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Children between local and global
What chances and possibilities does
PRIX
JEUNESSE offer to children?
The media play a crucial role in the
process of globalisation. Not only do they initiate certain
processes, they also are affected by globalisation themselves.
Over the past years it was possible to observe the vertical
integration at all levels of production and a horizontal joining
of forces of different media branches from several countries
(Büttner et al. 2000, p. 21). A wave of merging and buying
up of companies took place which led to the creation of a
global oligopoly on the media market today (McChesney 2002,
p. 24).
As a result the global media market is ruled by about ten
large enterprises today (McChesney 2002, p. 23) as e.g. Disney
or AOL-Time Warner. These enterprises differ from the national
media enterprises not only in their global range but also
in their different and globally orientated presentation of
contents. Critics fear at this point the loss of local cultural
aspects in the media up to the formation of a "new"
global culture.
PRIX JEUNESSE aims at promoting children's and youth television
with the goal to encourage the international exchange of programmes
as well as the communication between nations. High-quality
programmes for children's television are awarded with the
PRIX JEUNESSE INTERNATIONAL at the festival which takes place
bi-annually. The awards are given to programmes which - with
their cultural content - offer support to children's and young
people's mental and social development. PRIX JEUNESSE aims
at promoting television programmes which enhance children's
knowledge of their own culture, raise children's consciousness
and further their understanding of other cultures. By emphasising
the importance and the specificity of local culture the PRIX
JEUNESSE tries to counteract global media contents and developments
in this field.
What kind of chances does the PRIX JEUNESSE offer in particular?
In which aspects do locally orientated programmes for children
differ from global productions?
Method and sample
These research questions are examined by means of quantitative
content analysis. A systematic sample is taken from the most
successful global productions of children's television (see
Tim Westcott 1999) and from all participants of the PRIX JEUNESSE,
the international festival for children's quality programmes.
LITERATURE
Büttner, Christian; Crans,
Cornelius; Gottberg, Joachim; Metze-Mangold, Verena: Jugendmedienschutz
in Europa. Gießen: Psychosozial-Verlag 2000.
McChesney, Robert W.: Children, globalization, and media policy.
In: von Feilitzen, Cecilia; Carlsson, Ulla (Eds.): Children,
young people and media globalisation. Göteborg: Nordicom
2002, p. 23-31.
INFORMATION
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