Commentary

This excerpt from a recent analysis of broadcasting in developing regions discusses how most of these countries have imported Western models of broadcasting. At this point in our experience with mass media, we tend to take its forms and content for granted; however, it is important to recognize that these models are not actually neutral or inevitable, but developed in specific conditions, societies and historical periods. Today, of course, developing nations have adopted these models of broadcasting structures into quite different contexts. Elements transferred include institutions, technologies and content, and also ideologies or operating assumptions.

However, national broadcasting systems must be adapted to the local context, and in developing countries, this process takes several different forms. Much of this reading concentrates on the first of five categories of transfer—the US model of transfer to independent countries, specifically those of Latin America, in the post-colonial era.

South American countries developed and institutionalized radio broadcasting under the economic, political and technological influence of the United States. The transfer of television technologies and models transformed the receiving nations’ broadcasting economics in several ways. Initially, stations depended on local production for content, promoting the communication of authentic local cultures. After the 1950s, however, much content was imported, and American productions and the US model of broadcasting were established. From the mid-sixties onward, and accompanying profound political upheaval in many nations, Latin American governments became more directly involved in controlling broadcasting. Foreign involvement was prohibited in many areas, and the powers of regulatory agencies controlled by private organizations were diminished. South and Central America remain dominated by private stations with limited government interference; however, efforts to supplement commercial broadcasting with public services continue, and in most Latin American countries, the movement toward control or ownership of broadcasting by national governments continues as well.

Study Questions

The study questions are designed to help you focus on points that enhance understanding of key themes, claims and issues. Answer each question in a few sentences or a short paragraph. Your answers will also serve you as a basis for future study and course assignments. If you have difficulty with any of these questions, please contact your tutor to discuss the problem.

5. How do Katz and Wedell describe the North American model of broadcasting? What do they consider the most important factor in determining the nature of broadcasting systems in developing countries, and why?

6. How are elements of broadcasting assumptions important in media systems exchanges, and how are they transferred? How would a metropolitan-colonial relationship between two countries affect the process of transfer?