Chapter 12: Global Advertising and Public Relations

Brief history of advertising and public relations worldwide:

Laypeople in the United States oftentimes associate advertising and public relations solely as Western if not U.S in origin and corporate in purpose that is representing primarily wealthy abd powerful corporations. They associate both advertising and public relations as manipulative in their role, function, and intent.

Western in Origin?
Campbell and Fabos note that advertising has existed in the Middle East since 3000 B.C. mainly this is sown when Babylomian shop owners began hanging signs outside their stores. Adding to this, they associated adv with Egyptian criers. However, Mallinson notes that U.S public relations was exported to post- World War II in Europe, so adv PR flourished after this period.
Advertising if not global in its commonality of strategies and tactics and in the availability of like media worldwide. Effective advertising today must operate in a multicultural world that is unforgiving of market’s cultural insensitivity to and lack of understanding of cultures other than their own.

Corporate in Purpose?
Public relation has not been restricted to primarily supporting corporations that sell products and services. Indeed, while both advertising and public relations historically have been widely used by corporations. U.S governmental and nongovernmental organizations have long used advertising, as well as public relations. Political campaigning and agendas throughout the world, both in democratic and totalitarian countries, have included both advertising and public relations techniques.
Some scholars argue that a set of principles must be developed to overcome the problem of a possible imbalance in power between clients of public relations practitioners and the publics with whom they communicate.
Manipulative in their Role, Function, and Design?
Manipulation is a pejorative word, but there is little question that advertising both consumer advertising to sell products and services, and public relations oriented institutional advertising to sell ideas or to garner support for an organization is most commonly persuasive to sell in nature. The role, function, and design of public relations, however, are more complex.
Democratic in Tradition?
Both advertising and public relations are highly democratic in tradition, the former because advertising by its nature suggest the availability of consumer choice, that is a marketplace democracy and the ultimate consumer determination of the relative benefits of these choices and the latter because of an inherent supposition of the importance and value of public opinion within democratic forms of government.
Environmental challenges, population growth, poverty and hunger, war
Kennedy notes not only new and increasingly critical environmental challenges but also a corresponding increase in the world’s population. He observes “ from the viewpoint of environmentalist ---the earth is under a twofold attack from human beings-the excessive demands and wasteful habits of affluent populations of developed countries, and the billions of new mouths born in the developing countries world who (very naturally) aspire to increase their own consumption levels”(p. 33). Nevertheless, advertising and public relations practitioners can help address social problems that will occur through practitioner’s expertise. In India, we have an advertising billboard reminding “a baby boom is the nation’s doom”.
Past versus Future
Traditional Societies
Modern Societies
Pluralism: beliefs are consensual and communication.
This society is highly pluralist: beliefs are up for gabs and communication is used to create shared constructions or consensus
Egalitarianism: society is hierarchical rather than egalitarian
Egalitarianism: unequal social power

Advertising and public relations are hardly a panacea for the social and global problems in the 21st c., but both can be used effectively to ameliorate some of the problems that we face. However, powerfully persuasive and informative processes advertising and public relations affect people of the world in many ways. Still, both advertising and public relations should operate collaboratively with social, political, economic, and global organizations according to democratic principles and in tune with traditional value of a given society.

chapter 11: Global Communication and Propaganda

1. Propaganda
It is one of the oldest that we associate with global communication. With advances in technologies, propaganda has become important even dangerous in this modern world. It has to do with the use of communication channels, through known persuasive or manipulative techniques, in an attempt to shape or alter public opinion. Propaganda is use d through three ways
· First: government leaders with intent to mold public opinion on international issues that have bearing on a country and its people and its people often use its techniques.
· Second: the use of propaganda is an attempt to influence matters abroad, normally to reinforce perceptions of a country, its citizens, or its reputation among individuals.
· Finally, nongovernmental entities may seek access to global communication channels in order to sway public opinion or affect public policy formation.
Propaganda is associated with deceiving, campaign of lies, intimidation, manipulating and brainwash the publics. People like Mussolini, Hitler, and Stalin come to mind when we talk about propaganda. Propaganda is not easy to define today, activities traditionally referred to as propaganda as public relations efforts, image consulting, the news, and information sharing by organizational spin doctors. The purpose of propaganda is to persuade and convert by using intentionally selective and biased information.
1. Origins of Propaganda
The origin of the term may be traced to the 17th century, at that time many people were leaving the church. The purpose was to supply a unifying effort over the church’s foreign mission activities and doctrine. Within a century, the term was used in condemnation of clandestine organizations that attempted to undermine or influence foreign affairs. It was not used to refer to communication media until the 20th century. Propaganda is thought of negatively in that it involves a determination of what degree of truth shall be shared. Propaganda come later to the USA and was use to recruit the large armies necessary for fighting in World War 1. After the war, communications researchers such as Walter Lippmann and Harold Lasswell pioneered the study pf propaganda techniques. they suggest that manipulation in propaganda is necessary for managing individuals in democratic societies.
2. Seeking a Definition
Doob concluded “Propaganda can be called the attempt to affect the personalities and to control behavior of individuals toward ends considered unscientific or of doubtful value in a society at a particular time”. Propaganda has to do with the use of communication channels, though known persuasive or manipulative techniques, in an attempt to shape or alter public opinion.
· Propaganda and Public Relations
Instead of propaganda, many prefer to use terms such as public relations, publicity, promotion, marketing, public affairs, and advertising. A great deal of confusion has emerged over that exactly comprises a propagandistic campaign. The germane philosopher Hegel was among the first to demonstrate the even democratic societies might be controlled through hidden persuaders are manipulators.
· Public Diplomacy
One area of government communication campaigns that raises questions today is that referred to as public diplomacy. It is called also truthful propaganda. The term first appeared in 1960’s and was use by then Dean Edward. Propaganda has been related to negative connotation, public diplomacy becomes very closely with activities emanating from the united state information agency (USAI) since it used the term when describing its mission. Its activities include production of informational and educational films plus international interactions, including academic exchanges such as Fulbright.
Research in Persuasion
Propaganda research originated near the end of the First World War and was concerned with understanding the effects of mass media propaganda upon populations subjected to it. One important finding was that prolonged and repeated exposure to specific forms of propaganda might have a marked effect on basis core values held by subjects.
Wartime Propaganda
The use of propaganda was fairly simple; according to Lasswell propaganda was important to mobilize hatred of the enemy, preserve friendship of allies, procure the cooperation of neutral nations, and demoralizes the enemy.
· Strategies of Propaganda Campaign
The year 1937 saw the creation of the Institute for propaganda, performing analysis headed by Edward Filence and designed to educate Americans about propaganda techniques, particularly the dangers and persuasiveness of political propaganda.
1. Name Calling: involves the use of labels to project an idea in a favorable or unfavorable light. Its purpose is to discourage individuals from examining substantive evidence on an issue. One frequent use of name calling comes when stereotyping is employed to paint a negative image of the opposition or enemy.
2. Glittering Generality: the tendency to associate an issue or image with a noble or virtuous term is know as glittering generalities. The use of vague terms with high moral connotations.
3. Image Transfer: when one takes the power, respect, or good reputation bestowed on an existing entity or concept, and then attempts to share these positive qualities through association with a product, individual, group, position, program, the perpetrator is hoping to benefit through the phenomenon known as image transfer.
4. Testimonial: it is when a distinguished or recognized but highly unpopular person is used to cast a product, individual, group, or position, in either a positive or negative light.
5. Plain Folks: the use comes when a communicator whishes to convince other that they or their ideas are good or valid since they are similar to everyone else, just everyday ordinary people.
6. Card Staking: it occurs when a presentation uses a selection of facts and distortions, elucidations and confusions, and both logical and illogical statements.
7. Bandwagon Approach: it involves utilization of a notion that everybody is doing it or we are all doing it so that the group members are encouraged to just join or follow that crowd.

Reflections on Online Assign 3 "Bridging Africa's digital divide"

The article discussed an important issue concerning the introduction of technology. More importantly, the author focused on training people. I strongly agree with this idea of training people because it is crucial in manipulating the learning materials and the way by which this technology would be used.I think that having technology is an affordable thing, but having trained and professional people is something challenging. Adding to this, the article, discussed the use of technology for development. this use is crucial since technology can change and shape the lives of people in the developing countries. The only problem of this introduction lies in the government of the developing countries. For instance, in mots Arab countries, leaders and heads of governments have different agendas. Leaders give an alibi of providing the necessary stuff for the population like water, health, and others than introducing technology. I personally think that we (in Arab countries) are more reluctant to change, still we need to think of introducing technology to follow the crowd.

Chapter 10: The Politics of Global Communication

Since the mid 19th century, global communication has developed into an important concern on the agenda of the international community. Technological development has added new dimensions to the communication issues. In the area of telecommunication, the main issues continue to involve accessibility, allocation, and confidentiality. Global communication in the 1990s confronted the world political arena with complex and controversial policy that demanded resolution through multilateral bargaining.
The Beginning
Telecommunication : Heinrich von Stephan, an official in the postal administration of north German Confederation prepared a proposal for an international postal union. It guaranteed freedom of transit within the territory of the union and the standardization of charges to be collected by each country for letter post items addressed to any part of the union s territory. The international telegraphy union was created to secure telegraphy traffic the advantage of simple and reduced tariffs, to improve the conditions of international telegraphy, and to establish a permanent cooperation among the states.
Intellectual Property: the treaty entitled Convention Establishing a General Union for the Protection of the Rights of Authors in their Literary and Artistic Works emphases that each author shall enjoy in other countries for their work whether published or not.
Mass Media: serious concerns about the social impact of the mass communication emerged. Constructive contribution of the media to peaceful international relations generated considerable excitement. However, moral and educational concern was expressed regarding the spread of obscene publications across borders. Concern about the negative impact of the mass media also arose from the increasing use of the mass media in the course of the 19th century as instruments of foreign diplomacy. Adding to this, the recognition of the need to prevent, through rules established by common agreements, the use of broadcasting in a manner prejudicial to good international understanding.
The New Multilateral Institutions: with the creation of the united nations, a crucial group of institutions for multilateral policy evolution entered the international system. Many specialized agencies and non-governmental organizations influence the policymaking process.
Over the past decade, the arena of global communication politics has seen major changes. Among the most important ones are the following:
Today global governance system largely determines supranational the space that national governments have for independent policy making.
Global communication politics is increasingly defined by trade and market standards and eve less by political consideration with a noticeable shift from a predominantly political discourse to a largely economic trade discourse.
The World Trade Organization: the WTO was established as one of the outcomes of the GATT Uruguay Round of multilateral trade negotiations completed in December 1993.
The WTO is generally more favorable to the trading interests of the major industrial countries than are other intergovernmental bodies.
Today s global communication market generates more than 1.6 trillion annually. This implies that the rules of free trade are applied to the three main components of the world communication market: the manufacturing of hardware, the production and distribution of software {computer programs and contents}, and the operation of networks and their services.
Current Practices: the Domain of Telecommunication
The prevailing pattern of thought that guides global politics in relation to telecommunication infrastructures is based on the following assumptions:
Telecommunication infrastructures are essential to development
The installation and upgrading of infrastructures is expensive
Private funding is needed
To attract private funding, countries will have to liberalize their telecommunication markets and adopt pro competition regulatory measures.
· For national and global telecommunication markets, the new policy implied privatization and liberation. The key policy principles for global telecommunication are liberalization of the markets to private commercial and competitive forces does not necessarily lead to accessibility and affordability of telecommunication infrastructures.
· The ITU s World Telecommunication Development Report 1997 observes: some as an opportunity, for example, will view market access, while others that are attempting to develop their own domestic telecommunication service industry might see it as a challenge and a threat to nascent local operators. ITU stated that their will be winners and losers.
· Liberalization can be defined as the opening up of markets to competition, privatization refers to the transfer of state owned institutions or assets to various degrees of private ownership. These two may be in conflict. Liberalization may clash with the desire of governments to get the highest price for their monopoly and privatization may conflict with market liberalization when the incoming operators want monopoly control for an initial period.
· One of the results of privatization is the expansion of telecommunication network.
Global Communication Politics Today: current global communication politics is dominated by a set of eight essential issues that will largely shape the future of global communication.
· Access: neoliberal agenda perceive people primarily as consumers and aspires to provide them with access to communication infrastructure. Humanitarian perceive people as citizens
· Knowledge: neoliberal agenda perceive knowledge as a commodity versus humanitarian perceive it as a public good
· Global adv:
· Privacy
· Intellectual property rights
· Trade in culture
· Concentration
· The commons

Reflections on The Online Assig about "France launches world TV channel"

the article discusses an important issue related to competition between different channels. France joined lately this competition by launching a new channel France 24. The article discussed many issue related with the channel like its low budget compared with CNN or BBC. Adding to this, France 24, is here will cover news with french eye. As far as I am concerned, I agree with the author that the budget will create an issue for the channel in the long term for it to compete. Still what mater in this issue is the idea that the channel will cover news using French eye. The channel is highly supported by President Chirac, who launched his campaign to fight the idea of media images (The global battle of image). France is among other countries who are against the massive flow of information that is controlled by the hand of few channels. France regards culture as being a sacred issue that should be protected as well as language. As a reaction towards this, France launched the channel to represent this view which is within the government agenda. However, one should take into consideration that the channel will use many languages naming French, English, Spanish and Arabic within its global battle of image. One question should be asked: What would be the perspectives of France 24 with the new president?

Chapter 13 Communication and Culture

Introduction
Raymond Williams has called it “one of the three most complicated worlds in the English language.•At the broadest level we may speak of human culture, but more frequently we refer to national culture.•Culture and Mass MediaMass media as a main component of any nation’s culture.For some, they are low cultural forms.For others, they should be examined•

What is culture industries?
The term was coined by Theodor Adorno and Max HorkheimerIn their 1947 work, Dialetic of Enlightenment , They defined the term as “products which are tailored for consumption, are manufactured more or less according to plan”They believed that the real pupose of mass media was to provide ideological justification for the capitalistic societies where these industries developed.•
There are specific types of culture
Business has its own set of cultural characteristicsAny organization has its own culture that keeps people attached to it and allows members to identify with itWe all belong to multiple groups, each with its own characteristics culture, including shools, religious organizations, civic groups, and even neighborhood groups
Cultural Imperialism
“It is not individual practices we are blaming, but a contextualizing structure: capitalism, not just as economicpractices, but as the central positioning of economic practices within the social ordering of collective existence” •Some Researchers conduct different studies to know the reaction of people on imported media•Ethnographic Studies: It is conducted through observationof small samples and draw conclusions about what the relationships the researcher thinks a given behavior has with the consumption of imported media.•Self Selected Sample: responses to an ad in a Dutch newspaper requesting information from people about why they like Dallas.•Liebes and Katz study: most extensive empirical study, but it included only 40-80 people selected non-randomly from each community.
Defending cultural autonomy•
Countries with large domestic markets for cultural products always have an advantage in films and television production because they are:•able to charge less•able to remain competitive with other exports–Countries with low productions markets employ these strategies:»Quotas»Subsidies and Grants»Regional alliances (co-productions)»Adaptations of programs produced in other cultures»Resistance measures•Despite an international film and television market dominated by the U.S., people still tend to prefer their local cultures and local cultural products•In India, Japan, Russia, and Brazil, 70-90% of television content is produced domestically•Bollywood music and movies appeal to larger audiences, Indian and non-Indian alike, throughout the world–Hollywood collaborates with Bollywood to make Indian-style films for Indian marketMusic•Germany has the world’s third largest music market after the U.S. and Japan•About half of music sales in Spain is Latin American and Spanish artists and half of French music sales are to French artists•Spanish/Latin music is also popular in U.S. pop culture

How is Media influencing Cultural Media•
It is possible for people to access global media•People address only a particular ethnic, religious, political, linguistic, and racial interest Result: We stop learning about others and focus only on ourselves and those who are like us.
Fusion in the Media•
Roberston disputes the notion of media imperialism– cultural messages sent from the U.S to other cultures are differentially received and interpreted according to the local cultural context– U.S produced films and TV programs to a global market because they need the international market to be profiatble– National cultural resources end up being interpreted and consumed in a local way and no longer belong to the culture where they originate–Ideas and cultural products flow from the ‘periphery’ to the ‘center’

Chapter 6

Global News and Information Flow in the Internet Age

Internet is universally characterized as a revolutionary medium as it has opened up a new world of information and communication. For instance, the International Telecommunication Union stated that by 2004, internet users had grown to nearly 700 million from around 360 million in 2000. However, at the same years three quarters of the world’s population did not own a telephone, a computer and a modem.
Origin and early history of news agencies

The first half of the 1800s, the mass market press emerged by the creation of at least three of the major Westren news agencies: Associated Press, Reuters, and Agence France-Presse. The mass market emerged as advertising became a significant source of revenue in industrialized societies. Adding to this, the rise in literacy and economic levels played an important part in this emergence.
Michael Schudson attributed the mass market to the emergence of a “democratic market society” or the “Jacksonian” or mass democracy.

Agence France-Presse

Among the oldest of the four major Western international news agencies is Agence France –Presse. It was created by Charles-Louis Havas in 1835. Havas expanded his operations by hiring more correspondents and used the newly invented telegraph for faster delivery of news.
With the control of the Nazi over the French government, the agency was part of the official Nazi news agency which was set up as a propaganda office. In 1957, the agency became independent and took the name of the Agence France-Presse.

Associated press
The Associated Press grew out of the Harbor News Association, formed by 10 men representing six News York City newspapers in 1848. The newspaper at that time competed by sending reporters out in row boats to meet the ships as they arrived in New York harbor. It opened its first overseas bureau in Nova Scotia.

Supplemental News Agencies

The major supplemental services in the US are the New York Times News Services, the Los Angles Times-Washington Post News Services, and Dow Jones Newswires.
Broadcast News Services
Reuters and Associated Press Television News and the two dominant video news agencies in the world today, after taking over the operations of Visnews and WTN, respectively. Reuters has long claimed to have the world’s largest television news services, twice the size of CNN’s international news-gathering television news services, twice the size of CNN’s international news gathering operations.

Global Newspapers, Magazines, and Broadcasters
Several newspapers, magazines, and broadcasting organizations also play a significant role as puveyors of news globally. Three newspapers that are especially valued by opinion leaders around the world are The New York Times, The Times of London, and The Guardian.
The London Times, which became a tabloid in November 2004, had a daily circulation of 682.109, and The Guardian sold 377.292 copies daily in late 2004.
Around newsmagazines, three stand out for their global reach-Time, Newsweek, and Britain’s Economist. CNN International’s biggest competitor today is BBC World. Another significant player in international television news broadcasting is Deutsche Well TV, the GERMAN Public broadcaster’s international satellite television channel. DW-TV broadcast news and public affairs programming in Germany, English, and Spanish in rotating 2 hour time slots.

News Flow Patterns: Offline and Online
Developing countries have also raised specific concerns since the 1970s regarding the pattern of news flow emerging from the dominance of Western News agencies. People are forced to see each other, and even themselves, through the medium of these agencies because they are major suppliers of news to the developing countries which raise a big concern.

Chapter 4

The Translational Media Corporation and the Economic of Global Competition
The translational media corporation

There are two major concepts concerning the translational media corporation. The first one is that such companies operate in most of all markets of the world. Few companies operate in all markets of the world. The second myth is related to the fact that most companies are monolithic in their approach of business.
The purpose of a global media strategy
As a company’s exports steadily increases, it establishes a foreign office to handle the sales and services of its products. Later on as the pressure arises, there is recognition of a more comprehensive global strategy. Most importantly, major corporations become foreign direct investors through a process of gradual evolution rather than by deliberate choice.
The globalization of marketers
The globalization of marketers involves the full integration of transnational business, nation states, and technologies operating at a higher speed.
The role of free market: free market capitalism is the only economic system operating in the world. Free market trade attempts to promote as much domestic competition as needed and to presuppose a willingness to open up one’s domestic market to foreign investment

1. Foreign direct investment: it refers to the ownership of a company in a foreign country. There are five reasons why companies engage in foreign direct investment
   · Proprietary and physical assets: some NTC’s invest abroad for the purpose of obtaining specific proprietary assets and natural resources
   · Foreign market penetration: they invest abroad for the purpose of entering a foreign market and serving it from that location.
   · Production and distribution efficiencies: the coast of labor is important factors in the selection of foreign locations. Some countries offer significant benefits such a slower coast, tax relief, and technological infrastructure.
   · Overcoming regulatory barriers to entry: they invest for the purpose if entering into a market that is heavily tariffed.
   · Empire building: the CEO is shaping the beliefs and the motivations of the organization as a whole
   · The risk associated with FDI: there are serious risks of investing in a country such as political instability, wars, revolutions, and coups.
   Translational media ownership
   Mergers, acquisitions, and strategic alliances are the different ways that companies can join to achieve increased market share to diversify product line and create efficiency.
   · Mergers: it happens when two companies are combined into one company.
   · Acquisition: it involves the purchase of one company to another one for the purpose of adding the firm’s productive capacity.
   · Strategic alliances: two or more companies work to achieve a collective advantage.
   There are four reasons why mergers and acquisitions fail
   lack of a compelling strategic rational
   failure to perform due diligence
   post manager planning and integration failures
   financing and the problems of excessive debt
   Media and global finance
   The business of media and telecommunication is an industry characterized by high startup coasts high risk. In order to obtain the necessary financing, today‘s media and telecommunication companies will either use their own money or seek the assistance of financial institution.
   The role of global capital markets
   It brings together those companies and individuals who want to invest money and those who want to borrow it.
   Capital market loans
   Capital market loans are either equity loans or debt loans. An equity loan is made when a corporation sells stock to investors. A stock offering enables individual investors to purchase shares
2. The principle of Core Competency is crucial to understand at this point. The term suggests that a highly successful company is one that possesses a specialized production process, brand recognition, or ownership of talent that enables it to achieve higher revenues and market dominance relative to its competitors.
   Vertical integration: it is when a company will control most or all its operational phases.
   Broadening communication: the ability to distribute multichannel information and entertainment services to the home.
   Transnational media and the marketplace ideas
   A market is said to be highly concentrated if it is dominated by a limited number of firms.
   The deregulation paradox: is supposed to foster competition and open to new services provided
3. The market place of ideas: a small set of dominant media corporation exercises a disorientate effect over the marketplace ideas.
   
   
   

Global Economy and International Telecommunications Networks

Detailed outline
Introduction
Global economy affects our personal lives in many ways. For instance, we are influenced by fashion from all over the world so everyone of us have many pairs of jeans from everywhere. Adding to this, the price of gas is determined by global oil markets, the ups and downs of interest rates are prompted by global money flows, and the availability of jobs is greatly affected by activities of global corporations.

Pre- modern World
The world in the past was different from the one of today. For instance, what we used to wear in the past was made by local people living with you in the same town. The only foreign products used were for kings and rich people, the close were made of materials naming gems, silk, and other products that were easy to transport but yet were expensive.

Division of labor:
One of the things that distinguished the modern world from the pre-modern one was the extent to which division of labor was used in the production process. As the division of labor increased, the production increased as well. As a result, specialization accompanied the division of labor, and thus resulted in increasing efficiency.
This new system required coordination between different workers who have different tasks to do in order to give a final product.
In many ways, division of labor is a devil’s bargain. It increases productivity via specialization, which in turn creates problems of coordination and control. The managers were taking these problems seriously and were trying to solve them by controlling (face-to-face level). However, when business owners started realizing that some components could be made more cheaply in other parts of the world, they moved away from centralized production. The lower cost was due to the easy access to raw materials, and cheap labor worker.
Thus, the global division of labor is tied to modern communication technologies, while the telecommunications technologies allow for global coordination and control.

Imperialism:
The world in the 13 century was multipoler, for instance, Indian and Italy traded with each other via Egypt and Iraq. This situation changed with the emergence of the Portuguese, Spanish, Dutch, French, and British Empire in the 14 century. The Western power transformed the multipolar world into a monopolar one. Thanks to the development on technologies and advances in weaponry, Western powers could control. These countries were interested on cotton, rubber, and other raw materials. To obtain that imperial powers used divide and conquer strategy to weaken potential opposition. Today, we have moved from the era of imperialism to electronic imperialism.

Electronic Imperialism:
Global media flows:

After independence of many countries, the center of the world also moved across the Atlantic to the United States. The main power if the US was its economic power rather than its military one. Today the US is in the center; it dominated the world through culture as well. For instance, it dominated the cinema and TV (Hollywood). As a result, the US tends to look at its media through business prospective.
Developing nations consider the import of US films to be a new kind of invasion, a cultural one. Electronic imperialism is from the center the US to the periphery the rest of the world, which is a one-way flow.

Transborder Data Flow:
With the improvement in transportation technologies, international trade progressively moved beyond lightweight, high –value items to heavier and bulkier commodities. One of the main reasons that services changed was that they required an intense amount of interaction between the service provider and the consumer. For instance, computer software needs to be done by a trained human being.
As the global division of labor has progressed, manufacturing jobs have moved overseas from the US to developing countries with much cheaper labor cost.
To sum up, the industrialized countries remains the brains of the world, while the developing countries are the brawn.
Toward a new world system:
With the shift of power from one part of the world to another one can think of the following questions:
Once the US power declines, will the center merely pass from the US to another country? Or will there be an emergence of a multipolar world like the one of the 13 century.

Chapter 2

Normative theories
A different approach I: Comparing and contrasting media
i. Political power
ii. Economic Crisis
iii. Dramatic social transitions
A different approach II: Globalization and media
A different approach III: Small-scale alternative media
conclusion

First Chapter: Following the Historical paths of global COM

Geography of space is your location geographically. Today how people are located is not isolated as it used to be.

Nowadays, we moved to the space of experience. This one enables people to be connected due to the space of flows.

The space of flows is a term used by Manuel Kaster. It is defined as the material and the immaterial components of the global information networks through which more economy is connected

Geography and mythical: Frances Cairncross argued that the speed of COM creating a world where the miles have little to do with our ability to result from these trends. Example we have diminishing need to emigration.

System of COM: which are informal networks of travelers and traders that resulted in a trade and culture exchanges. In the past trade existed with traditional means like books, now the means changed.

Mapmaking was an integral part of COM history. Two reasons behind that: business and military for expansion

Benedic Anderson argued the idea of imagined communities that gives a detailed analysis of nation building projects and their relationship to print media.

Growth of telegraph: in the 19C expanding system of imperial COM, made the transmission of information rapid ensured secrecy and protection.

The Era of new agencies: the essential agencies are: French Havas Agency, Germany Agency Wolff, British Reuters.

In 1945, the flow of information moved from London to New York.

The rise of Reuters: relationship between capital, the control, and the influence on information.

Radio: cheap and could be sold as a mass scale compared with telegraph
Radio was first used by Nazi German then by other including leaders of the Arab states like Naser. Sawa use by the US to target new audience when in the past U.S used radio in Europe against the Soviets.

Outline First Chapter

Outline of the first chapter

Following the historical Paths of Global Communication

1. Geographical Space: A Barrier to communication
2. Geography and the mythical world
3. Ancient encounters of societies and cultures
4. Global explorers: Migrants, holy people, merchants
5. Mapmakers in the Medieval world
6. Inventors: Signals and semaphores
7. The printing press, literacy, and the knowledge explosion
8. Scientists and international networks
9. The international electric revolution
10. Summary: global immediacy and transparency