Discuss the issues raised by the increasing globalisation of media institutions and their ability to target national audiences?

An issue raised in regards to the media institutions and globalisation is that there are policies set in place to stop other countries dominating the media market of a country an example would be austria where upto 49% of shares can be owned by foreign companies, this restriction in place filters what material is available in different countries and how much of it can be broadcasted.

Globalisation of media institution however on a positive note means that more media material is available to the wider audience, this idea has been greatly impacted by the increasing development of technology which makes information more readly available to a mass audience through the use of internet which is apart of the online revolution. This has also had an impact on advertisment of media contexts, some websites have the facility to change the language of the website which makes communicating information more efficent.

In some places major multinational corporations own media stations and outlets. Often, many media institutions survive on advertising fees, which can lead to the media outlet being influenced by various corporate interests, so being a globalised media institution, this means advertisment of companies from a foreign country could attract attention of people in the country affecting the economy of businesses established in the country, by increasing demand for foreign companies. This is not such a positive factor for organisations finding it difficult to thrive in the existing market.

More info:http://www.globalissues.org/article/159/media-conglomerates-mergers-concentration-of-ownership