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World Television

World Television
From Global to Local

First Edition

May 2007 | 312 pages | SAGE Publications, Inc

World Television: From Global to Local, a new assessment of the interdependence of television across cultures and nations brings together the most current research and theories on the subject. By examining recent developments in the world system of television as well as several theories of culture, industry, genre, and audience, author Joseph D. Straubhaar offers new insights into the topic. He argues that television is being simultaneously globalized, regionalized, nationalized, and even localized, with audiences engaging it at multiple levels of identity and interest; therefore the book looks at all these levels of operation.

Key Features

  • Draws upon both international communication and cultural studies perspectives: Presents a new model is presented that attempts to move beyond the current controversies about imperialism and globalization.
  • Looks at historical patterns: Historical patterns across cultures and countries help compare where television has been and where it is going.
  • Takes a contemporary focus: Uses of technology, flows and patterns of program development, genres of television, the interaction of producers and audiences, and patterns of audience choice among emerging alternatives are examined.
  • Explores how the audience for these evolving forms of television is structured: The effects of these forces or patterns of television have on both cultural formations and individual identities are identified.

Intended Audience

This is an excellent text for advanced undergraduate and graduate courses in Globalizatiion and Culture, Global Media, Television Studies, Television Criticism, and International Media.

1. A Multilayered World of Television: An Overview
Central Issues  
Globalization and Culture  
Complexity, Structuration, and Cultural Agents  
Structural and Cultural Process Frameworks for World Television  
Roles and Impacts of Technology  
Asymmetrical Interdependence and Asymmetrical Cultural Interpenetration: A Proposed Model  
Imported TV Versus Local and National: Producers Localize, Glocalize, and Hybridize  
Cultural Identification and Proximity  
Cultural Hybridization  
2. Hybridization and the Roots of Transnational, Geocultural and Cultural-Linguistic Markets
Precolonial Cultural History and Television  
Emergent Change Versus Hybridization  
Hybridity and Television  
The Roots of Transnational, Geocultural, and Cultural-Linguistic Regions and Markets  
Broadcasting Models: From Colonial to Postcolonial  
Hybridity and National Development  
3. Creating National and Regional Television and Cultural Industries
Dependency, the Cold War, and Television Industry Production  
Cultural Imperialism and Media Imperialism  
Local Cultural Production  
Cultural Imports  
The Nation-State and Television  
Import Substitution in Cultural Industries  
Adaptation and Glocalization of Foreign Models  
The Cultural Role of States: National Security and National Identity  
Cultural Industries  
Achieving National Coverage via Satellite  
Television Above and Below the National Level  
Glocal Processes and National Identities  
4. Creating Global, U.S., and Transnational Television Spaces
Globalization, Broadly Defined  
Economic Globalization  
Globalization as the Spread of Capitalist Modernity  
Economic Neoliberalism and American Empire  
Globalization, Changing National Policy, and the State  
Global Spread of Market Capitalism  
Migration as Globalization  
Transnational Television  
Asymmetrical Interdependence and World Television  
5. Increasing Complexity: The Technology of Creating Global and National Television Spaces
Television Technology as a Structuring Force  
Cycles of Technology  
Technology and Production  
Technology and Media Distribution and Flows  
TV Technology, Access, and Choice  
Cable and Satellite TV Relative to Broadcast TV  
6. Producing National Television, Glocal and Local
Structuring the Producers' World  
Television Genre and Structure  
Cultural Industry Producers  
Economic Boundaries on Television Genre and Program Development  
Complexity, Patterns, and Genres  
Cultural Boundaries: Feedback to Producers  
Complexity, Prefiguration, and Cultural Hybridity  
Localization as Japanization or Brazilianization  
Structuration and Television Production in Brazil  
The Hybrid History of the Telenovela  
National Television Flows and Production  
TV and Genre Flow Conclusions  
7. TV Exporters: From American Empire to Cultural-Linguistic Markets
Genre Imperialism?  
Genres Flowed Before Programs  
Trends Toward Regionalization of Television  
Overall Trends in Broadcast Television Flows  
From Program Genre and Idea Flows to Licensed Format Flows  
Localization of Global and Transnational Television Channels  
Broadcast Television Genre Flows Versus Satellite, Cable, and Internet Flows  
8. Multiple Proximities Between Television Genres and Audiences: Choosing Between National, Transnational, and Global Television
Culture-Bound Reception and Multiple Proximities  
Cultural Capital, Cultural Proximity, and the Audience  
Layers of Reception Within Brazil and Italy  
Cultural Proximity Within Culturally Bound Reception Practices  
9. Making Sense of World Television: Hybridization or Multilayered Cultural Identities?
From Local to Global  
Multiple Levels of Audience Identity and Cultural Choices  
The Process of Hybridization  
Hybridization Versus Multiple Layers of Identity and Culture  
Multiple Identifications  
Researching Audiences and Their Identities  
Cultural Geography: Cultural Distance, Global, National, and Local Identities  
Language/Culture-Defined Spaces and Markets  
Multilevel Identities and Social Class  
Hybridization and Social Class  
Hybridization: Race and Ethnic Identity  
Gender Identity and Television  
Layers of Identity as Boundaries for Choices and Understandings  
Layers of Identities as Mediators of Media Meaning  
Reconfiguration and Synthesis of Identities  

"The strength of the book resides in data from which the author makes plausible connections to many of the theories that have driven the global/international media studies over the past three decades... the book is a major achievement in the field of global media studies."

Emile McAnany
Communication Research Trends

I adopted the book because it seemed to fit my course goals. I would not adopt it again. Hard to follow, a lot information which seemed disorganized and often repetitive. Had to drop it in the middle of the semester and work with more practical sources. World Television is this exciting, colorful subject with a lot of players and invested interests where culture and money clash. I was hoping this book will be about it. It was not! And the students agreed too.

Dr Bistra Nikiforova
Business Admin Dept, University of New England
July 15, 2012

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