Global Media: Generic Homogeneity and Discursive Diversity

Machin, D; van Leeuwen, T

Global Media: Generic Homogeneity and Discursive Diversity

Machin, D van Leeuwen, T

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Publisher:: Taylor & Francis
Publication Type:: Journal Article
Citation:: Continuum, 2004, 18 (1), pp. 99 - 120
Issue Date:: 2004-01

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Field	Value	Language
dc.contributor.author	Machin, D	en_US
dc.contributor.author	van Leeuwen, T https://orcid.org/0000-0003-2163-8700	en_US
dc.date.issued	2004-01	en_US
dc.identifier.citation	Continuum, 2004, 18 (1), pp. 99 - 120	en_US
dc.identifier.issn	1030-4312	en_US
dc.identifier.uri	http://hdl.handle.net/10453/5607
dc.description.abstract	This paper forms part of a larger study in which we investigate the notion that the formats of global media output are increasingly homogeneous while the discursive construction of their content is increasingly localized. In other words, the strategy is that of McDonalds. McDonalds may sell sushiburgers in Japan and curryburgers in India, but burgers remain burgers, and it is in their burger-ness , in the burger format, that the essence of their global cultural significance must be looked for. Like burgers, media formats are not value free, not mere containers, but key technologies for the dissemination of the global corporate ethos. In this paper we will concentrate mainly on the issue of global generic homogeneity. In a companion paper, to appear in the Journal of Sociolinguistics, we will explore the local aspect, discursive diversity. But the relation between the two is crucial, and will be stressed in both papers. We are aware that even if, in this paper, homogeneity will receive somewhat more emphasis than diversity, that local inflections are equally as relevant.	en_US
dc.publisher	Taylor & Francis	en_US
dc.relation.ispartof	Continuum	en_US
dc.relation.isbasedon	10.1080/1030431032000181021	en_US
dc.subject.classification	Communication & Media Studies	en_US
dc.title	Global Media: Generic Homogeneity and Discursive Diversity	en_US
dc.type	Journal Article
utslib.citation.volume	1	en_US
utslib.citation.volume	18	en_US
utslib.for	2002 Cultural Studies	en_US
utslib.for	1902 Film, Television and Digital Media	en_US
utslib.for	2001 Communication and Media Studies	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/School of Education
pubs.organisational-group	/University of Technology Sydney/Strength - STEM Education Futures
utslib.copyright.status	closed_access
pubs.consider-herdc	false	en_US
pubs.issue	1	en_US
pubs.volume	18	en_US

Abstract:

This paper forms part of a larger study in which we investigate the notion that the formats of global media output are increasingly homogeneous while the discursive construction of their content is increasingly localized. In other words, the strategy is that of McDonalds. McDonalds may sell sushiburgers in Japan and curryburgers in India, but burgers remain burgers, and it is in their burger-ness , in the burger format, that the essence of their global cultural significance must be looked for. Like burgers, media formats are not value free, not mere containers, but key technologies for the dissemination of the global corporate ethos. In this paper we will concentrate mainly on the issue of global generic homogeneity. In a companion paper, to appear in the Journal of Sociolinguistics, we will explore the local aspect, discursive diversity. But the relation between the two is crucial, and will be stressed in both papers. We are aware that even if, in this paper, homogeneity will receive somewhat more emphasis than diversity, that local inflections are equally as relevant.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/5607