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The Internet And A Global Media Market

1775 words - 7 pages

To what extent has the internet created a global media market? Use relevant examples to illustrate your points.

Media business has gone global under the capital globalization. Most of large media institutions in different countries have moved their steps into the global media market. The emergence of internet accelerates the creation of a global media market. In this essay, the expansion of the internet use in contemporary society and the digitalization of traditional mass media will be briefly introduced in the first and second sections. The third section will examine how the internet helps to produce and access media information globally. Next, the advantage of the internet will be discussed to compare with traditional media. The internet has reconstructed people’s ways of life. Meanwhile, it has changed the regulation of the governments’ control in today’s network society, which contributes to create a global arena of communication. The final section will discuss some problems of the internet as a global media platform.

In Marshall McLuhan’s book Understanding Media (1964), he raised a prophetic theory of the ‘global village’. He contended that ‘electric circuitry has overthrown the regime of time and space and pours upon us instantly and continuously the concerns of all other men’ (McLuhan and Fiore, 1967, cited in Tomlinson, 1999, p153). It accurately describes today’s network society, since people can across the temporal and spatial boundaries in the internet to access information and communicate with others. Nowadays, the use of the internet is dramatically expanded. More and more people in the world have gotten used of operating their personal computers instead of television and radio. In America, the average number of hours of TV watching declined 20 percent by people under 18 between 1985 and 2000 (The Economist, 2001, p60, cited in Castells, 2001, p191). The internet has created a global media market for both media institutions and media audiences.

The internet gathers multi-media technology in a single platform. The digitalization of newspaper is an inevitable trend. Most of the world’s mainstream newspapers have built their on-line websites. More and more people get used of reading newspaper on-line. Many books, especially academic textbooks and scholarly journals are published in the internet, which benefits to scholars and students to do research.. Meanwhile, people can watch television, films and listen to radio in their computers. The internet can digitize a various forms of information like text, sound, images, etc. It combines different modes of media together and provides them in a much wider space (1990, cited in Slevin, 2000, p62-63). Borgman (2003, p.ix) claims that the information in the internet is ‘malleable, mutable and mobile.’ He contends that the networks provides ‘unprecedented access to information resources and to human expertise.’ (Borgman, 2003, p2)

The access of media information becomes global...

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