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As part of my Global Media and Communciation module I’m looking at Global Communication – Theories, Stakeholders and Trends McPhail (2006).

Global Communication proves and interesting read

McPhail proves to be quite a controversial and potentially obnoxious writer is some respects. Certainly in the opening chapter ‘Global Communication’ the book takes on the viewpoint of the United States and how the media marketplace changed post-9/11. Quite often it is implied that the exact same changes in media systems and reporting practices were executed in the United Kingdom and the rest of mainland Europe.Whilst many practices may run parallel the countries discussed can be quite different.

Throughout chapters 1 and 2 there are some fine points made but the view that NWICO (New World Information and Communication Order) seems to be the only alternative to the free press systems that the US prefers needs further investigation. While NWICO’s values may indeed be outdated, there needs to be other theories explored as the current Westernised free press system may indeed be unfair to the ‘peripheral nations’.

There have been attempts to implement profitable mediums in less developed countries with little success, and a lot of this has been due to more traditional systems in place being unable to support the required change to perform at a high level. There are also such problems as some nations resisting these practices due to the current print press working as it is and there being strict rules against free opinion, particularly in countries that may still be ruled by dictatorship. In these cases Development Journalism is instilled as many of these countries believe they can ‘catch up’ to leading nations by doing so

.This may be a good point to explore. McPhail highlighted a quote by a US economist Walter Rostow “Moderizations occur when necessary conditions for change are established”. If a country doesn’t require or need to catch up to the modern technological advances that pervade Western media then why should they? These countries will slowly build their own media systems up to the point that they will be good and ready to take on a new challenge.

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