Flew, Terry
Chapter 2
Flew, Terry, (2007) "Chapter 2" from Flew, Terry, Understanding global
Media pp.30-65, Basingstoke:
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Theories of Global Media L , - - - r
Introduction
\Ve have identified in Chapter 1 a set of criteria through which developments
in global media can be critically evaluated. These focused upon six issues of:
the relationship of media to political, economic, coercive and cultural power;
the nature and operation of media markets; developments in media organizations
and public policy; the complex relationship between media and culture;
the implications of new media technologies; and the spatial dimensions of
global media. In Chapter 2, there will be an analysis of where different theories
of the global media sit in terms of these criteria. The first part of the
chapter will focus upon two influential academic paradigms for understanding
global media: critical political economy and cultural studies. In considering
the strengths and weaknesses of these approaches to developing an
understanding of contenlporary global media, there will also be consideration
of some emergent perspectives that shed new light on issues raised from within
these paradigms. The four alternative approaches which we will give consideration
to are: institutionalism; cultural policy studies; cultural and economic
geography; and globalization theories. All of these present questions about
whether developments in global media need to be understood, not as an extension
of well-established tendencies and hence understandable within existing
paradigms of thought, but rather as qualitatively new phenomena which
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