Introduction
Globalization and the media industry are closely related in that both connect with each other in terms of information delivery and development. Globalization plays a significant role in preserving the culture of different societies. However, this may prove difficult as media content is playing a significant role in influencing social life of the viewers.
With this being part of the press, it is gaining popularity all over the world such that even countries like China that have been strict in representing their culture in addition to creating competitiveness of their media content locally and globally having to restructure their media setting and influence content development. This paper is an analysis of the role of media laws in enhancing and preserving social and cultural identities. Also, it analyzes how globalization has played a role in creating a market for media content in different market segments and how people could adopt hybridization of media content to harmonize its impacts to various cultures with respect to the report by New York Times on the ban of foreign television shows during prime time in China.
According to the New York Times, the State Administration of Radio, Film and Television (SARFT), the government agency charged with regulating the conduct of the media banned airing of foreign television contents during prime times that run between 19: 30 and 22:00. In addition, the regulation allowed viewing of only 25 percent of the foreign content that had been approved by the agency. This, as the report states, is a way of reducing negative foreign influence on the local culture in addition to promoting the production and airing of the local media content in the local market.
The move further limited the local number of foreign movies, series and animation being aired on the local television in which case the local TV channels were advised to air only the foreign content that had been reviewed and approved by SARFT. This according to the report was a way of reducing vulgar content contained in most western movies that could impact the local people negatively.
Globalization
Analyzing this media regulation, it is evident that the move to regulate the number of foreign media content allowed in the local media channels are reflected by the social cultural and economic value created by the globalization of media industry. This is an argument supported by Govil that the rising global competition can be countered by supporting media content from the national level before thinking of the strategies to expand internationally.
The development of new and unconventional media content for the Chinese market was rather a different path taken by the country’s press. According to Tomlinson, globalization has enabled different proliferate and diverse cultures in the global market, a case that had made foreign media content to gain more popularity in China as compared to the local films.This was owing to the high restrictions that the media industry in the country had faced for many years to the extent of even limiting the level of creativity and the risk of venturing into new fields for fear of heavy repercussions.
However, the new revolution in the industry resulting from globalization has brought success to the media practitioners raising the status of the industry in the country in terms of creativity and the need to gain local and global competitiveness. However, the Chinese press capacity to compete even at the local level is sidelined due to the fact that foreign media content had already dominated the local market even before the country could establish local interesting TV shows. In order to take advantage of the impacts of globalization which present the press with the ability to sell products in the global market, there is need to first create a strong market base by making the local people embrace and accept local productions. This explains the reason behind the strict regulations aimed at minimizing the foreign content being aired in the country.
Cultural Identity
Regulating the content from foreign countries is also a strategy of preserving the local culture. Foreign- made films especially from the western countries have been perceived to change the social cultural way of life especially among the youths and children. This has prompted some governments especially from culturally reserved countries like China to make the bold move to preserve the rich culture of the local communities through minimizing and censoring foreign media while creating the acceptance of the local films as part of the cultural identity. This concept is supported by Tomlinson’s argument that governments sometimes takes stringent measures with the aim of protecting national identity that may be disrupted by proliferation of foreign cultures in addition to using their cultural identity in creating a competitive advantage.
Globalization of media has been perceived with the erosion of traditional values and practices. This is exhibited in the behavior of many young people who literary ape the practices and activities that are presented in the foreign movies, series and other shows. In an effort to restore the cultural identity of the Chinese people, the government felt obliged to reduce the foreign content being aired by the local television networks and increase the Chinese films that are mostly inspired by the domestic culture and the practices of the local people. A perfect example for such media content is the Kung-Fu movies which mostly exhibit more of the practices and culture of the Chinese.
Hybridizing media
The hybridization of media and globalization can be articulated as the source of new ideas in producing China films and reality shows. According to McPhail, hybridization involves the integration of various cultures and practices by different societies in developing media content. The resulting impact of globalization is that people have been able to identify interesting films from local and global production. In order to satisfy the desires of the domestic audience who have criticized the move to regulate foreign made media content, the Chinese government could embrace the idea of hybridization. This is achieved by ensuring that the local entertainment content encompasses on the cultural beliefs and practices of the Chinese people so as to showcase their cultural identity when promoting local films in the global market. However, as Mcillin notes, the move to ban foreign made content could create a negative notion by the global market and as a result they could also boycott Chinese films in retaliation.
Hybridization of different cultures and other aspects of the society is an important strategy for preserving the cultural identity. By this, the Chinese aspect of the cultural representation in the content will be preserved and also displayed to a global audience. Borrowing positive ideas from different cultures globally and adding it in the production of China movies is an essential tool that will make the country sell more both in the local and international market.
Conclusion
The move to ban airing of foreign made media content during prime times in Chinese local television networks presents an example of criticism that globalization has a negative impact on the culture of the native people. In addition, it portrays the move by governments to create an economic and cultural value of their media content by creating dominance in the local market before going global. However, such a move prevents the benefits of globalization and promotion of different cultures.
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