Television programming in Third World countries: An exploratory study and assessment of "media imperialism" claims and assumptions in Bangladesh, Sri Lanka and Thailand.
Item
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Title
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Television programming in Third World countries: An exploratory study and assessment of "media imperialism" claims and assumptions in Bangladesh, Sri Lanka and Thailand.
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Identifier
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AAI9108096
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identifier
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9108096
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Creator
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Elahi, K. Mushtaq.
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Contributor
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Adviser: Charles Winick
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Date
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1990
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Language
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English
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Publisher
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City University of New York.
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Subject
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Mass Communications
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Abstract
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The central purpose of the study was to assess the validity of the "media imperialism" theory in the Third World. Three countries were investigated: Bangladesh, Sri Lanka and Thailand.;"Media imperialism" theory was operationalized along three dimensions: American television program flow, transfer of values and practices of television, and the influence of foreign programs on indigenous art and culture.;Six research propositions were examined under the dimension of American television program flow. On the first issue: American programs accounting for a larger share of total broadcasting time in Bangladesh, Sri Lanka and Thailand and on a second issue: more economically disadvantaged nations allocate a greater proportion of their airtime to American programs, the empirical evidence did not support either proposition. Demographic variables, such as literacy rates, urbanization, as well as access to radio, television and newspapers, do not account for consumption of American programs in these countries. This study provides strong evidence that imported programs are entertainment-oriented and are targeted to urban, more affluent audiences.;The second dimension of "media imperialism" theory was operationalized in terms of technological values and practices associated with television broadcasting. This study indicated that government ownership of television systems, homogenization of programs, government censorship, and lack of competition among stations prevent substantiation of this dimension.;The third dimension of "media imperialism" theory was operationalized in terms of how imported programs influence the local culture. Lacking availability of necessary data or an audience survey, the study relied on qualitative analysis. The author argued that imported programs have minimal impact on local culture because: (1) only a small segment of the audience is exposed to American television programs; (2) imported programs are usually in English, presenting a barrier for the majority of the local audience; and (3) the religious beliefs and social customs of these countries hinder acceptance of the cultural norms presented in imported programs.;Thus, based on three case studies, this author finds very little support for the "media imperialism" theory, but stresses that the theory needs to be reexamined in terms of its assumptions, content and the process.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
