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Media Policy Paradigms and Broadcasting Issues Analysis

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Explore different paradigms in media policy, key issues in broadcasting, and analysis of regulatory scenarios impacting the industry worldwide. Understand the complexities of policy-making and its implications on broadcasting practices.

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Media Policy Paradigms and Broadcasting Issues Analysis

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  1. Paradigms, broadcasting, key issues, analysis

  2. PARADIGMS

  3. Paradigm spectacles:

  4. Paradigms 1: Functionalism • Policy = systems to harmonise for the reproduction of the whole entity. • Relevance to policy on media: • Plays integrative role – eg. get agreement that political parties will not be allowed to have radio station licences. • Gives predictability, avoids ad hoc decisions: there are agreed rules & procedures for getting licences. • Should go through clear stages/steps

  5. Paradigms 2: Lib pluralism • Policy reflects interests: competition and contest among those who can. • Highlights elitepolitics of policy. • Policy “sales” seen to = the most rational outcome for the whole. • Relevance to policy on media: • Fair & open competition for licences. • Recognise diff interests amongst power-holders who need to be satisfied by policy process if result = legit.

  6. Paradigms 3: Power view • Policy reflects the rulers . • Highlights final power in policy • Focus on class and gender. • Relevance to policy on media: • Policy decisions (& ambiguity) reflect not just compromise but control. • Do govt, international orgs, owners or advertisers call the final shots? • Sometimes “policy as political theatre” • Discourse of policy coverage is nb.

  7. Paradigm 4: Participative • Policy as consultative and empowering of powerless. • Relevance to policy on media: • Are there provisions for media workers, and audiences, to make input or register complaints? • Are there provisions for access to public service media by all voices? • Grassroots ownership – community media possibilities.

  8. Paradigm 5: Chaos theory • Policy as piecemeal muddle. • Disorderly, ad hoc. • Media relevance: • Policy arises from poor info, poor process, false perceptions, flawed cause-effect views, inconsistencies, irrational humans.

  9. Summing up • Paradigm insight: • policy as integrative • policy as politically contested • policy as power of the dominant • policy as empowering • policy as patchy

  10. Exercise • Apply the paradigms to an internal policy issue: a policy on smoking in the newsroom.

  11. In whose interests? Public interest Govt interest POLICY Private sector interest

  12. Summing up • Key issues facing media policy • Question: whose interests served? Item: First & 3rd World policy issues. Horwitz, Crede & Mansell, Linden

  13. SINGLING OUT BROADCAST

  14. Outside of USA … • Historically authoritarian: • media content • industry structure • Form: • state monopoly • public must pay licence fees • universal service notion

  15. Why broadcast & not print? • Rationale: • uses public frequency spectrum • nation-building power • Exceptions are the rule! • Print is regulated in many countries! • Rationale: seen as powerful

  16. Regulatory rationales • Broadcast liberalisation is also regulated: • Spectrum and order argument • Social factors arguments = License commercial broadcasters. • Thus policy covers all broadcasters: • Eg. Local content, morals, elections, news, language, univ service, tariffs, etc.

  17. Perspectives • Broadcast control in whose interests? • the society (functionalist view) • government/ruling class (power) • elite private interests (pluralist) • consumers & communities (participative) • nobody, random beneficiaries (chaos)

  18. Convergence confuses • Digital broadcasting: • Policy when frequency not at stake? • Different channels: • When broadcast goes via Net? • Other frequency use: • When goes via 3G or WiFi?

  19. Summing up • Broadcast policy issues: • Historically more susceptible to policy and regulation • Frequency and social issues • Convergence issues

  20. KEY ISSUES

  21. Key issues:

  22. A. Role of the state • The most NB site of policy? • Role of independent regulators? • Role of foreign influences? • Role of international orgs? • Role of the media?

  23. B: Philosophies & values • Libertarian/commercial values: • Light touch - abstentionist • Democratic values: • Consultative, self-regulatory • Social democratic values: • Directive • Statist/control-freak values: • Heavy touch

  24. C: Scope of policy • Policing policy, or “regulate the regulatable”: • Selection of gender sources? • Defining field: • Training? Freebies? Plagiarism? • Also: Capacity, monitoring, review.

  25. D: Impact issues • Formal vs informal policies. • Living vs dead-letter policies: • “No policy” can be a policy position • de facto, it is status quo friendly.

  26. D: Impact issues cntd • Assessing policy success: • Measurable indicators needed • Evaluation must be done • When policy fails: • Impractical & unrealistic • Inflexible re: changing conditions • Policy vs practice: • Where does fault lie?

  27. Re-cap • Definition & purpose of policy. • Who, what, where, when, how, why, so what? • Issues in policy, structure-content-systems • 4 paradigms: functionalist, liberal, power, participative • Broadcasting, convergence • Key issues: philosophy, scope, impact

  28. POLICY ANALYSIS

  29. Ingredients of good policy • It should be relevant and clear: • Why this policy, what’s the purpose? (eg. predictability, enabling, empowering) • Whose problem/possibility is addressed? Thus: Dont’s and do’s. • Who the policy is for? Whose interests? • Clear objectives are spelled out.

  30. Ingredients of good policy • It should address: • Who should implement it? • Where is it made, where does it apply? • How is it made, how is it applied? • What paradigm informs it? Good policy shd be comprehensive.

  31. What makes for good policy? • Clear definition of what it covers (scope), and whether it is formal or not: eg. What exactly is “convergence” if you wanted a policy on this?

  32. Good policy: • Specifies its own genesis - Who makes/made the policy: • Stakeholders? (Ownership)? • What interests & politics? • Where? How? Why (legitimacy)? • Who makes/made the final decision? (power?)

  33. Good policy also: • Recognises inputs: • External policy determinants & context • Underlying values made explicit • Research that is conducted • Consultative contributions. • Has suitable philosophy of implementation as regards objectives. 6. Is practical (esp. budget & time issues)

  34. Good policy further: • Is assess-able (yields indicators) • Specifies who communicates it and how. • Tells who monitors & assesses. • Sets out who must take corrective action or initiate policy review, … and when.

  35. Checklist: Cover all points • Relevance, purpose, interests, objectives. (= paradigm) • Definition of what it covers. • Who will make the policy, who adopt it? • List of inputs: external, values, research, consultation • What philosophy of intervention?

  36. Checklist: Cover all points • Practical implications (budget, time) • Assessment – what indicators are there? How gauge degrees of success or failure? • Who will communicate the policy? • Who will monitor and assess? • Who will action change?

  37. Conclusion • Policy is a major factor for media • It matters! Thank you

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