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Part IV: International—regional—national

The mass media can be seen as occupying five levels – from a world level down to a very local level. But the most important level is that of the nation state. About 85 per cent of total world audience time is devoted to domestically produced media; about 15 per cent of world audience time is devoted to imported media. The world, or global level, is especially important for finance, telecommunications and trade; but it is less important in the media. My book, The Media Are American (Tunstall, 1977), argued that most media (press, film, radio, recorded music) achieved their mass market character primarily within the United States. But it did also suggest that American media were most internationally dominant in 1947–8. By 1950 Hollywood and American news agencies had been largely shut out of India, China and the Soviet bloc. Thirty years later my new book, The Media Were American (2007), argues that the United States media have been in decline on the world scene for several decades. The strength of media globalization today has been exaggerated, just as 100 years ago the strength of the world news cartel was exaggerated. Yes, Reuters and Havas dominated the world flow of fast news, but the period around 1900 was also one of news nationalism. The national newspapers in France, Germany, Britain, Japan, Russia and the United States applauded nationalism, national empire building and the national military. The term ‘globalization’ was developed by various Anglo-American authors and public relations people in the 1980s. The big flood of globalization books began around 1990–92. It was also at this time that Ted Turner and CNN were widely quoted as pioneers of news globalization. However, by 1990–92, the United States had already ceased to be the world news leader. The USA in 1950 had three major world news THEMED SECTION