fi - university of washingtoncourses.washington.edu/com201/com 201 readings/gerbner.pdf · 144 ....
TRANSCRIPT
SECTION 1 CONVERGENCE AND CONCENTRATION IN THE MEDIA INDUSTRIES144
Some would have big media erect Fifth Columns within their walls but navel-gazing doesnt automatishycally impress as the Times-Mirror flagship Los Angeles TImes learned after publishing a 30000-word selfshyexamination on the Staples Center scandaL One promshyinent critic called the story a whitewash What damshyaged the Los Angeles TImes most after the initial reveshylations seeped out (from an alternative weekly that didnt exist 20 years ago its worth noting) was mebeatshying it took from other big media Big media strives to be ethical for the same reason big government and big business do New technology prevents it from controlshyling information the way it used to and being exposed by others hurts too much
RElATED LINKSfI bull
Media conglomeration runs in cycles so the fish currently progressing through the bellies of the media kings may not stay there for long In 1980 the media hysterics prophesied the end of literature when conshyglomerates bought the family-owned book publishshyers for their synergy RCA snared Random House ITT took Bobbs-Merrill CBS boughr Holt Rinehart Winston and other houses A few years later RCA ITT and CBS abandoned their synergy plans and sold their book divisions Good publishing survived RCA Good journalism will survive AOL
(Full disclosure The author draws his paycheck from Microsoft which co-owns MSNBC with Genshyeral Electric)
Alliance for Better Campaigns (httpwwwbetterarupaignsorg)
l bull Committee of Concerned Journalists (httpwwwJollrnali~m_oTgccjindexho1l)
bull NewsLab (httpwwwnewslaborg)
bull Project for E(cellence in Journalism (httpwyrwjournalismorginde(hmll) I
bull Society ofProfessioml Journalim (httpwwwspj otg)
FOR FURTHER RESEARCH
To find out more about the topics di~ussed in thi~ redil1g use InfoTrlc CoUcgc Edition Typr in keyword~ and subject temu such as big media editorial pluralism and content div~rshy
- ) sity You CII1 ~ccess InfoTrac College Edition from th- Wadsworth I Thomson Communication
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EDITORS NOTE I
- I III rhis rellding abour the Cullrlral EmgtirOllment lVlollemenr founder George Gerhler disl~ses rhe pOUler of scor)lellillg 10
Inccure ociec) 50cialie HS into gender and dass roks and wlrivace lIIosr of whac ~ clrilcie Whar we do iiiiiHJou tfie 011
airs cr I(r cheJlrIner deall ~(llte Almellberg School for CommHnicacion at che Ullilersit) l~( PCIln5)ivallia IIh) HOW hold al cllawed dlllil ai Templc Ullillersir argue$ rhlll rltc lccH Rlobalized aud collSolidaced media 5 lttelll rc Hires 01(shy
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573
CHAPTER 7 MEDIA CONCENTRATION 145
CONSIDER
1 Gerbner discusses three distinct but related story types How do stories of the third kind turn the lessons from the first two into action
2 What are the lasting legacies and influences of the two major historical media eras (print and electronic) On Western culture
3 Should schools in the United States like schools in Canada AustralU and Great Britain be required to te~ch media literacy What other CEM proposals have merit
Most of what we know or think we know we have never personally experienced We live in a world erected by the stories we hear and see and teIL
OIlIocking mcredible riches through unagery and words conjuring up the unseen through an creating
Stories ofthe first kind bllild from infancy on the famasy we can realley I do not suggest that the revelashymms are WSe which dley mayor may not be but that they are synthetic selective often mythical and always socially constructed
towering works of imagination and fact through sci~ Stories of th~klnd depict what things are ence poetry song tales reports and laws-that is the~hese are descriptions depictions expositions reports true magic of human life
Through that magic we live in a world much wider than the threats and gratifications of the immediate physical environment which is the world of other speshycies ocialize us into roles of gender age class vocation and lifestyle and offer mo e 0 co Ormlty
Ortargecsfor-reoellicftt-The-yweaveme-seari1less web ofrtie cUltural environment that cultivates most ofwhat we think what we do and how we conduct our affaiIs
The stories that animate our ltultural environment have three distinct but related functions They (1) re-
abstracted ftOm total situations and filling in with facts the gaps in the fantasies conjured up by stories of thefirst kind They are the presumably factual accounts the chronicles-of the past and the newsefta y~ - -
) tones 0 w t things are usually confirm some conception of how things work Their high facticity (iebull correspondence to actual events presumed to exshyist independently of the story) gives them special statuS in political theory and often in law They give emphashysis and credibility to selected parts ofeach societys fan- wies of reality and can alert it to certain interests
veal how things work (2) describe what things are an~dthreats and opportunities and challenges (3) tell us what to do about them
Stories of the fmt kind revealing how thinmiddot work illuminate the all-important butinvisible relashy tionships and hidden dynamics oflife They make per-Uceivable the invisible and the hidden Falry tares nov-shy
dS plays comics cartoons and other ro~ms of creative imagination and imagery are the basic building blocks
of human understanding T~QW com~~S~Jal-
Jt~i~ imaginary action in~~~_si~~~J I commg to some coiiCtuslon that has a m9_~i[PJlmQseJ ~ - bull~ __
iii(i3socELwn~iQfl~XOU donrnave to believe the ~f Little Red Riding Hood to grasp the notion that big bad wolves victimize old women and trick linIe girls-a lesson in gender roles fear and power
Th~ Cul[Ur~l Environment Movement by George Gerbner Copyrijtht e 1J9fgt by George Gerbner This article fm apshypeared on tne Cultur31Enironm~nt Moement ~b site http wwccnmctorg Reprinted with permission of the author
rz Stories of the third kind t] us what to do These if are stories of value and choice They present things
behaviors or styles ofli~e as desirable (or undesirable) propose ways to obtaip (or avoid) them and the price to be paid for attainment (or failure) They are the instructions cautionary tales commands slogans sershymons laws and exhortations of the day T~day most of~ th~ are called commercials and other advertisin~ roes-s~ges an~ 5es we ~ee a~a he~r every day
Stones of the third kind clinch the lessons ofthe ~
first two and turn chem into I n T y typically preshysent a v ue 0 ~ect1ve or sugges a need or desire and offer a product service candidate institution Or acshytion purported to help attain or gratify it The lessons offictitious Little Red Riding Hoods and their realistic sequels prominent in everyday news and entertainment not only teach lessons of vulnerability mistrust and dependence but also help sell burglar alarms mOre jails and executions promised to enhance security (which they r3reiy do) and other ways to adjust to a strUCture oipower
- 1
~JI Lo Imiddot
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1 574
SECTION II CONVERGENCE AND CONCENTRATION IN THE MEDIA INDUSTRIES146
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Ideally the three kinds ofstories check and balance of time space and stams The book lifts people from each other But in a commercially driven culture sto- -- ~ traditional m~gs as the Industrial Revolution ries ofthe thiid kind pay for most oCtbe fuSt two I bat uproots thetn from their local communities and culshycramptes a coherent ctdturd environment whose Overall tures They can now get off the land and go to work function is to provide a hospitable and effective context in faraway ports factories and continents and tuve for scories that sell With the coming of the electronic with them a packet of conunon consciousness-the age that cultural environment is increasingly monop- book or journal and later the motion picture (silent at olied homogenized and globalized We must then fint)-wherever they go look at the historic course of our journey to see wh2t Publics created by such publication are necessary this new age means for our children for the formation of individual and group identities in
~pound-For the longest time in human history stories were the new urban environmerit as the different classes andJ ~ told omy (Ice to faC A commuruty wasdeBIled by tHe regional religious and ethnic groups try to live to-
rituals mythologies and imageries held in common gether with some degtee of cooperation and hannony A11 usefullmowledge is encapsulated in aph~risms and Publics are the basic units of self-government legends proverbs ana tales incantations and ceremon- deering or sdecting representatives to an assembly tryshyies Writing is rare and holy forbidden for slaves La- inS to reconcile diverse interests The mnntenance )
boriously inscribed manuscripts confer sacred power to and integrity of multiple publics makes self-governshy their interpreters the priests and ministers As a six- ment feasible for large complex and diverse rutional teenth century scribe put it communities People engage in long and costly strugshy
middot th wh gles-now at a critical stage-to be free to create and Those wooh bserve the co dICes ose 0 re-
share stories that fit the reality of their competing and cite them Those who noisily turn the pages of illustrated manuscripts Those who have posses- otten confiicting values and interests ~ of our asshy
sumptions about human develo ment and oIitiealsion ofthe black and red ink and that which is
p u tv and choice lre rooted in the print era pictured they lead us they guide us they tell us One ofthe most vital provisions ofthe oftheprint the way State and church ruled the Middle Ages
j in a symbiotic relationship of mutual dependence era W2S the creation of the only large-scale folk instishy and tension State composed of feudal nobles ~t~ti~tn~~tts=fa~~~ was the economic and political order church its culrural arm face learning and interpreting could ideally liberate
the individwl from both tribal and medieval dependshyThe Industrial Revolution changed all that One of encies and all cultural monopolies
the ffrSt machines stamping out standardized irtifaCts The second great transformation the electronic was th~ Its product the boole was a preshy revolution ushers in the telecommunications era Its requisi~ther upheavals to come mainstream television is superimposed upon and reshy
The book could be given to all who could read reshy organizes print-based culture Unlike the Industrial quiriIlg educauon and creatmg a new literate clus~f Revolution the new upheaval does not uproot people
J isectEk Reaaers could now interpret the book (at first from their homes but transports them in their homes bull I the Bible) for themselves breaking the monopoly of It retribalizes modern society and changes the role of
priesdy interpreters and ushering in the Reformation education in the new culture When the printing press was hooked up to the For the first time in human historY=childrene
stearn engine the industI1alization ofstorytelling shifted born into homes whetr mass-mediated stomeUsrs int~ high gear Rapid publication and mass tra~ ~h them on the average more than 7 hours a day crea~d a new Ml of tOlbCldOSileSs mode~ M-ost waking hours and often dreams are filled ~th
I ~ 1fIlblics Publics are loose aggregations of people who their stories Giant industries discharge their messages - bull 6 share some common consciousness of how things intO th( mainstream of common consciousness The
wo~k what things are and what ough~to be doneshy historic nexus of church and state is replaced by televishybut never meet face to face That was never before sion and state
I _ ____-possibJe These changes may appear to be a broadening and ~tories can now be sent- often smuggled-across enrichment oflocal horizons but they also mean a hoshy
1iiTheflo Impenetrable or closely guarded bou~chl id ~ogenization of outlooks and limitation of alternashy
575
OiAITER 7 MEDIA CONCENTRATION 147
tives For media professionals the changes mean fewer opportunities and greater compulsions to present life in salable packages Creative artists scientists humanists can still explore and enlighten and occasionally ever challenge but increasingly their stories must fit ~ keting strategies~d priontles )
Despite being surrounded With sales messages or perhaps because ofit a Consumer Federation ofAmershyica swvey concluded in 1990 that Americans are not smart shoppers and their ignorance costs them billions threatens their health and safety and undermines the economy
Broadcasting is the most concentrated homoge-shynizeo and globaliied mCrlium The top 100 advertiSed pay for two-thirds of all network television Four netshyworks allied to giant trarunational corporations-=our priVate MinistrY of Culture-control the bulk of production and distribution and shape the cUltilral mainstream Other interests minority views and the potential of any challenge to dominant perspectives lose ground with every me er
ltYThe Environment Movent was -fciunched e 0 t t c enge ts Founding
euroefl ~Iltion was held In Snout mnsOUrf Match 15shy17 1996 in cooperation with Webster UniversitL-shy(as the most di~Icp~e~~~~f leaders and ac- shytivists in the field of culture and communication that fiiSever m~_ - --_ --- ~
-- f~oncepts that motivated us developed after 30 years of media research It became clear that research is not enough The new globalized and centralized culshytural environment demanded a new active approach Working separately on individual issues rallying to
meet each individual crisis was not sufficient Treating symptoms instead of starting to prevent the wholeshysale manufacturing of the conditions that led to those symptoms was self-defeating Dealing with systemic
ections requires coordination and organization
Individual effort local action and national and intershynational constituencies acting in conce~ can together
p to begin that long slow and dIfficult task It involves
bull
bull
nons of creative workers in the media and in the arts and sciences independent computer network organizers and other organizations and individshyuals committed to broadening the freedom and diversity of communication
Opposing domination and working to abolish existing concentration of ownership and censorshyship (both of and by media) p11blic or private It involves extending rights facilities and influepr nrmeresrs Wd perspectives other than theJ110st )owerful and profitable It means including in cultU deClSlon nlaking the less afBuent more vulnerable groups wbo in fact are the majority of the population These include the marginalshyized neglected abused exploited physically or mentally disabled young and old women mishynorities poor people recent inunigrants-~ those most in need ofa decent role and a voice in a freer cultural environment
Seeking out and cooperating with culrurallibshyeration forces of other countries working for
-- the integrity and independence of their own deshycision making and against cultural domination and invasion learning from countries that hfve already openec1 theIr media to the aemocrat~c ~lping local movements including in the most dependentand vulnerable countries of latin America Asiaand Africa (and also in Eastshyern Europe and the former Soviet RePUbliCS)g invest in their own cultural development opposshying aggressive foreign ownership and coercive trade policies tlut make such development more difficult
Supporting journalists artists writers actors di shybull rectors and other creative workers struggling for more freedom from having to present life as a conunodity designed for a market of consumers Working with guilds caucuses labor and other groups for diversity in employment and in media content Supporting media and cultural organizashytions addressing significant but neglected needs sensibillties and interests
Building a new coalition involving media coun- ~ _Promoting media literacy media awareness criti shybull ciIs in the United States and abroad teachers stu-~ cal viewing and reading and other media educashydents and parents groups concerned with chil- tion efforts as a fresh approach ro the liberal arts dren youth and aging womens groups religious and an essential educational objective on every and minority organizations educational health hveL Collecting publicizing and disseminating environmental legll and other professional assoshy information research and evaluation about releshyciarions consumer groups and agencies associa- vant programs services curricula and teaching
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SECTION II CONVER(ENCE AND CONCENTRATION IN THE MEDIA INDUSTRIES148
materials Hdpitlg to organize lduGuionaJ and parlllt~middot group~ demmding preservice and inshy
- - j
slrvite teacher training in media analysis already required in the schools of Awtralia Canada and Greltlt Britilill
bull Placing cultural poiicy issues on the socialshypolitit11 agenda Supporting and if lleClSSary organizing local and national media councils study groups citizen groups minority md proshyfessional groups md other torums of public disshycll~on policy development reprcsent1tion and lction Not waiting for J blueprint but crearing and experimenting with ways of community ~nd citizen participation in local rurional lOd intershynational U1edi1 policYnl1king ~haring exper~ ~ces lessons and recommencbtions Jnd dushy
ric agenda
The Cultural Environment Movement (CEM) i~ a coalition of independent org-mizations and suppcrters in eveI state of the United States aud siCty-three othtr countries 011 six coutillellK Its over 15U affiliated and supporting orgmizltiom and itS individual supporters represem a wide rmge of ~cill ilnd culturl conc united in working for freedom fainless divcrsiry reshysponsibility respect for cultural integrity the protecshytion of children and democratic decision making in shythe mel iJ maillS tream
Tht Founding Convention Wl~ an invitational working assembly of 267 dclegatts and othlr supportshyers from tifteen counrril~ glthered to consider the
--
vlrom n s e It to meet timan needs The
agendJ for lLmiddottion Keynote speakttS had the SJme messhy
cern including media monopoly independent producshytion education lnd media literacy health promotion religion techllologyalld ecology labor cultural divershy$ity and imegrity children and family aging women md gender issues racial and ethnic diversity media vishyolence storytelling and problems of lnediJ reform and advocacy
Document~ ~vailable Oil the CEM Web site (www cemnetorg) present the mandate of the Founding Convention They lorm the basis ofCEMs policies and programs The Viewers Otclaration of Independenct se~ forth the compelling reSOns for the coalition The Peoples Communication Charter spclls Ollt standards tor cultural policy Iluking worldwide and the Agenda for Action maklt~ str1lcgic recommendations
NOTES
l A pro-Convcnrion ewnt the tilSt 11lem~tionOlI Bro~dSt
Stmd1rds SU1Ilmit ht~rd from Sophilt Cathdinclu of th~
Con~~iI dt lAudiovisud P1ri~ Fnnc~ Friedrich Eh~ lIleshy
did TligtCalLher ll~rlill Glrmany Jill Hills prof~ssor of Im~rshy
n~tionll Politial Ecollomy of City Univtrsity London
UK Roben MeChellt hitorin Jt the UlliVltrsity oi
Wis(omin Mltko MSINvic J comultlllt to uOJtim rJdio
Jnd fd~vi~ion Colin ShlW diremiddottor of the Broadcm Stlnshy
ltiad COllll-il o( GreJt Driuin Kcith Spi~r chair of the
CnJdiUl Iildio-tdcvilion 3nd Tde(onJnlllllicln)llS Cl)linshy
cil Mm Ibbuv pr~or of comnumication ~t thlt Univershy
ltity of Montrlttl and Janos TimOlI of thlt Hun~middotOlrin NJshy
tilgtIIJI Clgtnunitult 011 H~dil1 JIlU Tdltvi~ion TII~ moderJt()r
WI Jellrey Col dirlaquotor o(th Cmer tor CommuniJtion I
PoliL Jt UCLA onil cillt dlJir 01 J Sllmmit plIlel -IS Marksage People must tlke control of their cultural Crispin Miller prltgtf r oflllcdia $rudl~ atJohm Hopkin
middotprogrull al~o featuredmiddot storyrellers Native American dmctrs aud music~lIls LJtiJ1 Alllerican singers and other artist~ and representJtives of womens ethnic lahor dislbled penollSmiddot and other group~ ivinl live demomtrtions of CEv1s Jim to hwt all liberJting oicts speak tor tnelllsdvC5 Jud to snare storie~ thlt hwe omerhing to rdl illSttad of only thi11t-raquo [0 sd
The dclcgaces debared Jnd lpproved the Vitwshyas Declaration of Indtpendtnclt and In inrernJtionJl Ptoples Communiation Ch1rttr Mctting tor J filII d1 III f1fttln Vorkin~ groups tne delegates JIso rCLshy
OIll1neldcd m lctioo progrllll in vJriou~ areas of (011shy
Univeriry
K-vllvtlt spltIkCT 11 tile Convltntioll incluJrd1oJn
Browll Cllllpbdi ~ltnerJI Sltltrctlrv of tho NJtionli CounCil
ofChllr(hn 1~Imc Eisllt1 luthor ~lId clIltur1l historilll
fTlt W G~rcia Iin director of the White Hou~lt Otli
of NationJI DIU~ COllrr)llolicy ~Ljl~~roll Pgt llllllniq
Durothv Gillillll SlIllI Sltilll HIIl tirt ll~tiltgtlJl viclt prlt~ishy
d~nt o(tho Scrltltll Aclt)r Guild Dr Clt- HJllIltlink dirltcshy
tor of the Centre I~gtr COlIllulliltioll 1111 HlIll1lIl Rihts
Allltcrd~lll rhe N~thmiddotrblld Rnixn W gt-hmiddotChlaquoncy
writtr IlJ enllom Uill lkKibb~ll Colin SI1IW dirtor
of the I3roldmiddot~lttill Stl lIlbrcl~ Council or (rJt BritlIll and
KCl) 1l1l111selb lJninrty of ltll South Atncj
J 577
CHAPTER 7 MEDIA CONCENTRATION 145
CONSIDER
1 Gerbner discusses three distinct but related story types How do stories of the third kind turn the lessons from the first two into action
2 What are the lasting legacies and influences of the two major historical media eras (print and electronic) On Western culture
3 Should schools in the United States like schools in Canada AustralU and Great Britain be required to te~ch media literacy What other CEM proposals have merit
Most of what we know or think we know we have never personally experienced We live in a world erected by the stories we hear and see and teIL
OIlIocking mcredible riches through unagery and words conjuring up the unseen through an creating
Stories ofthe first kind bllild from infancy on the famasy we can realley I do not suggest that the revelashymms are WSe which dley mayor may not be but that they are synthetic selective often mythical and always socially constructed
towering works of imagination and fact through sci~ Stories of th~klnd depict what things are ence poetry song tales reports and laws-that is the~hese are descriptions depictions expositions reports true magic of human life
Through that magic we live in a world much wider than the threats and gratifications of the immediate physical environment which is the world of other speshycies ocialize us into roles of gender age class vocation and lifestyle and offer mo e 0 co Ormlty
Ortargecsfor-reoellicftt-The-yweaveme-seari1less web ofrtie cUltural environment that cultivates most ofwhat we think what we do and how we conduct our affaiIs
The stories that animate our ltultural environment have three distinct but related functions They (1) re-
abstracted ftOm total situations and filling in with facts the gaps in the fantasies conjured up by stories of thefirst kind They are the presumably factual accounts the chronicles-of the past and the newsefta y~ - -
) tones 0 w t things are usually confirm some conception of how things work Their high facticity (iebull correspondence to actual events presumed to exshyist independently of the story) gives them special statuS in political theory and often in law They give emphashysis and credibility to selected parts ofeach societys fan- wies of reality and can alert it to certain interests
veal how things work (2) describe what things are an~dthreats and opportunities and challenges (3) tell us what to do about them
Stories of the fmt kind revealing how thinmiddot work illuminate the all-important butinvisible relashy tionships and hidden dynamics oflife They make per-Uceivable the invisible and the hidden Falry tares nov-shy
dS plays comics cartoons and other ro~ms of creative imagination and imagery are the basic building blocks
of human understanding T~QW com~~S~Jal-
Jt~i~ imaginary action in~~~_si~~~J I commg to some coiiCtuslon that has a m9_~i[PJlmQseJ ~ - bull~ __
iii(i3socELwn~iQfl~XOU donrnave to believe the ~f Little Red Riding Hood to grasp the notion that big bad wolves victimize old women and trick linIe girls-a lesson in gender roles fear and power
Th~ Cul[Ur~l Environment Movement by George Gerbner Copyrijtht e 1J9fgt by George Gerbner This article fm apshypeared on tne Cultur31Enironm~nt Moement ~b site http wwccnmctorg Reprinted with permission of the author
rz Stories of the third kind t] us what to do These if are stories of value and choice They present things
behaviors or styles ofli~e as desirable (or undesirable) propose ways to obtaip (or avoid) them and the price to be paid for attainment (or failure) They are the instructions cautionary tales commands slogans sershymons laws and exhortations of the day T~day most of~ th~ are called commercials and other advertisin~ roes-s~ges an~ 5es we ~ee a~a he~r every day
Stones of the third kind clinch the lessons ofthe ~
first two and turn chem into I n T y typically preshysent a v ue 0 ~ect1ve or sugges a need or desire and offer a product service candidate institution Or acshytion purported to help attain or gratify it The lessons offictitious Little Red Riding Hoods and their realistic sequels prominent in everyday news and entertainment not only teach lessons of vulnerability mistrust and dependence but also help sell burglar alarms mOre jails and executions promised to enhance security (which they r3reiy do) and other ways to adjust to a strUCture oipower
- 1
~JI Lo Imiddot
n I bull
iW I
ntJ
1 i
shy
I J
1 574
SECTION II CONVERGENCE AND CONCENTRATION IN THE MEDIA INDUSTRIES146
I i
Ideally the three kinds ofstories check and balance of time space and stams The book lifts people from each other But in a commercially driven culture sto- -- ~ traditional m~gs as the Industrial Revolution ries ofthe thiid kind pay for most oCtbe fuSt two I bat uproots thetn from their local communities and culshycramptes a coherent ctdturd environment whose Overall tures They can now get off the land and go to work function is to provide a hospitable and effective context in faraway ports factories and continents and tuve for scories that sell With the coming of the electronic with them a packet of conunon consciousness-the age that cultural environment is increasingly monop- book or journal and later the motion picture (silent at olied homogenized and globalized We must then fint)-wherever they go look at the historic course of our journey to see wh2t Publics created by such publication are necessary this new age means for our children for the formation of individual and group identities in
~pound-For the longest time in human history stories were the new urban environmerit as the different classes andJ ~ told omy (Ice to faC A commuruty wasdeBIled by tHe regional religious and ethnic groups try to live to-
rituals mythologies and imageries held in common gether with some degtee of cooperation and hannony A11 usefullmowledge is encapsulated in aph~risms and Publics are the basic units of self-government legends proverbs ana tales incantations and ceremon- deering or sdecting representatives to an assembly tryshyies Writing is rare and holy forbidden for slaves La- inS to reconcile diverse interests The mnntenance )
boriously inscribed manuscripts confer sacred power to and integrity of multiple publics makes self-governshy their interpreters the priests and ministers As a six- ment feasible for large complex and diverse rutional teenth century scribe put it communities People engage in long and costly strugshy
middot th wh gles-now at a critical stage-to be free to create and Those wooh bserve the co dICes ose 0 re-
share stories that fit the reality of their competing and cite them Those who noisily turn the pages of illustrated manuscripts Those who have posses- otten confiicting values and interests ~ of our asshy
sumptions about human develo ment and oIitiealsion ofthe black and red ink and that which is
p u tv and choice lre rooted in the print era pictured they lead us they guide us they tell us One ofthe most vital provisions ofthe oftheprint the way State and church ruled the Middle Ages
j in a symbiotic relationship of mutual dependence era W2S the creation of the only large-scale folk instishy and tension State composed of feudal nobles ~t~ti~tn~~tts=fa~~~ was the economic and political order church its culrural arm face learning and interpreting could ideally liberate
the individwl from both tribal and medieval dependshyThe Industrial Revolution changed all that One of encies and all cultural monopolies
the ffrSt machines stamping out standardized irtifaCts The second great transformation the electronic was th~ Its product the boole was a preshy revolution ushers in the telecommunications era Its requisi~ther upheavals to come mainstream television is superimposed upon and reshy
The book could be given to all who could read reshy organizes print-based culture Unlike the Industrial quiriIlg educauon and creatmg a new literate clus~f Revolution the new upheaval does not uproot people
J isectEk Reaaers could now interpret the book (at first from their homes but transports them in their homes bull I the Bible) for themselves breaking the monopoly of It retribalizes modern society and changes the role of
priesdy interpreters and ushering in the Reformation education in the new culture When the printing press was hooked up to the For the first time in human historY=childrene
stearn engine the industI1alization ofstorytelling shifted born into homes whetr mass-mediated stomeUsrs int~ high gear Rapid publication and mass tra~ ~h them on the average more than 7 hours a day crea~d a new Ml of tOlbCldOSileSs mode~ M-ost waking hours and often dreams are filled ~th
I ~ 1fIlblics Publics are loose aggregations of people who their stories Giant industries discharge their messages - bull 6 share some common consciousness of how things intO th( mainstream of common consciousness The
wo~k what things are and what ough~to be doneshy historic nexus of church and state is replaced by televishybut never meet face to face That was never before sion and state
I _ ____-possibJe These changes may appear to be a broadening and ~tories can now be sent- often smuggled-across enrichment oflocal horizons but they also mean a hoshy
1iiTheflo Impenetrable or closely guarded bou~chl id ~ogenization of outlooks and limitation of alternashy
575
OiAITER 7 MEDIA CONCENTRATION 147
tives For media professionals the changes mean fewer opportunities and greater compulsions to present life in salable packages Creative artists scientists humanists can still explore and enlighten and occasionally ever challenge but increasingly their stories must fit ~ keting strategies~d priontles )
Despite being surrounded With sales messages or perhaps because ofit a Consumer Federation ofAmershyica swvey concluded in 1990 that Americans are not smart shoppers and their ignorance costs them billions threatens their health and safety and undermines the economy
Broadcasting is the most concentrated homoge-shynizeo and globaliied mCrlium The top 100 advertiSed pay for two-thirds of all network television Four netshyworks allied to giant trarunational corporations-=our priVate MinistrY of Culture-control the bulk of production and distribution and shape the cUltilral mainstream Other interests minority views and the potential of any challenge to dominant perspectives lose ground with every me er
ltYThe Environment Movent was -fciunched e 0 t t c enge ts Founding
euroefl ~Iltion was held In Snout mnsOUrf Match 15shy17 1996 in cooperation with Webster UniversitL-shy(as the most di~Icp~e~~~~f leaders and ac- shytivists in the field of culture and communication that fiiSever m~_ - --_ --- ~
-- f~oncepts that motivated us developed after 30 years of media research It became clear that research is not enough The new globalized and centralized culshytural environment demanded a new active approach Working separately on individual issues rallying to
meet each individual crisis was not sufficient Treating symptoms instead of starting to prevent the wholeshysale manufacturing of the conditions that led to those symptoms was self-defeating Dealing with systemic
ections requires coordination and organization
Individual effort local action and national and intershynational constituencies acting in conce~ can together
p to begin that long slow and dIfficult task It involves
bull
bull
nons of creative workers in the media and in the arts and sciences independent computer network organizers and other organizations and individshyuals committed to broadening the freedom and diversity of communication
Opposing domination and working to abolish existing concentration of ownership and censorshyship (both of and by media) p11blic or private It involves extending rights facilities and influepr nrmeresrs Wd perspectives other than theJ110st )owerful and profitable It means including in cultU deClSlon nlaking the less afBuent more vulnerable groups wbo in fact are the majority of the population These include the marginalshyized neglected abused exploited physically or mentally disabled young and old women mishynorities poor people recent inunigrants-~ those most in need ofa decent role and a voice in a freer cultural environment
Seeking out and cooperating with culrurallibshyeration forces of other countries working for
-- the integrity and independence of their own deshycision making and against cultural domination and invasion learning from countries that hfve already openec1 theIr media to the aemocrat~c ~lping local movements including in the most dependentand vulnerable countries of latin America Asiaand Africa (and also in Eastshyern Europe and the former Soviet RePUbliCS)g invest in their own cultural development opposshying aggressive foreign ownership and coercive trade policies tlut make such development more difficult
Supporting journalists artists writers actors di shybull rectors and other creative workers struggling for more freedom from having to present life as a conunodity designed for a market of consumers Working with guilds caucuses labor and other groups for diversity in employment and in media content Supporting media and cultural organizashytions addressing significant but neglected needs sensibillties and interests
Building a new coalition involving media coun- ~ _Promoting media literacy media awareness criti shybull ciIs in the United States and abroad teachers stu-~ cal viewing and reading and other media educashydents and parents groups concerned with chil- tion efforts as a fresh approach ro the liberal arts dren youth and aging womens groups religious and an essential educational objective on every and minority organizations educational health hveL Collecting publicizing and disseminating environmental legll and other professional assoshy information research and evaluation about releshyciarions consumer groups and agencies associa- vant programs services curricula and teaching
I I
1 C
I
1 shyLJ
1
J
I-_ i
i
576
SECTION II CONVER(ENCE AND CONCENTRATION IN THE MEDIA INDUSTRIES148
materials Hdpitlg to organize lduGuionaJ and parlllt~middot group~ demmding preservice and inshy
- - j
slrvite teacher training in media analysis already required in the schools of Awtralia Canada and Greltlt Britilill
bull Placing cultural poiicy issues on the socialshypolitit11 agenda Supporting and if lleClSSary organizing local and national media councils study groups citizen groups minority md proshyfessional groups md other torums of public disshycll~on policy development reprcsent1tion and lction Not waiting for J blueprint but crearing and experimenting with ways of community ~nd citizen participation in local rurional lOd intershynational U1edi1 policYnl1king ~haring exper~ ~ces lessons and recommencbtions Jnd dushy
ric agenda
The Cultural Environment Movement (CEM) i~ a coalition of independent org-mizations and suppcrters in eveI state of the United States aud siCty-three othtr countries 011 six coutillellK Its over 15U affiliated and supporting orgmizltiom and itS individual supporters represem a wide rmge of ~cill ilnd culturl conc united in working for freedom fainless divcrsiry reshysponsibility respect for cultural integrity the protecshytion of children and democratic decision making in shythe mel iJ maillS tream
Tht Founding Convention Wl~ an invitational working assembly of 267 dclegatts and othlr supportshyers from tifteen counrril~ glthered to consider the
--
vlrom n s e It to meet timan needs The
agendJ for lLmiddottion Keynote speakttS had the SJme messhy
cern including media monopoly independent producshytion education lnd media literacy health promotion religion techllologyalld ecology labor cultural divershy$ity and imegrity children and family aging women md gender issues racial and ethnic diversity media vishyolence storytelling and problems of lnediJ reform and advocacy
Document~ ~vailable Oil the CEM Web site (www cemnetorg) present the mandate of the Founding Convention They lorm the basis ofCEMs policies and programs The Viewers Otclaration of Independenct se~ forth the compelling reSOns for the coalition The Peoples Communication Charter spclls Ollt standards tor cultural policy Iluking worldwide and the Agenda for Action maklt~ str1lcgic recommendations
NOTES
l A pro-Convcnrion ewnt the tilSt 11lem~tionOlI Bro~dSt
Stmd1rds SU1Ilmit ht~rd from Sophilt Cathdinclu of th~
Con~~iI dt lAudiovisud P1ri~ Fnnc~ Friedrich Eh~ lIleshy
did TligtCalLher ll~rlill Glrmany Jill Hills prof~ssor of Im~rshy
n~tionll Politial Ecollomy of City Univtrsity London
UK Roben MeChellt hitorin Jt the UlliVltrsity oi
Wis(omin Mltko MSINvic J comultlllt to uOJtim rJdio
Jnd fd~vi~ion Colin ShlW diremiddottor of the Broadcm Stlnshy
ltiad COllll-il o( GreJt Driuin Kcith Spi~r chair of the
CnJdiUl Iildio-tdcvilion 3nd Tde(onJnlllllicln)llS Cl)linshy
cil Mm Ibbuv pr~or of comnumication ~t thlt Univershy
ltity of Montrlttl and Janos TimOlI of thlt Hun~middotOlrin NJshy
tilgtIIJI Clgtnunitult 011 H~dil1 JIlU Tdltvi~ion TII~ moderJt()r
WI Jellrey Col dirlaquotor o(th Cmer tor CommuniJtion I
PoliL Jt UCLA onil cillt dlJir 01 J Sllmmit plIlel -IS Marksage People must tlke control of their cultural Crispin Miller prltgtf r oflllcdia $rudl~ atJohm Hopkin
middotprogrull al~o featuredmiddot storyrellers Native American dmctrs aud music~lIls LJtiJ1 Alllerican singers and other artist~ and representJtives of womens ethnic lahor dislbled penollSmiddot and other group~ ivinl live demomtrtions of CEv1s Jim to hwt all liberJting oicts speak tor tnelllsdvC5 Jud to snare storie~ thlt hwe omerhing to rdl illSttad of only thi11t-raquo [0 sd
The dclcgaces debared Jnd lpproved the Vitwshyas Declaration of Indtpendtnclt and In inrernJtionJl Ptoples Communiation Ch1rttr Mctting tor J filII d1 III f1fttln Vorkin~ groups tne delegates JIso rCLshy
OIll1neldcd m lctioo progrllll in vJriou~ areas of (011shy
Univeriry
K-vllvtlt spltIkCT 11 tile Convltntioll incluJrd1oJn
Browll Cllllpbdi ~ltnerJI Sltltrctlrv of tho NJtionli CounCil
ofChllr(hn 1~Imc Eisllt1 luthor ~lId clIltur1l historilll
fTlt W G~rcia Iin director of the White Hou~lt Otli
of NationJI DIU~ COllrr)llolicy ~Ljl~~roll Pgt llllllniq
Durothv Gillillll SlIllI Sltilll HIIl tirt ll~tiltgtlJl viclt prlt~ishy
d~nt o(tho Scrltltll Aclt)r Guild Dr Clt- HJllIltlink dirltcshy
tor of the Centre I~gtr COlIllulliltioll 1111 HlIll1lIl Rihts
Allltcrd~lll rhe N~thmiddotrblld Rnixn W gt-hmiddotChlaquoncy
writtr IlJ enllom Uill lkKibb~ll Colin SI1IW dirtor
of the I3roldmiddot~lttill Stl lIlbrcl~ Council or (rJt BritlIll and
KCl) 1l1l111selb lJninrty of ltll South Atncj
J 577
SECTION II CONVERGENCE AND CONCENTRATION IN THE MEDIA INDUSTRIES146
I i
Ideally the three kinds ofstories check and balance of time space and stams The book lifts people from each other But in a commercially driven culture sto- -- ~ traditional m~gs as the Industrial Revolution ries ofthe thiid kind pay for most oCtbe fuSt two I bat uproots thetn from their local communities and culshycramptes a coherent ctdturd environment whose Overall tures They can now get off the land and go to work function is to provide a hospitable and effective context in faraway ports factories and continents and tuve for scories that sell With the coming of the electronic with them a packet of conunon consciousness-the age that cultural environment is increasingly monop- book or journal and later the motion picture (silent at olied homogenized and globalized We must then fint)-wherever they go look at the historic course of our journey to see wh2t Publics created by such publication are necessary this new age means for our children for the formation of individual and group identities in
~pound-For the longest time in human history stories were the new urban environmerit as the different classes andJ ~ told omy (Ice to faC A commuruty wasdeBIled by tHe regional religious and ethnic groups try to live to-
rituals mythologies and imageries held in common gether with some degtee of cooperation and hannony A11 usefullmowledge is encapsulated in aph~risms and Publics are the basic units of self-government legends proverbs ana tales incantations and ceremon- deering or sdecting representatives to an assembly tryshyies Writing is rare and holy forbidden for slaves La- inS to reconcile diverse interests The mnntenance )
boriously inscribed manuscripts confer sacred power to and integrity of multiple publics makes self-governshy their interpreters the priests and ministers As a six- ment feasible for large complex and diverse rutional teenth century scribe put it communities People engage in long and costly strugshy
middot th wh gles-now at a critical stage-to be free to create and Those wooh bserve the co dICes ose 0 re-
share stories that fit the reality of their competing and cite them Those who noisily turn the pages of illustrated manuscripts Those who have posses- otten confiicting values and interests ~ of our asshy
sumptions about human develo ment and oIitiealsion ofthe black and red ink and that which is
p u tv and choice lre rooted in the print era pictured they lead us they guide us they tell us One ofthe most vital provisions ofthe oftheprint the way State and church ruled the Middle Ages
j in a symbiotic relationship of mutual dependence era W2S the creation of the only large-scale folk instishy and tension State composed of feudal nobles ~t~ti~tn~~tts=fa~~~ was the economic and political order church its culrural arm face learning and interpreting could ideally liberate
the individwl from both tribal and medieval dependshyThe Industrial Revolution changed all that One of encies and all cultural monopolies
the ffrSt machines stamping out standardized irtifaCts The second great transformation the electronic was th~ Its product the boole was a preshy revolution ushers in the telecommunications era Its requisi~ther upheavals to come mainstream television is superimposed upon and reshy
The book could be given to all who could read reshy organizes print-based culture Unlike the Industrial quiriIlg educauon and creatmg a new literate clus~f Revolution the new upheaval does not uproot people
J isectEk Reaaers could now interpret the book (at first from their homes but transports them in their homes bull I the Bible) for themselves breaking the monopoly of It retribalizes modern society and changes the role of
priesdy interpreters and ushering in the Reformation education in the new culture When the printing press was hooked up to the For the first time in human historY=childrene
stearn engine the industI1alization ofstorytelling shifted born into homes whetr mass-mediated stomeUsrs int~ high gear Rapid publication and mass tra~ ~h them on the average more than 7 hours a day crea~d a new Ml of tOlbCldOSileSs mode~ M-ost waking hours and often dreams are filled ~th
I ~ 1fIlblics Publics are loose aggregations of people who their stories Giant industries discharge their messages - bull 6 share some common consciousness of how things intO th( mainstream of common consciousness The
wo~k what things are and what ough~to be doneshy historic nexus of church and state is replaced by televishybut never meet face to face That was never before sion and state
I _ ____-possibJe These changes may appear to be a broadening and ~tories can now be sent- often smuggled-across enrichment oflocal horizons but they also mean a hoshy
1iiTheflo Impenetrable or closely guarded bou~chl id ~ogenization of outlooks and limitation of alternashy
575
OiAITER 7 MEDIA CONCENTRATION 147
tives For media professionals the changes mean fewer opportunities and greater compulsions to present life in salable packages Creative artists scientists humanists can still explore and enlighten and occasionally ever challenge but increasingly their stories must fit ~ keting strategies~d priontles )
Despite being surrounded With sales messages or perhaps because ofit a Consumer Federation ofAmershyica swvey concluded in 1990 that Americans are not smart shoppers and their ignorance costs them billions threatens their health and safety and undermines the economy
Broadcasting is the most concentrated homoge-shynizeo and globaliied mCrlium The top 100 advertiSed pay for two-thirds of all network television Four netshyworks allied to giant trarunational corporations-=our priVate MinistrY of Culture-control the bulk of production and distribution and shape the cUltilral mainstream Other interests minority views and the potential of any challenge to dominant perspectives lose ground with every me er
ltYThe Environment Movent was -fciunched e 0 t t c enge ts Founding
euroefl ~Iltion was held In Snout mnsOUrf Match 15shy17 1996 in cooperation with Webster UniversitL-shy(as the most di~Icp~e~~~~f leaders and ac- shytivists in the field of culture and communication that fiiSever m~_ - --_ --- ~
-- f~oncepts that motivated us developed after 30 years of media research It became clear that research is not enough The new globalized and centralized culshytural environment demanded a new active approach Working separately on individual issues rallying to
meet each individual crisis was not sufficient Treating symptoms instead of starting to prevent the wholeshysale manufacturing of the conditions that led to those symptoms was self-defeating Dealing with systemic
ections requires coordination and organization
Individual effort local action and national and intershynational constituencies acting in conce~ can together
p to begin that long slow and dIfficult task It involves
bull
bull
nons of creative workers in the media and in the arts and sciences independent computer network organizers and other organizations and individshyuals committed to broadening the freedom and diversity of communication
Opposing domination and working to abolish existing concentration of ownership and censorshyship (both of and by media) p11blic or private It involves extending rights facilities and influepr nrmeresrs Wd perspectives other than theJ110st )owerful and profitable It means including in cultU deClSlon nlaking the less afBuent more vulnerable groups wbo in fact are the majority of the population These include the marginalshyized neglected abused exploited physically or mentally disabled young and old women mishynorities poor people recent inunigrants-~ those most in need ofa decent role and a voice in a freer cultural environment
Seeking out and cooperating with culrurallibshyeration forces of other countries working for
-- the integrity and independence of their own deshycision making and against cultural domination and invasion learning from countries that hfve already openec1 theIr media to the aemocrat~c ~lping local movements including in the most dependentand vulnerable countries of latin America Asiaand Africa (and also in Eastshyern Europe and the former Soviet RePUbliCS)g invest in their own cultural development opposshying aggressive foreign ownership and coercive trade policies tlut make such development more difficult
Supporting journalists artists writers actors di shybull rectors and other creative workers struggling for more freedom from having to present life as a conunodity designed for a market of consumers Working with guilds caucuses labor and other groups for diversity in employment and in media content Supporting media and cultural organizashytions addressing significant but neglected needs sensibillties and interests
Building a new coalition involving media coun- ~ _Promoting media literacy media awareness criti shybull ciIs in the United States and abroad teachers stu-~ cal viewing and reading and other media educashydents and parents groups concerned with chil- tion efforts as a fresh approach ro the liberal arts dren youth and aging womens groups religious and an essential educational objective on every and minority organizations educational health hveL Collecting publicizing and disseminating environmental legll and other professional assoshy information research and evaluation about releshyciarions consumer groups and agencies associa- vant programs services curricula and teaching
I I
1 C
I
1 shyLJ
1
J
I-_ i
i
576
SECTION II CONVER(ENCE AND CONCENTRATION IN THE MEDIA INDUSTRIES148
materials Hdpitlg to organize lduGuionaJ and parlllt~middot group~ demmding preservice and inshy
- - j
slrvite teacher training in media analysis already required in the schools of Awtralia Canada and Greltlt Britilill
bull Placing cultural poiicy issues on the socialshypolitit11 agenda Supporting and if lleClSSary organizing local and national media councils study groups citizen groups minority md proshyfessional groups md other torums of public disshycll~on policy development reprcsent1tion and lction Not waiting for J blueprint but crearing and experimenting with ways of community ~nd citizen participation in local rurional lOd intershynational U1edi1 policYnl1king ~haring exper~ ~ces lessons and recommencbtions Jnd dushy
ric agenda
The Cultural Environment Movement (CEM) i~ a coalition of independent org-mizations and suppcrters in eveI state of the United States aud siCty-three othtr countries 011 six coutillellK Its over 15U affiliated and supporting orgmizltiom and itS individual supporters represem a wide rmge of ~cill ilnd culturl conc united in working for freedom fainless divcrsiry reshysponsibility respect for cultural integrity the protecshytion of children and democratic decision making in shythe mel iJ maillS tream
Tht Founding Convention Wl~ an invitational working assembly of 267 dclegatts and othlr supportshyers from tifteen counrril~ glthered to consider the
--
vlrom n s e It to meet timan needs The
agendJ for lLmiddottion Keynote speakttS had the SJme messhy
cern including media monopoly independent producshytion education lnd media literacy health promotion religion techllologyalld ecology labor cultural divershy$ity and imegrity children and family aging women md gender issues racial and ethnic diversity media vishyolence storytelling and problems of lnediJ reform and advocacy
Document~ ~vailable Oil the CEM Web site (www cemnetorg) present the mandate of the Founding Convention They lorm the basis ofCEMs policies and programs The Viewers Otclaration of Independenct se~ forth the compelling reSOns for the coalition The Peoples Communication Charter spclls Ollt standards tor cultural policy Iluking worldwide and the Agenda for Action maklt~ str1lcgic recommendations
NOTES
l A pro-Convcnrion ewnt the tilSt 11lem~tionOlI Bro~dSt
Stmd1rds SU1Ilmit ht~rd from Sophilt Cathdinclu of th~
Con~~iI dt lAudiovisud P1ri~ Fnnc~ Friedrich Eh~ lIleshy
did TligtCalLher ll~rlill Glrmany Jill Hills prof~ssor of Im~rshy
n~tionll Politial Ecollomy of City Univtrsity London
UK Roben MeChellt hitorin Jt the UlliVltrsity oi
Wis(omin Mltko MSINvic J comultlllt to uOJtim rJdio
Jnd fd~vi~ion Colin ShlW diremiddottor of the Broadcm Stlnshy
ltiad COllll-il o( GreJt Driuin Kcith Spi~r chair of the
CnJdiUl Iildio-tdcvilion 3nd Tde(onJnlllllicln)llS Cl)linshy
cil Mm Ibbuv pr~or of comnumication ~t thlt Univershy
ltity of Montrlttl and Janos TimOlI of thlt Hun~middotOlrin NJshy
tilgtIIJI Clgtnunitult 011 H~dil1 JIlU Tdltvi~ion TII~ moderJt()r
WI Jellrey Col dirlaquotor o(th Cmer tor CommuniJtion I
PoliL Jt UCLA onil cillt dlJir 01 J Sllmmit plIlel -IS Marksage People must tlke control of their cultural Crispin Miller prltgtf r oflllcdia $rudl~ atJohm Hopkin
middotprogrull al~o featuredmiddot storyrellers Native American dmctrs aud music~lIls LJtiJ1 Alllerican singers and other artist~ and representJtives of womens ethnic lahor dislbled penollSmiddot and other group~ ivinl live demomtrtions of CEv1s Jim to hwt all liberJting oicts speak tor tnelllsdvC5 Jud to snare storie~ thlt hwe omerhing to rdl illSttad of only thi11t-raquo [0 sd
The dclcgaces debared Jnd lpproved the Vitwshyas Declaration of Indtpendtnclt and In inrernJtionJl Ptoples Communiation Ch1rttr Mctting tor J filII d1 III f1fttln Vorkin~ groups tne delegates JIso rCLshy
OIll1neldcd m lctioo progrllll in vJriou~ areas of (011shy
Univeriry
K-vllvtlt spltIkCT 11 tile Convltntioll incluJrd1oJn
Browll Cllllpbdi ~ltnerJI Sltltrctlrv of tho NJtionli CounCil
ofChllr(hn 1~Imc Eisllt1 luthor ~lId clIltur1l historilll
fTlt W G~rcia Iin director of the White Hou~lt Otli
of NationJI DIU~ COllrr)llolicy ~Ljl~~roll Pgt llllllniq
Durothv Gillillll SlIllI Sltilll HIIl tirt ll~tiltgtlJl viclt prlt~ishy
d~nt o(tho Scrltltll Aclt)r Guild Dr Clt- HJllIltlink dirltcshy
tor of the Centre I~gtr COlIllulliltioll 1111 HlIll1lIl Rihts
Allltcrd~lll rhe N~thmiddotrblld Rnixn W gt-hmiddotChlaquoncy
writtr IlJ enllom Uill lkKibb~ll Colin SI1IW dirtor
of the I3roldmiddot~lttill Stl lIlbrcl~ Council or (rJt BritlIll and
KCl) 1l1l111selb lJninrty of ltll South Atncj
J 577
OiAITER 7 MEDIA CONCENTRATION 147
tives For media professionals the changes mean fewer opportunities and greater compulsions to present life in salable packages Creative artists scientists humanists can still explore and enlighten and occasionally ever challenge but increasingly their stories must fit ~ keting strategies~d priontles )
Despite being surrounded With sales messages or perhaps because ofit a Consumer Federation ofAmershyica swvey concluded in 1990 that Americans are not smart shoppers and their ignorance costs them billions threatens their health and safety and undermines the economy
Broadcasting is the most concentrated homoge-shynizeo and globaliied mCrlium The top 100 advertiSed pay for two-thirds of all network television Four netshyworks allied to giant trarunational corporations-=our priVate MinistrY of Culture-control the bulk of production and distribution and shape the cUltilral mainstream Other interests minority views and the potential of any challenge to dominant perspectives lose ground with every me er
ltYThe Environment Movent was -fciunched e 0 t t c enge ts Founding
euroefl ~Iltion was held In Snout mnsOUrf Match 15shy17 1996 in cooperation with Webster UniversitL-shy(as the most di~Icp~e~~~~f leaders and ac- shytivists in the field of culture and communication that fiiSever m~_ - --_ --- ~
-- f~oncepts that motivated us developed after 30 years of media research It became clear that research is not enough The new globalized and centralized culshytural environment demanded a new active approach Working separately on individual issues rallying to
meet each individual crisis was not sufficient Treating symptoms instead of starting to prevent the wholeshysale manufacturing of the conditions that led to those symptoms was self-defeating Dealing with systemic
ections requires coordination and organization
Individual effort local action and national and intershynational constituencies acting in conce~ can together
p to begin that long slow and dIfficult task It involves
bull
bull
nons of creative workers in the media and in the arts and sciences independent computer network organizers and other organizations and individshyuals committed to broadening the freedom and diversity of communication
Opposing domination and working to abolish existing concentration of ownership and censorshyship (both of and by media) p11blic or private It involves extending rights facilities and influepr nrmeresrs Wd perspectives other than theJ110st )owerful and profitable It means including in cultU deClSlon nlaking the less afBuent more vulnerable groups wbo in fact are the majority of the population These include the marginalshyized neglected abused exploited physically or mentally disabled young and old women mishynorities poor people recent inunigrants-~ those most in need ofa decent role and a voice in a freer cultural environment
Seeking out and cooperating with culrurallibshyeration forces of other countries working for
-- the integrity and independence of their own deshycision making and against cultural domination and invasion learning from countries that hfve already openec1 theIr media to the aemocrat~c ~lping local movements including in the most dependentand vulnerable countries of latin America Asiaand Africa (and also in Eastshyern Europe and the former Soviet RePUbliCS)g invest in their own cultural development opposshying aggressive foreign ownership and coercive trade policies tlut make such development more difficult
Supporting journalists artists writers actors di shybull rectors and other creative workers struggling for more freedom from having to present life as a conunodity designed for a market of consumers Working with guilds caucuses labor and other groups for diversity in employment and in media content Supporting media and cultural organizashytions addressing significant but neglected needs sensibillties and interests
Building a new coalition involving media coun- ~ _Promoting media literacy media awareness criti shybull ciIs in the United States and abroad teachers stu-~ cal viewing and reading and other media educashydents and parents groups concerned with chil- tion efforts as a fresh approach ro the liberal arts dren youth and aging womens groups religious and an essential educational objective on every and minority organizations educational health hveL Collecting publicizing and disseminating environmental legll and other professional assoshy information research and evaluation about releshyciarions consumer groups and agencies associa- vant programs services curricula and teaching
I I
1 C
I
1 shyLJ
1
J
I-_ i
i
576
SECTION II CONVER(ENCE AND CONCENTRATION IN THE MEDIA INDUSTRIES148
materials Hdpitlg to organize lduGuionaJ and parlllt~middot group~ demmding preservice and inshy
- - j
slrvite teacher training in media analysis already required in the schools of Awtralia Canada and Greltlt Britilill
bull Placing cultural poiicy issues on the socialshypolitit11 agenda Supporting and if lleClSSary organizing local and national media councils study groups citizen groups minority md proshyfessional groups md other torums of public disshycll~on policy development reprcsent1tion and lction Not waiting for J blueprint but crearing and experimenting with ways of community ~nd citizen participation in local rurional lOd intershynational U1edi1 policYnl1king ~haring exper~ ~ces lessons and recommencbtions Jnd dushy
ric agenda
The Cultural Environment Movement (CEM) i~ a coalition of independent org-mizations and suppcrters in eveI state of the United States aud siCty-three othtr countries 011 six coutillellK Its over 15U affiliated and supporting orgmizltiom and itS individual supporters represem a wide rmge of ~cill ilnd culturl conc united in working for freedom fainless divcrsiry reshysponsibility respect for cultural integrity the protecshytion of children and democratic decision making in shythe mel iJ maillS tream
Tht Founding Convention Wl~ an invitational working assembly of 267 dclegatts and othlr supportshyers from tifteen counrril~ glthered to consider the
--
vlrom n s e It to meet timan needs The
agendJ for lLmiddottion Keynote speakttS had the SJme messhy
cern including media monopoly independent producshytion education lnd media literacy health promotion religion techllologyalld ecology labor cultural divershy$ity and imegrity children and family aging women md gender issues racial and ethnic diversity media vishyolence storytelling and problems of lnediJ reform and advocacy
Document~ ~vailable Oil the CEM Web site (www cemnetorg) present the mandate of the Founding Convention They lorm the basis ofCEMs policies and programs The Viewers Otclaration of Independenct se~ forth the compelling reSOns for the coalition The Peoples Communication Charter spclls Ollt standards tor cultural policy Iluking worldwide and the Agenda for Action maklt~ str1lcgic recommendations
NOTES
l A pro-Convcnrion ewnt the tilSt 11lem~tionOlI Bro~dSt
Stmd1rds SU1Ilmit ht~rd from Sophilt Cathdinclu of th~
Con~~iI dt lAudiovisud P1ri~ Fnnc~ Friedrich Eh~ lIleshy
did TligtCalLher ll~rlill Glrmany Jill Hills prof~ssor of Im~rshy
n~tionll Politial Ecollomy of City Univtrsity London
UK Roben MeChellt hitorin Jt the UlliVltrsity oi
Wis(omin Mltko MSINvic J comultlllt to uOJtim rJdio
Jnd fd~vi~ion Colin ShlW diremiddottor of the Broadcm Stlnshy
ltiad COllll-il o( GreJt Driuin Kcith Spi~r chair of the
CnJdiUl Iildio-tdcvilion 3nd Tde(onJnlllllicln)llS Cl)linshy
cil Mm Ibbuv pr~or of comnumication ~t thlt Univershy
ltity of Montrlttl and Janos TimOlI of thlt Hun~middotOlrin NJshy
tilgtIIJI Clgtnunitult 011 H~dil1 JIlU Tdltvi~ion TII~ moderJt()r
WI Jellrey Col dirlaquotor o(th Cmer tor CommuniJtion I
PoliL Jt UCLA onil cillt dlJir 01 J Sllmmit plIlel -IS Marksage People must tlke control of their cultural Crispin Miller prltgtf r oflllcdia $rudl~ atJohm Hopkin
middotprogrull al~o featuredmiddot storyrellers Native American dmctrs aud music~lIls LJtiJ1 Alllerican singers and other artist~ and representJtives of womens ethnic lahor dislbled penollSmiddot and other group~ ivinl live demomtrtions of CEv1s Jim to hwt all liberJting oicts speak tor tnelllsdvC5 Jud to snare storie~ thlt hwe omerhing to rdl illSttad of only thi11t-raquo [0 sd
The dclcgaces debared Jnd lpproved the Vitwshyas Declaration of Indtpendtnclt and In inrernJtionJl Ptoples Communiation Ch1rttr Mctting tor J filII d1 III f1fttln Vorkin~ groups tne delegates JIso rCLshy
OIll1neldcd m lctioo progrllll in vJriou~ areas of (011shy
Univeriry
K-vllvtlt spltIkCT 11 tile Convltntioll incluJrd1oJn
Browll Cllllpbdi ~ltnerJI Sltltrctlrv of tho NJtionli CounCil
ofChllr(hn 1~Imc Eisllt1 luthor ~lId clIltur1l historilll
fTlt W G~rcia Iin director of the White Hou~lt Otli
of NationJI DIU~ COllrr)llolicy ~Ljl~~roll Pgt llllllniq
Durothv Gillillll SlIllI Sltilll HIIl tirt ll~tiltgtlJl viclt prlt~ishy
d~nt o(tho Scrltltll Aclt)r Guild Dr Clt- HJllIltlink dirltcshy
tor of the Centre I~gtr COlIllulliltioll 1111 HlIll1lIl Rihts
Allltcrd~lll rhe N~thmiddotrblld Rnixn W gt-hmiddotChlaquoncy
writtr IlJ enllom Uill lkKibb~ll Colin SI1IW dirtor
of the I3roldmiddot~lttill Stl lIlbrcl~ Council or (rJt BritlIll and
KCl) 1l1l111selb lJninrty of ltll South Atncj
J 577
SECTION II CONVER(ENCE AND CONCENTRATION IN THE MEDIA INDUSTRIES148
materials Hdpitlg to organize lduGuionaJ and parlllt~middot group~ demmding preservice and inshy
- - j
slrvite teacher training in media analysis already required in the schools of Awtralia Canada and Greltlt Britilill
bull Placing cultural poiicy issues on the socialshypolitit11 agenda Supporting and if lleClSSary organizing local and national media councils study groups citizen groups minority md proshyfessional groups md other torums of public disshycll~on policy development reprcsent1tion and lction Not waiting for J blueprint but crearing and experimenting with ways of community ~nd citizen participation in local rurional lOd intershynational U1edi1 policYnl1king ~haring exper~ ~ces lessons and recommencbtions Jnd dushy
ric agenda
The Cultural Environment Movement (CEM) i~ a coalition of independent org-mizations and suppcrters in eveI state of the United States aud siCty-three othtr countries 011 six coutillellK Its over 15U affiliated and supporting orgmizltiom and itS individual supporters represem a wide rmge of ~cill ilnd culturl conc united in working for freedom fainless divcrsiry reshysponsibility respect for cultural integrity the protecshytion of children and democratic decision making in shythe mel iJ maillS tream
Tht Founding Convention Wl~ an invitational working assembly of 267 dclegatts and othlr supportshyers from tifteen counrril~ glthered to consider the
--
vlrom n s e It to meet timan needs The
agendJ for lLmiddottion Keynote speakttS had the SJme messhy
cern including media monopoly independent producshytion education lnd media literacy health promotion religion techllologyalld ecology labor cultural divershy$ity and imegrity children and family aging women md gender issues racial and ethnic diversity media vishyolence storytelling and problems of lnediJ reform and advocacy
Document~ ~vailable Oil the CEM Web site (www cemnetorg) present the mandate of the Founding Convention They lorm the basis ofCEMs policies and programs The Viewers Otclaration of Independenct se~ forth the compelling reSOns for the coalition The Peoples Communication Charter spclls Ollt standards tor cultural policy Iluking worldwide and the Agenda for Action maklt~ str1lcgic recommendations
NOTES
l A pro-Convcnrion ewnt the tilSt 11lem~tionOlI Bro~dSt
Stmd1rds SU1Ilmit ht~rd from Sophilt Cathdinclu of th~
Con~~iI dt lAudiovisud P1ri~ Fnnc~ Friedrich Eh~ lIleshy
did TligtCalLher ll~rlill Glrmany Jill Hills prof~ssor of Im~rshy
n~tionll Politial Ecollomy of City Univtrsity London
UK Roben MeChellt hitorin Jt the UlliVltrsity oi
Wis(omin Mltko MSINvic J comultlllt to uOJtim rJdio
Jnd fd~vi~ion Colin ShlW diremiddottor of the Broadcm Stlnshy
ltiad COllll-il o( GreJt Driuin Kcith Spi~r chair of the
CnJdiUl Iildio-tdcvilion 3nd Tde(onJnlllllicln)llS Cl)linshy
cil Mm Ibbuv pr~or of comnumication ~t thlt Univershy
ltity of Montrlttl and Janos TimOlI of thlt Hun~middotOlrin NJshy
tilgtIIJI Clgtnunitult 011 H~dil1 JIlU Tdltvi~ion TII~ moderJt()r
WI Jellrey Col dirlaquotor o(th Cmer tor CommuniJtion I
PoliL Jt UCLA onil cillt dlJir 01 J Sllmmit plIlel -IS Marksage People must tlke control of their cultural Crispin Miller prltgtf r oflllcdia $rudl~ atJohm Hopkin
middotprogrull al~o featuredmiddot storyrellers Native American dmctrs aud music~lIls LJtiJ1 Alllerican singers and other artist~ and representJtives of womens ethnic lahor dislbled penollSmiddot and other group~ ivinl live demomtrtions of CEv1s Jim to hwt all liberJting oicts speak tor tnelllsdvC5 Jud to snare storie~ thlt hwe omerhing to rdl illSttad of only thi11t-raquo [0 sd
The dclcgaces debared Jnd lpproved the Vitwshyas Declaration of Indtpendtnclt and In inrernJtionJl Ptoples Communiation Ch1rttr Mctting tor J filII d1 III f1fttln Vorkin~ groups tne delegates JIso rCLshy
OIll1neldcd m lctioo progrllll in vJriou~ areas of (011shy
Univeriry
K-vllvtlt spltIkCT 11 tile Convltntioll incluJrd1oJn
Browll Cllllpbdi ~ltnerJI Sltltrctlrv of tho NJtionli CounCil
ofChllr(hn 1~Imc Eisllt1 luthor ~lId clIltur1l historilll
fTlt W G~rcia Iin director of the White Hou~lt Otli
of NationJI DIU~ COllrr)llolicy ~Ljl~~roll Pgt llllllniq
Durothv Gillillll SlIllI Sltilll HIIl tirt ll~tiltgtlJl viclt prlt~ishy
d~nt o(tho Scrltltll Aclt)r Guild Dr Clt- HJllIltlink dirltcshy
tor of the Centre I~gtr COlIllulliltioll 1111 HlIll1lIl Rihts
Allltcrd~lll rhe N~thmiddotrblld Rnixn W gt-hmiddotChlaquoncy
writtr IlJ enllom Uill lkKibb~ll Colin SI1IW dirtor
of the I3roldmiddot~lttill Stl lIlbrcl~ Council or (rJt BritlIll and
KCl) 1l1l111selb lJninrty of ltll South Atncj
J 577