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Narrowcasting in the New World Information Order

Narrowcasting is heralded as a viable prescription for global understanding. However, the author questions whether an actual space exists for the representation of marginalized groups. Narrowcasting combined with internet interactivity are currently promoted as important parts of the five hundred-channel environment—an environment that allows viewers to supersede consumerism as they become producers. The economic and social ramifications of this representation, presently inscribed within a subscriber base and computer/modem access, provide a viable platform for questioning global rhetoric. As a case study to this sociopolitical quandary, the author looks at the U.S.-based cable station Black Entertainment Television and internet usage aimed at marginalized groups. By examining these areas and the historical moment in which they proliferate, she offers particular examples of how this new media and its ideas of representation calculate the audience’s role and pander to the future.