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(More customer reviews)For many decades, cultural imperialism paradigm has been used to explain the effects of international television on local viewers. Through this book Michael G. Elasmar along with other leading scholars challenge the use of cultural imperialism paradigm for explaining the effects of international television on domestic audiences through conducting a meta-analysis approach for both published and unpublished manuscripts that were introduced during the period of 1960 till January 1995.
More importantly, at this book, Elasmar introduces a new model that is called `Susceptibility to Imported Media' (SIM), which media researchers should put into consideration while studying the impact of cross boarder television.
Through the SIM model, Elasmar argues that prior information represented in knowledge, beliefs and attitudes about out groups; the perceived utility; and the involvement in content, are all pre existing schema that will determine how the T.V. content will be comprehended, retained and then recalled. Consequently, prior information will determine the type of effect that exposure to imported T.V. content will produce.
Furthermore, Elasmar introduced the idea of labeling the process of T.V. influence on viewers, which he called the Media-Accelerated Culture Diffusion (MACD). The core idea behind this label is based on his belief that cultures influence other cultures without the conspiracy claim behind the cultural imperialism paradigm. He stressed the idea of culture diffusion due to the existence of "a continuity of indirect causation from culture event to culture event through the medium of human intermediaries" (Page 173). Elasmar concluded his book by proposing an expanded research agenda for future studies.
The originality of this book is that it offers a new alternative paradigm and labeling for the explanation of the effects of international T.V. programs. This book will be of real benefit for scholars interested in the fields of cross-cultural communication, media effects studies and international communications. It is considered of paramount importance to media researchers, since it opens new scopes for future researchers to further the understanding of the roles of audio visual media in diffusing cultures.
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For several decades, cultural imperialism has been the dominant paradigm for conceptualizing, labeling, predicting, and explaining the effects of international television. It has been used as an unchallenged premise for numerous essays on the topic of imported television influence, despite the fact that the assumption of strong cultural influence is not necessarily reflected in the body of research that exists within this field of study. In The Impact of International Television: A Paradigm Shift, editor Michael G. Elasmar and his contributors challenge the dominant paradigm of cultural imperialism, and offer an alternative paradigm with which to evaluate international or crossborder message influence. In this volume, Elasmar has collected original research from leading scholars working in the area of crossborder media influence, and contributes his own meta-analysis to examine what research findings actually show on the influences of crossborder messages. The contributions included here illustrate points, such as: the contentions of cultural imperialism and the context in which its assumptions emerged and developed; the complexities of the relationship between exposure to foreign television and its subsequent effects on local audience members; the applicability of quantitative methods to a topic commonly tackled using argumentation, critical theory, and other qualitative approaches; and the difficulty of achieving strong and homogenous effects. In bringing together the work of independent researchers, The Impact of International Television: A Paradigm Shift bridges over 40 years of research efforts focused on imported television influence, the results of which, as a whole, challenge the de facto strong and homogenous effects assumed by those who support the paradigm of cultural imperialism. The volume sets a theory-driven agenda of research and offers an alternative paradigm for the new generation of researchers interested in international media effects. As such, the volume is intended for scholars, researchers, and students in international and intercultural communication, cross-cultural communication, mass communication, media effects, media and society, and related areas. It will also be of great interest to academics in international relations, cross-cultural and social psychology, intergroup and international relations, international public opinion, and peace studies.
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