Page 152 - Communication Cultural and Media Studies The Key Concepts

LOCALISATION

controls. It would seem that the geographic place in which industry
and creative production are housed should be less relevant as the world
becomes increasingly connected at a level beyond state jurisdiction.
However, despite globalisation, regions and cities are still known for
what they do well. Designer shoes are made in Italy, watches in
Switzerland, films in Hollywood, audio equipment in Japan and
Indigenous art in Australia.
The increased productivity made possible through industry
clusters means that specialised local production is likely to prevail.
In fact, as Porter has pointed out, globalisation can make locational
advantage more important than it has been in the past as artificial
barriers to trade and investment are strategically dismantled through
international trade agreements. With newcommunication technolo-
gies, firms are less dependent on the physical features and resources of
a place and can ‘choose the best location for productivity and
dynamism’ (Porter, 1998: xii).
Krugman had a similar thing in mind when he stated that Los
Angeles is no longer attached to the physical land that it occupies, but
has ‘cut loose from its geographical moorings’ (Krugman, 1997: 209).
Although it might be impossible (until after the earthquake . . . ),
moving Los Angeles to a location 500 kilometres away would not
necessarily impact upon the economic base of the city in the way it
would have for cities of a century ago that were dependent on oil, water
or climate resources. People go to LA because the film companies are
there. Restaurants, retail and tourism, and newmedia from television to
games and software designers, follow the film people. So LA still has a
local economy, but one based on its ‘position’ as a world leader in
creative industries, rather than its actual proximity to a coalfield. The
next big city down the coast, San Diego, is not in the least like LA,
because it has its own local (based on its geographical location)
economy, based in part on a naval base and on its proximity to Mexico.
If the cities of today function as self-perpetuating networks, then
local culture is also likely to be strengthened and to develop alongside
global culture. In broadcasting, the public projects of mass information
dissemination through government television and radio are no longer
the primary source of information in a multi-channel, multimedia
environment. A renewed interest in the local has emerged as the
technological justifications for nationwide broadcasting are eroded.
Digital television technologies will soon make local TV as cheap to
gather and distribute as local radio.
In recognition of this, city councils and local and regional
governments are looking increasingly to enhance and promote the

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