ERIC Number: ED334616
Record Type: RIE
Publication Date: 1991-Apr
Reference Count: N/A
The Single European Act for 1992 and U.S. Television Programming.
Noor Al-Deen, Hana S.
Global exports of television programs have been dominated by U.S. companies. Most of their exports are sold to Western European countries. Such a large influx of imports brings with it cultural values that can subvert the indigenous culture and may lead to cultural hegemony. To reach some balance with the United States in the cultural/media import/export of television programs, the European Economic Community has adopted "Television Without Frontiers" or "Broadcast Directive." This directive is one of the outgrowths of Single European Act (SEA-92). Examining the impact of this directive on U.S. television programs, while taking into account the increased global market, less favorable trade arrangements, and cooperation or agreements between U.S. and European firms, leads to the inescapable conclusion that U.S. television production companies must learn to think in global terms. They should: (1) make themselves at home in all three of the world's most important markets--North America, Europe and Asia; (2) develop new products for the whole world; (3) overcome parochial attitudes; and (4) find allies in markets that they cannot penetrate on their own. It appears that "Television Without Frontiers" is indeed stimulating United States television production companies to seriously consider the benefits of tailoring their programs for audiences on both continents. (Forty-four references are attached.) (Author/PRA)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Cultural Hegemony; European Economic Community; United States
Note: Paper presented at the Annual Meeting of the Southern States Communication Association (Tampa, FL, April 3-7, 1991).