MIDLANDS STATE UNIVERSITY FACULTY OF SOCIAL SCIENCES DEPARTMENT OF MEDIA AND SOCIETY STUDIES POST GRADUATE DIPLOMA DMSS 611:GLOBAL MEDIA STRUCTURES MR C.MASUKU 2011 COURSE OUTLINE COURSE DESCRIPTION The course examines the major issues related to the globalisation of media structures and the economic,political and cultural implications of such processes.This module will explore key concepts which among includes globalisation, cultural implications and the political economy impact to the operations of global media and global news agencies. Key terms such as vertical integration,horizontal integration, culture, cultural imperialism, spatialisation, conglomeration, oligopoly and monopoly will be fully explored. Global media organisation, global news agencies and global advertising agencies will be examined. Within the context, students will critically explore the cultural implication of new media trends as well as tendencies towards vertical, horizontal and spatialisation trends in the media sector. LEARNING OUTCOMES
By end of the course students will be expected to:
Demostrate a working understanding of the concept of globalisation in media.
Demostrate wide understanding of how the globalisation of media impact on the production, culture and ownership in host countries.
Understand the nature of horizontal, vertical and spatialisation trends in global media structures.
Critically explore the influence of global media and media structures to developing world.
Outline New global media organisation's, global news agencies and their cultural implication to developing countries.
Assess and evaluate NWICO Debate in relation to current globalisation trends and indicate how the debate is a continuous process.
Global News Agencies in developing countries that resembles the developed world.
Understand concentration and conglomeration trends in the African continent Course expectations and requirements The course will follow a seminar formate, tutorials and discussions. All seminars are cumpulsory and attendance together with participation by students is a must. Students at the end are required to submit two essays and the third one will be a write up of the presentations made during the course of the semester. Students will be expected to meet the deadlines. Work submitted late should not be considered Referencing is strictly as directed by the Department.
PRESENTATION TOPICS SECTION A 1.What is globalisation, global media, global news agencies and conglomeration? What cultural implications do they have to the society?
Outline the new global media organisations and global news agencies. State the influence they have political, economical and cultural to the developing countries.
The political economy of global communications: What are the implications or global ownership and control patterns?
Outline and discuss theories that can be used in the context of globalisation and global media organisation in the meaning making processes.
What is spatialisation, Vertical and horizontal integration? Outline its trends and implications to the global media set up.
Discuss cultural Imperialism thesis: Look at its relevance to Africa and Zimbabwe.
Outline and critically discuss new technological tools and their influences to information society.
Discuss the relationship between media images (ie political and cultural) and media ownership? SECTION B
Critically discuss the anatomy of the big six conglomerates: Time Warner, Walt Disney, Bertelsmann, News Corporation,America On Lime (AOL) and General Electric.
State the historical background and the implication of Global News Agencies and their role in the flow of News ( Reuters, Agencie France Press, France 24 and Cable News network (CNN).
Outline and discuss Global Advertising Agencies and their implication on culture, image making and meaning making process ?
Critical discuss the strength and weaknesses of Global media institutions in Africa ie PANA, SAPA, ZIANA, NAMPA and BOPA. Assess whether conglomeration in developing countries is emerging as a trend?
Outline and critically discuss Global Entertainment and how they shape the culture of people in developing countries? Analyse and critical discuss NWICO Debate and their relevance in global news: What or how is the debate impacting the developing countries in the 21th centuary
Outline and discuss international regulating board and discuss the politics of space allocation. Are developing countries still in control of the elctro magnetic spectrum.
GUIDELINES ON PRESENTATIONS Each presentation is expected to last 20 minutes and all students must demostrate their knowledge of the key theoretical issues raised. Key concepts should be clearly manipulated and explained, credit will be given to competence, coherence and cohesiveness, effectiveness and depth of the content. Theoretical framework should find its way within your presentation and clear, relevant and current examples should be forefronted within your presentation. Absenting oneself from presentation will cost students marks. Panctuality, clear voice projection and application of theoretical and practical examples will earn presenters more credits.
ASSIGNMENTS 1.Why are the big media regarded as new missionaries of the corporate capitalism and consumerism? (Due date 24 Ferbruary 2011) 2.Discuss and explain with clear examples how satellite television and global advertising agencies shapes culture, image and media ownership of the developing countries (Due date 25 March 2011) References
Baran SJ (2006) Introduction to mass communication (Media Literacy and culture) 4th ED America. McGrawHill.
Doyle G (2002) Media ownership. London . Sage Publications
Mosco V (1996) The political economy of communication. London. Sage
Herman ES and Chomsky N (1998) Manufacturing Consent. The Political economy of th media. USA. Pantheon.
Boyd-Barrett and Rantanem T (1998) The Globalisation of News. London Sage.
Tomalison J (1991) Cultural Imperialism. London Continuum.
Jaap Van Ginneken (1998:166)London. Sage
Hamelink , C.J (1998) Cultural Autonomy in Global Communications. London. Center for the study of communication and culture
McBride,S (1980) many Voices One world. New york. Kogan.
Schiller H (1983) Communication Revolution: Who Benefits? In media and development Vol 30 1983.
Mohammad A (1997) International Communication and Globalisation. London. Sage Publication.
Mowlana H (1996) Global Communications in Transition. London, Sage Publications