Broadcasting and Media Imperialism-Introduction to Broadcasting-Lecture Handout, Exercises of Mass Communication

Download Broadcasting and Media Imperialism-Introduction to Broadcasting-Lecture Handout and more Exercises Mass Communication in PDF only on Docsity! Introduction to Broadcasting – MCM 411 VU ©Copyright Virtual University of Pakistan 93 LESSON 32 BROADCASTING AND MEDIA IMPERIALISM It did not take long the world intellectuals to generate a heated debate when TV broadcast was introduced in the middle of the last century. Since the effects of the TV broadcast were far more than the radio broadcast for obvious reasons, a number of countries, feeling weak in this technology and production techniques, expressed the fear that their cultural values were seriously threatened in the presence of TV broadcast. In practice it is not wrong. Many a societies are still living with their centuries old living style in the sense of dressing up, human relationship and the moral values which they cherish to keep and feel proud. Such societies are very vulnerable from the fast changing societies on all social counts and which are economically stronger. The glamour attached with the rich, and the desire to show off their riches from so many angles, some time cause anxiety among other societies as they feel their cultural heritage is under threat. Many countries did not allow beaming of TV transmission from other countries they though were enemy of their cultural heritage but with the advancement in transmission technology, it became difficult to stop the beaming of the programs from other societies. The truth in the debate As far as the truth in the charges of invasion is concerned, there is hardly two opinions on this subject. You can influence a society by continuously showing it strong images of a different culture – the change of fashion and living style across the world stand as a testimony to this argument. But, as a matter of fact, no nation has so far attacked directly some of the basic elements in a society. For example, there is no TV broadcast which speaks against any religion though TV channels belonging to different countries and religions – Islam, Christianity, Buddhism, Hinduism or any other, continue to make programs in favor of their religious belief… no harm. But there are certain areas like exposure and sex matters which are discussed at the TV channels to an extent their societies permit, cause irritation to those who do not want a discussion on these topics. This is an area which the world has yet to settle as TV broadcast keeps enlarging itself across the globe. Some, however, claim that certain cultures, especially the European nations are cited in this regard, deliberately try to allure the youth of other societies through spicy TV broadcasts. In defense, these nations say it is not mandatory to watch our channels by others if they do not like the broadcast material…. The debate seems going on and on and is still far from a logical conclusion. docsity.com Introduction to Broadcasting – MCM 411 VU ©Copyright Virtual University of Pakistan 94 Propaganda Media has always been a strong tool for propaganda – to hammer that side of an issue which only suits one party. With more means available to rich nations – like more funds to employ reporters and place them all over the world’s most newsy sites, buy equipments and exploit latest and costly technologies, they are in a far better position than others to hammer their side of an issue thus change the mindset of the people of other societies. The broadcast of half-truth amounts to concealing the other half. It is here that broadcast on electronic media which has more penetration as compared to the print media, comes under lot of questioning. Unfortunately, there are little ethics known to avoid propaganda as strong nations believe that it is more a communication technique rather than a bad practice. But students of mass communication can easily find by watching different channels what the truth is. But it is a time consuming affair. The Benefits There are many benefits nations have been drawing from the advancements in the TV broadcast over the years. Economic The maximum exploitation of the TV broadcast has been done by the business community from all over the world. Reports on damage to crops, floods, industrial growth and provision of infrastructure in different countries have greatly helped the businesspeople to make their bids. The tourism and hotel industry has been earning many times more now than before as TV channels screen beautify tourists resorts in their countries to draw attention of holiday makers. Tourism business is regarded the second highest earning area and perhaps number one for many countries like Sri Lanka, Switzerland, Canada and some far eastern countries. Political Understanding of political issues … from local controversies to international disputes, are now better understood as one can always see leaders from both sides talking, shaking hands or giving proposals for the resolution of long outstanding issues. They are sometimes invited by the TV stations to sit together and discuss with a neutral person on matters of controversy. Sports The coverage of sports has brought the nations very close to each other as sitting back home people can watch not only the players but the spectators in the stadium and observe which no other source can provide them. A friendly slogan waved by a group of spectators to members of rival teams does a miracle in creating feeling of peace and friendliness among people of the two nations. docsity.com