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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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