Treść książki
Przejdź do opcji czytnikaPrzejdź do nawigacjiPrzejdź do informacjiPrzejdź do stopki
46
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
___
__
Globalizationandglocalizationtendenciesofmediacorporations
Itisobviousthatthequestionsregardingcurrentmulticulturalismand
acculturationprocessesinfluencetheglobalizationprocessesinallspheresof
socialpracticetolargeextend.Factsprovethatwithinmediaindustry(film,radio,
television,press,etc.)weseeastrongtendencytocreatehuge,corporate,
multinationalcorporations.Withincreatingglobalmediathe
tendencyto
diversificationofofferandownershiprelationshipsisdecisive.
Whendefiningcommonfeaturesofindividualtypesofcooperateempiresitis
possibletospecifythebasicmilestonesofcommunicationchannelsglobalization
andatthesametimedenotethreebasicspherestypicalformediaindustryat
present.Thesearetransformationofmediainstitutionsintoimmensemedia
concerns,globalizationofcommunicationprocessesandrapiddevelopmentof
communicationprocessesmediatedelectronically.
Similarlytoindividualsegmentsofglobalmarket(financial,industrial,
agricultural,food,etc.)alsothesegmentofmediamarketisinglobalmeasureof
oligopolynature.Itistheresultofeffortsofmultinationalmediacorporationmostly
seatedintheUSA,EuropeanUnionandLatinAmericatogovernthemediamarket
inglobalmeasure.Withbigmultinationalmediacorporationstherearemany
smallermediaenterprisesworkinginregionalorlocalconditions.D.Prokopwarns
usthatallovertheworldthebusinessofbuyingupweakerconcernsintermsof
capital(music,televisionandfilm)bystrongeronesaccelerates.Smallermedia
companiestryinordertosurvivecreatingmultinationalproductioncompaniesand
co-productions.'Mediaconcernsinvestbillionsintonewformsofdistribution,such
asdigitalsatellitetechnologyandtheInternet/multimedia.Thecapitalforpurchase
andinvestmentscomesfromsuccessfulmediabranches(on-lineservice,cable
TV,newspaper,magazines)andotherareas(telephonecompanies,electro
concerns,concernswithdrinks,hotelchains,andcommunicationtechnologyand
armamentsindustry)whichawaitfromfusionsrationalizationandsynergeticeffects
andatthesametimearewillingtoinvestinthelongrunintonewtechnologies.
5
Fromtheabovementioneditisevident,thatitisthebigfishwhohasinthe
sphereofmediaproductionanddistribution,pricemakingandadvertisement
strategiesonglobalmediamarketsabigadvantage.Itmightconcernonlythe
multinationalmediacorporationhavingsufficienteconomicandhumanresources
potentialatitsdisposal.Theongoingcompetitionofmultinationalmedia
corporationfornewterritories,audienceandadvertisementblocksaswellasthe
positionstabilizationincurrentterritoriesofoperationisvisible.Dominantposition
ofmultinationalmassmediaconglomeratesspreadingmediaproductionmatching
themonetarynormsofquantityandcriteriaofunitarycommandsofculturalmodels
isalsoconsideredasdangerousforculturalidentityofindividualnationalsocieties.
Asthemassmediaareprovidedwithimmensesymbolicpower,theycan
undercertainconditionsinfluencethepublicopinion,preferenceofcertainvalues,
offerorchangeculturalmodels,wayofliving,valuehierarchyaswellasparticipate
inshapingtheattitudesofrecipientstosociallyrelevantquestions.Resistance
towardsunificationandstandardizationconsequencesofglobalizationtendencies
hasprovokedreactionsnotonlywiththerepresentativesofintellectualelitesin
nationalsocietiesbutalsowithparticipantsinglobalizationprocessesthemselves.
5D.Prokop,Bojomédia.Dejinynovéhokritickéhomyšlen.omedi.ch,Praha,2005,s.344-345
