Laissez-faire Communication (new world order for media around the world)


• This was not a sign of democratization


• content control was always held within state bureacracies or by the citizen-owners of the nation


• media cartels have been formed to secure capital or dominate marketplace


• information revolution seems to have come to an end or the very least a maturation

II) the Status of Infrastructure in the Com. Industry

• information revolution called by some writers 'the com. age' or the 'era of new media'


• Nicholas Negroponte calls it 'digital revolution'


• wireless ind., ahieved through use of global satellites

a) the Global Satellite System

• 1965, Geosynchronous satellite (GEO) could handle only 240 voice circuit at a time


• now: 40% of voice traffic

b) Asia-Pacific Rim

• satellite established to serve Asian Pacific region


• ex: AsiaSat, Insat, KoreaSat, Palapa, etc


• New bus. development ('soft alliance')


• Hybrid network: combines both space and terrestrial connections to deliver customer signals efficiently and economically

c) The Middle-East

• progress through selling broadband internet access by satellite and DBS


• ArabSat: ME most important service providers

d) Africa

• with exception of some major cties, Africa's terrestrial com infrastructure is scarce at best and non existant at worst


• new GSM installation (growing) in africa


• 3 million users of Internet in africa (having a pop of 700 million)

e) Europe

• pioneer in the field of DBS and DTG transmission services


• Eutelsat important

f) South America

• Latin America is sustained by a variety of Trans-Atlantic Satellites, including Intelsat and PanAmSat, and thakns to the continent deregulation of the telecom sector


• Argentina: region's satellite sector

g) North America

• WTO agreement opened up the telecom market and formation of a Pan-American market for satellite services has emerged


• US and Latin America operators form partnerships


• USA monopolizes north american satellite market


• second and third generation tech implemented

h) Global Internet Services

• preeminent economies such as the ones of USA, Can, Japan, etc have perfected sophisticated fiber-optic telephone


• USA becomes the 1st fully integrated digital telecom in world


• base economies (developing countries relying on foreign aid)


• Expectant economy

III) Privacy and Information Warfare

• 'the evil incident to invasion of the privacy of the telephone is far geater than that involved in tampering with the mails'
• FBI capturing info of all kinds

a) Gov intrusion

• Surveillance system called Echelon: under covenant UKUSA, observe and anallyze telephone, fax, email and Internet com
• employs special computer program such as 'dictionary'
• FIDNET: against terrorism
  

b) Int Information Warfare

• spread of computer viruses, terrorists using propaganda
  

c) Int Debate concerning Free Access to New Media

• In many expectant and base economies, info cannot be freely exchanged via Internet
• media censorship in some Arab countries
  

IV) Global Economics, Transnational media, and Vanishing Culture

• nostalgia for the past
• traditional values vs globalization
  

a) Cultural Impact

• flow of pop culture: a threat to local culture
• freedom of expression; a right in the West legitimized by constitutional authority
• in other parts of world; censorship easily tolerated as a form of civic responcibility within a legitimate social framework
• stereotyping imagery
  

b) Economic Impact

• create partnership
• recent years: 3 trading blocs: EU, NAFTA and Pacific Rim partners
• difficult to have eco progress without having access to com systems
• human brain power: create economic wealth today
  

V) Conclusion

digital tech led to losing privacy, security, etc and sovereignty

coming change: a brain power

Detailed Outline: Chapter 12: Global Advertising and Public Relations

Lamiae Mejjane
Chapter 12


Global advertising and PR

I. Introduction

• Newsom, Turk and Kruskeberg say that Public relations practitioners are intermediaries between the organizations they represent and all of their organizations’ publics
• Advertising and PR becoming more global
• Multiculturalism and technologies are changing communications

II. Brief History of Advertising and PR Worldwide
1. Western in origin
2. corporate in purpose
3. manipulative in role, function, and intent
a Western in Origin?
1. advertising existed in Middle East as early as 3000 B.C.
2. not only 20th ct. phenomenon. German org. had one of the earliest internal pr departments in 1890
3. PR is more culturally-based than marketing or ad. and thus it is harder to conduct transnational PR
4. difference in Western PR (between an institution and its environment) and developing country PR (between material and nonmaterial aspects of culture)
5. Advertising tailored to indigenous cultures, not all ads are appropriate by all cultural standards

Corporate in Purpose?
1. accompanying the growth of large corporate institutions and enjoying the growth of consumerism as a global economic phenomenon
2. Global corporations are finding niche markets now rather than appealing to a mass global consumer population
3. U.S. gov and NGOs have long used advertising and PR as well
4. focus of corporations on “relationship marketing”

Manipulative in Role, Function and Design?
1. true advertising aims to sell ideas and products but PR is more complex
2. PR can play an essential role in democratic society
3. “relationship marketing” and responsible corporate citizenship

Democratic in Tradition?
1. suggests availability of consumer choice
2. places value on public opinion (inherent to democracy)

Capitalistic in Heritage? True

III. Environmental Challenges, Population Growth, Poverty and Hunger, War
“social marketing” can help alleviate and/or deal with these problems

IV. Tensions from Technology, Globalism, and Multiculturalism
1. Technology is the intervening variable affecting gobalism and multiculturamism
2. Governments, Corporations and Private

V. Nationalism versus Globalism

• homogenous global culture vs. revamped nationalism

VI. Past vs. Future
Tensions between modern and traditional societies as well as within traditional

VII. Tensions among the First, Second, and Third WorldEast-West tension diminishing but new divide between poor and rich

VIII. Class Stratification

social class issues remain in the 21st century, digital divide
IX. Control of Technology

Citizens or corporations will control it?
X. An Ideological Foundation for Advertising and PR

Ad. and PR not a panacea for these problems but they can help. a participation in culture

XI. Conclusion
PR and Ad. can help International relations and communication but cannot cure all the problems facing a globalized world

Chapter 11: presented in class

I have participated in the presentation of this chapter in class

Detailed Outline chapter 10: The Politics of Global Communication

Lamiae Mejjane

The Politics of Global Communication

I) The Three substantive domains

• since the mid-19th cent, global com has developed into an important concern on the agenda of the international community
• Developed rules of conduct
• Telecommunications include data communication, intellectual property rights and mass media
• The main issues in telecom involve: Accessibility, confidentiality, allocation

The beginings

some norms adopted include the protection of the secrecy of correspondence, the right of all nations to use international telegraphy, and the rejection of all liability for int telegraphy service

International property rights

• Convention Establishing a General Union for the Protection of the Rights of AUthors in their Literacy and Artistic Works
• Ensure remuneration for an author by protecting his or her work agaisnt reproduction

Mass media

• spread of obscene publications across borders
• used as instrument of foreign diplomacy
• silent diplomacy vs public diplomacy

The New Multilateral Institutions

• Post 1945, UN and multilateral policy coordination
• Commission on Human Rights agaisnt discrimination

Specialized Agencies

• important in com (ITU, UPU, UNESCO, WIPO, etc)

The Non Governmental Organizations

• in post 1945 phase, a contribution was offered by a growing group of int NGOs.

Shifts in Global Com. Politics

• Global governance determines space that national govs. have for independent policy making
• Global com. defined by trade and market
• Powerful private players significantiv.
• Transnational corporations are prominent playersh.

The World Trade Organization

WTO

• Free trade pushed, global comm. generates $1.6 trillion annually

II)Current Practices

• Contemporary thoughti. Global comm. critical for development
• Installation and upgrading of infrastructure is expensive
• Private funding is needediv.
• Question of how much competition will result or will monopolies prevail?

WTO Telecommunicaitons Treaty

• Participating states need of liberalize to participate
• Public Telecom transport service
• Public telecom transport network
• TRIPS protects econ rights of investors over moral/creative rights of individuals or cultural interests of public at largee.

Domain of Mass Media

• Problem of oligopolies and cartels
• Preference for anti-cartle legislation clashes with free market agenda- liberal claims vs. protectionism

III) Lessons from a key project in the domain of global mass media politics

• New Intetrnational Information Order (NIIO) in the 1970s
• Lack of participation of ordinary people and nonstate actors

IV) Global Communications Polticis Today

• Access: Neoliberal focus on global consumer society vs. making sure people are literate so comm.. can promote democracy (humanitarian perspective)
• Knowlegde: As a commodity vs. as a public good
• Global advertising: Expansion vs. econological implications of global consuer society
• Privacy: Data collection to profile consumers vs. privacy for citizense.
• intellectual property rights: investors property vs. protecting communal property
• Trade in culture: Culture as any other commodity vs. exemptions on culture from trade provisions to protect autonomy
• Concentration: Business links vs. preventing mergers and oligopolies
• The commons: Private exploitation vs. public property
• Civil Advocacy: Humanitarian agenda and various lobbies
• The World Summit on the Information Society: In 2001, third sponsored by UN

Assignment 4: Public Diplomacy/ Hughes resigned from her job

Lamiae Mejjane
Question:
Please read BIOGRAPHY of Karen P. Hughes, who initiated a number of innovations and institutional changes in the conduct of America Public Diplomacy.
Please define the following terms: soft power, public diplomacy, propaganda and write why Hughes has resigned from her job.
Answer: Karen P. HUghes introduced a number of institutional changes in the American public diplomcacy. In fact, among the innovations initiated by her were the introduction of educational programs aiming at giving a 'face to American foreign policy' by giving the opportunity to the outside world to get in touch with the American culture, values, etc. Also, other programs such as facilitating the acquisition of American visas by people from Iran or Afghanistan in order to continue their studies in the USA constitute a step towards ameliorating the image the USA has among Muslim countries in the Middle East, especially after the terrorist attacks. The work of Hughes consisted upon visiting for example Middle Eastern countries, listening to some people's views, opinions, needs, etc in order to formulate policies based on these needs, perceptions, etc. this face to face type of communication is essential in Public Relations in order to get the feedback of the audience, know its opinion, gain credibility, and then formulate policies based on the interest of the people. This new form of diplomacy (different from the old perception of diplomacy which involved only diplomats, coming from the elite classes, discussing with each other, without taking into consideration the needs and interests of the people. Hughes has resigned from her job due to the fact that she could no longer work efficiently with the Bush policy aiming at misleading the people by telling them the truth, which is the opposite of what a PR professional should do. Ethics are important to gain people support, credibility, etc
Public Diplomacy: a new form of diplomacy. The general people get an important role in this new form of diplomacy (at the opposite of the elite in the past). Public Diplomacy is a form of Public Relations where an individual has to promote an institution, a person (a political leader for instance) or an ideology. Public Diplomacy is done to win the support of the general population, influence public opinion internationally, and make the people believe in what seems to be the truth for the PR professionals
Soft power, originally named by Joseph Nye, is the contrary of military power (the use of force during war for instance). SOft power is the use of persuasion techniques, rhetoric in order to shape the people's minds and ideologies based on the interest of the people doing soft power. Soft power is used by democratic states which do no longer believe in the importance of using military force to gain a war.
propaganda was highly used by authoritarian regimes under Hitler, stalin for instance. It is the use of communication channels, through known persuasive or manipulative techniques, in order to shape or alter public opinion. Unlike public diplomacy or PR(based on telling the 'truth'), prpaganda relies on lies. George Orwell Novel (1984) is an example of a state where propaganda is highly used during the period of war in the SOviet Union (exactly in 1948) where political leaders brainwash the public in order to reject any form of resistance.

Assignment 3: Bridging Africa's digital divide

I think that the plan of having countries in AFrica accessing the Internet is a great development project. ALso, teaching the teachers in AFrica how to use the Internet would have a benefit in the educational domain since these teachers would be able to transmit the technology knowledge they were trained to into their students. However, this idea is very idealistic. however, setting such goals would be beneficial since it would motivate people and make them believe in the fact that all the AFrican countries would have access to the internet and thus to knowledge. Having access to the Internet may become a project for the United Nations Millenium goals (MDGs) set to reduce poverty by a half in the year 2015. However, other priorities enter in the agenda of the MDGs such as eradicating diseases of poverty and preventing them, have access to health care, education, gender equality, good governance, etc. THe priorities in education is to change some aspects of the local cultures, have girls going to schools, etc. However, the first step defined by the MDGs is to have a widespread schooling in the African countries and thus reduce illiteracy rates. This would be possible if only other causes of poverty are eradicated or prevented in order to ensure an economic growth or individual well being (such as AIDS, Malaria, etc which prevent prople from being interested in other human needs such as education, leisure time, etc). Nevertheless, having the project of introducing the Internet and the way to use this technologies within the shooling system in African countries is a good thing but it would take time to be efficient. I think that setting some priorities or objectives is better than having no objective, even if the implementation or the success of the projects would take time.
The case of India is different from other developing countries in the African continent. This is due to the fact that India is well known for having a great number of engineers mastering technology. therefore a project aiming at having a full national access to the Internet seems realizable at the short run. THis is due to the fact that the rate of schooling in INdia is greater than the one of poor countries in Africa. However, also India, just like other developing countries, faces a lack of communication infrastracture, especially in rural area,s which may hinder the realization of the project

Detailed Outline chapter 6

LAmiae Mejjane
Dr. Ibahrine

Global News and Information Flow in the Internet Age

I) Introduction

• The internet is universally characterized as a revolutionary medium because it has opened up an altogether new world of info and Com
• For instance, the International Telecommunication Union stated that by 2004, internet users had grown to nearly 700 million from around 360 million in 2000. However, at the same years three quarters of the world’s population did not own a telephone, a computer and a modem.

II) Origin and early history of news agencies

• The first half of the 1800s, the mass market press emerged by the creation of at least three of the major Westren news agencies: Associated Press, Reuters, and Agence France-Presse.
• The mass market emerged as advertising became a significant source of revenue in industrialized societies. Adding to this, the rise in literacy and economic levels played an important part in this emergence.
• Michael Schudson attributed the mass market to the emergence of a “democratic market society” or the “Jacksonian” or mass democracy.Agence France-PresseAmong the oldest of the four major Western international news agencies is Agence France –Presse.

Agence France Press

• It was created by Charles-Louis Havas in 1835.
• because of the emergence of the 'cheap press in France, Havas expanded his operations by hiring more correspondents and used the newly invented telegraph for faster delivery of news.With the control of the Nazi over the French government, the agency was part of the official Nazi news agency which was set up as a propaganda office.
• In 1957, the agency became independent and took the name of the Agence France-Presse.

United Press International

• its founder is (Scripps) believed in no restrictions on who could purchase news

ITAR-TASS

Information Technology Association of Russia, successor of Soviet state agency (TASS)

The Associated Press
grew out of the Harbor News Association, formed by 10 men representing six News York City newspapers in 1848.

III) Supplemental News Agencies
The major supplemental services in the US are the New York Times News Services, the Los Angles Times-Washington Post News Services, and Dow Jones Newswires.

Broadcast News Services

Reuters and Associated Press Television News and the two dominant video news agencies in the world today, after taking over the operations of Visnews and WTN, respectively. Reuters has long claimed to have the world’s largest television news services, twice the size of CNN’s international news-gathering television news services, twice the size of CNN’s international news gathering operations.

IV) Global Newspapers, Magazines, and Broadcasters

• Several newspapers, magazines, and broadcasting organizations also play a significant role as puveyors of news globally.
• Three newspapers that are especially valued by opinion leaders around the world are:
• The New York Times, The Times of London, and The Guardian.The London Times, which became a tabloid in November 2004, had a daily circulation of 682.109, and The Guardian sold 377.292 copies daily in late 2004.
• Around newsmagazines, three stand out for their global reach-Time, Newsweek, and Britain’s Economist. CNN International’s biggest competitor today is BBC World.
• Another significant player in international television news broadcasting is Deutsche Well TV, the GERMAN Public broadcaster’s international satellite television channel. DW-TV broadcast news and public affairs programming in Germany, English, and Spanish in rotating 2 hour time slots.

V) News Flow Patterns: Offline and Online

• Developing countries have also raised specific concerns since the 1970s regarding the pattern of news flow emerging from the dominance of Western News agencies.
• in mid 1970s; developing countries pushed for a new world information order (NWIO) through UNESCO
• People are forced to see each other, and even themselves, through the medium of these agencies because they are major suppliers of news to the developing countries which raise a big concern.

Chapter 5: This Chapter was presented in Class

I have participated in the presentation of this chapter in class

Proposal of International Communication Project

Lamiae Mejjane
Dr. Ibahrine
International Communication
26-09-2007



Proposal for International Communication Research Paper :

Statement of problem: McDonaldization, as it is defined by John S. Caputo, refers to the ‘process other businesses of the twentieth century like fast food restaurants, newspapers, schools, etc have followed using the same path of McDonald’s in their spread all over the world’ (p.39). In my research paper, I will deal with this process and take as a case study McDonald’s, as a ‘paradigm case’ of McDonaldization. This fast-food industry counts today twenty restaurants all over Morocco.
Main Problems to explain in my Research Paper:
The Products used in McDonald’s meals, are they imported? Or supplied by local farmers?
Is the meat used for preparing hamburgers or chicken burgers halal?
Why is the word ‘halal’ mentioned in small font in the billboards of McDonald’s, in the menus, etc?

The questions that I will focus on in my research paper are:
What are the methods used by this multinational corporation to meet local Moroccan food preferences? Does this fast food industry take into consideration the Moroccan religious convictions in the preparation of its meal (ex: Halal meat)?

Research question: My first research question was: What is the impact of McDonaldization on Muslim Culture? However, I found that the term ‘Muslim’ was too broad. My focus in this research paper is on the Moroccan culture, which is supposed to be Muslim (with the exception of some minorities of other religious people living in Morocco like the Jewish or Christian people). So, now, my research question is:
What is the Impact of McDonaldization on the Moroccan Culture?
Key Terms of my Research Paper:
McDonaldization
Culture
Moroccan (Muslim)
Globalization/Glocalization

The rationale, and explanation of what the findings of this project will contribute in the future:
This research paper will allow me to understand the mechanisms behind the business success of a multinational corporation in Morocco. So, I can better understand the Marketing strategies of other successful businesses existing in Morocco and targeting local consumers beyond the cultural or religious barriers.
This research paper, dealing with the case study of McDonald’s, will be useful for all the students in the International Communication Course.
Communication process:
Phone interview with the Director of McDonald’s in Kenitra (former director of McDonald’s Meknes and Rabat).
I will realize a report for my research paper ( a video in McDonald’s Meknes)
I will interview the director of McDonald’s Meknes and also some consumers, for the realization of my video, if they accept to answer to my questions and appear in the video.
Background
McDonald’s exists in Morocco from 1992. There exist today 20 restaurants all over Morocco. Mr. Belghiti was the first person in Morocco who had this franchise, with five restaurants all over Morocco. These restaurants did not satisfy the international norms of fast food security. Then Mr. Alami opened 15 restaurants.
The McDonald’s website does not have a part dealing with the McDonald’s restaurants in Morocco.
McDonald’s prepares meals adapted to the local Moroccan consumer specific to certain religious events (Ramadan for example). Why not a special menu for Friday? Or during the Aid El Kebir?
McDonald’s is involved in social responsibility in different Arab countries (like UAE, KSA), what about Morocco?

Situational analysis McDonald’s uses excellent marketing strategies to target the Moroccan consumer. This fast food industry went beyond the local culture and succeeded to influence eating habits of Moroccans, without destroying the habit of traditional food prepared by Moroccan families.

Message statement: McDonald’s is present in the main cities of Morocco. The consumers of its services have different ages. This fast food restaurant has succeeded to make a way of life, at first unknown by the Moroccans, a habit that may be appreciated by the majority of people in Morocco.
Target audience: Since this is a research paper, my target audience would be:
The professor of International Communication Course
International Communication Students
Key audiences messages: I’m Lovin’ it. This is the message of McDonald’s fast food industry. The logo (golden double arches is international)
Communication vehicles
A research paper
A video ( a report)
Timing
Week one (from the 3rd to the 9th of September): looking for an adequate topic for the International Communication research paper
Week two: (from the 10th to the 16th of September): Discuss with the professor the topic chosen and the main ideas to focus on in the research paper.
Week three: (from the 17th to the 23rd of September): Doing a research on the topic chosen.
Week four (from the 24th to the 30th of September) :
1- Go to McDOnald’s Meknes (make a video)
2- Read the important chapters of the book ‘McDonalization Revisited’
3- Start working on my research paper
Week five: (From the 1st to the 7th of October):
Work on the research paper
Work on the report, using Movie Maker
Week six: (from the 8th to the 15th of October):
Work on the research paper
· Week seven: work on the research paper
· 30th of October: Submit the paper to the professor

Detailed Outline chapter 13: Communication and Culture

Lamiae Mejjane
Chapter 13 Outline: Communication and Culture
Introduction:

• Culture is a way of life
• Mass medi are key components in any nation's culture

Culture Industries:

• Coined by aAdorno and Horkheimer: They developed a theory called 'Critical Theory'
• The Two believed that the real purpose of mass media was to provide ideological justification for the capitalistic soicieties where these industries developed.
• The United Nations Educational, Scientific, and Cultural Organization (UNESCO) 1999, describes culture industries as important national economic resources that allow expressions of creativity to be “copied & boosted by industrial processes and worldwide distribution.”
• Business has its own set of cultural characteristics
• Any organization has its own culture that keeps people attached to it and allows members to identify with it
• We all belong to multiple groups, each with its own characteristics culture, including schools, religious organizations, civic groups, and even neighborhood groups

Transmission of culture:

• Geertz: 'culture is an historically transmitted pattern of meanings embodied in symbols, a system of inherited conceptions expressed in symbolic forms by means of which men communicate, perpetuate, and develop their knowledge about and attitudes toward life'
• print capitalism: newspapers

How West Dominate in Production of Culture:

• Schiller: Mass Communication and the American Empire
• Nordenstreng and Varis: the one way flow was based on historical conditions related to the introduction of TV and eco. resources and dem. characteristics of the exporters and importers of programs
• Tunstall: the Media are American
• Tomlinsonm: Cultural Imperialism

What Cultures do to defend cultural autonomy?

• Countries with large domestic markets for cultural products always have an advantage in films and television production because they are:
  able to charge less
  able to remain competitive with other exports
  Countries with low productions markets employ these strategies:
  1- Quotas
  2-Subsidies and Grants
  3. Regional alliances (co-productions)
  4.Adaptations of programs produced in other cultures
  5. Resistance measures
  

Not ALl Pop culture is American

•Despite an international film and television market dominated by the U.S., people still tend to prefer their local cultures and local cultural products
•In India, Japan, Russia, and Brazil, 70-90% of television content is produced domestically
•Bollywood music and movies appeal to larger audiences, Indian and non-Indian alike, throughout the world

Role Of Journalists in Production of CultureIs objectivity an unattainable myth?*

• U.S. news formats are adopted by other news organizations. CNN has large influence- sound bites, voiceovers, etc. internationally used
• Journalists are suppsed to detach themselves from what they write

Managing Cultural COnflict:

• Globalization vs. Fragmentation, Jihad vs. McWorld
• Kurdish; not allowed to have their own channel
• broadcast from London to preserve a distictive identity

Hybrid Cultures and the Media

• Melting Pot, hybridity, creolization or glocalization: Mix of cultural frames for all of us
• Amercian Culture
• fusion
• media imperialism: interpreted according to local culture

What we can conclude:

• Journalism, American Style, is also exported around the globe in broadcasts and print media

detailed Outline: Milestones in Communication and National Development

Lamiae Mejjane
I) Introduction
•Communication for development: « the systemic use of social system’s communication resources to stimulate, promote, and support human development. »
•Communication for development strategies: public awareness campaigns, community mobilization, folk media, social marketing, entertainment-education, and advocacy.
•Objectives of communication for development: improve people’ s conditions, promote good governance through people’s participation.
•Purposive communication: « the deliberate use of a social system’s communication resources to encourage individual and collective movement in a preferred direction. » This is not a new practice.
•It should « operate in accord with ethical principle. »
•The importance of speech and language in the sharing of information and achieving common goals.
•Additional communication capacity with the invention of writing, printing, and mass communication.
•The importance of mass media in educating people either formally and informally.
•The general idea of the chapter:
The work of the international development community in the field of
communication for development.
The end of WWII and the creation of the UN gave rise to such contemporary development practices.

II) Post World War II Realities

•The devastating human conditions after World War II
•Development challenges after World War II
•Marshall Plan was a successful module for the reconstruction of Europe, but not with similar success to the other parts of the world
•Development aid become an important item on the international relations agenda.
•Gerald Meier & Dudley Seers point out that major capitalist countries feared that if there was little social progress, former colonies might fall under the communist domination
•In the early postwar years, development projects emphasized the transfer of technologies and techniques to industrialization
•After World War II, the United States and the Soviet union emerged as dominant powers which resulted in the following:
•Using economic, military, & political power to achieve national interests (national security & expansion of spheres of influence.
•The creation of the UN was a mechanism to prevent war and to coordinate the international community’s response to (Poverty, want, fear, ignorance, and disease)

III) What is Development?

•Development is recognized as “a complex integrated, participatory process, involving stakeholders and beneficiaries aimed at improving the overall quality of human life through improvements in a range of social sectors in an environmentally responsible manner”

• Stakeholders are:
  National Government, Politicians, International agencies (USAID, private sector, nongovernmental organizations, an cultural leaders). Stakeholders have the power to hinder the implementation of development projects.
  •The following is a list of the main development challenges facing humanity:
  Elimination of poverty, provision of adequate housing, access to health & lifelong education, food & nutritional sufficiency, functioning physical infrastructure, access to the means of communication and participation in the democratic governance of the society etc.
• Everett Rogers, an influential theorist of the field
  •Several forces have influenced the evolution of the field of communication for development.
  1- Growth of capitalism
  2- Advances in communication technologies
  3- The ideological rivalries between the United States and the Soviet Union.
  4- The nature of challenges faced by the colonies.
  •The evolution of the field of communication for development was the influence of changing development paradigms and advances in communication theory.
  •Theory in the field of communication for development has been influencial in mapping the scope and nature of development challenges.
  •Most of the theories that guided the practices of communication for development emerged out of modernization paradigm.
  •Paradigm: is an overarching body of thought whose core assumptions are subscribed to by all who work under its rubric.
  
  The Modernization Model
  •Scholars have referred to three development paradigms:
  •Modernization model
  •The dependency paradigm(dependency critique)
  •The alternative paradigm (another development, or the participatory model)
  •Main dominant discourse on development: modernization through capitalism and communism
  •Modernization perspective held that human society progresses in a linear fashion from traditional societies to modern ones.
  •Traditional society: predominantly rural,maintain status quo, culture practices, and are against capital as a form of wealth.
  •Modernization society: involves materialism, consumerism, and evolution of change.
• Theorists of broadcasting in Develoment Process
  •Daniel Lerner (1958)
  –Voice of America in the Middle East
  –Broadcasting to serve as a “psychic mobilizer”, preventing adoption of Soviet ideology
  •Wilbur Schramm (1964)
  –Broadcasting in nation building
  –Key in constructing national identity
  •Everett Rogers (1962)
  –Most well known for his work on diffusion theory
  –Describes process which new innovations are diffused in a society
  Another Development
  •There is a new perspective on interdependence and a call for increased global cooperation to deal with the global development crisis.
  •There are three important pillars for the new perspective on development
  –Development should strive to eradicate poverty & satisfy basic human needs
  –Priority should be given to “self-reliant & endogenous change processes”
  –Development should be environmentally responsible
• Social Marketing
  •Is the application of commercial marketing ideas to promote and to deliver pro-social interventions
  •Central to the social marketing approach is harmonizing the four essential elements of the social marketing
  –Price
  –Product
  –Promotion
  –Place
  
• Entertainment Education
  •A systematic embedding of pro-social educational messages in popular entertainment format
  •Addresses a wide range of development challenges including
  –Agricultural improvement
  –Adult education
  –Domestic violence prevention
  –Family planning
  –HIV/AIDS prevention
  → Exp: Soap opera, theatre, etc
  
  
  
  

Chapter 6: Detailed outline (Global News and Information Flow in the Internet Age)

Lamiae Mejjane
Dr. Ibahrine
Int. Com.
Global News and Information Flow in the Internet Age
I. Introduction
A. Internet is universally characterized as a revolutionary medium because it has opened up an altogether new world of information and communication
B. Still barriers (digital divide) but the internet is catching on quicker than any previous communication innovation
II. Origin and Early History of News Agencies
A. Selling their product to multiple papers enable news agencies to supply more news more cheaply than a single newspapers
B. Dominant Western News Agencies
1. Agence France-Presse
2. Associated Press
3. Reuters
4. United Press International
C. Non-Western Large World News Agency
1. ITAR-TASS
III. International News Agencies Today
A. Associated Press
B. United Press International
Reuters
D. Agence France-Presse
1. third largest global wire service after AP and Reuters
2. English, Fr , German, Spanish, Portuguese, Arabic
E. ITAR-TASS and Interfax
1. since 1992, state-owned successor to USSR
2. ITAR-TASS struggles to be credible and mainstream
4. Eng, Fr, German, Spanish and Arabic
IV. Supplemental news agencies
A. Supplemental sources provide more specialized coverage
B. Major U.S. supplemental
-1. New York Times News Service.
2. Los Angeles Times-Washington Post
3. Dow Jones Newswires
V. Broadcast News Services
A. Reuters World News Services
1. breaking news feeds on international news, business, sports,
B. Associated Press Television News, TV and radio
C. TV Broadcasting
1. CNN International
D. Satellite Communicationà More news sources
1. 24 hours news channels with some English programming is available in: Japan, India, China, Egypt, South Korea
2. Al Jazeeraa. fastest growing media network in Arab world and Arabic speaking
3. France is preparing to launch global satellite French news channel in 2006
4. India, soon to be largest English speaking nation in world, will be important player in global media
E. Radio
1. traditionally been seen as propaganda
2. BBC world service and Voice of America
VII. News Flow Patterns: Online and Offline
A. Problems and patterns of traditional media systems:
1. The four main Western news agencies (AP, Reuters, AFP, UPI) control most of the world’s news flow
2. Four Western agencies
3. Next five leading agencies
B. Developing countrie fears:
1. People in the developing world see themselves through Western lens
2. The West determines what is in the public sphere.
3. One-way news flow
4. “Soft” power influences local culture and thought
C. Core and Periphery Problem- Dependency Theory
VIII. The Outlook
A. Growing political and civil liberties à free flow of info
B. Totalitarian and authoritarian govs. still pose obstacles
C. Developing
D. New packaging and new opportunities for need-based online

Chapter 4: Detailed Outline (the transnational media corporation)

Lamiae Mejjane
Dr. Ibahrine
Int. Com

Definition:
Transnational Corporation- (TNC), as a system of organization, represents a natural evolution beyond the multinational corporation of the 1960s and 1970s.
The TNC is the strategic decisions making and allocation of resources based on economic goals and not national boundaries
The commodity sold in TNMC is information and entretainment

1. The Transnational Media Corpation
Two myths concerning the intentions of TNCMs and the people runing them
1. TNMCs operate in all markets of the world- FALSE, TNMCs tend to choose preferred markets, usually home mkt.
2. TNMCs have one singular business approach- FALSE, TNMCs have different strategies depending on their leadership
2. The Purpose of a Global Media Strategy
1. The majority of Trasnational Media Corporations become foreign direct investors gradually and do not set out to do so at the beginning of their companyB. TNMCs begin as a campany that is especcially strong in one or two areas.
3. The Globalization of Marketing
The globalization of markets involves the full integration of transnational business,nation-states, and technologies operating at high speed.
3.1. The Rules of Free Market Trade
· Free market capitalism
· Deregulation
· private sector
· opening of domestic market
· competition and choice
3.2. Foreign Direct Investment
3.2.1. Propriatary and Phisical Assets
3.2.2. Foreign Market Penetration
3.2.3. Production and Distribution Effecencies
3.2.4. Overcoming Regulatory Barriers to Entry
3.2.5. Empire Building
3.3. The Risks Associated with FDI
· Laws and rules of host country.
· Potential political instability.
· Socialist/nationalist govs.
· Anti-foreign business
· Need to do a country risk assessment before investing
4. Transational Media Ownership
4.1. Mergers, Acquisitions, and Strategic Alliances
4.1.1. Mergers: two companies combined into one example Time and Warner à Time Warner in 1989
4.1.2. Acquisitions : one company buys another to add/ acquire the other’s productive capacity Example Viacom buys CBS in 1999
4.1.3. Strategic Alliance : business relationship btwn. 2 or more companies to work towards a collective advantage Exmple Walt Disney licenses Tokyo Disneyland
4.2. When Mergers and Acquisions Fail
4.2.1. The Lack of Compelling Strategic Rationale
4.2.2. Failure to Perform Due Diligence
4.2.3. Post-Merger Planing and Integration failure
4.2.4. Financing and the Problem of Excessive Debt
5. The Media and global Finance
Media and telecommunication entails high start up costs and risk, size and reputation of TNC predict ability to raise capital in foreign mkt.
5.1. The Role of Global Capital Markets
5.2. Capital Markets Loans
5.3. Debt Financing
6. Business and Planing Strategies
6.1. Understanding Core Competency
6.2. Vertical Integration and Cross Media Ownership
6.3. Broadband Communication
7. Transational Medi and The Marketplace of Ideas
7.1. Transnational Media and economic Consolidation
7.2. The Deregulation Paradox
7.3. The Market Place of Ideas
7.4. Global Competition and the Difusion of Authority
7.5. TMNCs and Nation-States

Assignment 2: Reflection on the 2 articles

France decided to launch France 24 due to the non covering of American media of the position of France toward the war in Iraq. Even with a small budget compared to the one of CNN, France24 wants to compete inthe world of images through the broadcast of news through French eyes using different languages such as French and English, and soon also Arabic. This is a good alternative from France to promote its image and culture and reach large audiences. AlJazeera ENglish, on the other hand, wants to influence larger publics through giving them news covered through Arab eyes. In fact, the two channels France24 and Aljazeera English seem to have as an objective influencing people, covering media from a different angle (not like the one the audiences were used to with CNN and BBC) and promoting Arab (in the case of Aljazeera) and French (in the case of France 24) cultures and ways of thinking.
Lamia

Outline Chapter 4: The Transnational Media Corporation and the Economics of Global Competition

Definition:

• Transnational Corporation- (TNC), as a system of organization, represents a natural evolution beyond the multinational corporation of the 1960s and 1970s. The TNC is the strategic decisions making and allocation of resources based on economic goals and not national boundaries
• The commodity sold in TNMC is information and entretainment

1. The Transnational Media Corporation
2. The Purpose of a Global Media Strategy
3. The Globalization of Markets
4. Transnational Media Ownership
5. Media and Global Finance
6. Business and Planning Strategies
7. Transnational Media and The Market Place of Ideas

Detailed outline chapter 3: Global Economy and International telecommunications Networks

Lamiae Mejjane
Dr. Ibahrine
Fall 2007
outline: Global Economy and International telecommunications Networks

• Global economy is closely related to global communication

A) Premodern World

• The products bought by a person exist only in the village where the person lives: no foreign products are sold in the market

B) Division of Labor

• it creates specialization of labor which creates efficiency
• the flip side to division of labor is that it creates interdependencies (coordination and working in sync with each other)
• division of labor increases productivity via specialization, which in turn creates problems of coordination and control.
• in small factories, the division of labor is controllable (face-to-face interaction between the laborers and the boss)
• in a capitalist world where companies seek to capitalize on the locational advantage of each place, the interaction and coordination is more difficult.

C) Imperialism

• in 13th century, the world was multipolar
• 15th century, a monoplar world (with western powers)
• the economic relationship between the imperial powers and the subject territories changed in the age of imperialism.
• imprialism: a method to acquire raw materials
• Global telegraph network was used by the British to manage their vast empire

-it was first London-centric (mono-centric)

-lateral lines were rare

D) Electronic Imperialism
1- Global media flows

• many scholars argue that although the formal empires have been dissolved, the global political structures created during the age of imperialism remain in place (relation of interdependence between the rich and poor countries)
• USA dominates cinema and screens all over the world==> cultural invasion
• many countries called for a new world information order (NWIO)

2-transborder data flow

• modern telecommunications network can support a level of interaction between the service provider and the client that could be achieved only face-to-face in the past
• the USA has become the command-and-control node for global business activities
• Transborder data flow (TDF): computer to computer communication across national boundaries
• the developed countries are the brain of the world system and the developing countries the brawn
• developing countries see the flow of information as a way to blur national boundaries and threaten national sovereignty
• the center almost dominates the periphery

E) Emerging network structures

• TV: a top-down mode of communication where the sources are few and the receivers are many
• An US-centric nature of the global internet
• Network investment patterns suggest that in the future we will see the emergence of regional networks in Europe and Asia
  F) Toward a New World System
• the nature of the center-periphery relationship has changed through time
• the USA projects its power over its periphery in different ways such as 'international communication systems'

outline chapter 3: Global Economy and International telecommunications Networks

Lamiae Mejjane
Dr. Ibahrine
Fall 2007

outline: Global Economy and International telecommunications Networks

A) Premodern World

B) Division of Labor

C) Imperialism

D) Electronic Imperialism

• Global media flows
• Transborder data flow

E) Emerging network structures

F) Toward a New World System

Detailed Outline : Drawing A Bead On Global Communication Theories.

Lamiae Mejjane
Dr. Ibahrine
Fall 2007

outline 2: Drawing A Bead On Global Communication Theories.

A) 'Normative' theories

• According to a book entitled Four theories of the Press: Taxonomy (the division of all the various versions and aspects of a topic into systematic categories and sometimes subcategories as well) was created.
• Media systems are grouped into these categories:

1. Authoritarian (dictatorial such as the media of the fuscist regimes of Hitler)
2. Liberal (left-wing as in current American Parlance)
3. Soviet Theory (which assigned the media a role as a collective agitator)
4. Social responsibility theory (media ownership is a form of public trust rather than an unlimited private franchise)
5. Development media theory
6. Democratic-participant media theory

• News and information were the primary roles of media

1. deontic of normative (explain and contrast comparative media systems)
2. development model (addressing issues of poverty)
3. participatory media (democratically organized media)

B) A Different Approach I: Comparing and Contrasting Media

• Soviet media had a strong overlap with media under other dictatorships and with so-called development media
• those who live in economically advanced and politically stable countries are in a poor position to understand how media work on much of the rest of the planet
  

1. Political Power: media was very controlled by the Soviet state
2. Economic Crisis: economic crisis in Russia was profound except in the 80s and 90s when oil revenues shot up.
3. Dramatic Social Transitions

• The soviet state went into its first media transition after the revolution
• the second media transition during the revolutionary era
• 3rd media transition: after the death of Staline
• Final media transition: after the collapse of the USSR in 1991

4. small-scale alternative media

C) A different Approach II: Globalization and Media

• Globalisation means 'liberalization' and 'privatization'
• Globalization also means 'cultural imperialism'
• Hybridity approach (ex: Spanglish, Hinglish)

D) A Different Approach III: Small-Scale Alternative Media

• Smizdat media: it refers to the hand-circulated pamphlets, poems, essays, plays, short stories, novels, and, at a later stage, audio- and video cassettes (magnitizdat) that began to emerge in Soviet Russia and later in other Soviet bloc countries from the 1960s onward. the term literally means 'self-published'

E) Conclusions

outline 2: Drawing A Bead On Global Communication Theories.

Lamiae Mejjane
Dr. Ibahrine
Fall 2007

Outline 2:Drawing A Bead On Global Communication Theories.
A) 'Normative' theories
B) A Different Approach I: Comparing and Contrasting Media

1. Political Power
2. Economic Crisis
3. Dramatic Social Transitions

C) A different Approach II: Globalization and Media

D) A Different Approach III: Small-Scale Alternative Media

E) Conclusions

Detailed Outline chapter 1

Lamiae Mejjane

Dr. Ibahrine

Following the Historical Paths of Global Communication

A. Geographical Space: A Barrier To Communicate.

• Geography of space
• Geography of experience
• 'Space of flows'=> We can move beyond geographical space. It meant the material and immaterial components of the global information networks through which more and more of the economy was coordinated, in real time across distances
• 'Internet is Network of all networks'

B. Geography and the Mythical World.

• Frances Cairncross, senior editor of the Economist, makes her case by arguing that the speed of communication is creating a world where the miles have little to do with our ability to work and interact together
• Cairncross predicts that much work that can be done on a computer can be done from anywhere
• Cairncross discusses about 30 major changes likely to result form the trends, including a diminishing need for countries to want emigration.

C. Ancient Encounters of societies and cultures.

• In additon to official systems of communication, there have also been informal networks of travelers and traders?
• The technology of international communication may be contemporary phenomenon but trade and cultural interchanges have existed for more than two millenia between the Graeco-Roman world with Arabia, India, and China
• Information and ideas were communicated across continents, as shown by spread by buddhism, Islam, Christianity; through the spread of the holy books

D. Global explorers: Migrants, holy People, Merchants.

• Migration: a mean to discover new cultures
• 'Geographia': its 'purpose is to represent the unity and continuity of the known world in its true nature and location'- Ptolemy

E. Map Makers and the Medival World.

• Mapmaking as an integral part of communication history
• Maps were widely considered to be valuable keys to unlocking unknown worlds
• Today; Google Earth

F. Inventors: Signals and Semaphores.

• Heliograph; invented by the Roman rulers, visual signal system using reflected sunlight
• Highway system used by the Roman to move troops, commerce and communication
• Middle Ages: Postal services around merchant centers
• Chinese: development of networks of messengers and couriers
• Magnetic Compass: introduced in Europe from CHina

G. the Printing Press: Literacy and the Knowledge Explosion.

• It was the Moslems, who developed paper technology and brought it to Europe
• In the 16th century, paper was available
• In 'Imagined Communities', Benedict Anderson gives a detailed analysis of nation building projects and their relationship to print media
• the printing media is behind the idea of nationalism

H. The Growth of the telegraph.

• Technological innovations in travel => changes in relations between nations
• The 2nd half of the 19th cent. witnessed an expanding system of imperial communication made at place by the electric telegraph
• telegraph made transmission of information rapid and ensured secrecy and protection of codes
• the speed and reliability of telegraphy were condidered essential for profit

I. The Era of news agencies.

• increasing demand among business clients for commercial information on business, stocks, currencies
• French Havas Agency (founded in 1935), ancestor of APF. Wolff (German)

J. The Rise of Reuters

• Its rise in parallel with the growth of the British empire
• British control of cable lines
• AP starts to challege Reuters
• Reuters Factor: the relationship between capital and communication was an aspect of what has been called the R.F, which function like a multiplier

K. Summary: Global Immediacy and Transparency.

• Communication across great distance has been a catalyst for many changes in human relationships
• Communication implicated in the sweeping social and political informationscape

outline 1: Following the Historical Paths of Global Communication

Lamiae Mejjane
International Communication
Dr. Ibahrine
Following the Historical Paths of Global Communication

A. Geographical Space: A Barrier To Communicate.
B. Geography and the Mythical World.
C. Ancient Encounters of societies and cultures.
D. Global explorers: Migrants, holy People, Merchants.
E. Map Makers and the Medival World.
F. Inventors: Signals and Semaphores.
G. the Printing Press: Literacy and the Knowledge Explosion.
H. Scientists and international Networks.
I. The International electric Revolution.
J. Summary: Global Immediacy and Transparency.