POLITICAL ECONOMY OF THE MEDIA

Course Outline

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An examination of what political economy is and its relevance to the study of the media. An outline of the historical context in which political economy emerged as a "science" - especially the Enlightenment. Outline of the competing models of political economy as espoused byAdam Smith, Karl Marx, John Maynard Keynes and the monetarists.

Content An account of the development of the press in Ireland, Britain and the US, from its early beginnings in the 17th and 18th century as pamphlets to its mature form (circa 1950). This Lecture will focus in particular on the emergence of a free press during the 19th century, responding to the demand for a public forum in which "the public" could freely discuss the political issues of the day, in the wake of social changes engendered by the Enlightenment, Industrial Revolution etc. Examination of the growing political power of the press and its eventual achievement of the status of a "fourth estate of the body politic.", independent of political interference.

This is related to a discussion of the concept of the "Public Sphere" (Habermas), that space wherein the all citizens can freely discuss politics independent of the influence of the state or capital. The work of Jurgen Habermas, one of the primary theorists of the public sphere will be examined with a particular focus on his assertion that the openness of the public sphere has been undermined by the growth of the advertising and marketing industries.

Theories of the Frankfurt School (focusing on Theodor Adorno & M. Horkheimer) regarding the implications of the "industrialisation" of art and culture in the age of mass production (Fordist mode of production) for the political influence of culture. Discussion of the political function of mass culture.

Technological determinism versus Cultural Determinism: what factors influence the "appearance" of new/innovative technologies. How might these competing theories explain technological developments in the field of the media (with a particular focus on the increasingly technology dependent film industry). Furthermore, what effects might the introduction of new technologies have on the content of the various of media industries?

Account of the development of the cinema industry in America and Europe from a small cottage industry to a mass industry to a fully integrated industrial set-up (An application of the Fordist mode of production to film-making.). Tracing the development of the major studios and examine the effect of and the decline of the studio system. (Up to US vs. Paramount et al 1948, the anti-trust suit dismantling the vertical integration of the film industry). Discussion of the political economy of stars.

Examination of the development of Hollywood from 1950 up to the 1990s. The decline in Hollywood output and the perceived threat from television. Examination of the changing relationship between television and film and the growing integration of the two industries. Emergence of new markets for film product: video, pay-per-view television, etc. The growing integration of Hollywood studios with multimedia conglomerates.

For a good comparative history of an early European film history see:

Susan Hayward - French National Cinema, Chp 1 "A brief ecohistory of France's cinema industry 1895 - 1992."

Study of the twin trends of convergence of old technologies, telecommunications, computing, broadcasting etc. into new ICTs (Information and Communication Technologies) and of the growth of multimedia conglomerates, operating in film, television, publishing and in new media industries. Related to this, this Lecture examines the appearance in national and supranational cultural and economic policy of Information Society policy, questioning the extent to which such policies are primarily driven by social or commercial ends.

Study of European media policy from the 1970s, through the 1990s. Particular focus on "Television Without Frontiers" directive, the MEDIA '95 and MEDIA II programmes. Examination of the countervailing trends of protectionism (as espoused by successive French Govts) against the free market model. Examination of trade relations between Europe (the EU) and America in the age of global culture industries (e.g. the GATT talks and the subsequent development of the World Trade Organisation)

The shaping of the Irish cinema industry (effectively from the 1960s) in terms of production activity, distribution and exhibition. Examination of the series of reports on the Irish film industry in the in the early 1990s, with a particular focus on the changing approach to the promotion of film production in Ireland on the part of the state.