Friday, December 25, 2009
Tuesday, December 22, 2009
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Audience Research Made Easy
Developed by Arts Victoria and supported through the Australia Council, Audience Research Made Easy will supply you with the tools and building blocks you need to create your own research projects and to build links and bridges to your audiences. Go for the download:
Friday, December 11, 2009
Globalization, Multiculturalism and the Mass Media: Issues and Concerns
- Diversity is a social asset, part of the cultural commonwealth requiring protection and nourishment.
- Cultural expression is a means of emancipation, not the primary end in itself; the process is as important as the product.
- Culture is a dynamic, protean whole, and there is no value in creating artificial boundaries within it
In contemporary globalized world multiculturalism is a social reality. Multiculturalism is a significant political value and thus, an ideology. Multiculturalisms as a term is used in three distinct senses: as “a description of the state of cultural diversity in a society, as an ideology aimed at legitimizing the incorporation of ethnic diversity, or as public policy designed to create national unity in ethnic diversity” (Kallen, 1982).
For right wing scholars promoting multiculturalism is inching towards secular theocracy. These scholars prefer ‘cultural nationalism’ in place of ‘composite nationalism’. For others, multiculturalism is a myth as “there is no over-arching thread that holds a multicultural society together” (Lea, 2005). It is also being witnessed that modern societies are increasingly confronted with minority groups “demanding recognition of their identity, and accommodation of their cultural differences” (Kymlicka, 1997).
The debate continues when the future of multicultural societies hangs in balance. Few years back, London reflected a true multicultural city, where global citizens thrived and worked side by side. Recent bombings in London have shattered all (Anderson, 2006). The growing cultural intolerance and violence is threatening multicultural ethos. The key issues are: how can a civil society encourage cultural expression from culturally diverse groups within society? In the context of national culture, how to balance unique identities and shared identities? How to impose unity on diversity?
In between these pertinent questions, the role of media is vital in an interdependent world and culturally diverse society. We create, share communicate, and make meaning of our cultural identities via mass media. The aim of this paper is to explore the crucial role of media in a multicultural society. The paper aims to reflect on the nature of media-minority relations and understand as how multiculturalism is being expressed at different levels of cultural and media discourses such as journalism, entertainment, television programming, and advertising?
Globalization: A Brief Note
Globalization is a “transformation of worldwide social relations such that distant localities are now so linked that local happenings can very well be shaped by events occurring many miles away and vice-versa” (Giddens, 1990). Globalization is being seen as a positive force. Globalization as a process of social change is unifying different cultures and societies. The critics of globalization claim that the autonomy and integrity of indigenous cultural identities have come under pressure. "Globalization, market economy and powers of media and information technologies are bound to put pressure on local cultures” (Singh, 2000). The world is heading towards global cultural homogenization. The cultural plurality is being replaced by the uniformity.
There are scholars who don’t adhere to such threats. In case of India, the social structure and cultural system in India are essentially based on cultural pluralism and diversity which provides enormous cultural resilience to communities in India (Singh, 2000)." By the virtue of openness and not being exclusive, Indian society has acquired vitality. India has always welcomed people of different races, religion and culture and bound them all together. "India has lived with cultural pluralism for centuries. In fact, the history of India is based on linkages with other cultures" (Singh, 1999). In the process, multiculturalism has become a norm since it encompasses and embraces the values of various cultures.
On the other hand, globalization does not necessarily mean homogeneity. It also fosters consensus and allows for differences. The symbolic representation of diversity is being reflected in almost every corner of the world. Every town in the world now offers residents the choice of food such as French, Italian, Thai, Indian, Mexican, Chinese, Arabic, etc. The notion of multiculturalism is not merely confined in cuisine, but in areas of media, education, finance, information technology and also in corporate management (Sotshangane, 2002).
Globalization with its defining technologies such as computerization, digitalization, satellite communications, fiber optics & Internet has propelled the growth and expansion of mass media. Mass media in its scope, content, ownership, production, and distribution is now international. In the wake of dominance of free, open and liberal international market, national media systems has lost or struggling for its national character. In most regions of the world, at least television channels are not national; they are fast turning to be global. With the globalization television, the migrants, expatriates and immigrants are new target as audiences and consumers.
The media imperialism thesis seems to be no more of serious academic value but the very idea of a one-way, non-reciprocal flow of information & cultural influence in international media environment still concerns many scholars in the developing world. In a multi-cultural society, “there is a growing fear that their country is becoming fragmented, their values lost as growing numbers of immigrants bring new customs and international trade and modern communications media invade every corner of the world, displacing local culture. There is also an apprehension that scenario of cultural homogenization—with diverse national cultures giving way to a world dominated by the Western values and symbols. The most extreme advocates of the cultural exception fear that foreign films and television programmes will spread foreign culture and eventually obliterate local cultures and traditional values” (HDR 2004).
The notion and debate on ‘cultural imperialism' continues but the contemporary transnational era is being characterized by the term 'cultural synchronization' (Hamelink, 1983). Along with it, in contemporary academic and professional corporate environment the emergent perspective is that of glocalization. ‘Think global and act local’ is latest phrase being used by advertising professional to push multinational, mainly Western products in the local markets. Glocalization is combination of globalization & localization, that is, interplay between the global and local. Glocalization is based on the basic premise where it is rightfully believed that local culture and other dominant social values play significant role in shaping information and influencing people.
Globalization of mass media has open up various opportunities. Globalization has increased contacts between people and their values, ideas and ways of life. Globalization of mass media has been instrumental in catering to expatriates informational and entertainment needs in a multi-cultural society. At the same time, the impact of global media on local cultures is concerning one and all. The impact of global media may be immediate or long term, cumulative or dynamic, deep rooted or simply influencing some basic values & thinking. Though, expressions like cultural invasion, cultural intolerance, cultural imposition, & enrichment of culture or cultural exchange needs to be properly defined in right context, spirit and perspective but the phenomenon of global media is here to stay.
Defining Multiculturalism
Simply put multiculturalism is co-existence of culturally different groups in a certain society or state where state societal policy aims to support ethnic and cultural diversity and existence on multiple identities. Originally coined in Canada, mainly in response to English & French divide, the concept was subsequently endorsed by Australia in a statement called "A multicultural society for the future", launched in 1973 (UNESCO, 1995).
The term multiculturalism has different facets. First, multicultural is reflecting reality of living in a society with cultural diversity; second, ways of dealing with cultural diversity or pluralism and finally, believe in equality, identity recognition, integration, celebration of cultural traditions and diversity. The radicals refer multiculturalism as secular theocracy. In nutshell, “multiculturalism as a normative value is applicable as much to the modern liberal and progressive democracies of the West as it is to any country in the world diversity” (Mahajan, 1999).
The discourse of “multiculturalism” is more evident in Australia, Canada, the United Kingdom and the United States, and is considerably less prominent in countries like Norway, Indian, United Arab Emirates, Malaysia and Pakistan. Norway has recently emerged as a model multicultural society. Policies at the school level stresses on the assimilative action to promote a better integration in society.
In 2004, India, world's largest representative democracy, witnessed an event unprecedented in human history: A nation of more than one billion people, after the planet's largest exercise ever in free elections, saw a Catholic political leader (Sonia Gandhi) make way for a Sikh (Manmohan Singh) to be sworn in as prime minister by a Muslim (former President Abdul Kalam) in a country that is 81 percent Hindu (Luce, 2007). It’s ultimately “ideological and political multiculturalism provides the most effective answers to questions of India’s unity and integrity” (Bhattacharya, 2003). India as a country is one of the finest examples of nation where there is unity in diversity.
If there’s one thing the United Arab Emirates is known for, it is diversity. For United Arab Emirates, "multiculturalism not only requires a toleration of others, it also necessitates finding ways of mutual cooperation and cultural engagement between communities and individuals at all levels of society. It is both concerned with the mutual acceptance of, and mutual respect for difference and the requirement for common ground"(Abu Dhabi Declaration for Cultural Engagement, 2007).
With its massive multicultural population, United Arab Emirates (UAE) is one of the most liberal, progressive and pluralistic countries in the Gulf region. The people of the UAE are Arab, descended from the tribal confederations and Arabic is of course the official language. But English along with Urdu, Malayalam and Tagalog from the Philippines is widely spoken. All these groups add to the diversity of the UAE's cosmopolitan society. In reality, the experience of Joyce Bousader, the Lebanese television presenter who is a familiar face for Abu Dhabi Television viewers is worth quoting: “I am indebted to the UAE for teaching me open-mindedness and dealing with all peoples and cultures in a tolerant manner. I sometimes think that many Lebanese have to live in the UAE to learn tolerance that has been a main tenet of UAE society. Among the most important and beautiful things I learned here is mixing with people of different nationalities” (Yousef, 2005).
Malaysia has often been described as a plural society composed of three large ethnic groups, Malays, Chinese and Indians. The Malaysian Government has pursued what may be termed “pro-Malay” policies, and there is little doubt that ethnic categories remain significant in daily life and institutional life. But at the same time Malaysia has produced its own plan of the resolution of problems of inequality and ethnic difference, without recourse to a discourse of “multiculturalism” (Fenton, 2003).
Pakistan is a plural society in terms of both ethnicity and religion. Its record of political management of pluralism has been at best mixed and in general far from satisfactory. The efforts of the ruling elite to bring about a consensus on the rules of the game have collapsed several times. Pakistan has suffered through a lingering crisis of civil–military relations, which has adversely affected the agenda of national integration. The military’s overt and covert role in the business of the state has cultivated a spirit of intolerance for sub-national identities (Waseem, 2003)
Media and Multiculturalism
Mass media and the modern communication technologies have reduced the distance between far-off places. Now, world is a ‘global village’. Mass media messages hold a tremendous potential for international harmony and global understanding. But media also engages in stereotyping and disseminating biased information. In the context of the relationship between the media and minorities, it’s complex, elusive and disturbing. This relationship has different dimensions which include the production of media messages, institutions involved, content and the way people perceive, interpret and make meaning out of such messages.
The content in media is the reflection of the current power relations between the majority and minorities. Throughout most of the coverage in the dominant media, there is an "us" that is liberal, progressive, dynamic, egalitarian culture versus "them" that is backward and traditional dynamic at play (Jiwani, 1995). The media tend define minorities as villains who "create problems" by making demands unacceptable to the social, political, or moral order. Biased media reporting and prejudice, wider society perceive minority group suffering from crime, disorder and conflict.
Australia is universally commended as a multicultural nation, whose allegiance to managing pluralism at institutional and national levels is globally appreciated. But the role in media in Australia is disturbing. There is a strong case of media vilification of immigrants in Australia. The HREOC consultation with Australia's Arab and Muslim communities reported that 47 percent of survey respondents felt that they had been vilified by the media, complaining of the unfair stereotyping of Arabs and Muslims and the use of ethnic or religious labels in crime-reporting (HREOC, 2004).
The mass media is a critical force in shaping society value systems and collective behaviours. There are several levels on which the media influence audiences, in relation to issues of cultural diversity: firstly, through the portrayal of stereotyped, biased, or otherwise unfounded images of other people, such that they result in misrepresenting the authentic character and socio-cultural values of these people UNESCO, 1995). Minorities have frequently been cast as tokens that provide entertainment, serve ornamental purposes, caricature themselves through exaggeration, and reinforce a status of irrelevance. This negative portrayal of minorities is consistent with media logic, operations, and objectives. News casting, advertising, and programming are guilty by commission or omission in contributing to double standards and closed doors (Fleras, 1995) Minorities appears to be unworthy of coverage unless caught up in situations of conflict or crisis. Minorities are presented in a manner consistent with prevailing prejudices and attitudes.
On the positive side, communication can contribute to improving the understanding among peoples. The mass media are incredible means for exchanging ideas, opinions, and inter-cultural understanding. In multi-cultural societies, it is seldom necessary to exercise utmost care while reporting. Journalists should ensure that they reflect truthfulness with accuracy and objectivity, and fairness. There are countries where press institutes regularly convene journalists to discuss fair ways of reporting events concerning ethnic or cultural groups. Some press institutes and research organizations have published manuals for journalists on ethnic reporting, with a view to encouraging objective and fair portrayal of the issues (UNESCO, 1995). But such works must be continued on a larger scale and shouldn’t be confined only to the journalists but also those who are in the entertainment business.
Need of the Hour: Media Literacy & Multicultural media
The need of the hour “is to 'abandon the myth of homogeneous and mono-cultural nation-states' and 'recognizing rights to cultural maintenance and community formation, and linking these to social equality and protection from discrimination” (Stephen Castles, 2000). To begin with, it’s important to impress upon the young brains. Educators and teachers must acknowledge uniqueness and difference as they also applaud similarity, for the strength of small communities and also society at large derives from celebrating our diversity” (Diane & Friedman, 1995)". There is a genuine need to incorporate culture into the already over-crowded school curricula as an integral component of the primary education so that children adapt to the core values of multi-culturalism where teaching has been predominantly parochial, narrow and ethnocentric.
The “need for a curriculum in school multiculturalism & globalism” will enable us to prepare as national & global citizenship, develop a broader understanding of human commonalities and human diversity, and develop skills of informed decision making on issues of equity within the national and global community. Combating social prejudice is critical to building social harmony and unity in diverse societies. Greater respect and understanding for cultures can be fostered by providing positive and accurate images in the media; teaching the history of other cultures in schools and preparing museum exhibitions that demonstrate respect for cultural diversity and address socio-economic discrimination and inequalities” (HDR, 2004).
Reality is media ‘constructed’ reality. Media constructs images and helps people to understand the world. Education must focus on the importance of teaching media literacy in a multicultural society to sensitize students, publics and working media professionals. Media professionals need to educate themselves about the challenge of diversity and come out of mainstream reporting beats such as politics, economy, entertainment, sports, fashion, health, cusine and specialize in ethnic relations and cultural diversity. Media of cultural discourse and representation such as cinema, journalistic writing, and advertising can be used to promote multicultural education. “A critical media literacy is necessary since media culture strongly influences our view of the world, imparting knowledge of geography, of technology and the environment, of political and social events, of how the economy works, of what is currently going on in our society and the world at large. Media entertainment is also a form of cultural pedagogy, teaching dominant values, ways of thought and behavior, style and fashion, and providing resources for constituting individual identities” (Kellner, 1995).
In the context of globalization characterized by new media technologies and shifting terrains of audience demographics in terms of life-style, loyalties and behavior patterns, there is a need, for media policies that are sensitive to the new cultural diversity. Traditionally, PSB has been promoting diversity and alternative sources. But PSBs has not been able to come out ‘national imagination’. Now, national media policies must encourage and promote multicultural media landscape. Though, it’s difficult to come out with a single definition for multicultural media but content in multicultural media should reflect the multicultural nature of society - reflecting diversity of cultures and communities. The emphasis should be on mutual respect and equality, aiming to enhance social cohesion by emphasizing on harmony, mutual understanding. Multicultural media environment should be committed to an accurate reflection of society and social cohesion and inclusivity.
The mass media bind communities together by giving messages that become a shared experience. A shared knowledge and a shared experience creates base for a community. The importance of mass media in binding people into nationhood is evident every revolution. Media define the acceptable and shape the society. Media shapes not only what we think, but how we think. Media shape and determine public discourse, public opinion, attitudes, and political, cultural, and economic priorities. But media is structured by and functions in relation to social nexus. Media must be viewed as only one of many factors having bearing on social behaviour. Social cohesion and integration is the basic foundation for multiculturalism to be workable proposition.
Any effort “to formulate policies of managing ethnically and culturally diverse societies needs to consider not only the specific programs and practices but also the social context and the objectives of the State and its citizens. Successful management of multiculturalism and multiethnic societies requires not only a democratic polity, but the struggle against social inequalities and exclusion” (UNESCO, 1995). Last but not the least, if function of media is to entertain, socialize, and enforce social norms, can promoting multiculturalism be part of that message?
_________
References:
- Adam, Don and Goldbard, Arlene (2004). Community, Culture and Globalization, The Rockefeller Foundation.
- Andersson, Ruben (2006). ‘Multiculturalism at work’,http://www.opendemocracy.net/arts-multiculturalism/london_3652.jsp
- Abu Dhabi Declaration for Cultural Engagement (2007), International Academic Symposium on ‘Multiculturalism and Cultural Engagement: Mapping an Agenda for the Twenty-First Century’, Abu Dhabi
- Bhattacharyya, Harihar (2003). Multiculturalism in Contemporary India) in International Journal on Multicultural Societies, Vol. 5, No. 2, UNESCO
- Carson, Diane, and Lester D. Friedman (1995) Shared Differences. Multicultural Media & Practical Pedagogy. Urbana and Chicago: University of Illinois Press.
- Castles, Stephen (2000). Ethnicity and Globalization: From Migrant Worker to Transnational, Citizen, London: Sage
- Diane, Carson, & Friedman Lester D (1995) ‘Shared Differences: Multicultural Media & Practical Pedagogy’, Urbana and Chicago: University of Illinois Press
- Fenton, Steve (2003) ‘Malaysia and Capitalist Modernization: Plural and Multicultural Models’ in International Journal on Multicultural Societies, Vol. 5, No. 2, UNESCO
- Fleras, Augie (1995). ‘Please Adjust Your Set": Media and Minorities in a Multicultural Society’,www.mediaawareness.ca/english/resources/articles/diversity/
- Giddens, Anthony (1990). The Consequences of Modernity, Cambridge, Polity Press.
- Guha, Ramachandra (2007). India after Gandhi: the History of the World's Largest Democracy, Picador India
- Hamelink, C. (1983). Cultural autonomy in Global Communication. New York. Longman
- Hargrave, Andrea Millwood, ed. (2002). Multicultural Broadcasting: Concept and Reality (Report by Broadcasting Standards Commission, Independent Television Commission & British Broadcasting Corporation)
- Human Development Report 2004. Cultural liberty in today's Diverse World, United Nations Development Programme
- Jiwani, Yasmin (1995). ‘The Media, Race and Multiculturalism’, A Presentation to the BC Advisory Council on Multiculturalism, March 17, 1995 (http://www.harbour.sfu.ca/freda/articles/media.htm )
- Kallen, E (1982). ‘Multiculturalism: Ideology, Policy and Reality’. Journal of Canadian, Studies 17 (1): 51–62.
- Kellner, Douglas (1995). Media Culture. London and New York: Rutledge
- Kellner, Douglas (1997). Media Literacies and Critical Pedagogy in a Multicultural Society.
- Kymlicka, W (1997). Multicultural Citizenship. Oxford: Oxford University Press.
- Luce, Edward (2007). In spite of the Gods: The Strange Rise of Modern India, Doubleday
- Mahajan, Gurpreet. The problem, http://www.india-seminar.com/1999/484/484%20problem.htm
- Rehman, Sharaf N. (1993). ‘’The Role of Media in Cross-Cultural Communication’, Paper was presented at the 4th International Conference on Cross-Cultural Communication in San Antonio, Texas
- Sandvik, Margareth (2005). ‘Multicultural children, youth and the media in Norway’, Paper in Media and technology, Childhoods 2005, Oslo
- Singh, Yogendra (2000). Culture change in India: Identity and Globalization, Rawat, Jaipur.
- Singh, Yogendra (August 1999) in Erla Zwingle's ‘Goods move. People move. Ideas move. And cultures change’, National Geographic (special issue on Global Culture). Vol. 196, No. 2.
- Sotshangane, Nkosinathi (2002). ‘’What Impact Globalization has on Cultural Diversity?’ Turkish Journal of International Relations, Vol.1, Number 4.http://www.alternativesjournal.net/volume1/number4/sotsh.htm
- UNESCO (1995). ‘Multiculturalism: A Policy Response to Diversity’, UNESCO's Management of Social Transformations (MOST) Programme on the occasion of the "1995 Global Cultural Diversity Conference", Sydney, Australia
- Waseem, Mohammad (2003) Pluralism and Democracy in Pakistan in International Journal on Multicultural Societies, Vol. 5, No. 2,UNESCO
- Yousef, Wael (2005). ‘Multicultural society of the UAE taught me tolerance’, Khaleej Times, September 10.
Tuesday, December 8, 2009
Thursday, December 3, 2009
Tweets to Remember...
I am on twitter for last few months. What is being tweeted (said) are much beyond tweets. I remember what Frances Cairncross wrote in her book The Death of Distance: How the Communication Revolutions will change our lives : Will the new technology by its very nature manipulate us or we will manipulate the new technologies to serve the good of the society? She further wrote, "The nature of effect will depend on why people communicate andwhat knowledge they choose to acquire and how they use it".
From now, Learning Media will carry best of tweets every week.
Deepak_Chopra The wizard is beyond opposites of light and dark, good and evil, pleasure and pain.
Deepak_Chopra The return of the magical can only happen with the return of innocence.
Deepak_Chopra Desires are seeds waiting for their season to sprout. From a single seed of desire, whole forests grow.
paulocoelho Cloning Confucius: Deep doubts, deep wisdom; small doubts, little wisdom.
MaheshNBhatt The heart must become a burial ground. Pride, selfishness and desire all broken into dust.Then and then alone will love dance there.
nilanjanaroy Granta on the family. "It would be a mistake, however, to think this is a collection without happiness."http://www.granta.com/Online-Only/New-Granta-Book-of-the-Family
Tuesday, December 1, 2009
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