Cultural power in international TV format markets

Moran, Albert & Keane, Michael A. (2006) Cultural power in international TV format markets. Continuum: Journal of Media and Cultural Studies, 20(1), pp. 71-86.

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A recent volume on international television is instructive in pinpointing the strengths and shortcomings of research on the matter of globalization and media (Elasmar, 2003). Announcing a paradigm shift, the editor sees the collection of essays breaking with an older model of cultural imperialism in favour of a more diverse understanding of the influence and effects of TV programmes imported from elsewhere, most especially the United States (Elasmer, 2003, pp. 1–16). Hence, instead of a totalizing perception of the impact of TV programming, as had been implicitly advanced in a series of studies beginning with the famous UNESCO-sponsored international TV programme traffic study (Nordenstreng & Varis, 1974), the book is concerned to suggest that a more nuanced reading of a global situation is necessary. Audience studies at the level of the nation-state are an important addition in the new paradigm shift (cf. Gage, 1996; Held et al., 1999; Degnbol-Martinussen, 2002). However, this is by no means any kind of dramatic reconfiguration of the field. After all, Tomlinson’s 1991 critique of the cultural imperialism approach had already suggested that that route to the study of international TV was a dead end (Tomlinson, 1998). In any case, even in 1983, Nordenstreng and Varis had advised of the need for important qualifications to the apparent picture of a one-way flow of TV programming (Nordenstreng & Varis, 1983, pp. 115–132). Likewise, in 1996, Sinclair, Jacka and Cunningham had also stressed the need for a more nuanced understanding of the impact of international TV programming exports by scrutinizing the interplay of these with home-grown industries in terms of different regions and territories across the globe (Sinclair et al., 1996). Given these precedents, it is difficult to imagine what the new paradigm is that is being advanced in the volume

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ID Code: 18866
Item Type: Journal Article
Refereed: Yes
Keywords: Globalization, TV markets, Formats, Audio-Visual Media
DOI: 10.1080/10304310500475822
ISSN: 1030-4312
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100)
Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > CULTURAL STUDIES (200200)
Australian and New Zealand Standard Research Classification > STUDIES IN CREATIVE ARTS AND WRITING (190000) > FILM TELEVISION AND DIGITAL MEDIA (190200)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2006 Taylor and Francis
Deposited On: 18 Mar 2009 05:19
Last Modified: 29 Feb 2012 13:26

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