| Description |
266 pages ; 22 cm |
| Contents |
Emergence and divergence -- Crowded skies, divided pie -- Understanding media impact -- Synergy or autonomy -- Public versus private domains -- Mediating globalisation -- Media and communications -- Marketing and advertising -- Cloning StarTV -- Hybridising channels -- Eyeballing viewership -- Demarcating nationality -- Indian subcontinent -- Malay world -- Greater China -- Targeting markets -- Persuading marketers -- Managing advertisers -- Advertising transposed -- Media selection -- Creative execution -- Relativity of globality -- Expanding the grid -- Analysis by industry -- Explicating interaction -- Strategy paradoxes -- Globalisation/localisation -- Competition/collaboration -- Transnational/multinational -- Cross-cultural/inter-cultural -- Transcending the boundaries -- Electronic marketplaces -- Media ethnoscapes -- Advertising cultures -- Re-visioning globalisation |
| Summary |
"Drawing on case studies of satellite and cable channels across South, Southeast and Northeast Asia, the author argues that the globalisation of the media and advertising can only be understood within the broader context of economic, political, social and cultural processes within nation states, subnational regions and transborder ethnic communities. A recurrent theme is "hybridity" of the global with the local, which makes transnational media in Asia a synergistic blend of East and West. Additionally, this book raises the deeper socio-ethical issues of relentless globalisation for developing countries and transitional economies worldwide." "This interdisciplinary book, which seeks to blend insights from theory and practice, should be of interest to a wide readership ranging from scholars in media, communications, public policy, management and international business, to decision makers in multinational corporations, advertising agencies, broadcasters, government and civil society organisations."--BOOK JACKET |
| Notes |
Includes index |
| Bibliography |
Bibliography: pages [246]-257 |
| Subject |
Television -- Asia.
|
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Digital media.
|
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Globalization.
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| LC no. |
2006008454 |
| ISBN |
0761934839 hardback |
|
8178296306 India hbk |
|
0761934847 paperback |
|
8178296314 India pbk |
|
