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World Television
From Global to Local

First Edition


May 2007 | 312 pages | SAGE Publications, Inc

World Television: From Global to Local, a new assessment of the interdependence of television across cultures and nations brings together the most current research and theories on the subject. By examining recent developments in the world system of television as well as several theories of culture, industry, genre, and audience, author Joseph D. Straubhaar offers new insights into the topic. He argues that television is being simultaneously globalized, regionalized, nationalized, and even localized, with audiences engaging it at multiple levels of identity and interest; therefore the book looks at all these levels of operation.

Key Features

  • Draws upon both international communication and cultural studies perspectives: Presents a new model is presented that attempts to move beyond the current controversies about imperialism and globalization.
  • Looks at historical patterns: Historical patterns across cultures and countries help compare where television has been and where it is going.
  • Takes a contemporary focus: Uses of technology, flows and patterns of program development, genres of television, the interaction of producers and audiences, and patterns of audience choice among emerging alternatives are examined.
  • Explores how the audience for these evolving forms of television is structured: The effects of these forces or patterns of television have on both cultural formations and individual identities are identified.

Intended Audience

This is an excellent text for advanced undergraduate and graduate courses in Globalizatiion and Culture, Global Media, Television Studies, Television Criticism, and International Media.


 
1. A Multilayered World of Television: An Overview
Central Issues

 
Globalization and Culture

 
Complexity, Structuration, and Cultural Agents

 
Structural and Cultural Process Frameworks for World Television

 
Roles and Impacts of Technology

 
Asymmetrical Interdependence and Asymmetrical Cultural Interpenetration: A Proposed Model

 
Imported TV Versus Local and National: Producers Localize, Glocalize, and Hybridize

 
Cultural Identification and Proximity

 
Cultural Hybridization

 
 
2. Hybridization and the Roots of Transnational, Geocultural and Cultural-Linguistic Markets
Precolonial Cultural History and Television

 
Hybridization

 
Emergent Change Versus Hybridization

 
Hybridity and Television

 
The Roots of Transnational, Geocultural, and Cultural-Linguistic Regions and Markets

 
Broadcasting Models: From Colonial to Postcolonial

 
Hybridity and National Development

 
 
3. Creating National and Regional Television and Cultural Industries
Dependency, the Cold War, and Television Industry Production

 
Cultural Imperialism and Media Imperialism

 
Local Cultural Production

 
Cultural Imports

 
The Nation-State and Television

 
Import Substitution in Cultural Industries

 
Adaptation and Glocalization of Foreign Models

 
The Cultural Role of States: National Security and National Identity

 
Cultural Industries

 
Achieving National Coverage via Satellite

 
Television Above and Below the National Level

 
Glocal Processes and National Identities

 
 
4. Creating Global, U.S., and Transnational Television Spaces
Globalization, Broadly Defined

 
Economic Globalization

 
Globalization as the Spread of Capitalist Modernity

 
Economic Neoliberalism and American Empire

 
Globalization, Changing National Policy, and the State

 
Global Spread of Market Capitalism

 
Migration as Globalization

 
Transnational Television

 
Asymmetrical Interdependence and World Television

 
 
5. Increasing Complexity: The Technology of Creating Global and National Television Spaces
Television Technology as a Structuring Force

 
Cycles of Technology

 
Technology and Production

 
Technology and Media Distribution and Flows

 
Satellites

 
TV Technology, Access, and Choice

 
Cable and Satellite TV Relative to Broadcast TV

 
 
6. Producing National Television, Glocal and Local
Structuring the Producers' World

 
Television Genre and Structure

 
Cultural Industry Producers

 
Economic Boundaries on Television Genre and Program Development

 
Complexity, Patterns, and Genres

 
Cultural Boundaries: Feedback to Producers

 
Complexity, Prefiguration, and Cultural Hybridity

 
Glocalization

 
Localization as Japanization or Brazilianization

 
Structuration and Television Production in Brazil

 
The Hybrid History of the Telenovela

 
National Television Flows and Production

 
TV and Genre Flow Conclusions

 
 
7. TV Exporters: From American Empire to Cultural-Linguistic Markets
Genre Imperialism?

 
Genres Flowed Before Programs

 
Delocalization

 
Trends Toward Regionalization of Television

 
Overall Trends in Broadcast Television Flows

 
From Program Genre and Idea Flows to Licensed Format Flows

 
Localization of Global and Transnational Television Channels

 
Broadcast Television Genre Flows Versus Satellite, Cable, and Internet Flows

 
 
8. Multiple Proximities Between Television Genres and Audiences: Choosing Between National, Transnational, and Global Television
Culture-Bound Reception and Multiple Proximities

 
Cultural Capital, Cultural Proximity, and the Audience

 
Layers of Reception Within Brazil and Italy

 
Cultural Proximity Within Culturally Bound Reception Practices

 
 
9. Making Sense of World Television: Hybridization or Multilayered Cultural Identities?
From Local to Global

 
Multiple Levels of Audience Identity and Cultural Choices

 
The Process of Hybridization

 
Hybridization Versus Multiple Layers of Identity and Culture

 
Multiple Identifications

 
Researching Audiences and Their Identities

 
Cultural Geography: Cultural Distance, Global, National, and Local Identities

 
Language/Culture-Defined Spaces and Markets

 
Multilevel Identities and Social Class

 
Hybridization and Social Class

 
Hybridization: Race and Ethnic Identity

 
Gender Identity and Television

 
Layers of Identity as Boundaries for Choices and Understandings

 
Layers of Identities as Mediators of Media Meaning

 
Reconfiguration and Synthesis of Identities

 

"The strength of the book resides in data from which the author makes plausible connections to many of the theories that have driven the global/international media studies over the past three decades... the book is a major achievement in the field of global media studies."

Emile McAnany
Communication Research Trends

I adopted the book because it seemed to fit my course goals. I would not adopt it again. Hard to follow, a lot information which seemed disorganized and often repetitive. Had to drop it in the middle of the semester and work with more practical sources. World Television is this exciting, colorful subject with a lot of players and invested interests where culture and money clash. I was hoping this book will be about it. It was not! And the students agreed too.

Dr Bistra Nikiforova
Business Admin Dept, University of New England
July 15, 2012

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