Media imperialism is a theory stating that smaller countries are losing their identity due to the force-feedingof media from larger nations. It can be equated to small community shops closing down due to large superstores moving in, taking over and having a monopoly. As the larger media corporations begin to take over, smaller media companies are either being forced out or swallowed up. The media coverage of the larger nations has been criticized as having blanket coverage of the world's events. The media content may be affected by the ability to control the content and amount of media coverage on a particular issue. Many think that media imperialism has led to biased information and inaccuracy within news stories. Ads by Google Best Media Courses... TV Journalist, TV Production, RJ. Call 098712-96662 for admit today. masscomedia.com Mass Communication Course 1-year diploma after 10+2/ Gradu CRAFT film school-Delhi.Apply Now www.log2craft.org Media imperialism is not just seen internationally. When large amounts of media output are produced by just a few, or even one company, then this too is media imperialism. Countries such as Canada and Italy are often accused of media imperialism. A large amount of the media output in these two countries is controlled by just one company. The problem with just one company or owner controlling the media is that media output can be biased. The owner can decide on what information is shown, as well as what to censor. This can sometimes come down to an influence from the country's government. Media imperialism has often been linked with a lack of freedom of information. A large number of 24-hour news channels have been found to be acting without regard to journalistic integrity. Some countries' governments will even be dictated to by large manufacturing companies. This is because a great amount of the country's wealth is brought in from these manufacturing companies. If there is any bad press about these companies, the company will simply move somewhere else. Another large reason for the existence of media imperialism is due to advertising. Advertisers use media companies to promote their goods but will also lay down stipulations on the content of the media produced. The Canadian Broadcasting Company channel makes at least 25% of its income from advertising. The content of the broadcasting is down to its profits. Many programs shown in Canada are seen to not reflect the Canadian identity. In Britain, the British Broadcasting Corporation (BBC) operates its own form of media imperialism. The BBC has an annual television license that needs to be bought before you can own a television, regardless of whether you watch the BBC or not. It is similar to going shopping and one shop saying you cannot go shopping unless you pay us a certain amount of money, even if you do not shop with us. The BBC's television license fee has caused much controversy over the years. If you do not pay the license, you can be fined up to 5,000 GB pounds (GBP). That is around 10,000 US dollars (USD). There are a number of channels available to watch on British television but only the BBC has the right to charge for theirs. It is not strictly thought of as media imperialism, as the content of the BBC is mainly British, even though it may not represent the multiculturalism present in Britain. .In his discourse on "Cultural imperialism as 'media imperialism,'" Tomlinson stresses that the media are merely one fabric--though an essential one--in the vast patchwork of cultural domination. According to Tomlinson, both Marxist and "pluralist" (non-Marxist) scholars tend to oversimplify the phenomena of media imperialism. He claims that the former, in their desire to adhere to rigorous theories, invariably equate media with culture. To Marxists, Tomlinson writes, a deluge of exported Donald Duck cartoons or reruns of "Dallas" is tantamount to a willful and comprehensive manipulation of "dependent" or subaltern cultures. In contrast, he criticizes the pluralist scholars for erring to the other extreme--that is, they are too vague. He asserts that the pluralists, in an effort to steer clear of any preconceived or holistic notion of imperialism, have been too careful to avoid associating media exports with any overall trend or theory of domination. In fact, Tomlinson writes, the truth about media imperialism lies somewhere in between the two schools of thought. He claims Marxists go too far in assuming that culture and media are interchangeable. He cites the research of Conrad Lodziak, who maintains that, while many people do watch a lot of television, that is not all that they do. In other words, the media comprise only part of one's culture. On the other hand, Tomlinson points out, to separate media imperialism from overall cultural imperialism is unrealistic We live in a new world order: One where history according to Fukuyama, has supposedly come to an end with one dominant political, economic and cultural power superimposing itself on the rest of the world¶s political, economic and cultural entities, both large and small. But the new world order, arriving soon after the fall of the Soviet Union in the late 1980s and making itself visible during the Gulf War, is really an extension of the old and familiar world disorder: one of social and economic parities, of wide gulfs and yawning divides, of colonialism and neo-colonialism and of cultural imperialism and its complicated but ever-present derivatives and manifestations. Three distinguishable foundations support the new world order today, which is unmistakably and unequivocally led by the United States and all that it represents. These foundations are globalization (through the triumph of capitalism and the free market system); the information revolution (satellite TV, the Internet, the mobile phone) and last but not least media imperialism. This trio of a single global economic system, an information outpour, and media monopoly is the driving force behind the new world order. Ironically, absent from all this are democratic values, human rights, rationalization of consumption, respect and care for the environment and equality among nations. It is a world order that was defied in Seattle some years ago and in Genoa more recently; criticized by thinkers and intellectuals, students and labor unions, but equally defended by governments and leaders as a good thing. So which is it? Globalization as a world phenomenon began to gain credence as early as the 1960s. The great communicator Marshall McLuhan was among the first to popularize the term and point to its effect when he wrote in 1967 that "Time has ceased. Space has vanished. We now live in a global village«..a simultaneous happening." He talked about the arrival of a global culture; the homogenization of culture, of language, values and knowledge. Critics from all over the world began to attack the concept referring to terms such as 'cultural imperialism', 'media imperialism', 'electronic colonialism' 'ideological imperialism' and 'economic imperialism'. The crux of all this is cultural imperialism in its widest definition; from economic and political principles to values and language, to the kind of food we eat, the clothes we wear, the books we read, the TV shows we watch. In the 1970s the debate over cultural and media imperialism was so hot that it was the driving force behind the movement for a New World Information and Communication Order involving the UN and its various organizations. It tackled the great imbalance in the flow of information between the nations of the world. This was a pre-CNN. But while the liberation of local audiences from the yoke of centralized information. regional disputes (Palestine. This humungous assault on indigenous cultures is penetrating the very fabric of our social and economic existence. 'Cultural genocide' Who is to compete with a multi-billion dollar media set-up such as this? The medium. freedom of expression and objectivity? It also requires a lot of money. nuclear proliferation and the arms race (the disputed missile defense initiative). MTV and internet world. With an audience of hundreds of millions. a sign of a new world where governments no longer have the undivided attention of their citizens. The current US administration. Oliver Boyd-Barret defined media imperialism as "the process whereby the ownership. State-run media are yet to recover from the condition of paralysis that has left them with a dwindling audience. Satellite dishes are now a familiar part of our urban landscape. defies world will in areas of the environment (the Kyoto deal on global warming). but what is knowledge without economic self-determination? Globalization does not mean the instant promotion of democracy and human rights. famine and regional wars. distribution. conforming to the new realities and priding ourselves in embracing the new value system that is being dumped on us. removal of trade barriers. their message is the one that is being heard. Iraq). the loudest voice. cable and satellite TV. be they economic. think of how powerful CNN has . Globalization also means economic domination. As in the 1970s. as McLuhan had said. the triumph of a universal culture and set of values over defenseless cultures. radio and internet media properties in the world under one roof. without proportionate reciprocation of influence by the country so affected. Proponents of globalization speak of social and economic equality. others like the Arabs." Other definitions followed. today the rich and mighty have the final word. social. welcome globalization with open arms. It is not clear that globalization will bring prosperity to all. Change is not all bad. and the problem of the digital divide which the information revolution is creating. How can they compete when competition requires transparency. and what it entails to all societies rich and poor. Just look at the Time-Warner/AOL merger which brought together some of the most powerful and hottest print. or the content of the media in any country singly or together subject to substantial external pressures from the media interests of other country or countries. Today the debate oscillates between the issues of cultural imperialism. jobs for the poor and an end to plagues in the form of AIDS. it has moved beyond media imperialism and more into the realm of the great divides that separate the rich from the poor. seen and received. We are passive participants in the great debate that is taking place today. In the age of media imperialism the notion of the sovereign state is quickly disappearing. It is evident today that globalization does not lead to altruism when it comes to serving the political interests of the leading power or powers in the global era. digital or otherwise. dilution of unique differences that distinguish each and every nation. but the initiative to address the imbalance in the flow of information had never really taken off. but it is definitely changing our lives at an ever-increasing rate. One prominent British scholar J. traditions. machine is a good thing in itself. it does not necessarily mean an end to information monopoly. The information revolution has empowered the common man. the champion of globalization and its promised fruits. structure. Powerful conglomerates now control the most influential media empires--and empires they have become. And while the debate continues until today. languages and value systems. Some societies are putting up a fight. or disinformation. But that is not the case so far. But where does media imperialism falls? It is only natural that the economic superpower of the world is also the cultural and media superpower of our times. film. Even when they try to compete they soon discover their limits. has become the message. censorship. our language rendered useless and archaic. lingo. violence and wars take place. If CNN did not report it. and if they survive then they will have to conform to the dictates of global media ethics and traditions. For the majority. So what do we do? . It certainly does not preclude the powerful entertainment industry from Hollywood blockbuster movies to the MTV music culture." The driving force behind the propagation of cultural imperialism is the media. Globalization comes as one package. It also brings foreign customs. misleading headlines. We have become instant witnesses to events taking place around the world. mobile phones in the hands of teens. wrongful attribution and of course yellow journalism which is after all a Western invention. opinions as fact. The South is where famine. In addition we are always the source of bad news. and that of other recipients. At the top of the media pyramid sits television. We have seen American fast food chains pop up in our cities. without doubt the most powerful medium of mass domination ever invented. It has been called 'the instrument of cultural genocide. our traditions and customs are being chased away. Who knows what¶s good and what is bad in all this. satellite dishes becoming permanent fixtures of our cityscape. among them: repetition of lies. or are they part of the political game of influence and global domination? Pakistani media analyst GP SM Hali lists a number of 'techniques' used by conglomerate media to control their audience. fashion. biased photographs. The information revolution has introduced new things. The myth of the global citizen is just that: a myth. The end of localization is also manifested in our media. half truths. Sooner or later locally owned media will become easy prey for the large conglomerates. How can local media compete against them? And then whose interests do media conglomerates serve? Are they really impartial. We think we are becoming global citizens but we are not. Almost 80 percent of the world news flow originates from the major news agencies of the rich North. no thanks to the repetitive waves of cultural globalization. This immediacy as seen in the brutal competition among satellite stations to deliver breaking news color our perception. The reality is that we our identity is being diluted.' But how do media dominate? There is evidently a great imbalance in the flow of information between North and South. Who is to say what the real story is in the Chechen or Afghanistan or Algeria for that matter? CNN¶s role in the Iraq War will require volumes of research and study. civil wars. Was CNN impartial in its coverage? Or did it play a major role in demonizing the Iraqis and justifying the American-led attack against it? We are living the age of the conglomerates with their rich coffers and unlimited resources. CNN Arabia may soon make an appearance just as it did in Turkey. In the past decade we have seen a rapid parting from local and distinctive cultures. the world is seen through the eyes of CNN. of how the world looks like and what the issues are. our economic realities are changing too and so are our values and goals in life. free access to information. We still have unique problems to grapple with and they are not going away any sooner. you take it all or reject it all. And media imperialism is not all about delivering news. movie theaters parading Hollywood blockbuster movies«. But in the absence of local alternatives media imperialism is the only reality. our culture is under siege. then it didn¶t happen. appreciation for democratic values and pressured governments to become more transparent. One UNESCO report puts the ratio of information flow from North to South at 5 to 1. We have become passive and avid consumers of information manufactured and packaged in the West. food and others right into our living rooms.But this is only one side to globalization.become today. In addition to the transfiguration of our social structure. It is the vehicle which delivers new thoughts and ideas. Japan and elsewhere and the medium will become the message. Media imperialism is central to cultural imperialism. rarely there are good news coming from our neck of the wood. Again to quote Marshall McLuhan who put it so aptly: "Societies are shaped more by the nature of the medium by which men communicate than by the content of the communication. and Egypt argued that the large media companies should have limited access to developing countries. Critics such as Anthony Giddens highlight the place of regional producers of media (such as Brazil in Latin America). Indonesia. Integrity can be lost among media giants. when their peers are busy chasing up the American dream. even in the West. being in the eye of the storm ourselves. countries such as India. We may begin to appreciate the reasons why we still see young men blowing themselves up to serve their cause. critics have responded that in most developing countries the most popular television and radio programs are commonly locally produced. One World". This combined with the control and flow of . As young westernized people we may find it difficult to come up with a straight answer. 2nd ed. we may begin to understand the reasons behind the rise of fundamentalist and so-called reactionary movements in our region and elsewhere. For the time being we have to move from being mere passive recipients of the message to participants in its shaping Media imperialism is a theory based upon an over-concentration of mass media from larger nations as a significant variable in negatively affecting smaller nations. as multinational media conglomerates grow larger and more powerful many believe that it will become increasingly difficult for small. In areas such as audience studies. in which the national identity of smaller nations is lessened or lost due to media homogeneity inherent in mass media from the larger countries. making many nations subsidiary to the media products of some of the most powerful countries or companies. with affluent neighborhoods on one side and slum areas on the other. "Many Voices. Significant writers and thinkers in this area include Ben Bagdikian. it has been shown that global programs like Dallas do not have a global audience who understand the program the same way (Tamar Liebes and Elihu Katz. not village. Can we accept the slow and imminent demise of our indigenous cultures as a sad fact of life? Some nations seem to resist this.[1] [edit] History and background The Media Imperialism debate started in the early 1970s when developing countries began to criticise the control developed countries held over the media. But if every action summons a reaction. However. Later during the 1980s and 1990s. Noam Chomsky. other critics such as James Curran suggest that State government subsidies have ensured strong local production. United Kingdom. Supported by the McBride report.Maybe we are living in a global city. Cultural domination has become a reality and media imperialism has been instrumental in promoting it. Edward S. 2004). The United States' corporate media coverage of events has been seen to limit the freedom of the press. A new type of imperialism will thus occur. Herman. and Singapore leaving UNESCO. This argument was one of the reasons for the United States. if every thesis generates an anti-thesis leading eventually to some sort of synthesis. Polity Press. local media outlets to survive. The site for this conflict was UNESCO where the New World Information and Communication Order (NWICO) movement developed. Armand Mattelart and Robert McChesney. The Export of Meaning: Cross-Cultural Readings of 'Dallas'. and produce specialized regional programming for many nations. however. Nations such as Italy and Canada are often accused of possessing an Imperial media structure.information reduces the fairness and accuracy of news stories. Media Imperialism is not always an international occurrence. When a single company or corporation controls all the media in a country. . Many modern tabloid. based on the fact that much of their media is controlled by one corporation or owner. American news networks like CNN also often have large international staffs. A media source which ignores and/or censors important issues and events severely damages freedom of information. this too is a form of Media Imperialism. twenty-four hour news channels and other mainstream media sources have increasingly been criticized for not conforming to general standards of journalistic integrity. the invention of print made it easier to manipulate public opinion. In fact the thought control capacity of the powers that be has gone much beyond the Orwellian fancies and fantasies and we have been so conditioned by it that we take it for granted and believe in his slogan ³ignorance is strength´. Media Imperialism can be discussed in four postulates:-3 y y y y Imbalances in North/South dialogue Influence of intelligence agencies Emergence of Conglomerates & Media Monopolies Propaganda and media warfare Information plays a paramount role in international relations. and the film and the radio carried the process further. However. about the same time as Pakistan got its independence.2 His prophecy couldn¶t be more correct for television is here to stay and cannot be shut off but like other means of communication it has alternate uses i. bring down a president or a king. goes on to predict that totalitarian regimes would rely on a ubiquitous ³Oblong Metal Plaque Like a Dulled Mirror´ to keep the citizens of Oceania brainwashed and obedient: ³the instrument called television could be dimmed. That classic novel with miraculous prescience depicted with a fair amount of accuracy.1 The tentacles of this brain washing machine of mass media of the developed countries are used to manipulate the developing world. Thus whoever controls it has a very powerful instrument in his hand for he can channelize the very thoughts of people. It can also be used positively. by directing the attention of millions on the same event and in the same manner.´ Media imperialism is at the moment of primary importance to all the states of the developing world.e. both as a means of communication between people and as an instrument of understanding and knowledge between nations. this flow of information is characterized by the following basic imbalances:y Quantitative Imbalance:.In his book Media The Second God.This imbalance is created by the disparity between the volume of news and information emanating from the developed world and intended for . It is one of the most effective means of communication since it has access to nearly every home and reaches even the remotest corners. the events that were to unfold in the present era. It is imperative that its various aspects are studied in detail. George Orwell wrote his famous book Nineteen Eighty-Four. Orwell. a television advertising specialist. elevate the lowly and humiliate the proud. Some fifty years ago. ³Godlike. To borrow again from µNineteen Eighty-Four¶. states. the media can change the course of a war. Tony Schwartz. but there was no way of shutting it off completely´. in the North/South dialogue. y Inequality in Information Resources:. despite the fact that the latter comprise almost three quarters of mankind. According to an UNESCO report.5 President Julius Nyrere of Tanzania once sarcastically remarked that the inhabitants of the developing countries should be allowed to vote in the US Presidential elections because of the bombardment of information regarding US Presidential candidates to developing countries through US controlled media.the developing countries.75 0. This results in a veritable de facto monopoly on the part of the developed countries. 1977 reveals that publicity by this international magazine has been actually lopsided in favour of western countries in terms of sociological.80 5.12 0. TABLE PERSONALITIES FROM VARIOUS COUNTRIES APPEARING ON TIME COVER COUNTRY United States Great Britain Soviet Union France Germany China Japan India Saudi Arabia Turkey Pakistan 52 34 2 5 4 2 12 85 82 NO OF PERSONS 2. There is inequality in distribution of the frequency spectrum.06 . statistics from Who¶s on Time a book based on the study of Time¶s covers from March. In respect to television. not only do 45% of the developing countries have no television of their own while they have to watch a large number of programmes produced in the developed countries.50 2.80 3.75 2. the ratio of information flow from north to south is 5:1 making us passive recipients. 1923 to January. and the volume of the flow in the opposite direction.The five major transitional agencies monopolize between them the major share of material and human potential while almost a third of the developing countries do not yet possess a single national agency. The given table4 indicates personalities from various countries of the world. which appeared on the cover of Time for the aforementioned period.60 1.15 0.00 0.294 193 PERCENTAGE 68. Almost 80 percent of the world newsflow originates from the major news agencies of the developed countries while they devote only 20 to 30 percent of news coverage to the developing countries.40 1. To illustrate this. economical and political issues as well as personalities. The former control nearly 90% of the source of spectrum. The Survival of the Colonial Era:. when a new information order was presented stressing a change to correct the north/south imbalances.5 has a say in Reuters and BBC.The news coverage of major mass media is designed to meet the national needs of the countries of their origin. .6 Influence of Intelligence Realizing the importance of the influence of media.Current events in the developing countries are reported to the world via the transitional media who filter. Some prominent agencies are:y y y y y K G B Controlled the Soviet agencies of TASS and pravda while Russian agencies continue to control TASS. whose needs in matters of information are different from their own. opposing social evolution and transmitting to the developing countries messages which are harmful to their cultures. street demonstrations. Britain and Japan walked out from the summit. The imbalances have reached such a state that in a recent summit of UNESCO. They even ignore the important minorities and foreign communities living in their national territory. After the Iraqi invasion of Kuwait.7 Their resulting influence can be well gauged. M I .y y y y y There is de facto Hegemony and a Will to Dominate:. R A W plays an important part in the entire ZEE network MOSSAD totally exploited the Robert Maxwell chains. Social and Cultural Spheres:. Lack of Information on Developing Countries:. Saudi Arabia and Pakistan. Heading this list was Iran. Thus they not only stopped the order from being ratified. CIA prepared a list of countries in the region where possible reaction to the US arms build up in the Gulf could emanate. They disregard the impact of their news beyond their own frontiers. contrary to their values. and providing an equal voice and share in the global village. An example can be quoted from our own experience. economic and cultural colonialism in which world events are covered only in so far as it suits the interests of certain societies. They have not renewed to-date their membership of UNESCO either. USA.Other forms of hegemony include monopoly on advertising. concerns and aspirations of the developing countries. C I A has a major role in CNN while US Government finances AP. Messages Ill-suited to the Areas in which they are Disseminated:. cut and distort their reports and impose their own way. and detrimental to their development aims and efforts. They felt their monopolies threatened. who are relegated to the status of mere consumers of information sold as a commodity like any other. At times they present these communities in the most unfavourable light. the criteria governing selection are consciously or unconsciously based on the political and economic interests of the transitional system and of the countries in which the system is established. putsches and calamities even going to the extent of holding them to ridicule. strikes.Such hegemony and domination are evident in the marked indifference of the media in the west to the problems.The present-day information system enshrines a form of political. Alienating Influence in the Economic. most of the important news agencies are either financed or backed by intelligence agencies or government sources the world over. stressing crises. Flashes of Patriot missiles streaking through the dark sky annihilating each and every incoming Scud missile were frequent presentations of CNN. Army Colonel Harry G. homes and mosques.000 Iraqi civilians died during the Air War and an additional 70. When a television reporter while watching the take off of US fighters noticed an aircraft that appeared to be experiencing mechanical trouble. could not afford dish antennas in bulk so a more cogent and macabre plan was conceived. were propagated. Equipment for receiving and relaying CNN was dumped in Pakistan at throwaway prices and CNN was beamed in every house possessing a TV set. The mighty military industrial complex of the west earned boosted sales to the Middle East and managed to off-load its obsolete hardware on a gullible market scared out of its wits and groping for survival. His republican guards were built in hype. Saddam the monster emerged with his tales of atrocities. his satellite link was shut down by electronic counter measures.500 to 3. Peter Arnnett of CNN was stationed at Baghdad. His famous Al-Rashid Hotel first hand accounts of US Navy Tomahawk missile strikes on Baghdad are imprinted on everyone¶s mind. retired U. This was dual purpose. JR. Once actual operations commenced. To achieve credibility. denounced Arnett for ³Treason´ for ³Giving Aid and Comfort to the Enemy´. Summers.000 Iraqis died in 1991 alone because of deterioration in health and sanitation . Norman Schwarzkopk of ³Aiding and Abetting an Enemy´.S. clean bloodless war and clinically administered surgical operations of laser-guided bombs dropped down the airshafts of designated military targets while mercifully sparing nearby schools. the US Government succeeded in controlling almost totally what the public would be permitted to know about the conduct of military operations. On February 20. Peter Arnett of CNN¶s reports from Baghdad gave the Iraqi regime a powerful instrument of propaganda. Although dish antennas are banned in the Kingdom of Saudi Arabia. yet tacit approval of the monarchy was obtained and the skyline of Saudi urban landscape changed nearly overnight. reports of an inevitable.It was decided that the best way to counter such an eventuality would be through massive doses of CNN. On the other hand. For the first time the US Government demonstrated the means to black out the battlefield any time it chose.11 Green Peace has estimated that 2. allied bombardment of bomb shelters causing the horrible deaths of hundreds of civilians and destruction of ³Milk Powder Factories´.8 The role of media during the operation Desert Storm will not be elaborated here as it is already well-known but suffice it to say that even the American public was duped as for the first time in American history. STN. then known as PTN was launched. Pakistan not being an opulent society. 1991 in a testimony before the Senate Committee on governmental affairs.9 Emergence of Conglomerates & Media Monopolies It was months after the war that the truth of the allies¶ failure to destroy the total Iraqi war machine emerged along with the confirmation of numerous casualties inflicted by misdirected US fire. For months Iraqi warmight was blown out of proportion. even in the presence of hundreds of representatives of the world press.10 White House accused Arnett of µSpeaking for the Iraqi Government¶ and Gen. Some of the famous media moguls are CNN/TIME WARNER BROS. Thus the media men in Pakistan should realize their responsibilities and try to discharge their duties to the satisfaction of the people and not to wangle the hypocritical favours of the rulers to secure lucrative advantages for themselves´. They aim to turn the third world countries into dumping grounds for those products that are banned or restricted in the West. In Pakistan too. Millia and Turkiya. Most of them are the worst breed of parasites. Their slogan about freedom is only a camouflage to squeeze personal benefits out of the state officials who spare no effort either to out-clever the journalists. Experts have testified before Congress in 1992 that the much-vaunted Patriot Missile may have destroyed only one of the 90 Iraqi Scud missiles fired at Saudi Arabia and Israel. every major newspaper has its own channel. Common examples are pesticides.500 tons of munitions dropped on Kuwait and Iraq. Mr A R Khalid.conditions caused by the War. Rupert Murdoch of Australia. Grahams. ³The fact is the Pakistani journalists are anything but human. . almost the entire press is owned by only four groups. Similarly in France. Professor. to strip it to the last drop and even to bargain national interests for the sake of personal aggrandizement. Twentieth Century Fox which also owns Sony. Instead of helping the nation they seem hell-bent to suck its blood. The conglomerates in turn are serving the interest of corporates through their effective hold over the media.13 Emergence of Conglomerates & Media Monopolies Capitalist societies are ruled by economic and commercial interests. in his book ³Communication Today´ 15 writes. but also actually increased the amount of ground damage as they crashed on Israeli streets.14 In Turkey. Westing House which also owns NBC. Publishing houses of Jang. There is also substantial evidence that the Patriots not only failed to destroy a significant number of attacking Scuds. Hurriaye. an estimated 70 percent missed their targets ± by anywhere from a few feet to five miles. University of Punjab. cigarettes and injurious pharmaceutical products. These groups are now so strong that they have adopted the role of µking makers¶ in the country. Kerry Packer of Channel 9 who owns 109 magazines. which have a wideranging influence in the society and matters of national interest. liberalization of government policies towards freedom of expression in the corporate sector has made certain newspaper groups very strong. Department of Journalism. who is whizword in US media. of Newsweek.12 Now we know that fewer than 10 percent of the bombs used by allied forces in the Gulf war were smart weapons and that of the 88. To name a few. In such societies the power of media is used to influence and even distort the psyche of the people to make them consumption oriented. Nawa-e-Waqt and Dawn are no longer dependent on government advertisements and can survive the wrath of any regime. This state of affairs persists particularly in the developed nations including USA where 80% of the media is controlled by 13 conglomerates with massive media empires. faked pictures and interviews and encompasses all of the above.µRepeat a lie so often that it appears to be the truth¶ is an age old dictum and an effective tactic e.to gain circulation. Yellow Journalism:. the Warsaw pact countries have vast arsenals of armament. Misleading Headlines:.17 Conclusion After the end of the cold war.Presenting best perspective of favourites and worst of undesirables. The primary tool of propaganda is the media. often at the behest of some vested interest and blow it out of proportions in order to create sensation. Media imperialism gained fresh targets. However. µNew York journal¶. The Jews and Hindus are pastmasters at it. Censorship:. Biased Photographs:. Hitler had entrusted an entire ministry to Goebbles to achieve his ends. The Jews were so infuriated at the shattering of the myth that the top 3 correspondents of the daily were sacked and the story was muffled. The story was carried by µLiberas¶ the French daily.In which a journalist may attribute a statement to a veiled or vague authority to gain credence for an incorrect statement. which is an intricate science and a planned exercise to undermine the will of the people. a scientist calculated and mathematically proved that the figure could not exceed 80. Originated from William Randolph Hearst . Jewish propaganda of 5 million Jews being executed in France alone has gained world-wide sympathy for them. the military industrial complex lost its might.By presenting one¶s personal opinion disguised as a fact can easily mislead readers. Half Truths:. Media warfare and propaganda are detailed subjects. The modus operandi of these sensationalists is that they pick any small incident. With the roll back of the armed forces. the focus shifted to consumerism and market economy.The term denotes scare headlines.000. Media Warfare and Propaganda One of the most effective means of warfare is through propaganda.The headline writer can propagandize effectively since many see a headline but seldom read the story. Some of the techniques adopted through media to gain the desired effects are discussed below:y y y y y y y y Repetition:.Quoting out of context or presenting only one aspect of information is a favourite ploy of propagandists. These newspapers and magazines often resort to defamation of prestigious institutions which includes the Pakistan Air Force.1887 µExaminer¶.Selective control of information so as to favour a particular viewpoint or editorial position and deliberate doctoring of information or totally disbarring certain undesirable information are certain forms of censorship to create a desired effect. A couple of years ago.g. he urged in 1900 war with Spain and succeeded in making this uncalled for conflagration with its resultant most unfortunate consequences.16 Opinion as a Fact:.A considerable portion of the Pakistani press is thriving on sensationalism. . superficial writing. Machiavelli and Chanakya devoted volumes to the art of statecraft and deceit through propaganda. Wrongful Attribution or Testimonial Technique:. Here. one news channel tried to defame Governer Tiwari by publishing pictures of body massage done by teen girls as sexually molested. One week ago. There are 10+ news channels across Andhra Pradesh and been acting as affiliations to various political ideologies and parties.Ramnath goenka of Indian Express remained as icon of freedom of speech for his critically acclaimed articles on Indira Gandhi and Amabanis. Altruistically such move to reduce defence budgets would be welcome but unfortunately it is one sided. media emerged as a profitable business. particularly in Andhra Pradesh. TV5 channel broad casted controversial news item on Russian based magazine µThe Exile¶ allegations on Ambani¶s (Mukesh Ambani & Anil Ambani) role in the death of Y. Since the military industrial complex would no longer compete with it so it is attempting to eliminate the markets for such arms. governed by unstable fundamentalists and reeking of corruption. widely used media to popularize Indian nationalism and patriotism to rebel against British imperialism. Such lopsided and discriminatory laws resulted from a successful media campaign launched to present Pakistan as a rogue nuclear power.Compelled by economic constraints.the clones of Goebbels have been using media as a propaganda device for their concentration of political and economic power. This is being achieved by accepting some of the Warsaw pact countries under the control of NATO and secondly by propagating the reduction of defence budgets. to my surprise I learnt .S Rajashekara Reddy in air crash. Now. Pakistan is at the moment in the eye of the storm of this media onslaught. Media has been playing crucial role in Indian society right from colonial to independent era.I immediately googled about µThe Exile¶ magazine. Constitution guarantees freedom of speech to media by granting autonomy and independence in publishing news content. Immediately Sakshi and Tv9 followed Tv5 and broad casted controversial news items on baseless rumours. Media has been misutilising the constitutional right by making no difference between advertisements and editorials by coining a new phrase µadvertorials¶. Indian freedom fighters. includes extremists and moderates. In Andhra Pradesh. Pakistan has had to bear the brunt of such discriminations in the shape of Pressler Amendment. they are in search of markets to dump them and boost their sagging economy. Now. media is trying to surpass and side track Telangana agitation. Two telephone groups representing two different technologies were having an open fight for the future of wireless phone system. The so called magazine has been banned in Russia and updating from American soil with mediocre columnists and journalists by sensationalizing rumors and fantasies disregarding ethics and moralities. Software Engineering. Data released in late December. proved that Indian economy has been growing at .This news must have been pampered by capitalists and politicians to dilute the issue of Telangana slogan and also to drive to presidential rule for their political interests. 16. Excess violence evoked across Andhra Pradesh and people have been vandalizing all the available reliance outlets and cell towers. statistics released proved that Indian public has taken wireless phone to their heart. Is this is the responsibility of MLA¶s and MP¶s to take such idiotic and utter foolish mid night decisions from non reliable news items. Last six months were good for the Indian economy.that it is a B graded magazine which has no credible news network which published YSR death conspiracy in the very September month. 2004 India Shining and the Western Media: Lessons from China Guest Column-by Hari Sud. The only available solution for this kind of crisis is to terminate and ban all the channels which ignored the very foundations. 01. Out of this. Telecom was making big news at that time. literally. food grains etc. making India a huge market for telecom. I was in Delhi in October/November of 2003 and saw signs of progress in industrials. duties and responsibilities of media. telecom. building activities. The government stepped in by re-licensing the new comer and ended the dispute.Will this so called channels are ready to pay the damage done in vandalizing and destroying the reliance properties across Andhra Pradesh? They must pay for their negligence and over anxiety which costs crores of rupees. Later. BPO. The economy had recovered from the scanty rainfall syndrome of the previous year and was showing a robust outlook. Congress leaders across Telangana and Andhra regions called for Bandh in protests of alleged rumours. About 2 million phones are sold every month. feature articles and newspaper columnist wrote upbeat stories on the status of Indian economic. US President Richard Nixon decided to make peace with China in 1973 in order to hasten the end of the Vietnam War. Time. Similar sentiments were being echoed in The Toronto Star and other local newspapers in Canada. But the headline was misleading. An aftermath of this American debacle in Korean wasteland resulted in US taking notice of the existence of China as a force to reckon with. The local media in India went ecstatic with the news. unheard off by the Chinese. In this period confident China had picked up a fight with USSR and America wished to exploit it. By 1979 all modalities of economic assistance to China were complete but US dollars were .. I happened to glance over a copy of a British Newspaper during the flight. The writer was failing to find words to say anything nice about India. In return he promised a bounty. and Economist.000 US servicemen lay dead and another similar number injured. On the web. almost hungry but proud. It took several years to work out the modalities of economic assistance to China. On the other hand China was being praised left and right. Editorials. All these statistics and general feel good atmosphere lead the Finance Minister to make his famous statement ± ³India Shinning´. Why is the positive press a monopoly of China only? As the days passed I decided to research China and its relationship with the West a bit more. I found similar articles in The Washington Post. The Western press did not miss the above news. It started with saying that Indian economy prospering «.. Instead. but right from the first paragraph it had very little Indian in it. it sang praise of the Chinese achievements and compared them to India. I present below some of my findings about China and its relationship with the West in last 50 years in a summary format. Subsequent 20 years were spent in finding fault with everything Chinese and brandishing nuclear weapons at them until America was bogged down in Vietnam. China & the West and Chinese Economic Revival in 20 Years China entered into the Western (more specific US) conscience in 1950-52 when a very backward nation. when I was returning from Bahamas.4% for the last six months and Foreign Exchange reserves had surpassed $100 Billion. beat up the mighty United States of America in Korea. poorly equipped. A Great War mongering General of USA had been humbled and the Korean peninsula divided forever. About 35. It had a feature article on India and Indian economy. The Chinese leaders very quickly agreed. but mostly in a negative sense. In 1975 proud China took up its permanent seat at the UN Security Council. Then I wondered ± What has India got to do to get a bit of a positive press. Almost all news services in the world carried articles about India and the economy. A.an astonishing rate of 8. The New York Times. On December 28th. still not pouring in. China received a total of $12 Billion in Foreign Direct Investment from US. Plea for aid on China scale were ignored under the pretext of . which were poured in by the Americans and duty free imports allowed from China. So much so that economic aid was pitiful as compared to what they were pouring into China. China has become the manufacturing hub of the America and the West and America has poured in $400 Billion into it. Small amount aid was granted to India after too much hassle at the World Bank or IMF etc. Gulf War I & II to name a few). US found an opportunity to fight a Cold War in the wasteland of Asia and inflict a strategic defeat on the Soviets. India sided with USSR during the Cold War. Soon the US dollars floodgate opened into China. B. India and the West ± Lack of Interest There can be no Americans who could ever claim that they are dead or injured by a gun fired by India. the China as a friend became the buzzword. The above investment guaranteed an 8% growth level in China from 1982 to 2002. China¶s economic Miracle is made in USA. * Enmity with the Soviet Union which the West wished to exploit * A permanent seat at the Security Council which benefited US to corner Soviets diplomatically * Free and willing labor to work in the factories owned by US interests * A virtual free trade on goods coming in from China. In 1982. China will still be stuck in the ³The Great Leap Forward´ syndrome of the fifties and sixties. Consequently the withheld aid package to China was Okayed. namely. In last 20 years. Does that mean that Chinese are very smart economic managers? I Say no!!! I give you the following one liner to sum it up all. In return China gave an ironclad guarantee to the West and US that China will never come in the way of US in any international matters (Libya. Hence China prospered because the West and US wished it to prosper and not because Chinese overnight became great businessmen. Without all the dollars. Concurrently to fighting a proxy war in Afghanistan. In addition it had four things going for itself. This amount kept increasing until it was stabilized at about $40 Billion a year in the late nineties. Bosnia. Then out of nowhere Soviets stuck in Afghanistan with intent of conquest. hence America decided to ignore it completely. Dictators were touted as a role model. Two years of negotiations proved fruitful. A bit of opening to India was made in the US mind. In spite these difficulties India managed a 3% growth* from 1982 to 92 and a 5. the British media and all their cousins elsewhere joined their leaders in showering praises on China. World leaders sang praises of stellar performance of Chinese economy. bad management. which China had unwittingly acquired by picking up a fight with the Soviets and a permanent seat at the UN Security Council.5% from 1992 to 2002. I do not believe he knew anything about the subject. C. Only $2 Billion dollars a year of investment came to India as opposed to $40 Billion a year to China. They are still stuck on the glory days of British rule and Raj. A minor adjustment was made in US attitude. which let the US companies undertake offshore software development work in India. To a direct query. India settled for this small bit of a change and decided to exploit this high tech opportunity. Still the big piece of pie of Foreign Direct Investment went to China. . which acts as an expert on India affairs. British reporter in India offering advice on complex matters like domestic Cable and TV operation or Indian Railways or finds the Indian Prime Minister sleeping on the job (Vajpayee is seven years younger than China¶s Deng Ping. His motive was criticism. bad infrastructure etc. The fact of the matter was that India did not have political muscle. Yours truly had a brush in with The Economist Reporter in Delhi a few years back when he wrote a damning report about India¶s Cable TV system.bad bureaucracy. the reporter answered that he is offering advice on how to manage TV and Cable system in India. When A B Vajpayee came to Power in 1998 a serious effort was made to draw US attention towards India. Current year is shaping up into 8% growth. This cue has been the mantra for all the other news services of the world. Imagine a poorly educated hardly out of school. In the mean time US media. It is partly because the British Press. These were all lame excuses. and cannot see anything Indian being good. This latter achievement of 8% growth without much of Foreign Direct Investment is not sitting well with Western Media. Western Media and India There has been a shaky relationship between India and the Western media. who held the power till the last breath and was praiseworthy in British eyes). The headlines still proclaim China¶s achievement as significant and India¶s achievement as shaky. They even ignored the huge Tienanamen Square massacre. but not much. They paid visits to Beijing and praised the dictators ruling there. which he offered a lot of it. Dollars on Chinese scale did not pour into India. * Termed as Hindu rate of growth by mischievous British Press. One mistake India made on the onset was that like China. To gauge the difficulties of putting India's economic reforms on track. D. it did not warn the Western media of dire consequences if they stepped out of line. Lou Dobbs of CNN lead the attack in its 6. charging India stealing American jobs. once the vanguard of modernization Bloomberg Columnists India Can Shine If It Has a Shanghai or Two CNN In the electronic media. Conclusion India as a nation may not have played itself well to the Western Media. India has to work harder to change these attitudes. consider its railways. India missed to build its image. good news reporting has to take precedent over the bad one. And if the reporters do not listen. There are always going to be a bunch of bad news stories in a country of the size India is.00PM report. if they do not serve Chinese interests together with their own master¶s interest. Alas!!! To substantiate my opinion. software firms and drugmakers are booming.5 million American manufacturing jobs in past 20 years. Is the country finally emerging as a global powerhouse to rival China? Or is it destined to stumble and fall? Economist Indian Railways (with a Steam Engine photo which are no longer in use on main and trunk lines) India's call centres. Time Magazine Shaky Footing India's economy and stock market are booming. Chinese are very good in throwing out news reporters. Starting from the fifties. Previously held notions are to be dumped. In return Western Media has to play its role a bit more honestly. Sooner or later the message . He is quite silent when China took away 3. international reporting is key to the country¶s image. Attitudes have to change. We are in the twenty first century now. I will quote a few headlines from the major policy making press in the West after the Indian Finance Minister declared ³India Shining´ in December 2003. It is partly India¶s fault. But like China. India should have followed the same policy. But much of the rest of the country's economy remains mired in bureaucratic and ideological constraints. do as what China does ± eject them from the country. Generally speaking. governments. It essentially means the growing increase in the interconnectedness and interdependences among the worlds regions. considering the setbacks. The advent of newspapers. it is a process. Today. . Some define it as a set of processes changing the nature of human interaction across a wide range of spheres including the economic. political. nearly everyone in a news organization is able to get access to international news. It appealed to another sense. which is massive. News and features that were previously being suppressed became worldwide knowledge. They have the advantage of video and audio facilities so then can effectively advertise on television and radio. and people are becoming more and more aware of what is happening around the city. editing and reportage. sport events. the advertising industry has used television and radio as a medium to very effectively expose global products daily to its audience. For example. Furthermore. IMPACT OF GLOBALIZATION ON MEDIA Different people define globalization differently.will get through. and also the kind of soap operas made there. Earlier to communicate. The press has been stimulating political parties and candidates out of their shells and exposes their programs to public scrutiny. the advantages are many more. it is perceived as the process of integration of the world community into a common system either economic or social. nations. No city had any idea of what was going on in their neighboring city. In China. Television and radio could be used to address illiterate people also. India represents immensely attractive markets to the major corporations that provide television program content and services across borders and regions. and radio and internet haven immensely helped in the spread to information and has also helped bring people from different parts of the world in contact with each other. the problems they are facing. to name a few. and supporting the process. Some others say. showing cable. But on the whole. technological. but today there are over 200 channels screening 200 different things. people use to write letters send them through post or through other mediums. services and capital thereby fostering integration of economies and societies. people. As the costs of worldwide communication had decreased. television has proved to be a very effective form for entertainment. and everything that helps us understand the people in other countries. English is taught through radio and television. More importantly it has aided considerably in news circulation. you can view channels from across the nation which helps you get an idea of the lifestyle and culture of the westernized nations. printing. Therefore watching television and hearing radio is also a learning process for many. The advance in technology has made available computer equipment. television. the cinema they watch. The press became an active participant in the tasks of promoting. A wide coverage of international print media output. projecting. Earlier television started with only a few channels. because it was made available in different languages and the audience need not be literate to be able to read. The advent of radio and television networks emerging in the early 20th century received a number of viewers. Also. but television and radio had audio video effects which was more attractive for the consumers. and environmental. could be read on the domestic grounds. the value for that advertising slot on television or radio is proportional to the number of viewers or listeners it reaches. The press has been playing its traditional role of informing and educating citizens on political parties. The press media was the first breakthrough. and satellite communications. and these facilities have revolutionized news. no one would have known but today the press has helped oppose and expose almost all crimes committed. For example: earlier when a rape had been committed. On news channels one can view the happenings of other countries. came the discovery of the radio and the television. facsimile machines. the climate there. Although they have their own disadvantages. goods. telex systems. for the press we could only read. After the press media. Globalization has assisted in networking among journalists. social. business and institutions. which engenders free flow of ideas. But this also has its own disadvantage. The beginning of the Press media was seen after the information revolution. and international happenings. globalization has made possible adequate and timely processing and dissemination of information. The most visible aspect of globalization is the spread of information and communication technologies. glamorous celebrity gossip. Now we have multiplexes all over. From the kind of movies we use to see and the kind of movies that are now produced are very different. 'Startreck'. It also comes in very handy during traffic jams. that people have started listening to the radio. floods. The cinema industry also shows signs of globalization. shows and series. their dressing was different. be it the rich or the poor. and 'Golden Girls'. with the coming up of many channels. and a villain but their roles were different. with its impact on program contents. Therefore. It is only recently.for advertising. It started of when cameras had come in. or any other important happening. Today every house has a radio. television and radio. 'Dallas'. . Animation has raised the standards of cinema. At first we use to have live dramas being performed by artists. Earlier movies had all the characters. over the years we have also come to see a completely diverse form of cinema. 'Ellen' and 'Married With Children'. In India cinema started at a much later stage. 'X-Files'. the Indian cinema as it is called. with the coming in of technology a whole new set of genre has come. 'Dynasty'. screening 5 to 6 movies at the same time. As the years have passed. for sharing cross cultural values and for educating. Radio is also another helpful form of entertainment. as well as the emergence of a global audience. is a concept with precedence. Even the theaters that screen these movies have changed over a period. Besides the inventions of newspapers. Then ³Bollywood´. an actor. Today having good knowledge is also partly because of the media. when needed to reach the mass audience together. The emergence of the global concepts of movies. At first there were silent movies being made and then with the advent to video they started making longer movies with different genres. actress. was started. we have the radio. 'the Simpsons'. of animated movies. all are examples of universally distributed programs on TV. Media contents present itself today as a global form of entertainment and information providing which in my opinion has been excellent.