Page 22 - Communication Commerce and Power The Political Economy of America and the Direct Broadcast Satellite

Introduction 9

organizational and technological media in the international political
economy. In recognizing that regimes, institutions, organizations and
technologies mediate and hence modify individual, group, corporate
and nation-state relationships and perspectives, this history serves as a
vehicle by which to pursue more general theoretical concerns. DBS, of
course, constitutes a core transnational medium by itself. However, its
development and application also have affected and have been
affected by other mediators, broadly defined. A more general goal of
this book involves an articulation of this complex process and the nature
and effects of such mediations in contemporary history.

1.2 CHAPTER PREVIEWS

These issues - the role of the American state in globalization pro-
cesses; the hegemonic capacity of the United States in the emerging
international political economy; and the role of international regimes,
institutions, organizations and technologies as mediators of contem-
porary history - are pursued in the following chapters. Chapter 2,
'Critical Perspectives on US Foreign Communication Policy,' presents
an introduction to some of the theoretical perspectives that will be
applied in assessing the history at hand. It includes a critique of the
cultural imperialism paradigm, a theorization of what is called 'cul-
tural power,' and an introduction to how we may best conceptualize
the state (as an institution) and other core media in the context of
contemporary globalization developments.
Chapter 3, 'Telesatellite Policy and DBS, 1962-1984,' focuses on a
US policy paradox. While preliminary DBS developments were
funded largely through American state agencies, and although US
officials responsible for overseas propaganda activities recognized
the advantages of its implementation, private sector efforts to develop
DBS services were repeatedly suffocated. The obstructionist activities
of AT&T and other interests against the ambitions of Hughes Aircraft
and other prospective DBS manufacturers are discussed in the context
of more general American state interests and the formative Communi-
cations Satellite Act of 1962. In contrast to the cultural imperialism
paradigm, this chapter underlines the presence (at least in the 1960s)
of some degree of American public sector disdain for private sector
mass-media exports, referred to by some government officials as
'second rate' and even 'irrelevant.' However, in the 1970s, with an
expanding number and range of corporate interests involved in the