A Rift in Global Media Governance?

Is there an expanding rift in global media governance?  In the Thussu reading "Creating a global communication infrastructure", it appears that the direct correlation of increasing de-regulization and privatization is causing  a major impact on international communications.  In countenance to this, the increase of pro-market international trade regimes has led to the strong competition between companies and private networks, such as global-media outlets (i.e. Rupert Murdoch's News Corporation company) who compete for visibility, and to maintain consistent audiences, viewers, and readers. Following the trend of global media's history, only within the last three decades have global media companies emerged since the relaxation of political institutions, and individual countries regulations on communication tools and technology.

This has provided an enormous amount of opportunity for 'societal communication' (Castells, 99)  to grow exponentially.  For example, one form of global media broadcasted via wireless & satellite communication are classic American TV shows, like The Simpsons and American Idol by the Fox Network, or  fairly new ones like Top Model and Gossip Girl by the CW Network,  which can be watched or streamed by viewers all around  the world.  Additionally, companies such as News Corporation (American-owned), Hong Kong's Asia TV, and the UK's Sky TV, referenced in the Thussu reading, manage wide-ranging media/ TV-broadcasting services transnationally; and in multiple languages to reach viewers of various backgrounds.

However, the number of global media companies with a worldwide presence on two or more continents is strikingly scarce. This in part is due to company interests in meeting demands, but also due to global media outlets  trying to  gain more ground in terms of exposure. Visibility, and the ineffectiveness of global neutrality in regulations for all international media outlets are the most distinct causes.  Many companies and private networks are competing with one another, but are also restricted in abiding by their countries regularized polices. This might be a major reason for the one-sidedness of American audiences viewing majorly American-based TV shows and not being offered a fair, or equivalent amount of exposure to foreign-based TV shows. Even though the American people are aware of foreign-based TV shows, there is a one-way relation import, or availability and access to these shows outside of streaming  foreign shows online.  Realistically speaking, if Vietnamese teenagers are able to watch translated shows, such as American Idol at home on their TVs, why aren't American teenagers able to watch translated Vietnamese TV shows on theirs?  

It seems as though there is a an exceptional rift in global media governance, created alongside with the explosion of global media companies, and the technological and cultural transformation of communication.  As de-regulations and liberalizations were made by political institutions and countries, the rift in global media governance grew. Whether, or not the rift will decrease in the coming years remains to be seen.  Although, it certainly remains true that the competition between companies and private media networks for audiences and viewership will remain strong.  So, in order to gain a 'piece of the pie' as some would say, smaller global media outlets must make a demand for more equal rights in media regulations domestically & internationally, try to make use of their limited resources, and promote or advertise broadcasted TV shows that might have the potential to appeal to all audiences and people of diverse backgrounds. 

Citations:

Manuel Castells (2009), Communication Power. Oxford, New York: Oxford University Press.

 Daya Kishan Thussu, chapter called "Creating a global communication infrastructure".

Simpsons Family Photo retrieved from: http://crazy-frankenstein.com/the-simpsons-family-pictures.html.