Diasporic media and narrowcasting

Australia has a rich history of immigration, and this has resulted in a range of diasporic communities living in the country. But how do these communities keep in touch with the culture and traditions of their homeland? It is all thanks to narrowcasting!

Source: The Lebanese Expatriate

Narrowcasting, which Overby and Barth describes as allowing 'a far more nuanced targeting of audiences' (2005), along with the increasing availability of technology, results in cultural represenations being available to these communities through online sources.

Nacify believes that 'although physically separated from their [homeland], these postmodern diasporas have not neglected their indigenous cultures and languages; instead, using electronic media, they have worked actively to celebrate and sustain them.

One such media is YouTube, which 'allows billions of people to discover, watch and share originally-created videos... [providing] a forum for people to connect, inform, and inspire others across the globe,' (YouTube).

The video above is an example of the type of narrowcasting that ensures diasporic media targets certain cultures, languages and traditions that are relevant to different diasporic communities.

Many people living in diaspora have a deep connection with their homeland, and this is reflected in the type of diasporic media that is created. Desai claims 'in most discourses of diaspora, nostalgia, longing, and loss are central themes that define diasporic subjectivity and identities,' (2004).

By having diasporic media readily available through video sharing channels like YouTube, people living in diaspora are able to connect with their homeland and know that their feelings of longing and nostalgia are very common.

References
Desai, J 2004, Beyond Bollywood: the cultural politics of South Asian diasporic film, Routledge, London, pp. 101-31.

Nacify, H 2003, 'Narrowcasting in diaspora: Middle Eastern television in Los Angeles', in KH Karim (ed.), The media of diaspora, Routledge, London, pp. 51-62.

Nostalgia that Indians face when they land up for studies and jobs in US, UK and Australia 2009, YouTube, indianmonster, 3 October, retrieved 30 August 2012, <http://www.youtube.com/watch?=IlRPOa1SL3U>.

Overby, L & Barth, J 2005, 'Radio Advertising in American Political Campaigns: The Persistance, Importance, and Effects of Narrowcasting', Conference Papers - Midwestern Political Science Association, pp. 1-31.

YouTube, 'About YouTube', retrieved 30 August 2012

The blogosphere

The blogosphere  is what we are participating in right now as I write this post, and you read it. It is made up of all the blogs in the world and is a place for people to put their thoughts into the public domain for anyone to see. It is also somewhere discussion can be raised and is constantly changing.  These characteristics are comparable to the idea of the public sphere.

Source: DMA

According to Habermas, the public sphere is ‘a realm of our social life in which something approaching public opinion can be formed. Access is guaranteed to all citizens.’ (1964, p.49). This idea is somewhat relevant to the blogosphere as it creates a public space in which public opinion can be formed. However, because access is not guaranteed to all citizens, so it does not encompass all of Habermas' ideas.

This is because of the digital divide, which Ali describes as ‘the unequal distribution of information and communication technology across nations,’ (2011, p.188). This is of particular relevance to the Internet, which many people around the world do not have access to or are unable to use as they have not been educated. Therefore, many people are unable to create their own blog site, and cannot participate in forming public opinion and being involved in public discussion.

The Digital Divide
Source: ICTP Digital Divide Simulator

However, if you leave the digital divide out of it, the other characteristics involved with blogging can be seen as a type of public sphere. It is free for anyone to use (therefore access is guaranteed to all who have access to the technology needed to participate), is an area within our social life where we can discuss any subject we want and is becoming more popular every day. 

Source: blogOH!blog

So is the blogosphere the future of the public sphere? If the gap can be closed in the digital divide, anything is possible!

References

Ali, A 2011, ‘The Power of Social Media in Developing Nations: New Tools for Closing the Global Digital Divide and Beyond’, Harvard Human Rights Journal, Vol. 24, Issue 1, pp. 185-219, retrieved 23 August 2012.

blogOH!blog 2007, ‘Exploding Blogosphere’, retrieved 23 August 2012, <http://www.blogohblog.com/exploding-blogosphere/>.

Communication for Governance & Accountability Program, ‘The Public Sphere’, retrieved 23 August 2012, < http://siteresources.worldbank.org/EXTGOVACC/Resources/PubSphereweb.pdf>.

Dictionary.com, ‘blogosphere’, retrieved 23 August 2012, <http://dictionary.reference.com/browse/blogosphere>.

DMA, retrieved 23 August 2012, <http://classes.dma.ucla.edu/Fall08/154A/JPGs/spreads1600/blogosphere_SH%20copy.jpg>.

Habermas, J 1964, 'The Public Sphere: An Encyclopedia Article', New German Critique, Vol. 74, Issue 3, p. 49, retrieved 23 August 2012.

ICTP Digital Divide Simulator, ‘What is the Digital Divide?’, retrieved 23 August 2012, <http://wireless.ictp.trieste.it/simulator/>.

NielsenWire, ‘Buzz in the Blogosphere: Millions More Bloggers and Blog Readers’, retrieved 23 August 2012, <http://blog.nielsen.com/nielsenwire/online_mobile/buzz-in-the-blogosphere-millions-more-bloggers-and-blog-readers>.

Technorati 2011, ‘State of the Blogosphere 2011: Introduction and Method’, retrieved 23 August 2012, <http://technorati.com/social-media/article/state-of-the-blogosphere-2011-introduction/>.

The Digital Divide 2010, YouTube, ACCANvideo, 1 July, retrieved 23 August 2012, <http://www.youtube.com/watch?v=doVVEcidowU>.

The European Graduate School, ‘Jürgen Habermas – Biography’, retrieved 23 August 2012, <http://www.egs.edu/library/juergen-habermas/biography/>.

Wikipedia, ‘Internet’, retrieved 23 August 2012, < http://en.wikipedia.org/wiki/Internet>.

Making Culture

How do I participate in my national identity?

Before answering this, let’s look at what ‘culture’ actually is. John Fiske describes culture as a way of living within a society that encompasses all the meanings of that social experience, (1992). In this sense, culture assists people to understand themselves and to make meaning of the world around them.

When I think of typical ‘Aussie’ culture and the way Australian’s are represented around the world, films like The Castle and Crocodile Dundee come to mind, both of which exaggerate Aussie stereotypes.

Sources: Angus & Robertson, Covers Hut

I personally, do not identify with these stereotypes and don’t know many who do. So what is Australia’s culture?

Globalisation, and in particular, the physical flows of people has affected the way in which culture is defined in Australia. Sun believes ‘global population movements are producing a growing tendency for bounded territories to give way to diasporic networks, nations to transnations,’ (2002).

Australia has a long history of immigration, starting with the Aboriginal people over 40,000 years ago and the British colonization in 1788. Since then, immigrants have continued to migrate to Australia and have brought with them, their own cultural identity, which has helped shape Australia’s culture. This is because migrants often become ‘more possessive on issues of national sovereignty that do their compatriots at home,’ (Sun, 2002).

So, multiculturalism has somewhat become Australia’s national identity.

But how do I make culture, make sense of the world around me?

Through my family and upbringing, fashion trends, American television shows, Australian music and international travel.

Sources: Serendipity, Entertainment Wallpaper, The Music Network

But people make meaning in a variety of ways and with different cultural trends, which is what is so great about living in a multicultural country.

References

Fiske, J 1992, 'British cultural studies and television', in RC Allen (ed), Channels of discourse, reassembled, 2nd edn, Routledge, London, pp. 284-326.

Sun, W 2002, ‘Leaving China: media, migration and transnational imagination’, Rowan & Littlefield, Lanham, Md. Lanham, pg. 113-136. 

Global event: foreign sponsorship crippling local businesses

Are the Olympics a globalising force? Yes, in many ways they are. Competitors from almost every country come together to compete in sporting events that are broadcast around the world. The event attracts attention worldwide and is a topic of discussion amongst a range of people. Thompson, believes gloablisation ‘refers to the growing interconnectedness of different parts of the world,” (cited in Rantanen, 1995). This illustrates that the Olympics are a global event as it connects different parts of the world in a multitude of ways. But is this a good thing? I’m not convinced about that.

The Olympics is a chance for the host city to gain worldwide exposure and can assist with bringing tourists to the area and boosting the economy. However, because of the global nature of the event, it has attracted many offshore sponsors, leaving local businesses unable to reap the benefits. Various businesses throughout London have fallen victim to the ‘brand police’ employed to ensure the businesses do not use unauthorised advertising in order to protect the multi-million dollar sponsorship deals held by various partners.

Source: Ant Blog 701

Source: Creative Review

Source: Brand Republic

According to Martin Hickman in his article for The Independent, ‘Almost 300 enforcement officers will be seen across the country checking firms to ensure they are not staging "ambush marketing" or illegally associating themselves with the Games at the expense of official sponsors such as Adidas, McDonald's, Coca-Cola and BP,’ (2012). Brand police have banned retailers around the Olympic venues from selling fries because of McDonalds fast food rights, forced a butcher to take down an Olympic ring sausage display and a florist to take down an Olympic flower display (Kermond, 2012).

More examples can be seen at the following articles:

• Ad police defend a brand but tarnish a name
• The Olympic 'Brand Police' About To Enter London Sound Completely Ridiculous

Foreign sponsorship has crippled local businesses and has tarnished the Olympics experience for many people in London wanting to get involved in the spirit of the games. 

Source: The Age

References

Ant Blog 701 2012, 'Time to head to McDonald's again', retrieved August 10 2012, <http://ant.sillydog.org/blog/2012/004094.php>.

Brand Republic 2011, 'BP 2012 ad drive: "We are trying to be humble"', retrieved August 10 2012, <http://www.brandrepublic.com/news/1078387/>. 

Creative Review 2012, 'Adidas: Take the Stage', retrieved August 10 2012, <http://www.creativereview.co.uk/cr-blog/2012/july/adidas-take-the-stage>.

Hickman, M 2012, 'Britain flooded with "brand police"to protect sponsors', The Independent, 16 July, retrieved August 10 2012, <http://www.independent.co.uk/news/uk/home-news/britain-flooded-with-brand-police-to-protect-sponsors-7945436.html>.

Kermen, C 2012, 'Ad police defend a brand but tarnish a name', The Age, 27 July, retrieved August 10 2012, <http://www.theage.com.au/business/media-and-marketing/ad-police-defend-a-brand-but-tarnish-the-name-20120726-22v79.html>.

London 2012, 'Partners', retrieved August 10 2012, <http://www.london2012.com/about-us/the-people-delivering-the-games/olympic-partners/>.

Rantanen, T 2005, The media and globalization, Sage, London, pp. 1–18.

Taylor, A 2012, 'The Olympic "Brand Police" About To Enter London Sound Completely Ridiculous',  Business Insider, 16 July, retrieved August 10 2012, <http://www.businessinsider.com/olympic-brand-police-london-2012-7>.

McEmpire

McDonaldisation of society
Source: Bangkok-ok!

Looking at the news media and journalism landscape today, I am extremely worried about its direction. Recent developments in technology and media convergence [what Jenkins describes as 'a situation in which multiple media systems coexist and where media content flows fluidly across them,' (cited in Dwyer, 2010)] has changed the face of ‘traditional’ media and has created a world where entertainment is preferred over hard news. The tabloidisation of the media can be viewed as a process of McDonaldisation, whereby ‘the principles of the fast-food restaurant are coming to dominate more and more sectors of American society as well as of the rest of the world,’ (Ritzer, 2013).

Global media empires are operating under this McDonaldised process and are majorly profit-driven as news is becoming a blend of entertainment and information, which often sells best. Hard news is increasingly coming second to tabloid media.

Ritzer’s book, The McDonaldization of Society, addresses the newspaper USA TODAY, which he says is often called McPaper because of ‘its emphasis on light news and colour graphics, the main function of such a newspaper [being] entertainment.’

Herald Sun cover emphasises Ritzer's 'McPaper'
Source: Crikey

‘McDonalds succeeds because it offers consumers, workers, and managers efficiency, calculability, predictability, and control,’ (Ritzer, 2013). Global empires like News Corporation are using this model to run their media outlets. It’s an efficient way to make profits and control the news with calculable and predictable content. But this is leading to the homogenisation of information available to consumers and is limiting the information flows around the world.

Stevens believes the media has the ability ‘to control and shape the direction of society, the range of content quality and the diversity of audiences,’ (2003). If global media empires continue to create content based on profits, hard news and high quality programming will become a thing of the past, with only tabloid media available.

References

Bangkok-ok! 2006, 'Globalization and Culture: McDonaldization, Jihad vs. McWorld, and or hybridity', retrieved August 9 2012, <http://bangkokok.typepad.com/weblog/2006/10/globalization_a.html>

Crikey 2009, 'Sandilands and scandal: is this the tipping point?', retrieved August 9 2012, <http://www.crikey.com.au/2009/09/09/sandilands-and-scandal-is-this-the-tipping-point/>.

Dwyer, T 2010, Media Convergence, Open University Press, Berkshire.

News Corporation, retrieved August 2 2012, <http://www.newscorp.com/>.

Oxford Dictionaries, 'Homogenous', retrieved August 9 2012, <http://oxforddictionaries.com/definition/american_english/homogeneous#homogeneous__8>.

Ritzer, G 2013, The McDonaldization of Society, Sage Publications, Inc, California.

Steven, P 2003, The no-nonsense guide to the global media, New Internationalist, Oxford, pp. 37–59.

USA TODAY, retrieved August 2 2012, <http://www.usatoday.com/>.

Wikipedia, 'McDonaldization', retrieved August 2 2012, <http://en.wikipedia.org/wiki/McDonaldization>.