My last entry.

    This is my last entry for COM101 portfolio assignment. Firstly, I would like to thank our instructor Hui Kam Lin, for giving the opportunity to experience something new – blogging. It was a pleasant experience for me, because I could write everything what was on my mind, and could apply all the theories which I learned during the lectures.

In my opinion, it is a very good way of teaching and I enjoyed it.

Thank you

Globalisation of mass media

     After the collapse of communism in the former Sovet Union (nowadays simply Russia) there has been a growing demand for domestic and entertainment and news programming.

I can remember this period very clearly, even though I was only a child ( I was born in 1989, and the Sovet Union collapses exactly in this period). It was a very sad period, because during the Sovet Union time media production industry was developing very fast; however, after 1990 everything collapsed, and my country stop to produce its media products. It was a shock, because we lost a part of our culture, and we were forced to follow Western culture.

From my childhood I remember all the Disney cartoons; moreover, they are very popular nowadays. It is known as globalisation of Mass Media. When media companies attempt to acquire a larger share of a profits available in the international market. In this case USA is a leader, it has spread its roots all over the world. The Disney cartoons are translated in all different languages; moreover, nowadays American Idol is extremely popular, so to follow the success of this show many countries have bought the licence to host the same show, but with different title like French Idol, in Russia it is A star factory. We can see that it is a global phenomenon.

However, not only the Disney cartoons are popular all over the world, but also the former Sovet Union cartoon Cheburashka had interested the Asian countries like Japan, China; moreover, this cartoon became very popular in recent years. Japan started to produce the Cheburashka toys. There is a fragment of the cartoon, which was translated in Japanese.

But what stops other Russian products from coming into international level? Although Russia is a fast changing region over the last decades; however, it is not considered a major market for global television programme export industry. And there is reasons for it.

Firstly, the difference of the cultural background. As we know culture is unique, it is learned and passed down from generation to generation. That is why if you are not familiar with a culture it will be difficult for you to understand the media product. The same problem with the globalisation of media products in Asia. The Asian culture is very unique, and western people are not familiar with it. There is a lack of knowledge of other cultures except of the Western.

Second barrier of media globalisation is a language. Nowadays English is an international language and everybody is comfortable with it. And people are very lazy to study other languages; moreover, Russian language is very difficult. During the translation of the language some main points can be lost or interpreted wrongly.

Next, is the government restrictions. There can be a lot of international media products flowing into one country, that is why the government of that country had to be very careful in choosing the media products. They had to admit the media hegemony, when media represent the views of the powerful elite. As a result, the government had to restrict  the amount of international media products.

Mass media is a part of our life =)

Our perception is influenced a lot by all the TV programs and shows, Hollywood movies and Chinese drama. Mass media is an essential part of our daily life. A script of an usual morning in an ordinary American family. Daddy wakes up, and the first thing which he does is, he reads a newspaper with a cup of freshly brewed coffee, at the same time, his wife if preparing a breakfast for him, while she is watching TV. It is my prototype of a typical American ( actually, not only American, I think this script can be applied for many countries) morning.

Nowadays, we cannot imagine our lives without grasping fresh news in the morning. Everyday I get a Today newspaper and look through it during my trip to school.

What is the function of mass media in this cases? I think it is surveilance. All people read daily newspapers in order to know all the news. However, there is other media functions: correlation, which means the analysis and evaluation of information. Cultural transmission, or education and socialisation. It means that media not only inform us about news and events, but also it socialize us- receivers. A good example, after you watched a Sunday movie or a famous drama, you can discuss it with your friends. Or if you do not know how to spend a time with your relatives, you can watch TV together, and after discuss the main characters or something you did not like in the show. Finally, the last function is entertainment. The media offer us – media consumers an escape from the problems of everyday life. Media provide enjoyment and gratification, help us to relax. Nowadays, American idol became extremely famous; however, there is one phenomenon known as globalisation of mass media.

This an example of media globalisation; an international development strategy. As you can see this episode is from French idol =))

Now I want you to watch this:

As you can see it is a short episode from Alfred Hitchcock’s psychological thriller Psycho. In this case the function of media is entertainment; however, I would like to discuss not functions, but the media communication theories, and to decide which theory can be applied yo this video.

The first theory is powerful effect theory, it was popular in 20s/30s, and after the WWII. it is also known as magic bullet or a hypodermic needle. And the main idea of it is, that the mass media is influential, and audience is passive. In my opinion, this theory cannot be applied in this case, the reason is very simple: you just can simply turn of the TV or change the channel, if you do not want to watch this show.

The second theory is exactly the opposite of powerful effect theory – it is limited effects theory. Audiences are active with the ability to resist the messages – the main point of this theory. Also, audience members interpret messages according to their own preexisting beliefs and use the media message in a unique way. This theory has its limitations; in fact, we are not that powerful to resit the media.
The third theory is moderate effect models. Basically it states that, the ability of the media to influence its audience remains; however, if we do not want it, we still can resist it. I think this theory can be applied to the certain extend.

Next, is agenda setting function. It refers to the media’s ability, through repeated news coverage, to raise the importance of the issue. I think, this theory is far from our video; however, it can be applied to the recent news: the escape of the Malaysian terrorist from the detention centre. You can see the sheets with his face everywhere; in all institutions, buses, MRT.

Ok, the fifth theory is media hegemony. Media is represent the views of the powerful elite…. I think in this case it is not this theory. It is just an entertainment movie, there is no hidden political or economical issue, no criticism towards the powerful elite.

Media determinism – “The medium is the message”. I think this theory cannot be more applied in this case. The main point of it – people judge how well company is doing by their advertisement.

Spiral of silence. I think this theory can be applied, because the main point of it is, that the decision to speak is influenced by changes in public opinion. If you are only the one in your family who does not want to watch Psycho, I think you’d better to remain silent and just watch it, because all other members are enjoying the show.

Finally, the cultivation theory. This one is a very interesting for me. It says “message in media do not influence audiences attitudes directly but, cultivated indirectly”.

Actually, I chose this video, because I had a personal experience connected with it, and the consequences can be explained by the cultivated theory. When I was about 5 or 6 years old I accidentally saw an episode from this movie, when a girl in a shower was stubbed with a knife, and after this I was afraid to take shower when I was alone at home! I know it sounds ridiculous; however, it is so. Cultivation theory explains it in term of mean world hypothesis. In other words, the view that the world is much more dangerous place than it is actually is.

P.S. be careful watching psychological thrillers! CHEERS

Coming: Interactive TV

I was flipping through the Today newspaper and came across this article (Please click the article link). My first thought was “Oh man, I am so lucky, it is exactly what I need for my blog entry”.

Actually, it has interested me not only because I had to do the entry, but also, because I can apply a new knowledge gained during the recent COM 101 lecture about Media Globalisation.

Personally I find this topic very interesting, because media became an essential part of our lives, and it is something very new to be familiar with all the methods of media globalisation and factors for media globalisation.

Singapore is a dynamic country, and it is developing so fast, that is why when I read this article I was not surprised at all.

In the process of globalization of mass media products, world trade in television programming has been one of the largest and fastest growing businesses compared to other media products. There is two contributing factors: expansion and privatisation of broadcast systems and fast development and wide adoption of new communication technologies (later NCT).

Singapore government tries to come out with a new ideas, in order to be the first in Asian media market. Moreover, to become first in the world media market; however, it is impossible nowadays, because US media industry is the most important participant in the global mass media industry. It is a biggest exporter of mass media products internationally, and the smallest importer of commercial television programming.

However, in September, Singaporeans could be the first in the world to interact in real time with a programme on their TV of computer.

Before that, the introduction of cable and other multi – channel video technologies have yield strong effects on globalisation of media products throughout the world. And this is a new step in globalisation. The new service of interactive TV will initially have more than 10 channels focusing on the three genres of knowledge, lifestyle and culture.