BROADCASTING AND MEDIA IMPERIALISM:The truth in the debate

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Introduction to Broadcasting MCM 411

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.

Introduction to Broadcasting MCM 411

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.

Introduction to Broadcasting MCM 411

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.

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