Geografias da Comunicação:espaço de observaçãode mídia e de culturasOrganizaçãoSonia Virgínia Moreira3
Coleção GPs da INTERCOMDireção de Osvando J. de MoraisVol. 1 – Comunicação e Esporte: Reflexões – Anderson Gurgel, Ary Jos...
Geografias da Comunicação:espaço de observaçãode mídia e de culturasOrganizaçãoSonia Virgínia MoreiraSão PauloIntercom2012
Todos os direitos desta edição reservados à:Sociedade Brasileira de Estudos Interdisciplinares da Comunicação – INTERCOMRu...
SumárioPREFÁCIO..............................................................................................................
7PrefácioGeografia e Comunicação são disciplinas dotadas de semelhanças,mas que trilham caminhos distanciados. Por isso me...
9Por que Geografias, no plural, para a Comunicação?1Sonia Virgínia Moreira2Universidade do Estado do Rio de Janeirosoniavm...
GEOGRAFIAS DA COMUNICAÇÃO10Notícia local convertida em registro de abrangência global? Não,apenas mais uma expressão da ec...
11SONIA VIRGÍNIA MOREIRAEntre 1988 e 2001 a Televisa manteve um sistema pioneiro de no-tícias em espanhol via satélite. A ...
GEOGRAFIAS DA COMUNICAÇÃO12(ex-presidente de jornalismo digital da News Corporation), concebi-da para o apresentador ameri...
GEOGRAFIAS DA COMUNICAÇÃO13(...) em 1995, o Departamento de Comércio nos Estados Unidos publicousua primeira pesquisa sobr...
GEOGRAFIAS DA COMUNICAÇÃO14nacional global – que, nas suas interseções, se configuram em sociedades”(2008, p.18) e dão sus...
GEOGRAFIAS DA COMUNICAÇÃO15los diversos de desenvolvimento econômico. As principais característicasdas cidades midiáticas ...
GEOGRAFIAS DA COMUNICAÇÃO16O fato é que os modelos público e privado da indústria de mídiae de telecomunicações têm guiado...
GEOGRAFIAS DA COMUNICAÇÃO17Referências bibliográficasBARBERO, Jesús Martín. Políticas de la comunicación y la cultura: Cla...
Aportes estrangeiros: geografiacultural, econômica e de mídia
21Global, Hybrid or Multiple? Cultural Identitiesin the Age of Satellite TV and the Internet1Joseph D. Straubhaar2Universi...
GEOGRAFIAS DA COMUNICAÇÃO22media have upon culture? In a larger sense, what impacts do today’s globalmedia have on people’...
23JOSEPH D. STRAUBHAARCultural sedimentation: layers and mixtures/hybridsIn my own work, particularly a number of in-depth...
GEOGRAFIAS DA COMUNICAÇÃO24to work with for the ongoing nature of change. Too many systems eitheroverstate change, as in t...
25JOSEPH D. STRAUBHAAR•	 Transnational cultural-linguistic producers, markets and audiences– geographically separated form...
GEOGRAFIAS DA COMUNICAÇÃO26tions to be defined as such (Weber 1976). Now, based on my interviewsin Brazil, even the most g...
27JOSEPH D. STRAUBHAARprecede the European colonization of the late 1400s on. These arebased on older ethnic groups, langu...
GEOGRAFIAS DA COMUNICAÇÃO28national level. They have also grown up with national media, whethercommercial or the kinds of ...
29JOSEPH D. STRAUBHAARThere are also renewed and expanded transnational layers, as notedabove, at both cultural-linguistic...
GEOGRAFIAS DA COMUNICAÇÃO30In some ways people in North America and in Scandinavia live inwhat Mattelart (2002) has descri...
31JOSEPH D. STRAUBHAARHowever, even within nations considered to be part of the globalhigh tech archipelago, people with l...
GEOGRAFIAS DA COMUNICAÇÃO32to reduce prices so that cable in a major Indian city may cost under fivedollars a month. In mo...
33JOSEPH D. STRAUBHAARtionally aspiring middle classes or children, as we shall see below. Manychannels, particularly in m...
GEOGRAFIAS DA COMUNICAÇÃO34and regional channels, based out of the pre-existing local and regional filmindustries. These s...
35JOSEPH D. STRAUBHAARre-transmitters were indeed public works programs in many parts of theworld from the 1980s and 1990s...
GEOGRAFIAS DA COMUNICAÇÃO36Certain other channels with global ambitions have also aimed atliberally educated and wealthier...
37JOSEPH D. STRAUBHAAROne of the more interesting genres to rise out of internationaland global satellite television and c...
GEOGRAFIAS DA COMUNICAÇÃO38would keep their kids entertained and safe off the streets, since in theirneighborhood the stre...
39JOSEPH D. STRAUBHAARMany people worldwide do use global sites in English, such as the NewYork Times, Wikipedia, software...
GEOGRAFIAS DA COMUNICAÇÃO40created by national “brands” of media, often specifically public media,but often, too, private ...
41JOSEPH D. STRAUBHAARthe form of the commercialized music video, or the form of the Westernprofessionalized news story. T...
GEOGRAFIAS DA COMUNICAÇÃO42ditions, American radio and television soaps, Cuban and other early LatinAmerican adaptations o...
43JOSEPH D. STRAUBHAARit was taken to Latin America. He realized that certain things about theAmerican model, particularly...
GEOGRAFIAS DA COMUNICAÇÃO44by both political economy and culture that new networks of feature anddocumentary film, like HB...
45JOSEPH D. STRAUBHAARSo the interaction is indeed complex. Audience identification andmore aggregated senses of cultural ...
GEOGRAFIAS DA COMUNICAÇÃO46To people I have interviewed in Texas and in Brazil, many of these layersof culture that are ma...
47JOSEPH D. STRAUBHAARof media production, flow, identification and, perhaps, eventually, iden-tity. Second, these form in...
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  1. 1. Geografias da Comunicação:espaço de observaçãode mídia e de culturasOrganizaçãoSonia Virgínia Moreira3
  2. 2. Coleção GPs da INTERCOMDireção de Osvando J. de MoraisVol. 1 – Comunicação e Esporte: Reflexões – Anderson Gurgel, Ary José Rocco Jr.,José Carlos Marques e Márcio de Oliveira Guerra, orgs. (2012)Vol. 2 – Políticas de Comunicação e Sociedade –Valério Cruz Brittos e Ruy Sardinha Lopes, orgs. (2012)Vol. 3 – Geografias da comunicação: espaço de observação de mídia e de culturas –Sonia Virgínia Moreira, org. (2012)DIRETORIA GERAL DA INTERCOM 2011 – 2014Presidente - Antonio Carlos HohlfeldtVice-Presidente - Marialva Carlos BarbosaDiretor Editorial - Osvando J. de MoraisDiretor Financeiro - Fernando Ferreira de AlmeidaDiretor Administrativo - José Carlos MarquesDiretora de Relações Internacionais -Sonia Virginia MoreiraDiretora Cultural - Rosa Maria Cardoso Dalla CostaDiretora de Documentação - Nélia Rodrigues Del BiancoDiretor de Projetos - Adolpho Carlos Françoso QueirozDiretora Científica - Raquel Paiva de Araújo SoaresSecretariaMaria do Carmo Silva BarbosaGenio NascimentoMariana BeltraminiJovina FonsecaDireção Editorial: Osvando J. de Morais (UNISO)Presidência: Muniz Sodré ( UFRJ)Conselho Editorial - IntercomAlex Primo (UFRGS)Alexandre Barbalho (UFCE)Ana Sílvia Davi Lopes Médola (UNESP)Christa Berger (UNISINOS)Cicília M. Krohling Peruzzo (UMESP)Erick Felinto (UERJ)Etienne Samain (UNICAMP)Giovandro Ferreira (UFBA)José Manuel Rebelo (ISCTE, Portugal)Jeronimo C. S. Braga (PUC-RS)José Marques de Melo (UMESP)Juremir Machado da Silva (PUCRS)Luciano Arcella (Universidaded’Aquila, Itália)Luiz C. Martino (UnB)Marcio Guerra (UFJF)Margarida M. Krohling Kunsch (USP)Maria Teresa Quiroz (Universidade deLima/Felafacs)Marialva Barbosa (UFF)Mohammed Elhajii (UFRJ)Muniz Sodré (UFRJ)Nélia R. Del Bianco (UnB)Norval Baitelo (PUC-SP)Olgária Chain Féres Matos (UNIFESP)Osvando J. de Morais (UNISO)Paulo B. C. Schettino (UNISO)Pedro Russi Duarte (UnB)Sandra Reimão (USP)Sérgio Augusto Soares Mattos (UFRB)
  3. 3. Geografias da Comunicação:espaço de observaçãode mídia e de culturasOrganizaçãoSonia Virgínia MoreiraSão PauloIntercom2012
  4. 4. Todos os direitos desta edição reservados à:Sociedade Brasileira de Estudos Interdisciplinares da Comunicação – INTERCOMRua Joaquim Antunes, 705 – PinheirosCEP: 05415 - 012 - São Paulo - SP - Brasil - Tel: (11) 2574 - 8477 /3596 - 4747 / 3384 - 0303 / 3596 - 9494http://www.intercom.org.br – E-mail: intercom@usp.brColeção GPs – Grupos de Pesquisa da INTERCOM, vl. 3Geografias da Comunicação: espaço de observação de mídia e de culturasCopyright © 2012 dos autores dos textos, cedidos para esta edição à SociedadeBrasileira de Estudos Interdisciplinares da Comunicação – INTERCOM.Direção EditorialOsvando J. de MoraisEdiçãoSonia Virgínia MoreiraProjeto Gráfico e DiagramaçãoRafael BezerraCapaRodolfo Conceição e Rafael BezerraRevisão GeralSonia Virgínia Moreira e Graça LouzadaFicha CatalográficaG345 Geografias da comunicação : espaço de observação de mídia e deculturas / Organização, Sonia Virgínia Moreira. – São Paulo :INTERCOM, 2012.1 recurso online (242 p.) – (Coleção Grupos de Pesquisa /Sociedade Brasileira de Estudos Interdisciplinares da Comunicação ; v. 3)Reprodução eletrônica.Modo de acesso: http://www.intercom.org.br/e-book/colecao-gps-3.pdfISBN 978-85-8208-006-11. Comunicação – Pesquisa – Livros eletrônicos. 2. Geografiahumana – Livros eletrônicos. I. Moreira, Sonia Virgínia. II. SociedadeBrasileira de Estudos Interdisciplinares da Comunicação. III. Série.CDU 007:911.3(0.034.1)
  5. 5. SumárioPREFÁCIO........................................................................................................................... 7José Marques de MeloAPRESENTAÇÃOPor que Geografias, no plural, para a Comunicação?..............................................................9Sonia Virgínia MoreiraAPORTES ESTRANGEIROS: GEOGRAFIA CULTURAL, ECONÔMICA E DE MÍDIAGlobal, Hybrid or Multiple? Cultural Identities in the Age of Satellite TV and the Internet.......21Joseph D. StraubhaarReconsidering Culture, Counterculture, and Nation through a Tropicália Lens.....................51John R. BaldwinGestão e estratégias no mercado dos media em Portugal....................................................69Paulo FaustinoPERCURSOS BRASILEIROS: TEORIA, TERRITÓRIO, MÍDIA E REGIÃOGeografia das Comunicações: aportes brasileiros ao pensamento crítico.............................87José Marques de MeloAnálise da produção intelectual do Dr. Milton Santos e sua relação com a Comunicação...107Paulo Celso da SilvaEstudo de condições para reconhecimento automático de entidadesgeográficas em textos jornalísticos da língua portuguesa...................................................117Margarethe Born SteinbergerNoticiário internacional: um mapa de contradições e influências ideológicas e econômicas.......129Maria José BaldessarO RJTV e a (re)urbanização do Rio: uma cartografia da violênciano discurso telejornalístico de pacificação.........................................................................143Kleber MendonçaPor um Telejornalismo Georregional...................................................................................159Rodrigo Gabrioti de LIMADa Convivência à Convergência das Mídias: as Representações do Mundo na BBC Brasil.170Jamile DalpiazDiversidade cultural e apropriação de bens simbólicos na fronteira Brasil-Argentina.........187Roberta BrandaliseMapeamento da mídia fronteiriça em Mato Grosso do Sul..................................................203Daniela Cristiane OtaAs agências transnacionais de notícias e os círculos descendentes de informações noterritório brasileiro no período da globalização...................................................................214André PASTICartografia 2.0: Pensando o Mapeamento Participativo na Internet...................................228Paulo Victor Barbosa de Sousa
  6. 6. 7PrefácioGeografia e Comunicação são disciplinas dotadas de semelhanças,mas que trilham caminhos distanciados. Por isso mesmo, estiveram se-paradas durante tanto tempo. O que as aproxima? Fundamentalmenteo olhar cognitivo.Enquanto a Geografia capta sinais produzidos pela natureza (rios,caminhos, relevos), a Comunicação processa símbolos gerados pela socie-dade (vozes, palavras, imagens). Uma parece estática ou cíclica, a outra semostra dinâmica, veloz. Mas são interdependentes. A Geografia precisada Comunicação para se fazer conhecer, difundir, atualizar; a Comuni-cação não pode funcionar sem o suporte da Geografia para distribuirconteúdos, provocar sensações, emocionar, surpreender.Durante muitos anos, os estudos geográficos e as pesquisas comu-nicacionais estiveram de costas, uns para os outros. Mas hoje não podemmais ignorar-se. A Comunicação encurtou o mundo, reduzindo o espaço.A Geografia acelerou o homem, escasseando o tempo. É temerário,senão impossível, uma disciplina trabalhar sem mútua colaboração coma parceira. Sem diálogo, metálica, arrogante.Esta é a importante lição que nos transmite Sonia Virgínia Moreiraao organizar e publicar esta coletânea. Evidencia notável maturidadeacadêmica. Ela reuniu um conjunto heterogêneo, mas rico e instigante,de ensaios escritos por pensadores da Comunicação. Mesclou nativos eforâneos. E ousou demonstrar que seus colegas e discípulos procuramdiscernir na Geografia elementos confiáveis para ampliar horizontes in-terpretativos. Metaforicamente, significa prato cheio. Fumegante, colori-do, apetitoso. Suscita a gulodice dos comensais, pois fazia falta ao nossobanquete bibliográfico.Deixa o gosto de quero mais...São Paulo, 1º de agosto de 2012.José Marques de MeloProfessor Emérito da Universidade de São Paulo eDiretor da Cátedra UNESCO/UMESP de Comunicação
  7. 7. 9Por que Geografias, no plural, para a Comunicação?1Sonia Virgínia Moreira2Universidade do Estado do Rio de Janeirosoniavm@gmail.comPor que Geografias? Porque a realidade é multifacetada, online, sem fronteiras e intercultural– plural. Porque o acesso permanente ao canal aberto da Internet flui paralelo ao cotidiano davida de um número crescente de pessoas. Essas pessoas se movimentam em territórios di-versos e, junto com elas, a mídia portátil está em todos os lugares constituindo e intermedian-do fluxos: de informação, de conhecimento, de intercâmbios. Com a aceleração do tempo, oespaço deixou de ser uma variável dependente e se transformou em fator determinante (Innis,2008). A política, a economia, a sociologia, a antropologia e a história são disciplinas-âncorados estudos que se reúnem sob o guarda-chuva das geografias da comunicação – assim, noplural, como manifestação precisa das suas múltiplas implicações.Palavras-chaves: espaço; tempo; geografias; comunicaçãoContextosNa última sexta-feira de julho de 2012 um grupo de estudantes,artistas e sindicalistas mexicanos ocupou por 24 horas o entorno da sededa Televisa, no bairro de Chapultepec, na Cidade do México. O cerco hu-mano às instalações da emissora foi convocado pelo coletivo #YoSoy1323para mostrar o repúdio dos manifestantes, que consideraram tendenciosaa cobertura dispensada pela empresa, favorável ao candidato do PartidoRevolucionário Institucional (PRI), Enrique Peña Nieto, vencedor daseleições presidenciais. As 24 horas de ocupação, suas manifestações e ativi-dades culturais, puderam ser acompanhadas ao vivo via Livestream, site pormeio do qual qualquer pessoa transmite imagens e áudio em tempo real.41 Paper apresentado no Grupo de Pesquisa Geografias da Comunicação. XII Encontrodos Grupos de Pesquisas em Comunicação, evento integrante do XXXV Congresso Brasi-leiro de Ciências da Comunicação – Fortaleza, CE2 Professora associada do Departamento de Jornalismo e do Programa de Pós-graduaçãoem Comunicação da Faculdade de Comunicação Social da Universidade do Estado do Riode Janeiro. Bolsista de produtividade do CNPq.3 Disponível em 28/Jul/2012 em: https://www.facebook.com/marchaYoSoy1324 “Atrapa atención mundial toma simbólica de Televisa”. Processo.com.mx, 28 Julio 2012.Disponível em http://ht.ly/cxYNC“Students Blockade Mexican Television Studio to Protest Political Coverage”. The NewYork Times, July 27, 2012. Disponível em http://thelede.blogs.nytimes.com/2012/07/27/mexicos-student-movement-protests-televisa/
  8. 8. GEOGRAFIAS DA COMUNICAÇÃO10Notícia local convertida em registro de abrangência global? Não,apenas mais uma expressão da ecologia contemporânea de mídia, na quala audiência participa e se expressa no tempo e no espaço do fato, nomomento em que este ocorre. A novidade está na rapidez da resposta(tempo), no expediente da convocação (redes sociais) e no alcance damanifestação (espaço). O resto são elementos renovados desde as relaçõesmais antigas entre mídia e público no âmbito da indústria da comuni-cação. Harold Innis localiza em 1500 a.C., na instalação da indústria dopapiro no Egito, o momento exato na linha do tempo da história que dápartida no controle da indústria sobre o espaço por meio da melhoria dossuportes de comunicação (Innis, 2008, p. 95).A tríade formada pelos termos globalização, instantaneidade e loca-lidade revela outro fenômeno em curso, aponta Ollivro (2011), que podeser explicado como uma nova economia de territórios:A globalização significa o retorno da localidade, porque o encarecimentoda energia elétrica fará com que pessoas e objetos percorram percursoslimitados. Ainda que com exceções (pessoas ricas), a maioria dos indi-víduos deverá reduzir seus deslocamentos a perímetros locais. Mesmoque seja visível o crescimento das energias renováveis, o mundo aindadepende da energia petrolífera, que representa 34% do consumo energé-tico mundial, contra 25.5% do gás natural, 26.5% de carvão e 14% deoutras fontes de energias (metade delas nuclear). (...) Esta problemáticanecessita de uma reflexão precisa sobre o conceito de distâncias, consi-derando que as mesmas estão sendo amplamente reconfiguradas pelosnovos usos de da tecnologia: pela primeira vez na história, o mundo vaidar origem a uma sociedade glocal (Citado, p. 14-19).A manifestação no México reproduz em micro universo local-glo-bal a relação entre pessoas e pessoas, entre pessoas e grupos, entre pessoase Estado e entre pessoas e ambientes (neste caso o de mídia e teleco-municações). A história do grupo Televisa começou em 1930, quandoDon Emilio Azcárraga Vidaurreta realizou as primeiras transmissões darádio XEW nas ruas da Cidade do México, no antigo centro históricoda capital. Em 1951, a emissora era "La Voz de la América Latina desdeMéxico". A Televisa TV (Televisión via Satélite) nasceu em 1973 da fu-são entre o Telesistema Mexicano (que reunia os canais de TV 2, 4 e 5,de 1955) e a Televisión Independiente de México (propriedade de grupoempresarial, de 1968).
  9. 9. 11SONIA VIRGÍNIA MOREIRAEntre 1988 e 2001 a Televisa manteve um sistema pioneiro de no-tícias em espanhol via satélite. A Empresa de Comunicaciones Orbitales(ECO) transmitia ao vivo, 24 horas, para o México, os Estados Unidos,as Américas Central e do Sul, a Europa Ocidental e o norte da África.Emilio Azcárraga Jean está na presidência do Grupo desde 1997. Elecomandou a negociação que em janeiro de 2012 derivou na parceria daTelevisa com a Lions Gate Entertainment Inc.5, companhia independen-te norte-americana de distribuição de filmes e séries de TV, para produzirprogramas em inglês para TV aberta e por cabo6. Este é um caminho queos países de língua espanhola da América Latina começam a trilhar, cujoprocesso vale o breve registro a seguir.Além da experiência mexicana da Televisa, a Colômbia exportoucerca de 30 produções de TV durante a década passada, principalmentetelenovelas, para mais de 80 países em todo o mundo, incluindo "Bettyla Fea".7Na Argentina, a legislação aprovada em 19948, mais a concessãode fundos públicos para cineastas locais e o incentivo a coproduções comoutros países, permitiram que a indústria de cinema retomasse o ritmode décadas anteriores. O renascimento do cinema argentino foi alavanca-do pela conquista do Oscar de Melhor Filme Estrangeiro por “El Secretode sus Ojos” e pelo início das transmissões de um canal público de TVdedicado ao cinema nacional – a INCAA TV, do Instituto Nacional deCinema e Artes Visuais.9No intervalo desses dois eventos em 2010, olançamento de 112 produções nacionais reforçaram os indicadores defortalecimento do setor.Em 2012, no México, a gigante América Movil, do magnataCarlos Slim Helu, anunciou o patrocínio de uma rede de web TV,chamada Ora.tv, com sede em Nova York e direção de Jon Housman5 Ver http://www.lionsgate.com/6 SCHECHNER, Sam. Televisa expands in English TV. The Wall Street Journal, 25/Jan/2012. Disponível em: http://online.wsj.com/article/SB10001424052970204624204577181472663149292.html7 “Film, television, advertising, and animation in Colombia”, Colombia Film Commis-sion. Disponível em 20/Jul/2012 em http://locationcolombia.com/ingles/secciones/co-lombia/colombia_audiovisual.html8 LEY de Cine Argentina nº 24.377, 20.270 y 17.741. Fomento y regulación de la activi-dad cinematográfica.9 ROGERS-LOPEZ, Marc. “Argentina: Movie industry continues its rebirth”. Infosurhoy.com,03/03/2011. Disponível em 17/Jun/2012 em http://infosurhoy.com/cocoon/saii/xhtml/en_GB/features/saii/features/society/2011/03/03/feature-03
  10. 10. GEOGRAFIAS DA COMUNICAÇÃO12(ex-presidente de jornalismo digital da News Corporation), concebi-da para o apresentador americano Larry King, ex-CNN. O plano daOra.tv é criar programas em vídeo para distribuição digital – e assima convergência dos meios se encaixa no discurso de Slim Helu comoparte do modelo de negócio do conglomerado mexicano plantado natelefonia comercial:“De modo geral posso dizer que o nosso trabalho é ser o transportador(carrier) que fornece conexão e acesso aos nossos clientes. No começo datelefonia, nos conectávamos a pessoas para conversar. ... Agora é vídeo.Existem tantas aplicações e conteúdo surgindo que o nosso foco é tentardar para os nossos clientes o que eles gostam, quando eles quiserem, coma melhor qualidade e o melhor preço. Este é o nosso foco. ... Algumasaplicações são para uso comercial, para banco, mas também podem serusadas para a cultura. 10As pistas que se revelam para o audiovisual latino-americano dãoconta das inter-relações e mediações no mapa regional da comunica-ção no subcontinente ao mesmo tempo em que indicam perspectivasde inserção da região na escala-mundo. Estabelecer as conexões entrecontextos nacionais, dados da indústria de mídia e referências culturaisajuda a projetar o quadro maior das relações entre os diversos agentessociais. Essas projeções dimensionam o alvo de observação e análise,que é o espaço da mídia e das telecomunicações em permanente atua-lização e em processos de alargamento ou estreitamento de territórios.Susan Crawford, professora visitante da Harvard Law School, alertapara o fato de as telecomunicações, que em teoria deveriam nos unir,na prática têm nos separado. Durante boa parte do século XX a exclu-são digital se referia a quem possuía ou não telefone, mais tarde foi aInternet e em seguida a banda larga:10 DOLAN, K. A. “Carlos Slim Talks about Backdrop to New Internet TV Network Fea-turing Larry King”. Forbes, 12/Mar/2012. Disponível em: http://www.forbes.com/sites/kerryadolan/2012/03/12/carlos-slim-talks-about-the-backdrop-to-the-new-internet-tv--network-featuring-larry-king/Original: “What I can tell you in general is that our work is to be the carrier that givesconnection and access to our customers. At the beginning in telephony, you connected[people] to talk to each other. …. Now [its] video. There are so many applications andcontent coming that our focus is to try to support and … give our customers what theylike whenever they like it, in the best … quality and price. That’s our focus. Some [apps]can be commercial, for banking, or [they] can be for culture”.
  11. 11. GEOGRAFIAS DA COMUNICAÇÃO13(...) em 1995, o Departamento de Comércio nos Estados Unidos publicousua primeira pesquisa sobre ‘exclusão digital’, na qual estão evidentes as lacu-nas raciais, econômicas e geográficas entre aqueles que tinham acesso onlinee os que não tinham. O maior problema ainda é a falta de competição nomercado de TV por cabo. Grandes grupos dominam mercados locais, queadministram como reinados. E porque é tão caro instalar redes por meio decabos físicos, as empresas cuidam delas com ciúme, vinculando suas opera-ções e desperdiçando milhões de dólares para fazer lobby contra as leis queas obriguem a compartilhar suas infraestruturas (CRAWFORD, 2011)11.Castells (2011), por sua vez, ao examinar o poder na sociedade emrede, observa que as teorias funcionam para contextos específicos; nuncasão gerais a ponto de dar conta de todos os contextos. Ele argumentaque, no conjunto específico da sociedade global em rede, considerandoos recursos tecnológicos da microeletrônica e da tecnologia digital paraa comunicação, a organização em redes é basilar para a sociedade global,assim como a distribuição de energia elétrica é a base do paradigma socialcontemporâneo. As redes estariam, hoje, na origem das relações huma-nas, fundadas e ancoradas na tecnologia:Nosso contexto histórico é marcado pelo processo contemporâneo deglobalização e pelo surgimento da sociedade em rede, ambos dependen-tes da comunicação para processar conhecimento e informação, base daconfiança, esta sim a fonte definitiva de poder (Castells, 2008, p. 16).O sociólogo catalão distingue as análises de David Held (1991) sobrea política e a economia na globalização que mostram como a teoria clássicado poder, apoiada no conceito de Estado-nação e em estruturas subna-cionais de governo, fica carente de um quadro de referência a partir domomento em que elementos decisivos para a estrutura social se apresentamsimultaneamente como locais e globais e não como locais ou nacionais.Nesse contexto, sugere Castells, “mais do que nos atermos às fronteirasnacionais, precisamos identificar as redes sócio-espaciais de poder – local,11 Original: “(…) in 1995 the Commerce Department published its first look at the “di-gital divide,” finding stark racial, economic and geographic gaps between those who couldget online and those who could not. The bigger problem is the lack of competition in cablemarkets. Though there are several large cable companies nationwide, each dominates itsown fragmented kingdom of local markets: Comcast is the only game in Philadelphia, whi-le Time Warner dominates Cleveland. That is partly because it is so expensive to lay downthe physical cables, and companies, having paid for those networks, guard them jealously,clustering their operations and spending tens of millions of dollars to lobby against lawsthat might oblige them to share their infrastructure.”
  12. 12. GEOGRAFIAS DA COMUNICAÇÃO14nacional global – que, nas suas interseções, se configuram em sociedades”(2008, p.18) e dão sustentação a pelo menos quatro tipologias para as dife-rentes formas de poder exercido nas redes: o poder de construção de redes;a rede do poder; a rede e o poder; as redes construindo o poder.No bojo das estruturas de poder estão os processos de inclusão e deexclusão. A economia global se interessa por incluir na sua rede sociedadescom alguma capacidade de consumo, ao mesmo tempo em que excluiaquelas sem recursos. Outro exemplo: no mundo da academia global,entre 200 e 300 universidades concentram hoje 85% do conhecimentodisseminado nas publicações indexadas em rede. Os incluídos produzem etêm acesso a esse conhecimento, enquanto os excluídos experimentam asrestrições impostas pelo poder acadêmico-econômico-institucional. Ape-sar dos constrangimentos implícitos aos processos de inclusão e exclusão,cabe dizer que a comunicação digital em rede, a transmissão de conteúdoproduzido pelas empresas de mídia e a produção particular de conteúdosescritos e audiovisuais constituem hoje espaços de observação múltiplos esimultâneos, territórios prováveis para a circulação de uma cultura-mundoresultante da mescla de conhecimento, informação e arte.IndústriasLefebvre (1996), nas suas considerações sobre o espaço, se dete-ve no exame do que constitui ‘o urbano’. Concluiu que o urbano é acentralidade social, onde os vários elementos e aspectos do capitalismointeragem em um espaço, ainda que este seja apenas parte de um lugar eque dure um período breve, tal como pessoas ou mercadorias em trânsi-to. A urbanidade seria, assim, representada pelos encontros e dispersõessimultâneas de mercadorias, informação e pessoas.A cidade significa também o lugar por excelência da indústria decomunicação, instalada e em interação permanente com o seu públicoconsumidor. As cidades midiáticas globais que surgiram na década de1990 em alguns países significaram formas de representação do espa-ço urbano como referência midiático-cultural, operando em diferentesníveis geográficos. Nascem vinculadas à cultura urbana, incorporandoas características intermediárias entre os modos de vida rural e urbano;mostram a diversidade de estilos de vida dos habitantes dos centros urba-nos e criam ambientes de serviço e de entretenimento que atraem mode-
  13. 13. GEOGRAFIAS DA COMUNICAÇÃO15los diversos de desenvolvimento econômico. As principais característicasdas cidades midiáticas globais dizem respeito ao índice de produção, àoferta de serviços e ao desenvolvimento de projetos de mídia para distri-buição internacional. As cidades midiáticas globais abrangem a indústriamidiática como um todo, desde impressos e produtos audiovisuais atéeditoras e mídia digital on-line, entre outras (MOREIRA, 2010).Além dos vínculos entre cidade e mídia explicitados nas cidades mi-diáticas globais, uma relação de outra natureza (no domínio da proprieda-de dos meios de comunicação) pode ser considerada: a mídia pública comointegrante da indústria de mídia e telecomunicações. A linha que separaos conceitos reciprocamente excludentes de público e privado assumiufronteiras diversas ao longo da história e ainda hoje se movimenta. A apli-cação desses conceitos no contexto da radiodifusão pública nos países daAmérica do Sul12, por exemplo, realça três situações: a predominância dainiciativa privada no setor; a frequente configuração da radiodifusão estatalcomo ‘pública’; e o investimento recente no fortalecimento de sistemas e/ou canais identificados como públicos (antes eram emissoras estatais e edu-cativo-culturais) como parte de estratégia contra-hegemônica destinada adar ‘voz’ para aqueles que não têm espaço no ambiente comunicacionalmarcado pelo predomínio dos conglomerados de mídia.Importante lembrar aqui que a distribuição do espectro radioelé-trico, do qual faz uso e depende o serviço de radiodifusão em cada país,é gerido em nível global pela União Internacional de Telecomunicações(UIT). Internamente, cada nação tem soberania para administrar o usodesse recurso natural. Na Conferência de Plenipotenciários, em 1932em Madrid, a UIT estabeleceu o princípio da “nacionalidade de todaemissão”, segundo o qual nenhuma emissora pode ser criada ou operadapor particulares ou empresas sem licença especial do governo de um país.Essa exigência permitiu configurações jurídicas diferentes em contextosadministrativos distintos, mas o princípio da nacionalidade exigiu dospaíses a fixação do Estado como detentor das concessões públicas de fre-quências para rádio e televisão, o que gerou a obrigatoriedade de atojurídico-público de outorga ou determinação para que qualquer pessoaou grupo tenha acesso às frequências radioelétricas (SAIZ, 2007).12 Objeto de pesquisa em andamento no Programa de Pós-Graduação em Comunicaçãoda Universidade do Estado do Rio de Janeiro (2010-2013).
  14. 14. GEOGRAFIAS DA COMUNICAÇÃO16O fato é que os modelos público e privado da indústria de mídiae de telecomunicações têm guiado o uso das tecnologias e o nascimentode outras culturas de comunicação. Enquanto o Estado regula o setorde mídia e de telecomunicações (e também as suas próprias empresas),companhias agregadas a conglomerados absorvem, distribuem e alugamo uso dos dispositivos de conexão em rede aperfeiçoados pela tecnologia.Assim, a escala de mercado da comunicação (a distância) em rede é locale global – e a participação de países ou continentes nessas redes varia deacordo com o grau de acesso e de consumo nacional, como já vimos.Geografias, portanto, porque...A realidade é multifacetada, online, sem fronteiras e intercultural –plural. Porque o acesso permanente ao canal aberto da Internet flui paraleloao cotidiano da vida de um número crescente de pessoas. Essas pessoas semovimentam em territórios diversos e, junto com elas, a mídia portátil estáem todos os lugares constituindo e intermediando fluxos: de informação,de conhecimento, de intercâmbios. Com a aceleração do tempo, o espaçodeixou de ser uma variável dependente e se transformou em fator determi-nante (Innis, 2008). A indústria de mídia e telecomunicações esquadrinhaformas de controle do espaço, que se configuram nos conglomerados. OEstado ajusta as regras para o uso do espaço, como ente regulador e con-cessor de licenças para exploração de territórios, e grupos de pessoas criamcomunidades que interagem em fluxos paralelos. As geografias da comuni-cação tratam desse contexto: privilegiam o espaço (e, nele, os fluxos infor-mativos e as mediações tecnológicas) como campo de observação das inte-rações reais e simbólicas entre pessoas e pessoas, entre pessoas e indústrias,entre pessoas e Estados, entre pessoas e ambientes. A política, a economia,a sociologia, a antropologia e a história são disciplinas-âncora dos estudosreunidos sob o guarda-chuva das geografias da comunicação – assim, noplural, como manifestação precisa das suas múltiplas implicações.A observação dos sistemas de mídia e de telecomunicações é de-terminante para a análise das várias camadas de contextos – geográfico,midiático cultural, econômico, político, identitário – que compõem oprocesso contemporâneo da comunicação. O campo das geografias dacomunicação se ocupa dos fluxos que movem os interesses do público,do Estado e das corporações. Nesse sentido, sua configuração demandarásempre estudos que sejam plurais, interdisciplinares e cooperativos.
  15. 15. GEOGRAFIAS DA COMUNICAÇÃO17Referências bibliográficasBARBERO, Jesús Martín. Políticas de la comunicación y la cultura: Claves de lainvestigación. Barcelona: Dinámicas Interculturales n.11, 2008.CASTELLS, Manuel. Communication Power. New York: Oxford UniversityPress, 2011.CRAWFORD, Susan. The New Digital Divide. The New York Times,12/03/2011.INNIS, Harold A. The Bias of Communication. 2ndedition. Toronto: Universityof Toronto Press, 2008.LEFEBVRE, Henri. Writings on Cities. Oxford: Basil Blackwell, 1996.MOREIRA, Sonia V. Cidades midiáticas globais [verbete]. Enciclopédia Intercomde Comunicação (vol. 1). São Paulo: Intercom, 2010, p. 181-182.OLLIVRO, Jean. La Nouvelle économie des territoires. Rennes: Éditions Apogée,2011.SAIZ, David C. El espectro radioeléctrico. Una perspectiva multidisciplinar (I): Pre-senteyordenaciónjurídicadelespectroradioeléctrico.NotíciasJurídicas,set.2007.Dis-ponível em10/jan/2012 em: <http://noticias.juridicas.com/articulos/15Derecho%20Administrativo/200709-25638998711254235235.html>.
  16. 16. Aportes estrangeiros: geografiacultural, econômica e de mídia
  17. 17. 21Global, Hybrid or Multiple? Cultural Identitiesin the Age of Satellite TV and the Internet1Joseph D. Straubhaar2University of Texas at Austinjdstraubhaar@austin.utexas.eduThis paper explores the multiplicity of levels of media use and identity as a key element of thechanging cultural geography of globalization. The movement from traditional local life to mo-dern interaction with mass media has produced identities that are already multilayered withcultural geographic elements that are local, regional, transnational based on cultural-linguisticregions, and national (Anderson, 1983). Both traditional and new media users around theworld continue to strongly reflect these layers or aspects of identity while many also acquirenew layers of identity that are transnational, or global. We also examine the relationship be-tween processes of hybridization of identity and culture over time and the buildup, maintenan-ce, and defense of multilayered identities.Keywords: media use, identity, cultural geography of globalization.Globalization-impacts of satellite TV and the InternetThere is a strong presumption by many that first satellite TV in the1990s and now the Internet in the new millennium has begun to stronglyglobalize people’s identities. However, many questions lurk behind thissurface of apparent change. What is truly easily available to people, notonly in physical access, but also in terms of effective access to understandor enjoy? How many new information and entertainment sources are trulyglobal, versus transnational, national, regional and local? What are peopleactually choosing to read and watch amongst all these new options?What structural, economic, cultural and other factors guide people’schoices as they choose among all the new possibilities? What is the role of cul-tural history, language and proximity? What has been shared historically andwhat is coming to be shared now, in part through the new media themselves?What impacts do global media have compared to national, regional or other1 Trabalho apresentado no GP Geografias da Comunicação, IX Encontro dos Grupos dePesquisas em Comunicação, evento componente do XXXII Congresso Brasileiro de Ciênciasda Comunicação. Curitiba, 2009.2 Graduate Adviser, Amon G. Carter Sr., Centennial Professor of Communication. Universityof Texas at Austin.
  18. 18. GEOGRAFIAS DA COMUNICAÇÃO22media have upon culture? In a larger sense, what impacts do today’s globalmedia have on people’s identities and how should we understand both thoseimpacts and the identities themselves in this new world? And what impactsto all of these phenomena and have on the structuring of cultural spaces andmarkets in at local, national, regional and global levels?The movement from traditional local life to modern interaction withmass media has produced identities that are already multilayered with cul-tural geographic elements that are local, regional (subnational but larger thanthe very local), transnational based on cultural-linguistic regions, and national(Anderson, 1983). In this study, we argue that new media users around theworld continue to strongly reflect these layers or aspects of identity while manyalso acquire new layers of identity that are transnational, or global. In this pa-per, we examine the relationship between processes of hybridization of iden-tity and culture over time and the buildup, maintenance, and even defense ofvarious layers of multilayered identities.These layers of identity are articulatedwith a variety of media, such as television and the Internet, but not in a simplesense of being primarily influenced by media. Some layers of identity, such asthose religious traditionalists hold, may actively resist many of the ideas mosttelevision channels and Internet sites and messages carry.These increasingly multilayered identities are articulated with a vari-ety of changing structures. As we shall see below, social class and geographystrongly structures who can access what new channels. Further, the mediainstitutions themselves are becoming more complexly multilayered, even asthey reach further geographically. Models, such as commercial TV networksglobalize, but are also localized and regionalized as they engage the specifichistories and institutions of a variety of cultures, media traditions and regu-latory systems. Because of these kinds of adaptations and localizations, an-other notable theoretical strand we shall use here is hybridity. In our model,hybridity and multi-layeredness coexist and interact. Layers like the insti-tutions, program genres, and audience identities for public service co-existwith layers for commercial networks, genres and audiences. Both can acquireand maintain substantial solidity, but both are also changing, in part as theyinteract with and change each other. One case, we will consider below, theglobal expansion of Discovery and similar networks, takes documentary andother genres from public service television and hybridizes them, or as manywould say, waters them down, into a new global commercial form.
  19. 19. 23JOSEPH D. STRAUBHAARCultural sedimentation: layers and mixtures/hybridsIn my own work, particularly a number of in-depth interviewswithin Brazil, and from Austin to the Texas border with Mexico, I find aprocess of hybridity as well as a process of the formation, maintenance,occasional collapse, and recent proliferation of multiple layers of identityand corresponding layers of media use. I articulate this is as dual process.As an observer in Brazil, for instance, I perceive cultural hybridity tak-ing place in a certain situation. However, I rarely interview people whosee themselves as culturally hybrid. On the other hand, I frequently findmyself interviewing people who articulate their identity as a series ofspaces or layers. In both Brazil and Texas, I find people who articulatevery clearly a local sense of self, a regional sense of self, a national senseof self, some interest or knowledge of the global, a social class sense ofself, a religious sense of self, an ethnic and/or linguistic sense of self, aprofessional, and an educational sense of self.So in my work, I’m moving toward what we might see as a kindof sedimentary model in which layers of meaning, culture, identity, andmedia use form and persist. New layers form over the top of all oth-ers as structural circumstances permit or even dictate. Sometimes whenwe look at people, for instance, we are likely to see the newest layer asstrongest. For many observers when they look at culture these days, theysee on top a new layer of what they might call globalization. So seeingthis as a new layer, there is a supposition that this is perhaps now thedominant layer, perhaps homogenizing all the others. Or perhaps eventhe dominant aspect of someone’s identity or experience. However, ifwe were looking at a highway cut or a river canyon someplace, we seethe layers from the side. We realize that there are recent layers, which areimportant, but they’ve built up over older layers.One problem with the geological analogy for this is that it seemsto imply that the layers persist as separate. But as in geology, the layersoften interact. They sometimes break down and form new layers out ofthe pre-existing ones. Even more in culture, I think we will see that theselayers interact with each other so that as one becomes globalized a certainpart of one’s life, such as one’s education or profession, one finds thatinevitably in dialogue with ones local interests, musical preferences, oreven religious or philosophical interests. One could have a rich metaphor
  20. 20. GEOGRAFIAS DA COMUNICAÇÃO24to work with for the ongoing nature of change. Too many systems eitheroverstate change, as in the very strong cultural imperialism hypothesis,or in contrast, understate change, as in some globalization hypothesesin which everything forms separate pockets and simply persists. I don’tthink any of those are quite adequate for understanding the complexityof what we see as people do use new forms of media to interact, form-ing new layers and levels of identity. But they continue also to think interms of older layers of identity, interest and media use, as well.Multiple media spaces of production, flow, identificationIn this paper, I would like to more clearly articulate a map of some of thedifferent forms and layers of interaction that are frequently put together underthe idea of globalization. I want to define some of those layers more narrowlyand carefully. At the same time, I would like to map out, as a heuristic begin-ning, the kinds of layers of production, flow and identity that I see emerging.These are based in varying combinations of cultural geography,institutional strategies and alliances, and genre. Cult geo based in cultdefinitions of markets and spaces for production, flow and consumption.Institutional power defined by geography, but also redefining geography,offering new cultural products to identify with. Some of this map comesfrom examining the production process, some from extensive mappingI have recently done of television flows (Straubhaar, 2007), and muchcomes from interviews with a variety of audience members in Brazil andTexas conducted by me and my students at UT. Following is a map, ortypology of layers from the most global down to the local.• Global infrastructures of technology, finance and media models that struc-ture more specific layers of production, flow and identification below.• A U.S. “empire” based on Hollywood structural & cultural power, it-self becoming a transnational network of co-production (Miller, et al).• Global genre producers and co-producers, focused on highly global-ized genres like travel, nature.»» Global format producers and exporters/co-producers, such asEndemol, based in a few major locations, Holland, United King-dom, USA and Australia.»» Other global exporters – Latin American producers of telenove-las, Japanese anime, Bollywood, etc.
  21. 21. 25JOSEPH D. STRAUBHAAR• Transnational cultural-linguistic producers, markets and audiences– geographically separated former colonies and diasporic migrants,English, French, and Portuguese-speaking.• Geo-cultural regional producers, markets and audiences – geograph-ically linked cultures with common or similar languages, shared his-tories, and geographic proximity, like the Nordic countries, the ArabWorld, Greater China, and Latin America.»» Translocal producers, markets and audiences – cross borders into Indiafrom Hong Kong, into the USA from Mexico, etc. (Kumar, et al).»» National producers, markets and audiences – of enormous va-riety, from powerful states like China, which push Rupert Mur-doch around, to failed states like Somalia.»» Regional producers, markets and audiences – smaller than states,perhaps lapping across borders, like the cultural region and bor-der zone between Monterrey, Mexico to Austin, Texas.»» Metropolitan producers, markets and audiences – global citiesor media capitals (Curtin), which are directly linked to globalnetworks, and produce for themselves, regions, nations or trans-national spaces.»» Local producers, markets and audiences – at the level of thesmaller city, municipality or even neighborhood.The importance of cultural geographyIf we examine this list of layered producers, markets and audi-ences more carefully, we can see historical and geographic patterns ofdevelopment that put global developments into a more nuanced per-spective. We are beginning to recognize that markets and services arenot simply or clearly defined by technology, or by corporate ambition,but also by culture, uses, and identities and how they layer over time.Many of these culturally defined markets and identity reflect pre-globallayers of culture. These include many of the most powerful layers ofboth media and identity.The dominant cultural forces for most people seem to have beenoriginally local and regional. People thought of themselves primarily interms of villages, local dialects, perhaps tribes or clans. It took well intothe 1700s for most Frenchmen to speak French in one of the earliest na-
  22. 22. GEOGRAFIAS DA COMUNICAÇÃO26tions to be defined as such (Weber 1976). Now, based on my interviewsin Brazil, even the most globe-hopping businessman or academic usuallystill has a very local identity as well. A neighborhood they live in, otherneighborhoods they go to for work or pleasure. They prize local res-taurants, music clubs and scenes, nightclubs, museums, bookstores, allthe many places that in a very physical and spatial sense tend to give lifelocal context and local pleasure. These are linked to personal networks,but in media terms, also local music scenes, local radio, local newspapers,festivals, and performances.For many people, there are regional layers of identity and re-gional layers of media, which are smaller than the nation, but largerthan the very local. Many of these regional foci depend on languagevariation. Very important cultural and linguistic regions from Cata-lans in Spain to the Kurds to Mayan language speakers in southernMexico to a variety of regional language groups in India still havestrong layers of quite separate identities from the nation states thatcontain them. They also often have ethnic, cultural, and religiousdifferences with national majority populations. They usually havetheir own music traditions and scenes (O’Connor 2002), and his-tories, which are often intense focuses of identification. Sometimeshundreds of millions in very large nations like India speak local orregional languages linked to regional cultures, film industries, broad-casters, etc.In many ways these regional groups below the nation state arebased on cultural linguistic groups that predate the nation state in veryreal and effective ways. The USA, for instance, is spending tens of bil-lions of dollars time trying to prop up a nation state in Iraq, echoing theBritish efforts to create such a state earlier in the 20th century. However,the likely fate of Iraq is to disintegrate into the three pieces in whichit existed in under the Ottoman Empire (LOC 2007): a Kurdish area,Sunni Arab area based in around the capital city, and a largely Shiitearea in the south. So these old ethnic groups, languages, empires, andreligions have a great deal to do with major layers of identity that manyof us hold very tight and important.Another strong set of pre-national and pre-global cultural forcesare what I call geo-cultural, based on cultural-linguistic groups that
  23. 23. 27JOSEPH D. STRAUBHAARprecede the European colonization of the late 1400s on. These arebased on older ethnic groups, languages, empires, and religions, inplaces like the Nordic countries, Greater China, Arab World, andSouth Asia. Some cultural forces and identities that remain very pow-erful date from before most nation-states, from colonial empires, mi-grations, languages, religions, and racial mixtures, in Latin America,Franco- and Luso-phone Africa, in the USA, and other Anglophonenations, such as Australia or Canada (Abram 2004). In some ways,many of the cultural roots of Nordicom date from the common,pre-national roots of Nordic cultures. Scandinavia has a certain geo-graphical coherence and contiguity, as well as shared historical, cul-tural linguistic, ethnic, dynastic or political, and religious roots, ofgeo-linguistic (Sinclair 1999) or geo-cultural layers of understandingand identification (Straubhaar 2005).I have several times attended the meetings of another academicgroup, based on common language and culture, very different than Nor-dicom, the Association of Portuguese speaking media researchers (Lu-socom), from Portugal, Angola, Mozambique, and Brazil, along withmuch smaller places like East Timor. There can be meaningful associa-tions widely spread geographically but linked by language, culture andhistory, colonial experience, and now academic interaction that buildcommon literatures, etc. They are more far-flung geographically far-flung groupings such as the Portuguese speaking world or the English-speaking world. I distinguish them from the geo-cultural by calling themcultural linguistic transnational spaces.While the roots of these geo-cultural and transitional cultural lin-guistic layers of culture predated both the nation-state and globalization,they were reinforced by many of the new forces, particularly in technol-ogy and economics that we associate with globalization. Just as we seegrowth in parts of the Hollywood coverage of the world, we see oftenrapid growth in cultural linguistic and geocultural spaces and markets intelevision exports (Straubhaar, 2007), satellite/cable TV, Internet sites,music and movie downloads.However, many if not most people who’ve lived in the last twocenturies have interacted with modern national educational systems inwhich textbooks and teaching norms are discussed and prescribed at a
  24. 24. GEOGRAFIAS DA COMUNICAÇÃO28national level. They have also grown up with national media, whethercommercial or the kinds of public broadcasting systems common innorthern Europe at the national level. They often deal with other nation-alizing forces, national churches in some cases, national labor unions,national sport teams, and all the things that in many ways are articulatedwith a certain sense of nationalism.National cultural forces (Anderson, 1983) are linked to novels, na-tional newspapers, national radio and television, and in some cases tonational film and music. Anderson shows those national cultures andnational media are not a given and they are slowly and often carefullyconstructed over time. Sometimes cultural elements have been delib-erately used by governments, or national romantic artists to reinforcenational identity, such as the 1800s use of Kalevala runot in Finland, orthe 1890s use of Snorri Sturluson’s Sagas of the Norse Kings to help cre-ate modern Norwegian identity, or the 1930s to present use of music inBrazil to define national identity.New global layers of cultural identificationAudiences around the world also acquire new layers of identityor identification corresponding to new global layers of production andflow of media, enabled by new structural forms of political economy,and new forms and models of media. Forming one of the main newglobal layers, Hollywood dominated the flow of film to most worldmarkets (Miller 2001) and at least initially dominated the flow of tele-vision, as well (Nordenstreng and Varis 1974). So by sheer dint of ex-posure, American culture began to seem as a familiar second cultureto many people (Gitlin 2001), particularly in Western Europe and theAnglophone countries where the U.S. presence was often most notable(Straubhaar 2007). It was linked over the years, to film, television ex-ports, satellite/cable TV channels, and music, part of what a recent turnin political economy research calls a new sort of virtual empire by theUSA (Hardt and NEGRI 2001). However, many people around theworld were more lightly touched by this U.S. layer than others, depend-ing on location, social class, language, religion, and other aspects ofidentity that led them to discount the U.S. output and choose to watchother things (Hoskins and Mirus l988).
  25. 25. 29JOSEPH D. STRAUBHAARThere are also renewed and expanded transnational layers, as notedabove, at both cultural-linguistic and geocultural levels that utilize manyof the same technologies as do U.S. and other global productions andflows. Books have flowed among language and religious groups for mil-lennia. The Bible and Koran helped expand large areas of shared reli-gious identification and at least in the case of the Koran, considerableArabic language hegemony as well in the Mid-East and North Africa.Mass media like radio, cinema and television helped consolidate andrenew language and cultural groupings. Since the mid-1990s, researchby Sinclair and others (1996) have highlighted the growing importanceof cultural linguistic markets. Research on the role of satellite TV in theArab World (Kraidy 2002) shows how new refinements in technologycan continue to facilitate and reinforce such identities.At least in television, the U.S. and new transnational flows are heavi-er, but there are also new layers of other global production and flow or ac-cess, such as the worldwide flows of Latin American telenovelas, Japaneseanime on film and television, Hong Kong kung fu film and television,and Bollywood films, among others. The scope of these flows, especiallycompared to Hollywood exports, has been contested (Biltereyst and Meers2000) but they have grown into visible new options for those who haveaccess to them. We can also see some new global flows of news (with newoperations like Al-Jazeera in English), feature films (especially those co-produced with Hollywood), music, and some Internet sites, like YouTube.There are new forms that seemed to be global in ways that we’ve perhapsnot yet thought how to articulate, such as the way young people in manycountries now interact in English via technologies like massive multipleonline role playing games like World of Warcraft.Global stratification of new media access and useNext, perhaps, to consider is that the world of global media, partic-ularly the new media, is a very stratified place. Many people do not haveaccess to the new tools and channels that carry some of the layers de-scribed above. Even though we are speaking today in Scandinavia, whereInternet access and multi-channel TV access is as high as anywhere in theworld, many places exist, particularly in Africa and South Asia, where ac-cess to even simple broadcast TV and radio is still quite limited.
  26. 26. GEOGRAFIAS DA COMUNICAÇÃO30In some ways people in North America and in Scandinavia live inwhat Mattelart (2002) has described as a global archipelago or a ‘techno-apartheid’ global economy (p. 607) of those included in the informationrich global economy, concentrated in the rich countries of the EuropeanUnion, North America, Australia/New Zealand, and parts of East Asia,but in which almost 80 percent of the world’s population is excluded(Mattelart, 2002, p. 608). That global archipelago of high incomes andconnectivity tends to have very high Internet, satellite, cable TV, ad-vanced mobile phone, and other new media access and use. This archi-pelago is, in some ways, a unique place where people find it easier topursue global topics, whether it is on numerous forms of television, theInternet, audio accessed through the Internet, mobile devices, or otherchannels. Its infrastructure is now in many ways beginning to convergetogether on the Internet. Most people in it have both physical accessto an Internet connection and the education, cultural capital and socialcapital that enables them to use it skillfully for their own interests. Ma-jorities of users in at least the major urban parts of this archipelago haveaccess to broadband Internet.Broadband penetration is a good indicator of the broad outlines ofthe archipelago of the highly connected. An International Telecommuni-cation Report gives the broad outlines (ITU 2007, p. 9):Today, however, broadband penetration is dominated by the wealthycountries. Some 70 per cent, or nearly three-quarters, of broadbandsubscribers worldwide in 2006, were located in high-income countrieswhich accounted for just 16 per cent of world population. Furthermore,two economies – India and Vietnam – accounted for more than 95 percent of all broadband subscribers in low-income countries, while a singleeconomy – China – accounted for 94 per cent of broadband subscribersin the lower-middle income group (Figure 1.2). The good news is that anumber of developing countries are experiencing broadband growth. InPeru, for example, the number of broadband subscribers has grown byclose to 80 per cent annually between 2001 and 2006, from 22’779 in2001 to 484’899 at the end of 2006. In Europe, over half the Estonianpopulation uses the Internet and the country has the highest penetra-tion of both Internet and broadband in Central and Eastern Europe.But in Least Developed Countries (LDCs), there were merely 46’000broadband subscribers in the 22 out of 50 LDCs with broadband servicein 2006. (ITU, 2007, p. 9)
  27. 27. 31JOSEPH D. STRAUBHAARHowever, even within nations considered to be part of the globalhigh tech archipelago, people with less education have lower access andless profitable usage of their connectivity (Mattelart, 2002). People wholive in rural areas or people who simply do not possess the cultural capi-tal or group habitus, in the terms framed by Pierre Bourdieu (1984),do not necessarily have the interest, wherewithal or ability to follow thesame patterns as even their urban or more educated compatriots withinthe archipelago. The Pew Internet studies in the USA have noted thata number of people do not know enough to use the Internet enjoyablyand others perceive it as outside their interests and personal repertoiresof entertainment and information.Outside the global archipelago, there is another new model to theworld’s connectivity. Many of the larger developing countries, such asBrazil, Russia India and China, and other large-scale developing coun-tries are heavily pursued by many of the ICT equipment and contentmarketers of the world because they have large numbers of Internet andsatellite TV users. But they are internally stratified. For example, whileperhaps 5-10% of Brazil uses the Internet avidly with high speed con-nectivity, another 5-10% struggles to get access in public places or withlow bandwidth home connections, and 80% don’t use it at all (Spenceand Straubhaar, forthcoming). Most use it with only partial understand-ing of the tools, frequently frustrated by connectivity. So, many de-veloping country elite users come forth and join the global archipelagodescribed earlier but many more in their populations are excluded. Manydon’t even know they are excluded.There is yet another world in most of Africa, and much of Asia,the Arab World and Latin America, where almost all people are excludedbut there is a very small globalized elite of new media users in certaincompanies, parts of some urban areas, and a few NGOs and educationalinstitutions. This world excludes 90% or more of all potential users ofboth the Internet and other new media like satellite TV or cable TV.There is another pattern that splits Internet use from in satelliteand cable TV, especially in some countries like India and much of theMiddle East. While the Internet remains restricted, satellite and/or cableTV have become truly mass media in some countries, like India (Sinclair2005). Structural changes have been made within satellite and cable TV
  28. 28. GEOGRAFIAS DA COMUNICAÇÃO32to reduce prices so that cable in a major Indian city may cost under fivedollars a month. In most of these situations, however, a parallel struc-tural change has been made to focus on regional, translocal, geoculturalor transnational channels that target the population in question with itsown culture (Kumar 2006). Major efforts have been made to localize orregionalize satellite and cable TV, challenging another aspect of its as-sumed globalization.The really existing uses of satellite technologyThe existing uses of satellite TV technology are very plural: global,transnational, translocal, and national. There are a number of globalchannels, as we shall se below, but most of them are adapted, at leastminimally, to targeted regions and nations.There are some truly global satellite and cable TV channels, suchas CNN, MTV, HBO, ESPN, Discover, Disney, BBC, Nickelodeon andCartoon Channel. However, we need to understand exactly how theseare structured and exactly how they operate. Some, like HBO, remainhighly centralized with regional offices making a selection among Ameri-can material to figure out what would be most regionally appropriateand would not affect local sensibilities. So that a Singapore office ofHBO seems to exercise some degree of choice and moral censorship overwhat’s available on the HBO broadcast into Singapore, Malaysia and itsregion, but it is still a very globalized channel. On the other hand, someglobal icons like MTV have gained extensive popularity and commer-cial success precisely by localizing its genre forms of video clip, VJ, andyouth-oriented reality shows into national and regional versions. Thetendency seems to be in the latter direction.Nearly all-global channels have done the minimal localization oftranslation and dubbing. Those that do not so extensively, like CNN,remain locked in small, if elite, parts of the English language archipelago,with very small audiences by TV standards, as Colin Sparks (1998) andothers have noted. Some popular specialty channels do a little more thandubbing, such as Discovery and Cartoon Channel. They do local cul-ture based transitions, promotions, and appeals to draw local audiencestowards what remains largely globalized programming (Chalaby 2005).These channels are most popular among specific niches, such as educa-
  29. 29. 33JOSEPH D. STRAUBHAARtionally aspiring middle classes or children, as we shall see below. Manychannels, particularly in music, sports, news, television drama, etc. findthey have to localize more in order to compete effectively with more cul-turally specific transnational and national channels. There is a tendencyfor such channels to first regionalize and then focus increasingly on na-tional situations that require more specificity in order to achieve a decentaudience to become profitable (Curtin, forthcoming).The example of Murdoch in Asia is interesting. He initially tried tocover all of Asia with five television channels: MTV Asia, a BBC chan-nel, Prime Sports out of Denver, Star Plus entertainment and culture,and a single Mandarin language channel. He rapidly discovered that hehad to go to much more national and now has over 50 channels aimedat various specific places, specific culture regions and nations with vari-ous specific lineups. He is continuing to subdivide and localize furthereveryday.Some of the fiercest competition for Murdoch and other would-beglobal titans comes from new transnational channels that work withincultural spaces or markets, defined by language and culture. Many ofthese are geo-cultural. They work within culture and language definedspaces of contiguous nations that share not only languages but pre-colonial cultural and historical commonalities, in areas such as GreaterChina or the Arab World, or colonial common languages and histories,such as Latin America. Some are transnational cultural-linguistic spaces,such as the English- or Portuguese- speaking cultural spaces or markets,spread across the globe but unified by colonial languages, shared histo-ries, and often by new post-colonial cultural exporters, like the USA inthe Anglophone world, or Brazil in the Lusophone world. Networks tar-geting these more specific cultural spaces seem have an advantage, whichwe cover more below, over more global, but also more culturally distantbroadcasters. Al-Jazeera beats CNN so completely in the Arab World inpart by the cultural specificity or proximity of its news approach, framedwithin a more specific set of commonly held values and traditions.Other strong competitors to global corporations are either nationalor translocal. In India, there are a number of translocal (targeting the localor national from outside it) commercial India-oriented satellite channelsthat come in from outside India. There are increasing numbers of local
  30. 30. GEOGRAFIAS DA COMUNICAÇÃO34and regional channels, based out of the pre-existing local and regional filmindustries. These show both the existing stocks of films from regional lan-guage film industries and also create new television programs in regionalIndian languages (Kumar 2006). So while the technology of satellite TVhas spread out in the 1990s into a number of places, in many cases it hasbeen used for rather traditional purposes to break open an existing broad-cast television monopoly, as in India, Turkey or Iran (Semati 2006) or oth-er places where government control over national television remains quitestrong. In these instances, a new phenomenon of trans-local TV is arisen,which permits those who wish to reach those cultures markets and politiesto do so via satellite TV from outside (Kumar, 2006). On the other hand,satellite TV content is not what one would have anticipated as global fromthe U.N. debates in the 1960s or 1970s on satellites (Katz 1977). It seemspretty much organized within cultures and languages already known topeople. It is frequently marketing goods, ideas, or even religions or politi-cal parties that they’re already quite familiar. In some ways these are alter-native national or regional channels using satellite or cable technology tocome in from outside, much more translocal than global.Many of these same channels also target diasporic populations in atruly global way. Both translocal “national” and regional language chan-nels from India follow migrants to North America, Europe, the MiddleEast and elsewhere. Some national channels, like Chinese Central TVin English, or transnational versions of geo-cultural channels, like Al-Jazeera in English, now intend to grow from a specific national or re-gional base to more global roles and to an audience beyond the onesconstituted by migrants from their regions.However, an even earlier and perhaps even more widespread use ofsatellite TV in many places, starting with India, the Soviet Union andthe United States, was simply to use the satellite to bring new channelsinternally to the entire national polity or market. Most of the peoplein small town or rural Brazil who watch television do so via a signalcarried from a satellite transmitter and rebroadcast in their small townor rural area. These retransmitters may have been put up by a nationalnetwork, by local advertisers, or most likely, by a mayor who saw bring-ing national television to town as a strong benefit to his electorate (and agood way to get re-elected). In many ways, satellite dishes coupled with
  31. 31. 35JOSEPH D. STRAUBHAARre-transmitters were indeed public works programs in many parts of theworld from the 1980s and 1990s into the 2000s (Straubhaar, 2007).So much satellite use harks back conceptually and technologically to anearlier day of communications development programs when satellite TVwas widely promoted in many large developing countries or even largeindustrializing countries like the United States and the Soviet Union asideal ways to reach the entire populace with a signal (McAnany 1987).Globalization and class among audiences/usersAnother layer to add to the discussion of multi-layered televisionand new media is to think about its audience, not so much in the linguis-tic or cultural geographic terms that we’ve been speaking about above,but to think about global cultural layers or segments in class terms. Atone level, we have the super connected elite of the global media archi-pelago described above. At the other extreme, in rural parts of Africaand South Asia, there are many people who can barely afford radio orare scarcely covered by very many channels in it (Souto 2005). In termsof global elites, the very best educated and connected, the most likelyto speak English and have a strong cultural capital knowledge of globalpolitics and events, are probably major consumers of many globalizedchannels and spaces, both on satellite/cable TV and the Internet.Probably the smallest and most elite audiences are for the globalnews channels, CNN, the BBC, and new would-be global news channelfrom CCTV (China) or Al-Jazeera. CNN and BBC target political andintellectual elites. That they reach very important groups is true, oftenimportant elites in terms of their economic and political importance,but not particularly massive audiences. From my own interviewing inBrazil, the Dominican Republic, and various social groups and languagegroups in Texas, I have observed that the cultural capital as well as theEnglish ability required to actually knowledgeably and enjoyably watchBBC or CNN news on satellite TV or cable is considerable, and rare.For example, in Santo Domingo, in 1987, several people initially toldme that CNN was one of the reasons they got cable TV, but on closerexamination, almost none of them watched it with any regularity. Soeven though the idea may interest people, very few people actually havethe ability to sustain watching them over time.
  32. 32. GEOGRAFIAS DA COMUNICAÇÃO36Certain other channels with global ambitions have also aimed atliberally educated and wealthier audiences within various nations whohave the English-language ability (for those channels that do not yetdub their programming) and the cultural capital and knowledge of thelook to find their programming interesting. I interviewed an entrepre-neur in Brazil in the late 1980s, who intended to start an Americantalk show channel in Latin America with shows like Oprah or PhilDonahue. I asked her if she thought she had a big enough target audi-ence to actually make money with across Latin America, people whowould know enough to be interested in Opera and Phil Donahue? Shewas sure she had lots of friends across Latin America who spent quitea bit of time in the USA, who knew English very well, traveled to theU.S. several times a year, etc. What she didn’t realize was that even fora regional television channel aimed at a market seemingly as broad asLatin America, she was targeting a very narrow, class-defined group ofpeople. There simply probably weren’t enough such people to justifysuch a satellite channel and, in fact, her channel went bankrupt withina couple of years.Other channels do successfully target global middle and uppermiddle classes. It seems that HBO and a certain number of other chan-nels reach middle classes and a certain number of cultural elites who areexceptionally interested in American or European film and television.The initial focus for satellite television by Editora Abril in Brazil in thelate 1980s was to provide foreign channels in a variety of languages toformer immigrants and their descendents. However, that audience basewas very restricted and marginally profitable. So Abril’s system was ul-timately sold to its competitor, Murdoch. Interviewing people in themanagement for HBO in Brazil, Singapore and other regions, I find thatwith their target audience seems to be people who are cinema fans, notnecessarily extraordinary movie collectors, but still people who spend agreat deal of their time watching movies, who have the cultural capitaland interest to watch a great deal of American film. From my own in-terviews with cable audiences in Brazil, 1989-2006, this group extendsmuch further into the middle class than does CNN’s audience, whichmakes it more viable as a commercial enterprise and also more likely tohave considerable cultural reach and impact.
  33. 33. 37JOSEPH D. STRAUBHAAROne of the more interesting genres to rise out of internationaland global satellite television and cable television is that of the broadlyeducational, but primarily entertaining documentary: Discovery Chan-nel, Animal Planet, National Geographic, etc. From studies that I haveseen in Brazil and elsewhere these seem to reach primarily out to middleclasses, or those who aspire to be middle class (Straubhaar 2003), whowant to watch something entertaining but also something educational.Interviewing some of the regional management of Discovery Channel inSingapore in 2006, asking them about their balance between entertain-ment and education, they said that they specifically avoid calling theirprogramming educational, not wanting to make it seem forbidding oruninteresting. They particularly push a combination of sort of good foryou, sort of educational, but clearly entertaining and interesting materi-al. This seems to be the adaptation of a documentary genre that nationalpublic service television networks had originally created, now brokendown into an animal documentary genre, a nature documentary genre, ahistorical documentary genre, etc. All these genres have been around fora great deal of time, but Discovery Channel seems to have taken themto a more globally diverse, somewhat less nationally specific audienceby making them broader and more entertaining. Talking to producersand managers of Discovery in Asia and Latin America, I have found thatthey are actively aware of the need to blend entertainment value andeducational value to the audiences. This has resulted in tremendousglobal success for Discovery Channel and a proliferation of even morespecific documentary channels, particularly in countries in Asia, LatinAmerica, and elsewhere, which did not have the kind of national publicservice channels that had done such programs in Japan, North America,and Europe (Chris 2002). Private broadcasters have even brought thesenew kinds of global entertainment documentaries into Nordic countries,like Finland, where they offer an entertaining way to compete with themore serious documentaries done by public service broadcasters (Hu-janen 2007).Audience studies seem to reflect the same sense of the global doc-umentary genre. For example, one of the first studies of slum dwellingaudiences for cable TV in the Rio de Janeiro slum of Rocinha, foundthat parents there were particularly interested in programming that
  34. 34. GEOGRAFIAS DA COMUNICAÇÃO38would keep their kids entertained and safe off the streets, since in theirneighborhood the streets was frequently dangerous, with gun battlesbetween drug dealers and police. So the preferred cable channels andgenres in that neighborhood were cartoons and entertaining documen-taries from Discovery, Animal Planet, etc., which kept kids happilyindoors (Letalien 2002).In contrast to the very global flow of documentaries, MTV is aglobal satellite TV brand that seems to have succeeded by localizing ex-tensively. It kept core elements of its formula, a focus on youth with a va-riety of genres of music videos and other kinds of programming, and VJs(video-jockeys) or announcers who adapt MTV styles to local aesthetics(Chalaby 2002). In Brazil, in the operation I studied most intensely, theinitial MTV target in the late 1980s was middle-class and upper-middle-class youth (Flesch 1990). MTV in Brazil initially imagined an audiencethat would consume the sorts of things that were shown in the videosfrom the United States, and would have a very direct particular interestin music videos from United States. The producers and researchers forMTV Brazil I interviewed in 1989 and subsequently were very aware ofthat this was not the majority of Brazilian youth (MTV 1997). MostBrazilian youth would prefer to have seen a higher proportion of Bra-zilian music videos and fewer American heavy metal and other 1980sU.S.-style videos. However, they were cautious, initially building on thevideos they already had from the USA, not wanting to encourage thecost of having a to record new videos, which weren’t yet being producedalready in Brazil by the music industry in the same way that they were inthe United States. So they started with a more cautious mixture of U.S.and Brazilian music videos and appealed to the youth who liked thatmixture, upper-class youth with more previous exposure to U.S. culture.As they began to broaden their ambitions to try to reach a broader rangeof Brazilian youth, they increased the proportion of Brazilian music vid-eos, locally-based interview segments and lifestyle segments etc.A multi-layered InternetThe Internet seems to run an extreme range of cultural geographicand other layers of production and identification from very global to verylocal, much more than broadcast television, satellite television or film.
  35. 35. 39JOSEPH D. STRAUBHAARMany people worldwide do use global sites in English, such as the NewYork Times, Wikipedia, software sites, and games. User registration forthe New York Times shows hundreds of thousands of users outside theUSA, for example. UNESCO was concerned enough about the domi-nance of English (and a few other major languages) on the Internet toaddress the issue of linguistic diversity on the Internet in their Con-vention on the Protection and Promotion of the Diversity of CulturalExpressions (Unesco 2005) and in subsequent action programs (c.f.UNESCO Information Society Observatory weekly email bulletins).However, increasingly, more people seem to use language specificsites and services. For example, the English-language version of Wiki-pedia is popular, drawing hundreds of thousands of global users. Whatare accelerating even faster, however, are increasing numbers of languageversions of Wikipedia. As of August 2007, there are 174 language ver-sions of Wikipedia that have over 100 articles in each as of 2006. Show-ing some level of concentration in major world languages, 12 languageversions of Wikipedia have over 100 thousand entries each (Wikipedia,2007). Electronic mail, social networking programs, and other new Web2.0 (or more intensely participatory and interactive Internet uses) tendto function within language groups, within social classes, within reli-gious or other groups. For example, a recent study in the USA showsthat even within the seemingly somewhat homogenized U. S. youth cul-ture of the Internet, Facebook social networking program users tend tobe somewhat better educated, whiter, more elite, and more college ori-ented than MySpace users (Boyd 2007) . The latter tended to be moreworking class, more ethnically diverse.In many cases, many national media Web sites are far more widelyused than global media Web sites. Oh My News from Korea, for in-stance, is one of the world’s most heavily used new sites, even thoughit functions primarily in the Korean language primarily serving a verylarge and growing base of Korea news users. Likewise in Latin Americaand other parts of Asia or Europe, national media sites tend to be some-what more widely used for actual news purposes than global media sites,which tend to be more likely used for entertainment or other purposes.In Europe, national public service broadcasters’ Web sites are often themost heavily used (Hujanen 2007). In some ways, this reflects the trust
  36. 36. GEOGRAFIAS DA COMUNICAÇÃO40created by national “brands” of media, often specifically public media,but often, too, private national newspapers. It also relates to the social,cultural and other capital demands made on a user or reader of news(Bourdieu 1986). For someone to knowledgeably read and use the NewYork Times website for news articles on a regular basis requires intensecultural capital. More than basic knowledge of English, far more thanbasic knowledge of U.S. and world events, further into U.S. specializedvocabulary, phrases and usages are required for someone to use a newservice like the New York Times more than occasionally. If one is to bea regular intensive user, one needs to have the cultural capital requiredmake that both easy and pleasurable.In fact among the rapidly growing U.S. online news spaces, themost popular spaces are those of extremely localized news portals andservices, according to multiple reports at the Eighth Annual Internation-al Symposium on Online Journalism, March 30-31, 2007 at the Univer-sity of Texas in Austin (http://journalism.utexas.edu/onlinejournalism/).New services for and about specific neighborhoods, small cities, partsof larger cities like the San Fernando Valley part of Los Angeles, forexample, all seem to draw intense, frequent news usage, perhaps whencumulated, more than do larger more cosmopolitan more global siteslike the New York Times or the Los Angeles Times. This reinforces ourpoint about the continuing importance of local identity.Transnational complexWe need to look more deeply at some of the driving forces be-hind the growth of complex transnational layers of production, flow andidentification. These include the major regional and global diasporiclanguages, and cultural linguistic markets, both transnational and geo-cultural, discussed above. They also include the flow and adaptation ofcapitalist models, global, transnational or regional, and in one key, re-lated development, the growth of major media capitals (Curtin 2003) orproduction metropoles, and global cities (Sassen 2004).In many parts of the world, there is a truly globalized capitalism.We see it both at basic level of basic economic forms on into specificmedia genre forms. It carries with it important cultural forms such asthe form of modern American network style of commercial television, or
  37. 37. 41JOSEPH D. STRAUBHAARthe form of the commercialized music video, or the form of the Westernprofessionalized news story. There are, however, also many regional, na-tional and even local variations. For example, past a very basic level ofcapitalism itself, is there a single model for the sort of modern or capital-ist modernity that many countries throughout the world now pursue?Or are there Japanese and Chinese models of capitalist media modernity,as suggested by Iwabuchi (2002) or David Harvey (2005), which nowserve as models for other places in Asia, Latin America, etc. Those maybe models that are more approachable and seemingly more realistic thanthe American, British or French models.For an interesting example, of over half a century of life now,we can look at the forms of Latin American commercial televisionbroadcasting and, in particular, the way they have produced their mostfamous product, the telenovela. There, perhaps earlier than anyplaceelse in the world, we can see the impact of the forms of U.S. stylecommercial network broadcasting which have proven so influential inthe 1980s and 1990s in places like Europe. Those forms and modelslanded with full force much earlier in Latin America, with radio inthe 1920s and with television already in the 1950s. So already by the1930s, we saw modern American corporations used to a certain style ofhighly networked and highly commercialized broadcasting, which theywere accustomed to use for selling their products, beginning to use andadapt the same forms to Latin America.To take a very specific case, Colgate-Palmolive, the major U.S. multi-national soap company, helped develop a specific American form of melo-drama that we called soap opera in the United States. They quickly movedit to Cuba, the most developed Latin American market, first in radio in the1930s and then in television in the 1950s, and it spread quickly through-out Latin America. That seems straightforward as a preview of top downcapitalist globalization of media and culture, but we look more closely, weactually see a much more complex process. A combination of genre tradi-tions, television industry structures, television producers, and televisionaudiences produced the Latin American telenovela, as a distinct variationon the rather globally dispersed notion of the melodrama, of which theU.S. soap opera is just one notably successful variation. Producers, first inCuba, then elsewhere in Latin America drew on European serial novel tra-
  38. 38. GEOGRAFIAS DA COMUNICAÇÃO42ditions, American radio and television soaps, Cuban and other early LatinAmerican adaptations of those genres, and emerging local and nationalcultural traditions that lent themselves to melodrama on television (Lopez1995; La Pastina, Rego et al. 2003).Audience response ensured that advertisers would supply the eco-nomic resources for continued and expanded production of telenove-las in an increasing number of countries. Audience feedback shapedthe productions away from elite focused dramas toward a mass cultureform that resonated more with a variety of traditions and plot devicesand that could involve both men and women, peasants, urban workers,and the middle classes (Martín-Barbero, 1993). This cultural forma-tion spread all over Latin America, with distinct adaptations variations,so that Brazilian telenovelas are quite different from those of Mexico(Hernandez, 2001).In one of life’s little ironies, probably Fidel Castro did not con-sciously intend to accelerate and consolidate the commercial Americannetwork form of television in the rest of Latin America when he pushedso many commercial media professionals out of Cuba in 1959. But thatwas exactly what happened when many highly trained scriptwriters, di-rectors, network managers, network owners, actors and technicians leftCuba for Venezuela, Mexico, Brazil, Argentina and Peru. These profes-sionals had their own notions of how to supply the American networkmodel and certain genres like the variety show and telenovela. It wasbased on the Cuban experience, reflecting the American experience, butquickly developed a number of variations to fit the general Latin Ameri-can market as well as specific places they worked. They took literallyhundreds of thousands of pages of scripts and other concrete formulasthat permitted them to move their knowledge with them rather quick-ly and rather effectively, not unlike the rapid, massive spread of realityshows in the last 10-15 years.One of my current projects is doing an oral history with Joe Wal-lach, one of the lead professionals from Time life Inc. who in 1965 wentto Brazil to begin a joint venture with Roberto Marinho, the owner ofO Globo newspaper and several radio stations, who wished to get intotelevision. I find that he was aware of both the advantages and disad-vantages, strengths and weaknesses of an American television model as
  39. 39. 43JOSEPH D. STRAUBHAARit was taken to Latin America. He realized that certain things about theAmerican model, particularly its financial forms, network simulcasting,and central management would seemingly work well in Brazil, but healso recognized very quickly by the end of 1965 that some of his U.S.colleagues’ ideas about how to program television, principally import-ing a lot of American programming, would not work. It simply wasn’tgoing to make money. The Time Life TV Globo station was in fourthplace out of four in Rio. So he went looking for Brazilian professionalswho could bring local programming approaches, which would be morepopular with Brazilians. Here is a very early example of how even majorpillars of international capitalism recognized the need to localize theirstrategies and adapt to local forms of capitalist development and of cul-tural definition of markets. So a key thing that we see in the evolutionof current capitalist modernities is the adaptation of these models. Thiswas visible early in Latin America, but also recently in east Asia SouthAsia, the Arab world and various parts of Europe, to the cultural lin-guistic and geocultural regions that both local and transnational culturalindustries encountered.We also see the growth of major production centers, media capitals(Curtin 2003) or global production cities. They include Rio de Janeiro,Mexico City, and Miami (Sinclair 2003) for Latin America, Hong Kongand Shanghai as major production centers in China, for much of Asia,Beirut and Cairo in the Arab World, etc. These centers have an increas-ingly global projection, but their real base has been and continues to betransnational geo-cultural and cultural linguistic markets.Multiple identifications, identity and hybridityThere is an ongoing, complex interaction between forces of eco-nomics and technology, as exemplified by many of the satellite televisionservices, broadcast television networks, and Internet companies or insti-tutions discussed above, and long run patterns of culture and language.To some very large degree, people in audiences come to identify withwhat they are shown. The extraordinary dominance of global film dis-tribution by the USA since the 1920s has resulted in cultural patterns offamiliarity, knowledge and liking for American style films that persistsin many parts of the world (Miller 2001). That creates a market defined
  40. 40. GEOGRAFIAS DA COMUNICAÇÃO44by both political economy and culture that new networks of feature anddocumentary film, like HBO or Discovery, can exploit, using new tech-nologies of television distribution. Those supply and reinforce the audi-ences of those who like those genres. So for large numbers of people,a specific identification with Hollywood style film builds up to wherethere is a layer of culture so familiar to people that Gitlin called thisAmerican cultural layer of production, flow and consumption, a familiarsecond culture for many people in the world (Gitlin 2001).To take a very different example, the historical primacy of publicservice broadcasting over time in the Nordic countries and its ongo-ing creation of genres and forms of content that engage and please itsaudience has created patterns of goodwill, familiarity, cultural capitalor knowledge, and liking that continues to guide audience preferenc-es toward it even when competition is available. From the continuedratings success of such cultural and informational genres in the face ofboth broadcast and satellite/cable multi-channel TV competition, manyScandinavians seem to have ongoing identification with them that couldbe seen as fairly stable cultural layers of production, programming andconsumption for both informational and cultural forms typically identi-fied with public service broadcasting. To some degree, these forms areidentified with national culture and also continue to connect with andreinforce a layer of what might be seen as national identity in a countrylike Denmark (Søndergaard 2003).The creation of a certain linguistic or cultural space or market isintertwined with economic and technological forces. In his study of thedevelopment of nationalism, Anderson saw print capitalism as workwith existing languages or dialects to standardize and spread them, viathe printed word of newspapers, novels, etc. to become standardized na-tional languages (Anderson 1983). In his work on modern India, Kumar(2006) shows how Hindi has been both spread and resisted as a nationallanguage within India by different institutions of television, at both na-tional and regional levels. By providing ongoing news and culture forpeople to identify with, a number of these broadcasters, at the level ofregion or province within India have served to reinforce regional sensesof identity, which were already based on earlier forms of language andculture, before television, radio or film.
  41. 41. 45JOSEPH D. STRAUBHAARSo the interaction is indeed complex. Audience identification andmore aggregated senses of cultural identity change with media forms.Culture is not static. Audience senses of identification can increase asforms of media bring them new and compelling cultural forms to iden-tify with. This is one of the ways that layers of cultural production, flowand identification can increase, reaching the multiple layers presentedearlier in this article.However, ongoing, changing forms of culture (and language) alsodefines spaces and markets within which use of technologies and orienta-tions of media institutions and businesses is defined. For example, therewas a point in the history of television broadcasting in Italy, where some-what surprisingly large audiences existed for Latin American telenovelas.As channels increased, seeking for new material to program, program-mers experimented with the telenovelas and they struck a resonance oridentification with parts of the audience to where European scholars be-gan to debate whether counter-flow from the developing to developednations might be underway (Biltereyst and Meers 2000). However, anunderlying preference for locally produced versions of popular televisionforms could also be seen or anticipated (Straubhaar 1991) and Italianfiction production began to increase, proving profitable, and pushed thetelenovelas slowly out of the main parts of the national programmingschedule (Buonanno 2004). Still for some parts of the Italian audience,particularly in southern Italy, where many felt more linked with emigra-tion and family ties to countries like Argentina and Brazil, an identifica-tion with and liking for such programs continues (Del Negro 2003).These identifications with specific programs again reflect the growth ofmultiple layers of both identification and identity. These are not essen-tialized or reified, but must be seen in a steadily changing media and cul-tural environment where technologies, television institutions, programforms and audience identification and identity evolve together.This ongoing pattern of change can be seen as both hybridity andthe multiplication of layers of production, programming/flow, and iden-tification. The hybridity can be seen in ongoing cultural change throughthe contact of local, regional, national, transnational and global ele-ments, liked those discussed earlier. Layers of cultural production andidentification multiply as technological and economic forces allow.
  42. 42. GEOGRAFIAS DA COMUNICAÇÃO46To people I have interviewed in Texas and in Brazil, many of these layersof culture that are made available to them and with which they come toidentify, seem very solid, not something they anticipate changing. Latinoimmigrants to Texas that I have interviewed, as well as Turkish immi-grants to western Europe interviewed in research by Ogan (1998), showthat many immigrants welcome a certain continuity of culture to befound in television from back home. They cherish that layer of cultureand identification, even as they form others in their new environment.However, these layers of cultural production and flow evolve withtechnological and economic possibilities. Affordable satellite televisionchannels make it much easier for transnational immigrants to stay moreclosely involved and identified with their home culture. (Earlier waves ofimmigrants had fewer media options and were more likely to have to usemedia in their new hosts countries, if they wanted to use media.)They alsoevolve with changing, or hybridizing forms of culture, that both reflectand frame the technological and economic possibilities. So as televisionbecomes cheaper, and people also start creating their own cultural forumson websites, we see the growth of Persian language television productionin Los Angeles for Iranian immigrants there (Naficy 1993). We see evenlarger numbers of websites, web radio programs, and even specialized satel-lite TV channels for South Asian immigrants to the USA or Great Britain,some focused on events back in South Asia, many focused directly on theimmigrant experience and news of their own specific community (MAL-LAPRAGADA 2006). These examples show the reciprocity of economic,technology, culture and media channels. People move in large numbersmostly for economic reasons, although political, familial, religious andother reasons factor in as well (Papastergiadis 2000). As they move, theytake their culturally formed interests with them. That creates spaces ormarkets for new layers of media to act in, if economic and technologicalpossibilities allow. All of these ultimately tend to create a new layer ofproduction, experience and reception, that is media, identification andidentity specific to the new immigrant community and its culture. Thatcommunity and culture will represent both a hybridization of home andhost cultures, and a new layer of media and culture in itself.So, to conclude, this article looks at four bodies of issues and theo-ry. First, we see the elaboration and development of new multiple layers
  43. 43. 47JOSEPH D. STRAUBHAARof media production, flow, identification and, perhaps, eventually, iden-tity. Second, these form in reciprocal interaction between technologicalpossibilities, political-economic forces such as movement of peoples andexpansion of media institutions and companies, and spaces for mediacreated by the cultural identities and interests of concrete groups of peo-ple. The net effect of this has been the expansion of layers of productionand reception of culture at the global, U.S. export empire, transnationalcultural-linguistic, transnational geo-cultural, trans-local, national, re-gional, global city or media capital, metropolitan and local levels.Third, instead of the homogenization feared by earlier theorists (Hame-link 1983), we see a less drastic but perhaps equally pervasive hybridization ofcultures. Both media institution professionals and audience members I haveinterviewed tend to articulate what they see as the increase in the number oflayers or kinds of culture (often expressed as new markets by the professionals),those layers are also constantly changing as they also interact and hybridizeover time. So, fourth, this is also a complex and dynamic system that is con-stantly evolving or emerging (Straubhaar 2007), as culture, political-economy,and technological possibilities interact and shape each other.SourcesAbram, D. J. (2004). Four tiers of Anglophone television importing: a comparativeanalysis of television flows between the United States, the United Kingdom, Australia,Anglo-Canada, Jamaica, Ireland and New Zealand from 1962-2001. Radio-TV-Film.Austin, University ofTexas at Austin: 362 leaves.Anderson, B. (1983). Imagined Communities: Reflections on the origin and spreadof nationalism. New York, Verso.Biltereyst, D. and P. Meers (2000). “The international telenovela debate and thecontra-flow argument.” Media, Culture and Society 22(393-413).Bourdieu, P. (1986). The Forms of Capital. Handbook of Theory and Research forthe Sociology of Education. J. G. Richardson. New York, Westpint Connecticut,and London, Greeenwood Press: 241-258.Boyd, D. (2007). viewing American class divisions through Facebook andMySpace. apophenia :: making connections where none previously existed. 2007.Buonanno, M. (2004). Alem da proximidade cultural: não contra a identidademas a favor de alteridade (Beyond cultural proximity: not against identity but infavor of alterity). Telenovela - Internacionalização e interculturalidade. M. I. Vas-sallo de Lopes (ed). São Paulo, Edições Loyola: 331-360.Chalaby, J. (2002). “Transnational television in Europe: The role of Pan-Europeanchannels.” European Journal of Communication 17(2): 183-203.

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