/77-32_files/77-3200001im.jpg" width="694"
height="1047" useMap="#Map">
Introduction
to Broadcasting MCM
411
VU
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.
92
/77-32_files/77-3200002im.jpg" width="694"
height="1047" useMap="#Map">
Introduction
to Broadcasting MCM
411
VU
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.
93
/77-32_files/77-3200003im.jpg" width="694"
height="1047" useMap="#Map">
Introduction
to Broadcasting MCM
411
VU
The
Globalization
Very
strong debate on globalization of
world order has been
going on. The role of
TV
broadcast
is understood to keep bringing
people of different shades of
opinion close to each
other
so that people have a
collective way of thinking
for the betterment of our
planet,
especially
on matters like green house
gases and breach of ozone
layer, heating up of
the
planet
and melting of glaciers.
Global campaigns for
prevention of fauna, facing
extinction
seems
to have already bearing
fruit as people all across
the world are getting an
awareness to
keep
these animals and the
ecological balance which is so
desperately required for
the
human
survival. So strong has been
the impact of the TV
broadcast about these issues
that
people
even the far flung
areas talk sense on these
matters. A great achievement of
the TV
broadcast,
one must acknowledge.
94