Comparative Media Analysis
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Part 1
Aspects of Comparative Media Analysis
Comparative media analysis uses the national – territorial aspect to analyze different media systems. Other elements used for comparison include race, gender, ethnicity, and culture. Therefore, these aspects of comparison depict seven media systems: Western media system, revolutionary media system, communist media system, developmental media system, authoritarian media system, neo – rigid media system, and covert media system. The western media system is the most publicized and has, in recent centuries, been adopted by nonwestern countries through modernization (Chasi and Rodny-Gumede 2016, pp.696-698). The ownership and control of media systems play an essential role in their comparison. For instance, the western media system is mostly privately owned, and the government has little control over the media.
In contrast, the revolutionary, developmental, authoritarian, and neo-rational media systems are mostly owned and governed by the government. Media systems that are controlled by the government aim at promoting the national vision of the government. The media systems publicize government projects and achievements and are funded by the government. However, the western media system is fuelled by profit-making. Since they are privately owned, they are endowed by individuals and operate according to them. In further comparison, the privately-owned media systems are better managed than government-owned media systems. Arguably, maybe it is the same reason Western media systems are doing better and serve the public more satisfactorily than government-owned media systems.
Freedom of Expression
The western media system advocates for freedom of expression of the press. Also, there are no licenses and censorship mechanisms put in place, and therefore, the press is free to air their views. Nevertheless, common laws and regulations protect individuals and their actions. This media system is mostly practiced in western countries. However, the condition is rare, owing to the socio-economic conditions of society in developing countries. These developing countries have been pressurized over the years to adopt the western media system through westernization. Westernization refers to adopting western culture in law, technology, norms, customs, and traditions. It also implies adopting western culture.
Maintenance
However, maintaining the western media system is expensive as it requires a high-income earning society, high literacy, education levels, and a network of multiparty democracy. Most developing countries have a large population of low and middle-income earners, low literacy, and educational level due to decreased society’s awareness. The western media system is built on a tradition of independent journalism, and therefore non – liberal leaders cannot allow this type of media in their countries. An example is Fiji, a country portraying the growth of media post-democracy (Waisbord, 2015, pp.188-192). The media system undergoes intimidation and harassment with barriers to freedom of expression. It’s characterized by restrictive and developmental journalism where journalists are compelled to work with the government to pursue a national vision. The government is also a monopoly in issuing licenses to the media outlets and also limits divisive reporting. Nonwestern countries’ need to be present in global media scholarly articles have dramatically influenced the pursuit of de westernizing comparative media analysis.
Deeper Analysis of De-westernization
De westernizing comparative media analysis implies adopting an open-minded research perspective rather than the western research models. De westernization of media research argues for a smash and grab epistemic that goes beyond nation based comparison to unleashing new conceptual and methodological ideologies for media analysis. Most nonwestern countries are still struggling with postcolonialism and war-related effects, and therefore, their media systems can hardly match the western media systems. For instance, there is a stiff competition between the government-run and privately owned media outlets in Nigeria as they try to outshine each other for audience and profits. Even though the government controls the media, private media outlets have found their niche in copying western media systems ( Lowe & Brown, 2016). It is the same case in most non – western countries, and it has led to the loss of content as the media outlets are pressured to pursue high revenues compared to delivering qualitative content. Although most private-owned media outlets have adopted the western media system, non – western countries are still not highly recognized in the global media niche.
De-westernization’s Purpose
The de-westernization of comparative media research aims to provoke analysis of how global knowledge is generated. Westernization has frequently used ideas of eurocentrism to define worldwide research. This ideology cuts off nonwestern countries from international media researches. It contrasts with de westernization, which aims to integrate ideas emerging from historical and current debates within global south countries and shifting away from eurocentrism thoughts. However, some experts argue that despite de westernization campaigning for increased media globalization, the national – territorial reference point remains intact. It should also be noted that western comparative media analysis is highly ethnocentric as it refers to only western countries’ experience with slight mentions of non – western states (Parekh, 2019). Nonwestern media analysts, therefore, tend to base their arguments against eurocentrism and foreign-imposed ideologies.
De-westernization Strategies
Strategies used in de-westernizing comparative media research analysis include indigenization, domestication, diversification, horizontal interpenetration, and counter penetration. Indigenization refers to protecting primary indigenous cultures and advocating for indigenous skills to be incorporated in modern contexts. Domestication refers to foreign institutions and media technologies to suit society’s needs in nonwestern countries. Diversification implies considering different cultures and knowledge in centering life for the citizens of a nation. Horizontal interpenetration refers to a partnership of nonwestern societies with those of the same level to achieve a combined analysis that can be competitive globally. Counter penetration refers to completely reversing influence from western cultures to the nonwestern societies.
Part 2
Case
I chose the case of Lusophone African Countries, which include Angola, Cape Verde, Guinea Bissau, Mozambique, and Sao Tome and Principe. The five countries joined efforts to compare media use and democracy. The researchers looked into different media systems in Africa and a few worldwide media systems. A detailed comparison was made amongst the media systems, using the strategy of horizontal interpretation. The research entailed an insight into the news media functions in creating, supporting, and shaping democracy. The researchers concluded by examining the relationship between media dynamics and political changes. Consequently, the researchers outlined the most influential media uses and effects. In the research, the countries encountered challenges due to missing data, inaccurate records, and problems in democracy and leadership.
Model
My chosen model is a historical interpretation. Horizontal interpretation refers to the partnership between two nonwestern societies or states of the same level to achieve a common goal. The two countries combine their resources and efforts to ensure a combined analysis to enable them to be competitive globally. Whereas de-westernization advocates for open-minded research, it does not entirely rule out westernization. Similarly, horizontal interpretation encourages a combination of knowledge, resources, and various analyses to enhance the southern countries’ inclusivity in the western niche (Waisbord, 2015, pp.188-192). Therefore, horizontal interpretation advises on global unity. For instance, Ethiopia and Nigeria are developing countries but have diverse cultures, customs, laws, traditions, and norms. Horizontal interpretation will imply a combination of analysis of the media system in Ethiopia and those in Nigeria. The result will be integrating both western ideologies and nonwestern ideologies, which will form comparative media research that is competitive-fit globally.
Comparative Media Research
The case I chose of Lusophone African Countries calls for comparative media research since the counties aimed to compare different media systems and their contribution to democracy. The study entailed several steps that led to the conclusion that it called for comparative media research. It began by analyzing the history of comparative media research over the last few decades. In history, the researchers precisely sought to identify the number of times when historical interpretation has been used in comparative media analysis. Bumler, Mcheod, and Rosengre (1992) argued that comparative study implied time and space interpretation. The research concentrated on comparing same-level media systems. It was noted that developing countries are incomparable to western countries because the west of states experienced early growth, and most of them have been produced (Northrop, 2012). For instance, it would make little sense to compare a country like England media research in the 19th century with an African country like Lesotho in the 21st century. Therefore, it is advisable to dig into each country’s history before ruling out a comparative media analysis.
Analysis
Nonwestern countries have mostly adopted horizontal interpretation in their pursuit of de-westernizing media research. The de-westernization ensures the strengthening of media analysis in nonwestern countries. The flat performance results often empower the developing countries to a greater magnitude that surpasses the media analysis in western countries (Jāhāna, 2016). The horizontal interpretation strategy is, therefore, in conjunction with the ‘Smash and Grab’ epistemology. The system is perceived as one that can play a crucial role in breaking the boundaries between humanity-related disciplines and developing new concepts and methods that can be used to yield results in communication and knowledge. The ‘Smash and Grab’ concept aims to see the decolonization of the communication hierarchy. That is the difference in contact where some parties are allowed to communicate while others are not.
‘Smash and Grab’ is the kind of strategy advisable in a society where marginalization is evident due to the difference in social classes, ethnic groups, and educational background. For instance, the western media systems have often been empowered with the ‘final say’ on every news spreading worldwide. Therefore, just like UNESCO (2018) argues, all the other media systems have to submit to some specified western media systems or ask for permission to explore certain places or issues. Consequently, the different media systems are barred from investigating on some topics and areas. Instead, the western media systems are allowed the sole power of researching on particular sites. Chase and Rodney-Gumede 2016 argued in ‘Smash and Grab,’ pp.696-698, the horizontal interpretation has goals of alleviating the communication distance. The empowerment and ability of nonwestern countries and supporting one another are irrevocable and cannot be underestimated (Huis, 2013). Resultantly, some nonwestern media systems have shown the ability to be entrusted with investigating the ‘essential’ issues that were initially investigated by only western media systems. The results can be attributed to one strategy, the strategy of ‘Smash and Grab.’ Therefore, I agree with Chasi and Rodny-Gumede (2016) that the ‘Smash and Grab’ strategy is entirely aimed at empowering and decolonizing media research communication.
It’s important to note that horizontal interpretation goes hand in hand with diversification. Diversification is applying different concepts, mostly to widen the boundaries within which one thinks or operates. According to the Information Resources Management Association (2019), diversification in media analysis involves considering, appreciating, and incorporating different cultures and knowledge. It involves extensive research on what other media systems are doing and identifying an aspect or idea that can blend perfectly with your vision. After that, you combine the views with proper planning and goals to achieve the ultimate goal. Waisbord (2015, pp.187-188) proposed some nonwestern countries’ considerations like incorporate synchronizing the news flow from the reporters to the subscribers. The synchronization is accompanied by facilitating a rapid and immediate response to both current and arising issues. Secondly, the diversification could harmonize investigation and information compiling efforts; and distribute the information to the public ( Bekalo, Ochola, & Sanginga, 2010). Therefore, diversification facilitated the success of the research conducted by Lusophone African Countries. Notably, all the processes summarized in diversification were included in the study. Arguably, one can easily conclude that the researchers coupled historical interpretation with diversification strategies.
Diversification strategy has become of greater significance with the spread of internet connectivity and mobile technologies globally. The system could either be classified according to product-geographic diversification, or relationship with core markets or according to the acquisition mode (Peng, 2017). The three categories have collectively been successful due to the recent technology inventions that have ensured a transformed and effortless transfer of media products and services. Notably, some media platforms have global coverage, and whatever work or news being aired through the media spreads worldwide. It was noted that the researchers made great use of technological resources, including computers and network services. Again, the idea of diversification comes in at that point. The diversification through technology resources enabled the researchers to widen the boundaries within which their views would be confined. The results were positive since they accessed a variety of information that they extensively used in the research.
In that concept, diversification coincides with the principle of ‘Smash and Grad.’ ‘Smash and Grab’ aims at breaking boundaries between different areas. Similarly, diversification breaks the boundaries between various geographical locations and acquisition modes to products and services ( Hansen & Juslin, 2011). The diversification ensures ease in communication between the parties, hence eliminating the colonization in contact. Also, the idea of challenging one another is evident, where the countries challenged each other to yield results. Another benefit associated with merging departments is the ease of managing and coordinating the media company’s operations. Therefore, diversification has a significant contribution toward achieving goals.
Summarily, de-westernization comparative media analysis aims to adopt open-minded ideas involving the media industry. Some strategies need to be enhanced in the system to achieve the ultimate goal. I would advise the method of horizontal interpretation, coupled with diversification. A blend of the two approaches could work correctly, since they both have a common goal of merging, working together, and eventually opening up to more people globally. On top of opening up, the two strategies inter-marry with the ‘Smash and Grab’ goal of decolonizing communication.
References
Bekalo, I., Ochola, W. O., & Sanginga, P. C. (2010). Managing natural resources for development in Africa : a resource book. Nairobi: University of Nairobi Press.
Hansen, E., & Juslin, H. (2011). Strategic marketing in the global forest industries. Corvallis: E. Hansen.
Chasi, C., & Rodny-Gumede, Y. (2018). Decolonising Communication Studies: Advancing the Discipline Through Fermenting Participation Studies. In The Palgrave Handbook of Media and Communication Research in Africa (pp. 55-71). Palgrave Macmillan, Cham.
Association, I. R. (2019). Gender and diversity : concepts, methodologies, tools, and applications. Hershey: Information Science Reference.
Huis, A. v. (2013). Edible insects: future prospects for food and feed security. Rome: Food and agriculture organization of the United nations (FAO).
Jāhāna, S. (2016). Human development report 2016 : human development for everyone. New York: United Nations Publications.
Northrop, D. (2012). A Companion to World History. West Sussex: John Wiley & Sons.
Peng, M. W. (2017). Global business. Boston: Cengage Learning.
UNESCO. (2018). World trends in freedom of expression and media development regional overview of Africa 2017/2018. Paris: Unesco.
Waisbord, S. (2013). Reinventing professionalism : journalism and news in global perspective. Cambridge: Polity Press.