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Brand power and state power: Rise of the new media networks in East Asia

2003; Taylor & Francis; Volume: 16; Issue: 4 Linguagem: Inglês

10.1080/0951274032000132218

1470-1332

William Atkins,

Asian Culture and Media Studies

During the past decade, digital technology and global deregulatory forces have facilitated the restructuring of East Asia's mediascape - resulting in complex, internationalized relationships within the regional political economy. Transnational media corporations - such as AOL Time Warner and News Corporation - are negotiating strategically important positions in regional distribution and branded content markets, in the pursuit of 'consumer segments' that form the basis of multi-platform, mass-media customer relationships. In the early phase of the internationalization process, there were expectations that one result would be a more liberalized media discourse environment - eroding authoritarian governments' capacity to control information flows. Evidence to support this contention is unconvincing. Information-sensitive states, notably China, have developed strategies to mediate the distribution of mass information - often in partnership with compliant local entrepreneurs and the international media corporations who may also benefit from uncontroversial customer relationships. Prospects for a broader, richer media canvas might be enhanced by the parallel development of constructive, permissive media policies - underpinned by regulatory principles of modern public service communications and managed competition.