Page 31 - Communication Theory and Research

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20 Communication Theory & Research

Dimension of transnationalization

Total trans-
nationalization in Multilaterally Bilaterally Nationally
country, region, or distributed distributed distributed
OBJECT social group television television television

SUPPLY T-S T(m)-S:1;2 T(b)-S:1;2 T(n)-S:1;2;5
T(m)-S/CO: T(b)-S/CO: T(n)-S/CO:
1;2;3 1;2;4 1;2;5;6
CONSUMPTION T-C T(m)-C:1;2 T(b)-C:1;2 T(n)-C:1;2;5
T(m)-C/CO: T(b)-C/CO: T(n)-C/CO:
1;2;3 1;2;4 1;2;5;6

FIGURE 2.2 SUMMARY OF MEASURES OF TRANSNATIONALIZATION
1: hours;2: share of total;3: share of multilateral;4: share of bilateral;5: share of national;
6: share of imports.

effects considered; and (3) to agree on definitions and the operationalization of
the effects.
The proposed measures of transnationalization are summarized in Figure 2.2.

Future Research

It is indisputable that much more systematic empirical research is needed on the
consequences of international television flows. Speculation and guesswork
dominate the contemporary scene, and the practice of cross-cultural commu-
nication is far ahead of knowledge of its effects.
Future research must relate to some kind of generally accepted framework
along the lines suggested here. First- and second-level effects must be clearly
separated. The dimensions and subjects of transnationalization must be specified
and related to programme contents, consumption, perception and gratification.
Local and regional television and bilaterally and multilaterally distributed
television must be incorporated and much more work must be undertaken to
identify the determinants of transnationalization of supply, together with the
receiver-oriented determinants of consumption, and of course the cultural, economic
and social consequences of this consumption. The role of commercialization for
both ‘first- and second-’ level effects must be given an especially high priority in
research.
These general recommendations can be implemented both in public and
private audience research and in individual projects. Substantial developments
in research on international television flows can only be achieved by broad
international approaches undertaken or sponsored by international organizations –
preferably UNESCO – since studies limited in scope to individual countries are
of less use. If, however, predominantly impressionistic material continues to
result from the more global approach to research that is recommended here, then