The Case of Nickelodeon in South Pacific - Essay Example

Transnational Children’s Television: The Case of Nickelodeon in South Pacific Introduction Transnational Television networks seek to showcase a number of channels in one or more countries where these channels have been less modified in terms of their programming as well other factors such as advertising. As such, when these channels are showcased in a variety of countries they still happen to have the same content. Based on that definition, transnational (multinational) children’s television – Nickelodeon - is not an exception. As cited from Lustyik (2010), Nickelodeon currently has more than 400 million children audiences in a number of countries where it is showcased, the South Pacific being one of the regions. With that, their programming strategies in these countries are similar despite the clear cultural differences. There has been a lot of argument as to what difference transnational television brings when compared to the television programming strategies and dynamics that are portrayed in a majority of US based television networks which implement a localized multi-directional media flow (A localized multi-directional media flow is media programming that is customized and/ or localized to fit into the culture and dynamics of the country and/ or region in which it is showcased). It should be noted that localization of channels brings a cultural benefit which in turn increases the audience / viewer numbers in different regions. The article by Lustyik (2010) seeks to discover the difference between transnational and localized multi-directional media television networks. How MTV operates in different regions in the world MTV is one of the most popular international television networks that are owned by Viacom International media networks. As such, it also has a large number of viewing audiences in a number of countries and/ or regions in the world. These include the likes of: Africa, Asia, Pacific, North America, South America and UK. The programming in these countries and/ or regions can be termed as multi-directional media - where programming in these different regions has been localized to suit the different cultures that are present in these specific regions. For example, MTV programming in Africa is different from that of Asia, UK and USA. A good example is that of South Africa. MTV South Africa has been optimally localized to showcase programming as well as presenting and advertising that are totally South African. As such, this option seeks attract a larger audience of South African viewers. Some of the localized programmes include the likes of: The Official African Chart and The Base Chart Show – both of which air different South African music genres. In addition to that, MTV South Africa goes by a website name - www.mtv.co.za. Another good example is that of MTV Asia which has been categorized into a number of region specific MTV channels such as MTV Mandarin, MTV India and MTV China just to mention a few. As such, programming, presenting as well as advertising has also been localized to suit the different cultures in each of these regions. Despite that airing progress, there still remain a number of shows that are not entirely South African. In an article by Banks (1997), MTV networks in a number of countries and/ or regions still have some form of US cultural influences. This means that, regardless of the fact that MTV Africa showcases African programming, presenting and advertising, it is without doubt that they still do showcase American programming to their audiences who are mostly the youth. In the case of MTV South Africa, there are a number of channels from the UK feed as well as French speaking feed such as MTV Base Top 10 and Le Top Base. Based on that aspect, it can be vividly stated that MTV employs a dynamic multidirectional media approach as compared to the transnational media networks with regard to the different regions that they do operate in. Describe two (2) characteristics of the global media system demonstrated in the articles The global media systems include the likes of: print media (newspapers, magazines); outdoor media (posters, billboards); electronic media (TV, radio, cinema) and online media that incorporate TV, radio and newspaper. With regard to the articles discussed above, the global media systems in focus are transnational television networks such as Nickelodeon and online television streaming networks such as MTV. Based on that, transnational television networks have a number of characteristics. These include: Transitory medium that projects real time audio and visual output – Transitory medium is that which cannot be recorded under normal television viewing. As such, television networks have the capability to only give sound and pictures as output. Due to that, a lot of people prefer real time television viewing since they can be in a position to listen and view pictures and in the long run form the images of what they seen on television in their minds. When related to Nickelodeon, it is without doubt that it is a transitory television network that is mostly viewed by kids all over the world through their normal television sets. On the other hand, online television media has the following characteristic: Viewing and recording of content: Online media has with itself a number of advantages. However, the most strategic characteristic of online media is the fact that content can be viewed on television as well as recorded online in the event that an individual wants a copy of the content that they viewed. A good example is that of MTV where a majority of their networks do showcase their channels through the normal television networks as well as through online media. This enables viewers to stream live shows through their mobile or computers in the event that they are not close to a television set. Based on this attribute, online television networks get the upper advantage of having a larger audience. Describe two (2) theories reflected in the articles Cultural (Media) imperialism: This is a theory that was propagated for by Schiller (1976). It states that; the mass media of western countries and/or other larger countries tends to always dominate the mass media of relatively smaller nations. This in turn leads to a reduced and/ or loss of media homogeneity of the smaller nations where in most cases they are second and third world countries. The evidence behind this theory is that despite the efforts of the television network MTV to spread their operations in African countries, they still have a number of channels that showcase a lot of western programs which as of now have slowly caused a shift and/ or change in the African native cultures. Media dependency theory: This is a theory that was propagated for by Ball-Rokeach and DeFleur (1976). It states that when an individual turns out to be dependent on the mass media for their own needs and/ or gains, then the mass media will in turn become an important element to that person. With regard to the Nickelodeon article, it is without doubt that kids all over the world love to watch the television network because of the captivating kids shows that they air. The evidence behind this statement is based on the roaring numbers of kid’s audiences all over the world. As such, kids have become dependent to the television network and the television network has also become a necessity to them. References Ball-Rokeach, Sandra J., and Melvin L. DeFleur. "A dependency model of mass-media effects." Communication research 3.1 (1976): 3-21. Banks, Jack. "MTV and the globalization of popular culture." International Communication Gazette 59.1 (1997): 42-60. Lustyik, Katalin. “Transnational Children’s Television: The Case of Nickelodeon in South Pacific.” 25 Feb 2010. Web. Retrieved from: http://gaz.sagepub.com/content/72/2/171 Schiller, Herbert I. “Communication and cultural domination.” New York: ME Sharpe, 1976. Print Read More