1. Theories of international communication
Free Flow of Information, pp
Modernization Theory, pp
Dependency Theory, pp
Structural Imperialism, pp
Hegemony, pp
Critical Theory, pp
Public Sphere, pp
Critical Studies, pp
Theories of Information Society, pp
Discourses of Globalization, pp
Critical Political-Economy for the Twenty-First Century, pp
21/11/2018

2. Theories of international communication Part 1
Free Flow of Information, pp
Modernization Theory, pp
Dependency Theory, pp
Structural Imperialism, pp
Hegemony, pp
Critical Theory, pp
21/11/2018

3. Theories of international communication Part 2
Public Sphere, pp
Critical Studies, pp
Theories of Information Society, pp
Discourses of Globalization, pp
Critical Political-Economy for the Twenty-First Century, pp
21/11/2018

4. Free Flow of Information
Theories of international communication became part of the new Cold War discourse
For the supporters of capitalism, the primary function of international communication was to promote democracy
21/11/2018

5. Free Flow of Information
The concept of “free flow” of information reflected western and US antipathy to state regulation and censorship of the media and its use for propaganda
The “free flow” doctrine was essentially a part of the liberal, free market discourse
21/11/2018

6. Free Flow of Information
Media organizations of the media-rich countries hoped to dissuade others from
Erecting trade barriers to their products
Making it difficult to gather news
21/11/2018

7. Free Flow of Information
Free flow assisted businesspersons from the rich countries in advertising and marketing their goods and services in foreign markets
Free flow helped to ensure the continuing and unreciprocated influence of Western media on global markets
21/11/2018

8. Free Flow of Information
Free flow doctrine contributed to providing channels for communication of US government points of view to international audience
Free flow helped to strengthen the West in its ideological battle with the Soviet Union
21/11/2018

9. Modernization Theory
In light of the free flow doctrinal argumentation, the
modernization theory argued that international
communication was
the key to the process of modernization
and development for the so-called “Third World” (please do not use this term)
21/11/2018

10. Modernization Theory Modernization theory arose from the notion that
international mass communication could be used
To spread the message of modernity
To transfer the economic and political models of the West to the newly independent countries of the South
21/11/2018

11. Modernization Theory The pro-media bias that mass media would help
transform traditional societies
was very influential
and received support from
Local and national governments
International organizations such as UNESCO
21/11/2018

12. Modernization Theory Modernization Theory: Daniel Lerner
Daniel Lerner, a political scientist, is one of the earliest exponents of the modernization theory
His classic work, the Passing of the Traditional Society (1958) examined the role of radio in Egypt, Lebanon, Jordan, Syria, Turkey and Iran
The main thesis of this first comparative survey was that the use of the media helped the process of transition from traditional to modernized state
21/11/2018

13. Modernization Theory Modernization Theory: Wilbur Schramm
Wilbur Schramm, another modernization theorist, published his book Mass Media and National Development in 1964 in conjunction with the UNESCO
His main thesis stated that the mass media transmit new ideas and models from the North to the South and , within the South, from urban to rural areas
21/11/2018

14. Modernization Theory Modernization Theory: Wilbur Schramm
The theme and timing of Schramm’s book was significant, as the UN declared the 1960s as “the Decade of Development“
UN agencies, Western Europe and the US were generously funding research
The international communication research inspired by the modernization theory discourse shaped university communication programmes and research centre globally
This “administrative research” failed to analyze the political and cultural context of international communication (lazarfeld, 1941)
21/11/2018

15. Dependency Theory
The theory emerged in Latin America in the late 1960s,
partly as a result of the political situation in the continent
And partly with the realization that the developmentalist model to international communication had failed
Dependency theorists provided an alternative framework to analyze international communication
21/11/2018

16. Dependency Theory
Central to dependency theory was the view that global players exercise control over the developing countries by setting the term of exchange, global trade and the structure of global markets
They strengthen the dominance of the centre and maintain the peripheral nations in a position of dependence and to make conditions suitable for “dependent development”
The result of this asymmetrical relationship was the “development of underdevelopment” (Frank, 1969)
21/11/2018

17. Dependency Theory Dependency Theory: Herbert Schiller
Schiller a neo-Marxist , analyzed in his seminal book , Mass Communications and American Empire (1969/1992)
the global power structures in the international communication industries and
the links between global players and the dominant states
21/11/2018

18. Dependency Theory Dependency Theory: Herbert Schiller
At the heart of Schiller’s argument was that US-based global players in league with US military interests
They were undermining local cultural autonomy and sovereignty
21/11/2018

19. Dependency Theory Dependency Theory: Herbert Schiller
Schiller recently reviewed the US role in international communication to find out that
the US is still promoting an ever-expanding communication sector
21/11/2018

20. Structural Imperialism
Structural imperialism model was developed by the Norwegian sociologist Johan Galtung
He argued that the world is divided into a developed centre and underdeveloped periphery
21/11/2018

21. Structural Imperialism
He defines structural imperialism as a
“sophisticated type of dominance relation which cuts across nations basing itself on bridgehead which the centre of the centre nation establishes in the centre of the periphery nation for the joint benefit of both”
21/11/2018

22. Structural Imperialism
For Galtung
There is a harmony of interest between the core of the centre and the centre in the periphery nation
Less harmony of interest within the periphery nation than within the centre nation
Disharmony of interest between the periphery of the centre nation and the periphery of the periphery nation (Galtung, 1971: 83)
21/11/2018

23. Structural Imperialism
For Galtung
In terms of values and attitudes, the elite in the periphery is closer to the elite in the centre than with groups in the periphery
Southern states receive information about the North and little information about fellow developing countries
Information flow is determined by capital flow as well as by historical and colonial ties
21/11/2018

24. Structural Imperialism
According to Galtung,
News flow from the core to the periphery via the transnational news agencies
The core actors define the news according to
their needs
and criteria for the developed world market
21/11/2018

25. Structural Imperialism
Galtung’s theory of structural imperialism is similar to Schiller ‘s theory of cultural imperialism
in that both argued that vertical free flow of information
helped re-create certain aspects of the center's values in the periphery
21/11/2018

26. Hegemony
Hegemony is a key term in the critical studies of international communication
The term hegemony is associated with the Italian Marxist Antonio Gramsci and
his famous book, Selections from the Prison Notebooks published first in English in 1971
21/11/2018

27. Hegemony
The term is rooted in the notion that the dominant social group in a society has the capacity to exercise
intellectual
moral
direction over society at large
to build a new system of social alliances to support its aims
21/11/2018

28. Hegemony Gramsci argued that
Military force was not necessarily the best instrument to retain power for the ruling classes
The more effective way to use power was to build a consent by ideological control of cultural
production
and distribution
21/11/2018

29. Hegemony The dominant social class exerts moral Intellectual
leadership through its control of such institutions as
Schools
Religious bodies
Mass media
21/11/2018

30. Hegemony
In international communication, the notion of hegemony is widely used to
conceptualize political functions of the media in
propagating
maintaining
the dominant ideology
21/11/2018

31. Hegemony
In international communication, the notion of hegemony is widely used to
In explaining the process of media communication production
The dominant ideology shapes the production of news and entertainment
21/11/2018

32. Hegemony
Though the media are notionally free from direct government control,
yet they act as agents of legitimization of the dominant ideology
21/11/2018

33. Critical Theory Critical Theory
The critical theory school was associated with Max Horkheimer, Theodor Adorno and Herbert Marcuse
The critical theory analyzed the industrial production of cultural goods such as films, radio programmes, music, magazines, etc
In a capitalist society the trend was towards producing culture as a commodity
21/11/2018

34. Critical Theory
Adorno and Horkeimer believed that cultural products manifested the same kind of
management practices,
technological rationality
organizational schemes
as the mass-produced industrial goods such as cars
21/11/2018

35. Critical Theory Industrial production led to
standardization that results in a mass culture
made up of a series of objects
bearing the stamp of the culture industry
21/11/2018

36. Critical Theory
The industrially produced and commodified culture led to
a deterioration of the critical role of culture
Critical theorists borrowed the notion of
commodification from Marx,
who had argued that objects are commodified
by acquiring an exchange value
instead of their own intrinsic value
21/11/2018

37. Critical Theory In an international context the idea of mass culture
and media and cultural industries
have influenced debates about the flow of information between countries
21/11/2018

38. Critical Theory
The issue of commodification of culture is present in many analyses of the
operation of book publishing
films
popular music industries
21/11/2018

39. Critical Theory
One indication of this was the 1982 UNESCO report which
argued that cultural industries in the world
were greatly influenced by the
major media
and communication companies
Cultural industries were being continually corporatized
21/11/2018

40. Critical Theory
The expansion of mainly Western-based cultural products globally
had resulted in the gradual marginalization of cultural messages
that do not take the form of goods
primarily of values as marketable commodities
21/11/2018

41. The Public Sphere The Public Sphere
Jürgen Habermas is another figure of the Frankfurt School
He lamented the standardization, massification and atomization of the public
Habermas developed the concept of the public sphere in his book The Structural Transformation of the public Sphere : An Inquiry into a Category of Bourgeois Society 1962
21/11/2018

42. The Public Sphere The Public Sphere
Habermas argued that the “bourgeois public sphere” emerged in an expanding capitalist society exemplified by eighteenth-century Britain,
where entrepreneurs were becoming powerful enough to achieve autonomy from state and church and increasingly demanding wider and more effective political representations to facilitate expansion of their business
“No taxation without representation”
21/11/2018

43. The Public Sphere The Public Sphere
Habermas gave prominence to the role of information
The idealized version of a public space was characterized by greater accessibility of information, a space independent of both business interest and state apparatus
In the twentieth century, the growing power of information management and manipulation through public relations and lobbying firms has contributed to making contemporary debates a “faked version” of a genuine public sphere
21/11/2018

44. The Public Sphere The Public Sphere
In this “refeudalisation of the public sphere, public affairs have become occasions for displays of power in the style of medieval courts rather than a space for debate on socio-economic issues
With the globalization of media and communication, there has been talk about the evolution of a ”global public sphere” where issues of international significance can be articulated through the mass media
21/11/2018

45. Critical Studies Critical Studies
While much of the debate on international communication during the Cold War emphasized a structural analysis of its role in political and economic power relationships
There has been a shift in research emphasis in the 1990s.
There is a trend of depoliticition of politics towards the cultural dimension of communication
21/11/2018

46. Critical Studies
The Birmingham School, led by Stuart Hall, did pioneering work on exploring the textual analysis of media
Hall’s model of “encoding-decoding media discourse” which theorized about how media texts are given “preferred reading” by producers and how they may be interpreted in different ways from accepting the domiantn meaning, negotiating with the encoded message, or taking an oppositional view
21/11/2018

47. Critical Studies
The model was about the study of the ideological role of the mass media
The research focus of the BS was largely British
The global focus stems from the ethnographic studies of migrant populations
Their television viewing habits, consumption of music and other leisure activities
21/11/2018

48. Critical Studies
It championed the “popular” has been a major achievement of this tradition
The cultural studies approach to communication has become increasingly important with its new-found interest in “global popular”
The trend is towards the internationalization of cultural studies
21/11/2018

49. Theories of information Society
Marshall McLuhan, a Canadian media theorist, one of the first thinkers to analyze the impact of media technology on society
McLuhan argued that printing technology contributed to nationalism, industrialism and universal literacy
He foresaw the impact of international television in that it would help create what he called a “global village”
21/11/2018

50. Theories of information Society
The term of information Society originated in japan 1960s, but it was in the USA where the concept received its most ardent intellectual support
Daniel Bell: The Coming of the Post Industrial Society 1973
Manuell Castells, a sociologist
In his trilogy, the Information Age, gives an extensively researched and detailed analysis of the emerging trends in global condition
The first volume is about the rise of the network society
The second volume examines social and political processes within the context of such society
The third volume includes integration and infokamzion-based polaristaion in the international infomational economy in wwhci communciation become both global and custimized
21/11/2018

51. Theories of information Society
A visually based medium such as television has shifted ideology from conceptual to iconic symbolism
21/11/2018

52. Discourses of Globalization
Globalization may be the concept of the 1990s
Economic globalization: is understood as denoting a qualitative shift from a largely national to a globalized economy, in which although national economies continue to predominate within nations, they are often subordinate to transnational processes and transactions
21/11/2018

53. Discourses of Globalization
Political globalization: the triumph of democracy was celebrated by the cosmopolitan democracy and global civil society
Giddens perceived globalization the consequence of modernity and spread of modernity in its four manifestations:
Nation-state, world capitalist, military order and modern cultural
21/11/2018

54. Discourses of Globalization
Cultural Globalization: Roland Robertson adopted the concept of “glocalisation”, a term whose origins are in the discipline of marketing, to express the global production of the local and the localization of the global
Some sociologists prefer to use the term “Americanization” to globalization, because the latter implies more of a “multidimensional relationship among many nations”
21/11/2018

55. Discourses of Globalization
Some sociologists prefer to use the term “Americanization” to
globalization,
because the latter (globalization) implies more of a “multidimensional relationship among many nations”
21/11/2018

56. Discourses of Globalization
Arjun Appadurai specifies five “spaces”:
Ethnospacess
Technospaces
Finanspaces
Mediaspaces
Ideospaces
21/11/2018

57. Discourses of Globalization
Ethnospacess:
denotes the flow of people
Tourists,
Immigrants
Refuges
Students
Professional
From one part to another
21/11/2018

58. Discourses of Globalization
Technospaces:
includes the transfer of technology across national borders
21/11/2018

59. Discourses of Globalization
Finanspaces:
deals with international flow of investment
21/11/2018

60. Discourses of Globalization
Mediaspaces:
refers to global media, especially its electronic version both its hardware and the images that it produces
21/11/2018

61. Discourses of Globalization
Ideospaces: suggests ideological contours of culture
21/11/2018

62. Discourses of Globalization
With the expansion of the Internet access, more and more people are entering into the global networks that circulate messages and images throughout the world.
The increasingly complex relationship between local, national , regional and global production distribution
21/11/2018