Global Media: Generic Homogeneity and Discursive Diversity

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dc.contributor.author Machin, D
dc.contributor.author van Leeuwen, T
dc.date.accessioned 2009-12-21T02:39:53Z
dc.date.issued 2004-01
dc.identifier.citation Continuum, 2004, 18 (1), pp. 99 - 120
dc.identifier.issn 1030-4312
dc.identifier.other C1UNSUBMIT 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.
dc.format Scott McWhirter
dc.publisher Taylor & Francis
dc.relation.isbasedon 10.1080/1030431032000181021
dc.title Global Media: Generic Homogeneity and Discursive Diversity
dc.type Journal Article
dc.parent Continuum
dc.journal.volume 1
dc.journal.volume 18
dc.journal.number 1 en_US
dc.publocation UK en_US
dc.identifier.startpage 99 en_US
dc.identifier.endpage 120 en_US
dc.cauo.name FASS.Faculty of Arts and Social Sciences en_US
dc.conference Verified OK en_US
dc.for 2002 Cultural Studies
dc.personcode 995217
dc.percentage 100 en_US
dc.classification.name Cultural Studies en_US
dc.classification.type FOR-08 en_US
pubs.embargo.period Not known
pubs.organisational-group /University of Technology Sydney
pubs.organisational-group /University of Technology Sydney/Faculty of Arts and Social Sciences


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