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Many societies have
experienced a flood of information from diverse channels
originating far beyond local communities and even national
borders, transmitted through the rapid expansion of access to
mass communications. This is a core component of the
broader phenomenon of globalization. The late twentieth century
witnessed a decisive shift in the scale, density, and velocity
of cultural interactions which cut across the territorial
boundaries of the nation-state. These profound changes are
widely observed. But the consequences -- especially the impact
on geographically-isolated cultures which were previously
stranded at the periphery of modern communication networks --
are far from clear. What happens to communities living in
distant rural villages in Bhutan, as well as far-flung districts
and remote provinces in Burkina Faso, Burma, and Afghanistan,
once the world connects directly to these places and people living in these places learn more about the
modern world?
The most common assumption is that the
expansion of the global media will gradually encourage
cultural convergence around the world. The heart of this book develops a new
theoretical framework and examines systematic evidence to
analyze whether the global media has the
capacity to reduce national diversity, for good or ill. We
theorize that the expansion of communication flows from the
global North to South will probably have the greatest impact
on national cultures in cosmopolitan societies characterized
by integration into world markets, providing
few external barriers to cultural imports; freedom of the press,
facilitating internal information flows; and also widespread public access to mass communications.
Provincial societies which lack these conditions are less likely to be affected by the growing pace
and density of global communications. Moreover at individual
level there are important limits on media access and also social psychological learning
barriers to the acquisition of enduring values and
attitudes. For all these reasons, the threat of cosmopolitan
communications on cultural diversity is commonly exaggerated.
This book outlines these ideas, and then lays out
the data and survey evidence, drawing upon the World Values
Survey, covering 90 societies worldwide from 1981-2006. Paired
case studies also allow more in-depth analysis. The
broad comparative framework and the innovative research design
allow the core propositions to be tested empirically. The
conclusion considers the implications for cultural policies. The book
will contribute towards the research literature on political
communications, comparative politics, comparative sociology,
globalization, development, comparative public opinion,
political behavior, journalism and media studies.
Reviews
“A challenging, fact-packed study that defangs
the monster of cultural imperialism! Scholars and governments
may not agree with the authors’ conclusions, but they cannot
ignore the powerful arguments set forth in this seminal volume.
This book is a major contribution to the study of global
communication flows and their impact on diverse cultures.”
-Doris Graber, University of Illinois at Chicago
“Norris and Inglehart have written an important book on the
debate about the impact of mass media on cultural values across
the world. It turns conventional wisdom on its head by showing
that, far from producing cultural convergence, the impact of an
increasingly global mass media differs significantly according
to the medium as well as the audience. Where societies show an
openness to the broader world, cosmopolitan values can flourish.
In other contexts, cosmopolitan values are likely to make less
headway. Access to mass media still allows plenty of room for
the imprint of distinctive national cultures. This book will be
indispensable to all those interested in debates about the
changing nature and form of culture in a global age.”
-David Held, London School of Economics
“Cosmopolitan Communications addresses
widely held beliefs and theories of the impact of mass
communication on society. Is access to modern mass media
destroying cultural diversity? Does it generate cultural
convergence? Are we facing ‘Americanization’ or cultural
imperialism as a consequence? This book tackles these questions
empirically on a global scale. Results demonstrate that the
spread of media of mass communication does have an impact on all
spheres of life. However, and more importantly, results also
show that the fear of a loss of cultural diversity is greatly
exaggerated and mostly unfounded. This book is a long awaited
contribution to a debate that has relied on ideological argument
alone far too long.”
-Hans-Dieter Klingemann, Social Science Research Center Berlin
“The authors present a well documented and balanced examination
of the role and influence mass media on cultures. Based on their
‘firewall theory’ the book is a significant addition to the
crucial area detailing under what circumstances values are
impacted by Western media and values on a global level. It
breaks new ground and provides a comprehensive analysis of
factors influencing or not influencing a range of cultures. Must
read for anyone looking at the nexus of culture and mass media
from an international perspective.”
-Thomas McPhail, University of Missouri
“Norris and Inglehart’s comprehensive and highly commendable
book is not only empirically very rich but also breaks new
ground theoretically. Cosmopolitan
Communications provides
a new roadmap for the study of transnational communication and
culture.”
-Daya Thussu, University of Westminster, London
“This meticulous and sophisticated empirical survey of the
formation of cultural and political values in relation to
exposure to news media dispels some persistent myths and casts
new light on a discourse which has become dominated by
entrenched positions. More than this, it offers an original and
persuasive thesis on the significantly moderating effects of
local cultural and institutional conditions on cosmopolitan
communications. A landmark study and an essential point of
reference for analysts, activists and policy makers alike.”
-John Tomlinson, Nottingham Trent University |
