In the s, I did see evidence for a real trend toward the active agency of owners, administrators, producers, writers, and so forth. These Brazilian industry professionals were blending US and Brazilian economic models, administrative models, and programming ideas, thereby creating distinctive genres, like the telenovela, from a variety of sources, including US genres like the soap opera. In the s, when I had a chance to do more reception-oriented research, I found a distinct preference for Brazilian programming, which was linked to a notable national impact of television in creating an imagined national community and identity.
A key question, then, is how to resolve these tensions between what political economy tends to perceive accurately and what cultural studies tends to perceive accurately—hopefully seeing more clearly the impacts of both structure and agency in the process.
The over use of the word global often tends to lead people to expect that most of the things we look at, above and below the level of the nation-state itself, are global. While macro political-economic structures and technological infrastructures may have truly global impacts, many other aspects of media industry are more often constrained or structured within domains of language and culture. The capitalist system has been steadily penetrating more and more of the world, slowly pulling even those countries that resisted it most, such as Albania, China, and the USSR, into its orbit.
The new institutions that arose, like TV Globo, were far more adept at creating a national network,  refining genres like telenovelas for commercial production,  selling advertising,  and, in a broad sense, helping to pull the population into a commercial economy and to cast them as consumers. Some of this transformation and adaptation took place earlier at the regional level, where both commercial broadcasting and genre ideas from the United States were already being adapted and transformed in Cuba since the s. The case of telenovelas is a key example, carrying national, regional, and transnational cultural-linguistic, and global resonance, since TV Globo has been one of the few developing-country networks to export globally since the s.
Observing this success, one economist pondered whether, if programming in Brazil still helped to sell soap, it mattered that the programming was Brazilian.
Another wave of studies since the s, heralded most prominently by Sinclair, Jacka, and Cunningham, has attended to the regional level of analysis of media industry. Similarly, others are looking at cultural-linguistic spaces such as the Anglophone, Francophone, or Lusophone, which have built on older empires that reached beyond geographic regions like Latin America. To conclude, let us return to Brazil as an example. Joe Straubhaar is Amon G.
Global and Local Hollywood
Carter Sr. Herbert I. Henry Bernstein Baltimore: Penguin, : Nordenstreng and Varis, Television Traffic. Cees J.
Hamelink London: Langman Group, , 1— Joseph D. Thousand Oaks, CA: Sage, Cicilia M. Michael L. Conniff, and T. Perrone and Christopher Dunn, eds. Media Industries is an open-access, peer-reviewed, online academic journal. As such, we aim to participate in the open exchange of information. Under this license, this work is available for sharing and noncommercial distribution provided the appropriate attribution is given.
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Skip to main content Skip to quick search Skip to global navigation. Quick search:. Editors Submissions Contact. Volume 1 , Issue 3 , He had an edited book with Othon Jambeiro, Politicas de informacao e comunicacao, jornalismo e inclusao digital: O Local e o Global em Austin e Salvador Information and communication policy, journalism and digital inclusion: The local and global in Austin and Salvador ; Federal University of Bahia Press: Journal of Broadcasting and Electronic Media, Vol.
Straubhaar, Joseph D.: World Television: From Global to Local.
Media and cultural studies: Keyworks, Revised Edition. Malden, Mass. Blackwell Publishers, Lawrence Earlbaum Associates, He has published numerous articles and essays on global media, digital inclusion, Brazilian television, Latin American media, comparative analyses of new television technologies, media flow and culture, and other topics appearing in a number of journals, edited books, and elsewhere. Rating details.
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Learn about new offers and get more deals by joining our newsletter. He has done seminars abroad on media research, television programming strategies, and telecommunications privatization. Journal of Broadcasting and Electronic Media, Vol. Media and cultural studies: Keyworks, Revised Edition.
Malden, Mass. Blackwell Publishers, Lawrence Earlbaum Associates, He has published numerous articles and essays on global media, digital inclusion, Brazilian television, Latin American media, comparative analyses of new television technologies, media flow and culture, and other topics appearing in a number of journals, edited books, and elsewhere. World Television : From Global to Local.
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