14 April, 2007

Message Bazaar and Open Systems

"Cultural Imperialism" was a term to be used to explain the relationship between the culture and the media in the Third World, before the “global village” and “globalization” terms became popular in the world. Later on, Americanization, denationalization, center-periphery, glocalization, and finally cultural invasion were added into the dictionary of communication. But perhaps none of the above terminologies represent the phenomenon which will happen in the world of communication in the future.
There are certain evidences which indicate that in the future the concept of mass audience would be replaced by a new one, which can be called numerous communicators (numerous senders and numerous receivers). The popularity of Internet chat rooms and web sites throughout the world along with the usage of DV cameras in the movie industries especially in the African countries are the best example for the argument that I am presenting in this paper.
This article explains how the "mass media" system would change its structure to include numerous "communicators," similar to the traditional market space that can be called Global Message Bazaar. This space is similar to the Old Persian market or oriental Bazaars which were used to sell, buy, and trade goods. The traditional market, in terms of communication, represents the largest pluralistic and diversified media space in the human history. The system is such that it allows audiences to participate in the communication processes as individuals rather than a faceless “mass.” These individuals share some characteristics with some minorities and majorities in the society, but remain independent and choose to receive only specified messages. Therefore, there will be numerous representations and message that would serve the needs of individuals. Just similar to the oriental bazaar, which this paper presents in the “Message Bazaar Model,” the mass media must fulfil their increasingly diverse audience needs.
It seems that, in the terms of high rate of having the choice to choose the specified messages in the said Bazaar, by the receivers of the message; the concept of “ cultural invasion” would be replaced by a new concept which is recommended in this article as: “cultural interfere”. This article explains the new concept and at the same time shows that contrary to cultural invasion which is said: arises from the desire of the others, cultural interfere arises from self desire and self protection.
In the future, how will be the role of public relations in the message bazaar, is an important question, that after recognizing the complete mechanism of the bazaar, it can be answered. But one can guess that public relations institutions can obtain the opportunity to play their main role, like an open and adaptive subsystem and be observer of the bazaar more than to be sender of the message.

Globalization, Culture and Message Bazaar


At April 14, 2007 at 8:28 PM , Anonymous toni muzi falconi said...

a very interesting approach. you refer in your post to a paper and to an article...ehre may I read them?


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