Key Characteristics of Australian Media - Report Example

Key Characteristics of Australian Media Media can be in the form of print, television, film, radio, and advertising and all these forms of media have the same characteristics even if the information is disseminated in different ways. Media characteristics differ in every country due to culture and beliefs as well as the bases that the society has established in terms of how media is defined and how it should function. In the Philippines, the views and perspectives of how media operates and is viewed by the public is usually based on how media is done in the west. As the Philippines is a westernized culture, which means that is strongly influenced by the western world particularly the US, media then in this country is characterized in the same way as how US media is characterized - free, democratic, and domestically and privately owned. In the land down under, Australia also has its own way of letting media operate. Whether it is in the form of electronic, print, PR or media from the internet, Australian media adheres to its general guidelines. Publicly funded media companies in Australia are the Australian Broadcasting Corporation (ABC) and the Special Broadcasting Service (SBS), which broadcasts on television, the internet and the radio for free, as it strongly broadcasts public service. Other major players in the industry of broadcasting are: Publishing and Broadcasting Ltd., Australian Associated Press, John Fairfax Holdings, The Seven Network, APN News and Media, and many others shape the characteristics of Australian media in a way that media's most important public role is largely dependent on the game played by private corporations. Its increasing difficulty in being well regulated is affected by several factors including technological developments, ownership and control structure where media conglomerates follow the globalization trend and the contractual relationships between suppliers or information and entertainment and its viewers (Sampford & Lui 2004, p. 86-87). Complicated Ownership Structure Apparently, broadcasting companies in Australia are characterized by having a highly concentrated media ownership structure brought about by cross-ownership; and this is one of the challenges that Australian media has to face. The ownership of a small media company has posed to be more complex than expected because the company establishes relationships with associations and other organizations which often belong under the same larger corporation resulting to a complicated intertwining of relationships. Due to this complication, cross-media ownership was decided to be given some limitations and so changes were proposed by the government in 1985, which created the Broadcasting Act of 1987 (Sheehan 2002, p. 4). This act limits the company's audience reach and the types of media it can own. Sheehan (2002, p. 4) stated that this act would support "competition policy, discourage concentration of media ownership in local markets and enhance public access to a diversity of viewpoints." Broadcasting Act of 1988 was enacted for radio broadcasting media which basically carries the same principles regarding ownership and control. Moreover, Broadcasting Act of 1989 contains amended provisions regarding cross-media ownership of radio and television licenses. The limit on this type of ownership in on who gains control over the company based on the number of shares of stock owned. The Act also provides for the succession or chain of companies to exercise control over (Sheehan 2002, p. 4). The Broadcasting Services Act of 1992 gives a description on media ownership and control in which the act provides for individual ownership and control, cross-media ownership and control, and subscription television broadcasting licenses for foreign owners (Sheehan 2002, p. 3). Evidently, concerns on policy making with regards to ownership and control is mostly due on the nature and structure of Australia's broadcasting industry. In the field of print media, News Corporation is the dominant player in the newspaper market, owning 7 of the 14 metropolitan daily newspapers, which comprise 60.7% of the total circulation (Sheehan 2002, p. 5). In the area of magazines, it is largely owned by either PBL Enterprises or APN News and Media, which are categorized into women's magazine, men's magazine, lifestyle magazine, business magazine, computing, sports, youth, entertainment, lifestyle home/garden, ACP action and custom publications. The only difference between Australia's print media and TV and radio broadcast media is that the latter's radio stations can be "jointly owned by up to fifty different companies" which makes its ownership structure more complex. Thus, media ownership in Australia is concentrated. Multicultural and Diverse As Australia is a country filled with aborigines and immigrants, it is considered to be a country which has different cultures. This characteristic has enabled Australian media to capture the interest of the world which means, due to the scope of culture it is exposed to, Australian media has a wider market in terms of company revenue. Its ancestors, aside from the aborigines who have been there since time in memorial, are immigrants with British and Irish descent. Today, the flow of immigrants from the different parts of the globe has never showed any signs of slowing down, making the country the 53rd most populous in the world (Rahkonen 2007, p.13). Even though media companies are cross-owned, the programs and visuals for the target audience are mostly based on the result of research as far as viewers' interest and preference is concerned, which in turn are influenced by culture. For instance, Australia is known for the great outback, which also means that Australians, especially the immigrants, would prefers to watch TV programs which consists of characters from the society's mediocre working class in Soaps, one of the genres of TV programming; and other television series which uses nature as its most dominant scenery. TV and radio programs are also created and aired for the minority cultures which live in Australia. Even newspapers are also categorized according to the interest and needs of the consumer, like the magazines published by The Rural Press Network and the Agricultural Publishing Division, which is an international magazine (Rahkonen 2007, p.17). Technologically Lagging With the emergence of information technology, many new technological applications have invaded the realm of the broadcasting industry; and many lives have been affected. One example is the World Wide Web, a vehicle that transmits Australian news to the rest of the world. With the availability of the internet and its ability to transmit videos, music, documents and other information, it can never be avoided that broadcasting companies would also delve in and participate in the new modern era, which promises many opportunities. But as far as Australia is concerned, the country is ranked to be only a 17th placer out of twenty-five nations for internet speed according to a recent OECD study, from which a debate arise on whether or not should Australia "plan to build a broadband high-speed internet" for the entire country (Rahkonen 2007, p.17). The plan was positively accepted by people in Australia only if politicians would end their discussion on how to go about the issues on ownership, operations and government interventions. Technology continues to shape that way media operates and the skills which people need to be able to qualify for a job in the broadcasting industry. Using new technology means embracing the new ways which ultimately means change. Change brings about adjustments which, for some, might find it difficult or uncomfortably annoying. Learning the use of computers for example doesn't only mean taking lesson about the subject, but also buying one. Computer graphics using the latest computer software enables the company to create programs, films and videos with less cost, clearer image resolution, perfect lighting and great sound-effects. Since digital revolution has already dawned on men, digitized way of doing things has prompted men to learn new skills and be equipped for the new kind of challenge. Many have lost their jobs due to the inability to use the new technology. If one is not driven, then one will be left behind in the dark. Skills are now important for the manipulation of this technology according to the needs of the industry such as broadcasting, television and print advertising. The use of new technology has also resulted in the fragmentation of viewers in Australia. Australian television programming is categorized as a non-fiction programming, music, morning television, sports, news, documentary and current affairs, fictional programming, miniseries, soaps and police procedurals; but it should also be noted that some broadcasting companies are doing good business in buying recycled and rejuvenated American shows to be shown in the country of their origin, such as The Wheel of Fortune (Breen 2008, p.1). Audience fragmentation is caused by the change in viewers taste and interest in television or radio. Viewers are more interested in watching programs with non-traditional platforms. This led production companies to exhaust every possible means to reach a wider market than usual and create a more "persuasive and appealing content" for the programs. Another issue with regards to information technology is the power of convergence, the ability of several different processes to converge or combine. Such development affects Australia's cross-ownership laws in the sense that it increases the number or available media outlets to the point that limits to ownership no longer requires the preservation of media diversity and it "blurs the boundaries between services, so that regulatory distinctions become meaningless" (Jackson 2006, p.18). The latter effect would render the laws on broadcasting, which upholds democracy through journalistic freedom by ensuring a fair and just reporting of mass media on public life, ineffective and futile. Entertainment focused Australia is a democratic country wherein journalistic freedom is practiced. Along with this freedom is the company's ability to choose on which area to focus on: entertainment or information. Contemporary Australian media is seen to be focusing more on entertainment rather than information. Reality television shows, game shows, soaps, miniseries, sports, fiction and non-fiction programs and many others are created to capture wider audience and increase ratings. The shift on viewer interest and preference influenced the birth of these genres of TV and radio broadcasting. Of course, as stated in the principles of public service broadcasting, television channels should have programs which does not only entertain but also inform and educate. Research is also conducted by broadcasting companies to know the current pulse of the market. It is through research that a company can design strategies on how to solve certain issues or prevent problems. Considered the fourth estate, media provides not only information, business and entertainment, but also public service. It is through media that most of the people are informed about the latest news in science, history, politics, current events, weather and even business opportunities - marketing, sales and employment. Media also brings the world closer than we could have imagined. Above all, media plays a crucial role in the exercise and maintenance of democracy (Sampford & Lui 2004, p. 86). References Potter, A. 2008, 'Australian Media Industries: Introduction to Communication Studies, CMN110,' Semester 1, 2008. Sheehan, P. 2002,'Media Ownership in Australia,'pp.2-22. Retrieved: 31 March 2008, from Rahkonen, R. (2007),'Mapping Media and Communication Research: Australia,' Communication Research Center, University of Helsinki, Department of Communication, Retrieved: 31 March 2008, from Breen, M.P. 2008,'Australian Programming,'The Museum of Broadcast Communications,' Retrieved: 31 March 2008, Jackson, K. 2006,'Media Ownership Regulation in Australia,' Current Issues, Analysis and Policy, Social Policy Group, Parliamentary Library, Parliament of Australia, pp. 1-23, Retrieved: 31 March 2008, Samford, C. & Lui, R. 2004,'Australian Media Ethics Regime and Ethical Risk Management,' Journal of Mass Media Ethics, 19(2), pp. 86-107, Griffith University, Brisbane, Australia, Retrieved: 31 March 2008, Read More