Introduction to Popular Culture Studies

Thinking Transnationally 

Posted by taylorbelcher on April 25, 2017

In today’s reading, which is chapter 7 titled “Thinking Transnationally,” it discusses the transnational spread of both mass media and niche media content. I thought it was very interesting when it said that they were going to use the “term ‘transnational’ rather than the commonly used ‘global,’ in recognition of the uneven nature of these flows.” This chapter also talks about how transnational media content is either “distributed by commercial interests (large and small) seeking to expand markets”, or it’s “shaped by the efforts of pirates seeking to profit from media produced by others, by immigrants seeking to maintain contact with cultures they have left behind, and by audiences seeking to expand their access to the world’s cultural diversity.” This reading also says that John Fiske had come up with a distinction between “multiplicity” and “diversity.” He says, “Multiplicity is a prerequisite of diversity, but it does not necessarily entail it – more can all too often be more of the same. Equally, diversity thrives on multiplicity, but does not necessarily produce it.” Diversity is more of a reflection of the “range of alternative identities and agendas.” Later on in this same chapter, it talks about how “spreadability has increased diversity and not simply multiplicity, yet the fragmentation of content may make it difficult for people to locate the diversity which does exist and may make it hard for minority groups to communicate outside their own communities.” I really enjoyed reading this chapter about transnational media and how transnational cultural flows “illustrate the ways that spreadability may enhance cultural diversity” because I learned about a lot of interesting stuff that I did not know before. 


One Response to “Thinking Transnationally ”

  1. vene131 said

    The part about it being called transnational and not global interested me as well! I have never thought about how spreadability is typically between a few countries and not necessarily inclusive to the world.

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