Chapter 6: Contraflow in Global Media

Contraflow in global media

The globalization of Western media has an important role in shaping media cultures internationally, as well as the spread of the US model. The availability of digital technology and satellite networks has enabled the development of regional broadcasting for example the pan-Arabic Middle East, the Mandarin language Phoenix channel, this has also enabled an increasing flow of content from the global South to the North, for example, the Brazilian television giant TV Globo

Global culture's discontents

The growing Western cultural presence in the developing world has produced trepidation in some places around the globe. In many developing countries, Western influence is bringing mixed results. Taking Iran as an example, the Islamic revolution that overthrew the Shah of Iran in 1979 was not spurred by modernization as much as by opposition to what Iranian intellectuals called 'westoxication', other countries China, Singapore, Saudi Arabia and Iran have tried to restrict the reception of Western satellite television by introducing licensing regimes. Iran banned Western television on the grounds that it was culturally inappropriate in an Islamic nation, because of sexual content and other inappropriate scenes. There is also a feeling that in the Me World, culture is being commodified that has consequences on religion. In Asia, Western culture, it is considered as undermining traditional Asian values, and their rich culture.

Global counterflow of television

A more understanding of international cultural flow will show that the traffic is not just one way - from North to South, even though it is overly weighted in the favour of the former. The new transborder television networks are appearing, and the extension of satellite footprints and the has enabled networks such as Zee to operate these groups represent Southern media organizations which are becoming visible across the globe.

The growth of television and the spread of satellite around the globe has become extremely dangerous for some cultures. The influence of western values and principles on young generation has created some controversy in societies and made people lost about whether following the flow of international trades and the western cultures, or sticking to their culture that might be consider as outdated and static.