GLOBAL MEDIA: AN

OVERVIEW
UNIT:1 – GLOBAL
COMMUNICATION: Struggle for
Balance of Information Flow
LESSON:1 - Global Communication:
North-South Divide
Global communication refers to the exchange of information, ideas, and messages across international borders,
allowing individuals, organizations, and governments from different parts of the world to connect and interact. It
encompasses various forms of communication, including verbal, written, and visual communication, and is
facilitated by technologies such as the internet, telecommunication networks, and satellite systems.
Global communication enables individuals and entities to communicate and share information on a global scale,
regardless of geographical barriers. It plays a crucial role in promoting understanding, fostering collaboration,
and facilitating the flow of knowledge and ideas across cultures and nations. Global communication
encompasses a wide range of activities and processes, including:
1.Interpersonal Communication: People from different countries can communicate with each other directly
through various means, such as voice and video calls, instant messaging, and social media platforms. This
allows for real-time interaction and facilitates personal connections and relationships across borders.
2.Business Communication: Global communication is essential for international trade, commerce, and
business operations. It enables companies to communicate with their partners, clients, and suppliers located in
different countries, facilitating negotiations, transactions, and collaborations.
3.Diplomatic Communication: Global communication is vital in diplomatic relations between nations. It
involves communication between governments, diplomats, and international organizations to discuss policies,
negotiate agreements, address conflicts, and promote cooperation on a global scale.
4.Media and Journalism: Global communication plays a significant role in the dissemination of news and
information worldwide. International media outlets, news agencies, and journalists report on global events, issues, and
developments, ensuring that information reaches audiences around the world.
5. Cultural Exchange: Global communication allows for the exchange and sharing of cultural ideas, traditions, and
artistic expressions. It facilitates cross-cultural interactions, the spread of cultural products, and the promotion of
diversity and understanding among different societies.
6. Academic and Scientific Communication: Scholars, researchers, and scientists rely on global communication to
collaborate, share research findings, and engage in academic discourse. It enables the dissemination of knowledge,
promotes collaboration on scientific projects, and facilitates academic conferences and publications.
7. Emergency and Disaster Communication: During emergencies or natural disasters, global communication
becomes crucial for coordinating relief efforts, sharing information about safety measures, and providing assistance to
affected regions across the globe.
The advent of the internet and advancements in communication technologies have significantly enhanced global
communication, making it faster, more accessible, and more widespread. It has transformed the way people interact, do
business, and stay informed, fostering a more interconnected and interdependent global society.
North-South Divide
The North-South divide, also known as the Global North-South divide or simply North-South divide, is a term used to
describe the global socioeconomic and political disparities between the northern and southern hemispheres or between
the developed and developing countries. It represents the unequal distribution of wealth, power, and resources between
these two broad regions.
Historically, the North-South divide originated from the colonial era when European powers colonized and exploited
many regions in the Global South, leading to the transfer of resources and wealth to the Global North. This
exploitation had long-lasting effects on the economic, social, and political development of the countries in the Global
South.
The North-South divide is characterized by several disparities:
1.Economic Disparities: The Global North generally consists of economically advanced countries with higher
levels of industrialization, infrastructure development, and access to technology. They have higher GDP per capita,
stronger economies, and better standards of living. In contrast, the Global South faces challenges such as poverty,
underdevelopment, limited access to resources and technology, and higher levels of income inequality.
2.Political Disparities: The Global North has greater political influence, often dominating global decision-making
processes and having more representation in international organizations and institutions. The Global South, on the
other hand, may face challenges related to political stability, governance, and representation on the global stage.
3.Social Disparities: The North-South divide is reflected in various social indicators. The Global North generally
has better access to education, healthcare, sanitation, and basic services, while the Global South faces challenges in
providing these essential necessities to their populations.
4.Environmental Disparities: The North-South divide also extends to environmental issues. The Global North,
with its higher levels of industrialization and consumption patterns, has historically contributed more to
environmental degradation and climate change. However, the Global South often bears the brunt of the
environmental consequences, including the impacts of climate change, deforestation, and resource depletion.

Efforts have been made to bridge the North-South divide through initiatives such as development aid, debt relief,
fair trade practices, and technology transfer. International organizations and forums, such as the United Nations,
World Bank, and World Trade Organization, have focused on addressing these disparities and promoting
sustainable development in the Global South.

The North-South divide remains a complex issue with no simple solutions. It requires long-term commitments,
collaboration, and equitable global policies to ensure a more balanced and inclusive world, where countries from
both the Global North and the Global South can thrive and develop sustainably.
Global North and Global South
The categorization of countries into the Global North and Global South is not based on a fixed list of countries but rather on
broader economic, political, and developmental characteristics. Nevertheless, here is a general overview of countries typically
associated with the Global North and Global South:
Global North (Developed/Industrialized Countries):
1.United States
2.Canada
3.European countries (such as Germany, France, United Kingdom, Italy, Sweden, etc.)
4.Australia
5.Japan
6.South Korea
7.New Zealand
These countries are generally characterized by advanced economies, high levels of industrialization, well-established
infrastructure, political stability, and high standards of living.
Global South (Developing/Less Developed Countries):
8.Most countries in Africa (such as Nigeria, South Africa, Kenya, Ethiopia, etc.)
9.Latin American countries (such as Brazil, Mexico, Argentina, Colombia, etc.)
10.Countries in the Caribbean region (such as Jamaica, Cuba, Dominican Republic, etc.)
11.Southeast Asian countries (such as Indonesia, Thailand, Philippines, Vietnam, etc.)
12.Middle Eastern countries (such as Saudi Arabia, Egypt, Iran, Turkey, etc.)
13.Some countries in Central Asia and Eastern Europe (such as India, Pakistan, Bangladesh, Ukraine, etc.)
These countries often face challenges related to poverty, underdevelopment, limited access to resources and technology,
political instability, and lower standards of living.
History behind north and south divide
The historical origins of the North-South divide can be traced back to the era of European colonialism, which
began in the 15th century and lasted until the mid-20th century. During this period, European powers
established colonial empires across different regions of the world, leading to the exploitation and domination
of many territories in the Global South.
1.Colonialism and Exploitation: European powers, such as Britain, France, Spain, Portugal, Belgium, and
the Netherlands, colonized vast areas in Africa, Asia, and the Americas. The primary motivation behind
colonialism was to extract valuable resources, establish trade routes, and expand their territories. This process
involved the extraction of natural resources, forced labor, and the imposition of economic systems that
benefited the colonizers.
2.Economic Imbalances: Colonial powers utilized the resources and labor from their colonies to fuel their
own industrialization and economic development. Raw materials, such as minerals, crops, and timber, were
extracted from the colonies and exported to the colonizing countries. The colonies served as markets for
manufactured goods produced in the Global North, creating a highly unequal economic relationship.
3.Power and Governance: European colonizers imposed their political systems, legal frameworks, and
governance structures on the colonized territories. This often resulted in the exploitation of local populations
and the suppression of indigenous cultures and traditions. The power and control over political institutions
and decision-making processes remained concentrated in the hands of the colonial powers.
4.Knowledge and Technology Transfer: European colonizers also limited the transfer of knowledge,
technology, and education to the colonies. The colonizers held the monopoly on scientific and technological
advancements, while the colonies were denied access to these developments, hindering their own progress
and industrialization.
5. Independence Movements: Over time, nationalist movements emerged in the colonies, seeking independence
from colonial rule. These movements were driven by a desire for self-governance, economic control, and the
restoration of cultural identities. The mid-20th century witnessed a wave of decolonization, as many colonies
gained independence and established their own governments.

Despite gaining political independence, the effects of colonialism and the North-South divide persisted. Newly
independent nations faced challenges related to building strong economies, political stability, and social
development. The North-South divide continued to be reinforced through economic and trade policies, global
power dynamics, and unequal access to resources and opportunities.
Efforts have been made to address the disparities caused by the North-South divide, such as development aid, debt
relief, fair trade initiatives, and technology transfer. However, the historical legacy of colonialism and its impact
on the Global South's development continue to shape the ongoing economic, political, and social imbalances
between the North and the South.
 LESSON:2 – Domination of Transnational News
Agencies: BBC, AP, AFP, Reuters, ITTAR-TASS & UPI

Transnational news agencies are news organizations that operate on an international scale, providing news coverage
and distributing it to media outlets worldwide. These agencies typically have a network of reporters and
correspondents located in various countries and regions, allowing them to gather and disseminate news from around
the globe. Transnational news agencies have historically held significant influence in the media landscape due to
several key factors:

1.Extensive Global Networks: Transnational news agencies often have an extensive network of journalists,
correspondents, and news bureaus across different countries. This allows them to gather news from various regions
and provide comprehensive international coverage.

2.Distribution Partnerships: These news agencies have established partnerships with numerous media outlets
globally. Their news content is syndicated and distributed to a wide range of newspapers, television networks,
digital platforms, and other media organizations. This widespread distribution ensures a broad reach and influence.
3. Language Capability: Many transnational news agencies offer news content in multiple languages. This
multilingual approach allows them to cater to diverse regions, cultures, and markets, expanding their reach and
influence globally.

4. Timely and Real-time News Delivery: Transnational news agencies are often known for their ability to
deliver news in a timely and efficient manner. Their extensive networks and resources enable them to report on
breaking news and provide real-time updates, making them go-to sources for up-to-the-minute information.

5. Specialized Expertise: Some transnational news agencies specialize in specific areas, such as business and
finance, politics, or regional coverage. This expertise allows them to provide in-depth analysis, insights, and
industry-specific news, attracting audiences and clients seeking specialized information.

6. Legacy and Brand Recognition: Established transnational news agencies often have a long-standing
history and brand recognition. Their reputation, longevity, and iconic status contribute to their domination and
influence in the media landscape.

However, it is important to note that the media landscape is evolving rapidly. The rise of digital platforms,
social media, citizen journalism, and alternative news sources is challenging the dominance of traditional
transnational news agencies. The competition and diversification of news sources have introduced greater
diversity and fragmentation in the media industry.
British Broadcasting Corporation (BBC)
The British Broadcasting Corporation (BBC) is one of the most prominent transnational news agencies globally, known for its
extensive reach and influence. The BBC operates as a public service broadcaster, funded primarily through television license fees in
the UK. Here are some key factors contributing to the BBC's domination:
1.Global Reach: The BBC has a vast global network of correspondents and bureaus across different countries, enabling them to
cover news from around the world. Its international presence ensures comprehensive coverage of major events, politics, economics,
culture, and more.
2.Multilingual Coverage: The BBC provides news content in various languages, including English, Arabic, Spanish, Russian, and
others. This multilingual approach broadens its audience and allows it to cater to diverse regions and cultures.
3.Wide Range of Platforms: The BBC delivers news through various platforms, including television, radio, online, and mobile
applications. This multi-platform approach ensures that the BBC's content is accessible to a global audience across different devices
and mediums.
4.Trust and Credibility: The BBC has a long-standing reputation for delivering reliable and impartial news. Its commitment to
journalistic values, accuracy, and fact-checking has garnered trust from audiences and media organizations worldwide.
5.Diverse Content Formats: The BBC offers news content in different formats, including articles, videos, documentaries,
podcasts, and interactive features. This diverse range of content caters to the preferences of various audiences and enhances user
engagement.
6.Strong Brand Recognition: The BBC brand is well-recognized and respected globally. Its longstanding history, quality
programming, and iconic status contribute to its domination in the transnational news landscape.
It's important to note that while the BBC has a significant presence, the media landscape is evolving, with emerging digital
platforms, social media, and alternative news sources providing competition and challenging traditional dominance. Additionally,
regional and local news agencies also play a vital role in providing localized news and perspectives.
Overall, the BBC's extensive reach, multilingual coverage, trustworthiness, and comprehensive news reporting have contributed to
its domination as a transnational news agency. However, it operates within a dynamic and competitive media landscape that
continues to evolve with changing technologies and audience preferences.
Associated Press (AP)
The Associated Press (AP) is a renowned transnational news agency that has established itself as one of the most influential
and dominant players in the global media landscape. Here are some factors contributing to the AP's domination:
1.Extensive Global Network: AP operates a vast network of journalists, correspondents, and news bureaus in over 100
countries. This extensive reach allows AP to gather news from various regions and provide comprehensive coverage of
international events.
2.Timely and Reliable News: AP is known for its commitment to delivering news in a timely and accurate manner. Its
journalists work around the clock to report on breaking news and provide real-time updates, making it a trusted source for
media organizations worldwide.
3.Distribution Partnerships: AP has established partnerships with thousands of media outlets globally, including
newspapers, television networks, online platforms, and more. Its news content is widely syndicated and reaches a broad
audience, further enhancing its influence and reach.
4.Impartiality and Objectivity: AP is known for its commitment to journalistic ethics and impartial reporting. Its focus on
presenting news without bias has contributed to its credibility and trustworthiness among media organizations and audiences.
5.Multilingual Capability: AP offers news content in multiple languages, making it accessible to a global audience. This
multilingual approach allows it to cater to diverse regions and markets, further solidifying its dominance in the transnational
news landscape.
6.Multimedia Approach: AP delivers news through various formats, including text, photos, videos, and interactive features.
Its multimedia approach ensures that it can engage with audiences across different platforms and mediums.
While the AP holds significant influence as a transnational news agency, it is important to acknowledge that the media
landscape is evolving rapidly. New digital platforms, social media, and emerging news outlets are challenging the dominance
of traditional news agencies. However, AP's longstanding reputation, global network, and commitment to quality journalism
continue to contribute to its domination in the transnational news sphere.
Agence France-Presse (AFP)
Agence France-Presse (AFP) is a prominent transnational news agency that has established itself as a key player in the global
media landscape. Here are some factors contributing to AFP's domination:
1.Global Reach: AFP operates a widespread network of journalists and correspondents in more than 150 countries. This
extensive global presence allows AFP to cover a wide range of international news and events, providing comprehensive
coverage from various regions.
2.Multilingual Coverage: AFP offers news content in multiple languages, including English, French, Spanish, German,
Arabic, and more. This multilingual approach enables AFP to cater to diverse audiences and regions, further enhancing its
influence and reach.
3.Comprehensive News Coverage: AFP provides extensive coverage of various topics, including politics, economics,
culture, sports, science, and more. Its broad range of news coverage appeals to media organizations and audiences with
diverse interests.
4.Strong Photography and Visual Journalism: AFP is renowned for its high-quality photography and visual journalism. Its
photojournalists capture impactful images that often become iconic representations of significant events. AFP's visual
storytelling adds depth and impact to its news coverage.
5.Reputation for Impartiality: AFP is recognized for its commitment to impartial and objective reporting. Its reputation for
unbiased news coverage has contributed to its credibility and trustworthiness among media organizations and audiences.
6.Focus on French and European Affairs: AFP's French origin has given it a particular emphasis on covering French and
European news. Its comprehensive coverage of events in France, Europe, and the Francophone world has established AFP as a
go-to source for news from these regions.
While AFP holds significant influence as a transnational news agency, it's important to note that the media landscape is
dynamic and constantly evolving. New digital platforms, social media, and emerging news outlets are reshaping the media
industry and introducing new competition. Nonetheless, AFP's extensive network, multilingual capabilities, comprehensive
coverage, and commitment to quality journalism contribute to its domination in the transnational news sphere.
Reuters
Reuters is a dominant transnational news agency that holds significant influence in the global media landscape. Here are some
factors contributing to Reuters' domination:
1.Reputation for Accuracy and Integrity: Reuters has built a strong reputation for delivering accurate and reliable news. It
upholds rigorous journalistic standards, emphasizing impartiality and fact-based reporting. This commitment to accuracy and
integrity has helped Reuters gain the trust of media organizations and audiences worldwide.
2.Focus on Business and Financial News: Reuters specializes in providing comprehensive coverage of business, finance, and
markets. Its expertise in this domain has made it a go-to source for financial institutions, investors, and professionals seeking up-
to-date and insightful information in these sectors.
3.Extensive Global Network: Reuters operates a vast network of journalists, reporters, and correspondents across the world. This
extensive network enables Reuters to gather news from diverse regions and provide comprehensive coverage of international
events.
4.Real-time News Delivery: Reuters is known for its real-time news delivery, ensuring that breaking news and updates reach
audiences quickly and efficiently. Its speed in reporting crucial events and developments has contributed to its domination in the
transnational news landscape.
5.Distribution Partnerships: Reuters has established partnerships with numerous media outlets and platforms globally. Its news
content is widely syndicated and distributed, reaching a wide range of media organizations and audiences across various mediums,
including print, digital, and broadcast.
6.Multimedia Approach: Reuters offers news content in various formats, including text, photos, videos, and interactive features.
Its multimedia approach allows it to cater to different audience preferences and engage with audiences across different platforms.
While Reuters holds significant dominance as a transnational news agency, it is important to note that the media landscape is
constantly evolving. New digital platforms, social media, and emerging news outlets are reshaping the industry and introducing
new competition. However, Reuters' long-standing reputation, global network, focus on business news, and commitment to
accuracy contribute to its strong position as a leading transnational news agency.
ITTAR-TASS
ITTAR-TASS, which was previously known as TASS (Telegrafnoe Agentstvo Sovetskogo Soyuza), was a major
transnational news agency based in Russia. However, as of my knowledge cutoff in September 2021, it has been renamed
TASS (Russian News Agency TASS). Here are some aspects related to TASS's influence and role as a transnational news
agency:
1.Historical Significance: TASS has a long history, dating back to 1902, when it was founded as the official news
agency of the Russian Empire. It continued its operations during the Soviet era as the state news agency of the Soviet
Union. TASS played a crucial role in disseminating news and information both domestically and internationally during
significant historical events.
2.Extensive Network: TASS operates a vast network of correspondents and bureaus across Russia and various countries.
This extensive network enables TASS to cover a wide range of news and events, including politics, economics, culture,
and sports.
3.Focus on Russian and Former Soviet Union Affairs: TASS has traditionally had a strong emphasis on covering news
related to Russia and the countries of the former Soviet Union. Its comprehensive coverage of regional events and
developments has contributed to its influence and authority in the transnational news landscape.
4.Multilingual Capability: TASS provides news content in multiple languages, including Russian, English, Spanish,
Arabic, and others. This multilingual approach allows TASS to reach a global audience and cater to diverse regions and
markets.
5.Government Affiliation: TASS has historically had close ties to the Russian government, and it has operated as a state
news agency. This affiliation has influenced its news coverage and positioning within the media landscape.
It's worth noting that the media landscape is constantly evolving, and the dominance and influence of transnational news
agencies are subject to change. Since my knowledge is based on information available up until September 2021, I might
not be aware of any recent developments or changes regarding TASS. Therefore, for the most up-to-date information on
TASS's current status and influence, it would be advisable to refer to recent sources and news updates.
United Press International (UPI)
United Press International (UPI) is a well-known transnational news agency that has had a significant
presence in the media landscape. However, it's important to note that UPI has undergone various changes
over the years, including financial difficulties and ownership transitions, which have impacted its
dominance in the transnational news sphere. As of my knowledge cutoff in September 2021, UPI's
influence and domination may have evolved since then. Here are some aspects related to UPI's historical
influence:
1.Established Legacy: UPI has a long history, dating back to 1907, and it played a significant role as one
of the major wire services in the United States. Its correspondents and journalists provided news coverage
on a broad range of topics, including politics, business, sports, and entertainment.
2.International Coverage: UPI maintained a global presence, with a network of correspondents and
bureaus in various countries. This allowed UPI to gather and distribute news from around the world,
providing international coverage to its clients.
3.Distribution Network: UPI had partnerships and distribution agreements with media organizations
globally. Its news content, including articles, photos, and videos, was syndicated to numerous newspapers,
television networks, and digital platforms, reaching a wide audience.
4.Shifts in Ownership and Challenges: UPI faced financial difficulties and ownership changes over the
years, which impacted its dominance and influence in the transnational news landscape. These challenges
have led to fluctuations in UPI's operations and reduced its market share.
It's worth noting that the media landscape is dynamic, and the dominance of transnational news agencies
can change over time. Factors such as financial stability, technological advancements, competition from
other news agencies, and shifts in media consumption habits can all impact the influence and dominance of
any news agency, including UPI. For the most up-to-date information on UPI's current status and influence,
it would be advisable to refer to recent sources and news updates.
LESSON:3 – Barriers to the flow of News
and Information
The flow of news and information globally can face several barriers that hinder the dissemination of accurate
and diverse sources of information across borders. These barriers can arise due to political, economic,
technological, and cultural factors. Here are some common barriers to the global flow of news and information:
1.Censorship and Government Control: Governments in various countries may impose censorship and
control over media outlets, stifling the free flow of information. This can involve blocking or filtering certain
websites, restricting access to social media platforms, or suppressing dissenting voices through legal or
extralegal means.
2.Media Ownership and Concentration: Concentration of media ownership by a few powerful corporations or
individuals can limit the diversity of viewpoints and sources of information available globally. This can result in
a homogenized media landscape with limited representation of different perspectives and vested interests
influencing the content produced.
3.Language and Cultural Barriers: Language barriers can impede the global flow of news and information.
Content produced in one language may not be readily accessible or understandable to individuals who speak
different languages. Cultural differences and contextual nuances can also create barriers in effectively
transmitting information across diverse cultural backgrounds.
4.Economic Disparities: Economic disparities between countries can affect the flow of news and information.
Limited financial resources may hinder investment in quality journalism, infrastructure, and access to
information technologies in developing countries. This can result in unequal access to global news sources and
reliable information.
5. Digital Divide: The digital divide, both within and between countries, can create significant barriers to
accessing news and information globally. Unequal access to internet infrastructure, affordability of internet
services, and disparities in digital literacy skills can limit people's ability to access online news sources
and participate in the digital information ecosystem.
6. Disinformation and Misinformation: The global spread of disinformation and misinformation poses
significant challenges to the flow of accurate news and information. Malicious actors, including state-
sponsored entities or non-state actors, can manipulate narratives, spread false information, and undermine
trust in reliable sources of news.
7. Regulatory Restrictions: National laws and regulations concerning media, telecommunications, and
online platforms can create barriers to the flow of news and information. Some countries may enforce
stringent regulations, such as content filtering, data localization, or requirements for licensing or
registration, which can impede the free flow of information across borders.
8. Geopolitical Conflicts and Press Freedom: Geopolitical conflicts and unstable political environments
can hinder the flow of news and information. Journalists operating in conflict zones or under repressive
regimes face risks to their safety, leading to self-censorship, limited reporting, and reduced access to
accurate information.

Addressing these barriers requires collaborative efforts between governments, international organizations,
media institutions, civil society, and individuals. Initiatives to promote press freedom, combat
disinformation, bridge the digital divide, enhance media literacy, and foster international collaborations
can help overcome these barriers and ensure a more open and inclusive global flow of news and
information.
 LESSON:4 – MacBride Commission:
Recommendations for NWICO
• The MacBride Commission, officially known as the International Commission for the Study of Communication
Problems, was a commission established by the United Nations Educational, Scientific and Cultural Organization
(UNESCO) in 1977. It was named after its chairman, Sean MacBride, an Irish statesman and Nobel Peace Prize
laureate.
• The commission was formed to study the issues related to communication and media in the modern world and to
make recommendations on how to address these problems. Its primary focus was on the imbalances in global
communication flows and the unequal distribution of media resources between developed and developing countries.
• The MacBride Commission's final report, titled "Many Voices, One World," was published in 1980. The report
criticized the dominance of Western media conglomerates and called for a more equitable and balanced global media
system. It emphasized the need for media pluralism, cultural diversity, and the participation of marginalized groups in
the production and dissemination of information.
• The report also addressed issues of media concentration, commercialization of media, and the impact of new
communication technologies. It recommended policies and measures to promote a more democratic and inclusive
communication environment, including the establishment of a New World Information and Communication Order
(NWICO).
• The NWICO proposed by the MacBride Commission aimed to create a more equitable global communication system
by reducing the disparities between developed and developing countries. It called for greater access to information
and technology for developing nations, the promotion of cultural diversity, and the strengthening of national media
institutions in developing countries.
• The MacBride Commission and its report generated significant debate and controversy. While many developing
countries supported its recommendations, Western media organizations and some Western governments criticized the
report, viewing it as an attempt to curtail press freedom and impose state control over media.
• Although the NWICO as envisioned by the MacBride Commission did not fully materialize, the report and the
commission's work had a lasting impact on the discourse surrounding media and communication issues. It contributed
to ongoing discussions about media globalization, cultural imperialism, and the need for greater diversity and
inclusivity in media representation.

REASONS BEHIND FORMATION OF MacBride Commission

The formation of the MacBride Commission, or the International Commission for the Study of Communication
Problems, was driven by several key factors and concerns. Here are some of the main reasons behind its establishment:
1.Communication Imbalances: There was a growing recognition of the significant imbalances in global
communication flows, with developed countries dominating the production and dissemination of media content. This led
to concerns about the unequal distribution of information and the impact it had on shaping public opinion and
perceptions.
2.Media Concentration: There was a trend of increasing media concentration, with a few powerful media
conglomerates dominating the global media landscape. This raised concerns about the potential for monopolistic
practices, limited diversity of viewpoints, and restricted access to media resources for smaller or marginalized voices.
3.Cultural Imperialism: The dominance of Western media and cultural products, and their influence on shaping
perceptions and values, raised concerns about cultural imperialism. There was a desire to protect and promote diverse
cultural identities and ensure that media representation was inclusive and reflective of the world's diversity.
4. Development and Democracy: The role of communication and media in fostering development and democracy was
another important factor. There was a belief that a more equitable and inclusive communication system could contribute
to socioeconomic development, empower marginalized groups, and enhance participatory democracy.
5. Technological Advances: The emergence of new communication technologies, such as satellite broadcasting and
cable television, presented both opportunities and challenges. There was a need to understand the implications of these
technologies for global communication and to ensure that developing countries could access and benefit from them.
6. UNESCO's Mandate: As the United Nations agency responsible for promoting international cooperation in
education, science, culture, and communication, UNESCO had a mandate to address communication issues and promote
a free flow of information. The MacBride Commission was formed within UNESCO to fulfill this mandate.

Given these concerns and the need to address the challenges in global communication, the MacBride Commission was
established to study these issues in depth, gather data, analyze trends, and make recommendations for a more equitable
and inclusive global communication system.

Recommendations for NWICO

The MacBride Commission's report, "Many Voices, One World," made several recommendations as part of its vision for a
New World Information and Communication Order (NWICO). These recommendations aimed to address the imbalances
in global communication flows and promote a more equitable and inclusive media system. Here are some of the key
recommendations put forward by the NWICO:
1.Media Pluralism: The commission emphasized the need for media pluralism, which involves diverse ownership,
content, and viewpoints in the media landscape. It called for policies that promote the establishment of independent and
diverse media outlets, including community media, to ensure a variety of voices are represented.
2.Cultural Diversity: The report highlighted the importance of preserving and promoting cultural diversity in media
content. It called for measures to support the production and dissemination of content from different cultures, particularly
from developing countries, to counter the dominance of Western media and promote a more inclusive representation of
global cultures.
3. Democratization of Communication: The NWICO advocated for democratizing the communication process and
ensuring the participation of marginalized groups in media production and decision-making. It called for policies that
empower grassroots organizations, indigenous communities, and women to have greater access to media resources
and platforms.
4. Access to Information: The commission recognized the significance of access to information as a fundamental
right. It recommended policies and initiatives to bridge the digital divide, improve infrastructure, and enhance
information dissemination in developing countries, enabling them to participate fully in the global communication
system.
5. Communication Training and Education: The report stressed the importance of communication training and
education to enhance media literacy and critical thinking skills among individuals. It called for investment in
education programs that enable people to understand and engage with media effectively.
6. Media Ownership and Control: The NWICO addressed the issue of media concentration and advocated for
policies that limit monopolistic practices and encourage diverse ownership structures. It aimed to reduce the
dominance of a few large media conglomerates and foster a more pluralistic media landscape.
7. Technology Transfer: The commission recognized the disparities in access to communication technologies
between developed and developing countries. It recommended measures to promote technology transfer and support
the development of communication infrastructure in less developed regions.

It is important to note that while the MacBride Commission's recommendations sparked discussions and debates, the
implementation of the NWICO as a comprehensive framework faced challenges and was met with resistance from
some countries and media organizations. Nonetheless, the report and the ideas it put forward had a lasting impact on
the discourse surrounding media and communication issues, contributing to ongoing efforts to address the
imbalances in global media flows.