Children, Globalization, and Media Policy Robert W. McChesney
One of the great developments of the past two decades has been the rapid rise of global commercial media all across the planet. The emergence of this new media paradigm is closely linked to neoliberal “deregulation” of corporate activity and the resulting process termed “globalization”. Another great development of recent times has been the massive expansion in the commercial media market directed at children. Both of these are highly controversial developments; together and separately they are the result of explicit policies that permit them to exist and prosper. In this brief article, I will make a few general points about each of these issues.1 I argue that it is imperative that debates over media and media directed to children receive widespread public participation and deliberation. The current trends, without a new direction in media policy, point to dubious outcomes, for democracy, culture and public health.
The media system goes global In the past, media systems were primarily national; but recently, a global commercial media market has emerged. To grasp media today and in the future, one must start with understanding the global system, and then factor in differences at the national and local levels. “What you are seeing”, says Christopher Dixon, media analyst for the investment firm PaineWebber, “is the creation of a global oligopoly. It happened to the oil and automotive industries earlier this century; now it is happening to the entertainment industry.” The dominant companies – roughly one-half U.S.-based, but all with significant U.S. operations – are moving across the planet at breakneck speed. The point is to capitalize on the potential for growth abroad – and not get outflanked by competitors – since the U.S. market is well developed and only permits incremental expansion. As Viacom Chief Executive Officer Sumner Redstone has put it: “Companies are focusing on those markets promising the best return, which means overseas.” Frank Biondi, former chairman of Universal Studios,
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