Media Access Revisited: A Social Marketing Perspective on Community Broadcasting

Media Access Revisited: A Social Marketing Perspective on Community Broadcasting Michael Krzeminski The European media system is facing a process of profound structural change comprising technical, legal, economic, political, and cultural aspects: (a) because of the growing worldwide interdependency of Hardware and Software producers, the existing links to the media industries especially in North America and Japan are becoming steadily tighter. On the other band decentralisation and deregulation of the national audio visual markets have resulted in a greater segmentation and even dissociation of media audiences. (b) The process of European Integration is bringing about new forms of international cooperation in all media sectors ('Euromedia'), while at the same time providing new opportunities for the reinforcement of subnational (regional) and local communication structures ('community of European regions'). The significance of regional and local media may improve to the extent that former national or ideological orientations are failing. (c) An entirely new mediascape is about to emerge in many eastern European countries, in the wake of the massive political and economic changes currently taking place. While legal and institutional structures of the press and the broadcast media are being reorganised, new media like video and satellite TV are spreading by consumers' choice, indicating a deep transformation of communication culture http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Communications de Gruyter

Media Access Revisited: A Social Marketing Perspective on Community Broadcasting

Communications, Volume 18 (2) – Jan 1, 1993

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Publisher
de Gruyter
Copyright
Copyright © 1993 by the
ISSN
0341-2059
eISSN
1613-4087
DOI
10.1515/comm.1993.18.2.191
Publisher site
See Article on Publisher Site

Abstract

Michael Krzeminski The European media system is facing a process of profound structural change comprising technical, legal, economic, political, and cultural aspects: (a) because of the growing worldwide interdependency of Hardware and Software producers, the existing links to the media industries especially in North America and Japan are becoming steadily tighter. On the other band decentralisation and deregulation of the national audio visual markets have resulted in a greater segmentation and even dissociation of media audiences. (b) The process of European Integration is bringing about new forms of international cooperation in all media sectors ('Euromedia'), while at the same time providing new opportunities for the reinforcement of subnational (regional) and local communication structures ('community of European regions'). The significance of regional and local media may improve to the extent that former national or ideological orientations are failing. (c) An entirely new mediascape is about to emerge in many eastern European countries, in the wake of the massive political and economic changes currently taking place. While legal and institutional structures of the press and the broadcast media are being reorganised, new media like video and satellite TV are spreading by consumers' choice, indicating a deep transformation of communication culture

Journal

Communicationsde Gruyter

Published: Jan 1, 1993

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