This textbook definition is limited in scope, as it does not explain the true nature of globalmedia, exhibited in the exercise of market power and global reach over audiences across theworld. Robert McChesney attributes the nature of global media to neoliberal deregulationand new communications technologies resulting in:
«fewer and larger companies controlling more and more, and the largest of them are mediaconglomerates, with vast empires that cover number media industries. (McChesney, 2006, pp.101-105)
This is the new global media, and its inherent nature is to advance its own corporate andcommercial interests in a state of
(McChesney, 2003, p. 266).There are growing signs of a backlash against global media (January, 2003, p. 32) (Van Aelstand Walgrave, 2002) (Friedman, 1996).
There is optimism of forces at play, in the form of local traditions and culture, coupled with domestic regulation and public policy, as counter-measures to the global media onslaught (Giddens and Griffiths, 2006, p. 626). The Internet¶sdecentralized model is enabling and empowering civic participation, and providing a platformto mobilize political communication and democracy in action (Van Aelst and Walgrave,2002) (Donk, 2004). Also, there is the countervailing nature of the Internet, potentially as aviable commercial alternative to mainstream media on a global scale (McChesney, 2006).Matt Drudge in ³breaking´ the Monica Lewinsky affair before mainstream media is proof of this potential (McChesney, 2006 p. 108). So what is ³new´ in new media technologies?
The ³new´ in new media technologies
The popular meaning of new media is the distribution or exhibition of text on a computer,instead of paper (Manovich, 2002). This does not capture the role of computerization in thedevelopment of new media. Historically, it is the fusion of calculation (Babbage¶s ³theAnalytical Engine´) and for storage (Louis Daguerre¶s
that has transformed³«the computer as a media processor into a media synthesizer and manipulator´ (Manovich,2002 p. 28). This change is exemplified by the amalgam of the consumer and producer for journalism at the edge, which is explained later.
µNationalist and religious revivals can thus be understood as a backlash against a world in whichµnational leaders no longer have the ability to comprehend, much less control, these giants (globalcorporations)¶
Whitewash: racialized politics and the media,
John Gabriel (1998), p. 23