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European Journal of Social SciencesISSN 1450-2267 Vol.28 No.1 (2012), pp. 35-41© EuroJournals Publishing, Inc. 2012http://www.europeanjournalofsocialsciences.com

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Global Media and the Domination of West

A. Waseem Khattak M Phil Mass Communication, Lecturer/Coordinator

Communication and Media StudiesSarhad University of Science and Information Technology

Khyber Pakhtoonkhwa Peshawar Pakistan

Muhammad Nasir Registrar Sarhad University of Science and Information Technology

Khyber Pakhtoonkhwa Peshawar Pakistan

Aftab AhmadPress Club Coordinator, Internews Peshawar

Khyber Pakhtoonkhwa Pakistan

AbstractThe emergence of a truly global media system is very recent development, reflecting to nosmall degree of the globalization of the market economy.Although global media are part ofthe overall expansion and spread of an increasingly integrated global corporate system. Theglobal media play a central economic in global infrastructure.

The establishment of an integrated global media market only begin in earliest in thelate 1980 and did not reach its full potential until the 1990, the roots of global media system

can be traced back decades, even centuries.Global media came into existence long after the emergence of local and nationalmedia. In Western Europe the first great mass media, newspapers that dominated throughnineteenth century – required several centuries of social, economic and political change.Although media were almost entirely local and national phenomena until the 20 th century

Global media developed haltingly in the 19 th century. Newspapers and periodicalswere written almost exclusively for domestic audience, which combined with language

problem to limit their potential for export. In fact, to this day newspapers remain the mediaindustry that is least integrated into the global media system. The coming of telegraph andunderwater cables in the mid 19 th century marked the drawing the telecommunication age.For the first time information could reliably travel faster than people. Increasingly, as

global trade grew in importance, there was great commercial value in the rapidcommunication of world news via the wires. The wire based international news agencieswere the first significant from of global media. The French Havas, German Wolf, andBritish Reuters were commercial news agencies established in the 19 th century as domesticenterprises but with particular interest in foreign news. They produced news and than soldit to newspapers publishers.

After that two new technologies motion pictures and radio broadcasting contributedto the development of global media in the first half of the 20 th century.

In 1960 had seen growth in media usage in what came to know third world. Therewas little reason to expect the disparity between the media have and have notes to diminish



European Journal of Social Sciences – Volume 28, Number 1 (2012)

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Gerald Levin, CEO and Director of AOL Time Warner Michael Eisner, Chairman and CEO ofthe Walt Disney Company

Edgar Bronfman, Sr., Chairman of Seagram Company LtdEdgar Bronfman, Jr, President and CEO of Seagram Company Ltd and head of Universal.

Sumner Redstone, Chairman and CEO of Viacom, Inc.Dennis Dammerman, Vice Chairman of General ElectricPeter Chernin, President and Co-COO of News Corporation LimitedThose seven Jewish men collectively control ABC, NBC, CBS, the Turner Broadcasting

System, CNN, MTV, Universal Studios, MCA Records, Geffen Records, DGC Records, GRP Records,Rising Tide Records, Curb/Universal Records, and Interscope Records.

Most of the larger independent newspapers are owned by Jewish interests as well. An exampleis media mogul is Samuel I. "Si" Newhouse, who owns two dozen daily newspapers from Staten Islandto Oregon, plus the Sunday supplement Parade; the Conde Nast collection of magazines, includingVogue, The New Yorker, Vanity Fair, Allure, GQ, and Self; the publishing firms of Random House,Knopf, Crown, and Ballantine, among other imprints; and cable franchises with over one millionsubscribers." I could add that Michael Eisner could depart Disney tomorrow but the company willremain in the hands of Shamrock Holdings, whose principal office is now located in Israel.

Television NetworksCBSSumner Redstone - chairman of board and CEO of CBS and Viacom, "world's biggest media giant"(Economist, 11-23-02). Viacom owns Viacom Cable, CBS, and MTV all over the world, BlockbusterVideo Rentals, and Black Entertainment TV

Mel Karmazin - CBS corporation president and CEOLeslie Moonves (great-nephew of Prime Minister David Ben-Gurion) - president of CBS

TelevisionDavid Poltrack - executive vice-president, Research and PlanningJeff Fager - executive director of “60 Minutes II.”

NBCJeff Zucker - president of NBC Entertainment

Neil Shapiro - president of NBC NewsJeff Gaspin - executive vice-president, programming NBCMax Mutchnik and David Kohan - co-exec. producers of NBC’s “Good Morning, Miami”Lloyd Braun - chair of NBC Entertainment.

ABCMichael Eisner - major owner of Walt Disney, Capital Cities, and ABC

David Westin - president of ABC News.

FOXRupert Murdoch (Jewish mother, hence legally Jewish) - owner of FOX TV, New York Post, LondonTimes, and News of the World

Sandy Grushow - chair, FOX EntertainmentPeter Chernin - second in command at Rupert Murdoch’s News Corp., owner of FOX TVGail Berman - president of FOX Entertainment.

CNNCEO Jonathon Klein

Wolf Blitzer - host of CNN’s Late Edition.




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Aaron Brown — CNN's Newsnight with Aaron Brown, ABC's World News Now, and ABC'sWorld News Tonight Saturday

Matt Drudge — The Drudge Report.Giselle Fernández — Access Hollywood.Thomas Friedman — New York Times.Bernard Goldberg — CBS News.Jeffrey Goldberg The New Yorker.Seymour Hersh — investigative journalist.Paul Krugman — New York Times.Dave Marash — Washington-based anchor of Al-Jazeera's English language 24 hour news

channel..Frank Rich — New York Times.Geraldo Rivera — Fox News.Steven V. Roberts — U.S. News and World Report. William Safire — The New York Times.Daniel Schorr — National Public Radio.Joel Siegel — film critic.Gloria Steinem — feminist editor and writer, founder of Ms. magazine.I. F. Stone — NY Post, PM, The Nation and I.F. Stone's Weekly.

Mike Wallace — 60 Minutes.Barbara Walters — media personality, a regular fixture on morning television shows (Today

and The View), evening news magazines (20/20), and on The ABC Evening News, as the first femaleevening news anchor.

Gideon Yago — MTV reporter.

Global Media and Third World CountriesCommunication in Less development countries (LCD’s) is constrained by economic, educational anddemographic factors. Because financial resources are scare, government ownership of news media andthe national press, in the sale (Blake, 1979,225: Davision (1965:137) low literacy rate are also common

–rates of 25 or 30percent are considered high, low level of literacy mean that broadcast media are ofgreater importance for reaching the masses than is the printed word (Davision 1965: 133 Kvrian, 1982:570: Schramm 1964)

Third World nation nations depended to some extent on western television programming butalmost self-sufficient in the more important area of radio broadcasting. In the area of global mediaThird world are not in the position to counter the propaganda and the culture of west. Western cultureis imposed on third world countries by dominant global media.

Global Media and PakistanAfter 9/11 Pakistan is becoming Hub for news, every day in international media we can see news fromPakistan. When we started work along with USA against war in terror . In Pakistan media boomed andnow we could find that here more then 50 TV channels are working and them few are very popular andforeign media trust on these channels and broadcast Pakistani news in their channels, but still they havemonopoly on media , mostly people are trusting on BBC, DEWA Radio, CNBC rather then GEO TVand Express TV etc etc, For Media manipulation USA started radio channels in Pakistani tribal areaswhere they are fight with so called Taliban .Because in tribal area mostly TV Channels and radioChannels are not working ,West hired local journalists for their own propaganda against Taliban andachieving own goals and targets.BBC, Mashal Radio, Deva Radio is eailsy listened in Tribal areasrather then pakistani radio channels .For counter this propaganda paksiatani Govt tried their best failedto counter these all channels. Now the situation is that people of pakistan are globalized and Pakistaniviewers whole life style is being eclipsed by foreign media. Cable TV channels have become the




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source from which the young viewers get the inspiration about new trends, fashion and dresses. In away our language and literature are being adversely affected by the onslaught of foreign channels. Soour youth is overawed with English language. People resort to ostentatious and lavish way of living.They love to dine out at expensive hotels and western food chains along with celebration ofunnecessary events and festivals which in turn invokes the class consciousness in the society

ConclusionIf we took a glance we conclude that the global media market is dominated by west, most of which are based in the United States.They propagate the third world culture negatively and demarganalized the positive aspect of these developing societies. They invade passively into the social, political and even areligious system. They win the consent of the masses of the third world through media by propagatingthe information, which are in favor of them. West has dominated the third world in the field ofhardware and as well as software technologies. Most of the third world countries are at the disposal ofthe west for the transfer of sophisticated and up-to-date technologies but the west misused theirdependency and they transferred their material and non-material culture in the shape of informationand technologies. This domination has crippled the creativeness of the third world. And they are nomore as puppet in hands of the west.Foreign satellite entertainment programs have drastically impacted

our media cultural products including different categories of programs such as film, drama, music,fashion and film award shows. In the field of music Pakistani channels are copying western musicshows in which boys and girls sing and dance together. We can conclude here that west dominated thewhole world media specially third world countries on their targest .From this media globalization theyhave ruined third world countries culture and inhibitants of the Pakistan ,india, bangladesh, sri lankaand more othere countries are pupets in the hand of West .And this they done only through media ,thequestion is arise that why we cant counter western media the answer is that third world countries haveno powerful media.

References

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Edwarard S. Herman and Robert W. Mchesney 1997. The global media , Washington : Cassel[2] THUSSU, KISHAN, DAYA, (2000 ) international communication. London: Oxford UniversityPress.

[3] Joseph, R Dominick (2001) The dynamics of mass communication( media in the digital age), NewYork: McGraw-Hill.

[4] Jhone Herbert, (2001) P racticing global journalism , Oxford: Focal press.[5] Ved Prakash Gandi, (2004) Mass Communication Strategies , New Delhi: Kanishka[6] Bagdikian, Ben H. 1983. The Media Monopoly . Boston, MA: Beacon Press.[7] Chomsky, Noam. 1994. World Orders, Old and New . London: Pluto Press.[8] Golding, Peter. 1992. Communicating Capitalism: Resisting and Restructuring State[9] Ideology: The Case of Thatcherism. Media. Culture and Society 14, 4, 503-521.[10] Sparks, Colin, ed. 1994. The Media after Communism. Special issue of Media, Culture and

Society 16, 2.[11] Los Angeles Jewish Times, 'Yes, Virginia, Jews Do Control the Media,' Oct. 29-Nov. 11, 1999

p. 14[12] Seven Jewish Americans Control Most US Media article written by John Whitley 11-21-03[13] Tomlinson, J. (1991). Cultural Imperialism: A critical Introduction. New York : Printer

Publishers[14] Non-Aligned Summit (1973) at Algiers “Foreign ideological domination”[15] Schiller, Herbert. (1976). Communication and Cultural Domination. International Arts and

Sciences Press. New York : North Broadway.[16] Barrett (1977) “Media Imperialism”.

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