CULTURAL DIVERSITY AND MULTIPOLARITY
VERSUS STANDARDIZATION :
THE BEST WAY TO GO GLOBAL
1. A MAJOR RISK OF GLOBALIZATION : THE
STANDARDIZATION OF MASS MEDIA CONTENT
Globalization must be considered as a two-way road, and most
of the countries are feeling a growing concern about the overwhelming
expansion of one single global culture, through mass media,
trans-borders operators or major websites on the Internet.
Since the mid-80s, especially during the WTO « Uruguay
Round », a growing number of national authorities, media
and audiovisual professionals have been looking forward to
contribute to the preservation of cultural identities and
the promotion of cultural diversity. This, of course, doesn’t
mean at all fighting against the positive factors of globalization…
2. CULTURAL DIVERSITY
Unlike ordinary goods, cultural and audiovisual works do
not lend themselves to governance by general rules of free
exchange for goods and services. A large number of countries
subscribe to the concept of cultural diversity, including
in multicultural and multiethnic societies, in order to prevent
this global risk of standardization.
All concerned parties, governments, civil societies, professionals,
public and private broadcasters, are encouraged to preserve
and promote cultural diversity in their respective countries
and internationally, to develop dialogue among various cultures.
3.WHAT TO DO WITHIN EACH COUNTRY ?
Amongst various methods for national authorities to strengthen
cultural diversity, we could emphasize 3 key steps :
· to develop a specific and independent regulatory
mechanism to stimulate public and private media programmes.
Each country is of course independent to choose its own system
: a « soft regulation » or a more sophisticated
one, inspired either by incentive measures (public and private
funding, tax-cuts…) or by a more compulsory policy (such
as quotas), or a combination of all these. The regulator mustn’t
be considered as a « watchdog » : indeed, it guarantees
the freedom of communication.
· to create funds to encourage local production and
distribution in the fields of cinema and music industries,
radio and TV programmes, multimedia. These industries generate
indeed employment and revenue.
· to ensure that the copyright holders (authors, composers,
directors, artists, producers) get their proper dues in the
cultural chain, from creation to the public . In Asia, unfortunately,
we all know that intellectual property is not yet rightfully
protected, in spite of the existence of national laws, conventions
and recommendations of WIPO, TRIPS etc.
Piracy is a terrible threat not only for the biggest multinational
stars, studios and producers: it also greatly harms the local
industry of each country, especially the development of new
talents.
4. ABOUT MULTIPOLARITY
In this era of internationalization and technological advances,
one should encourage co-production and « cross-distribution
» of works and programmes, between countries subscribing
to the same cultural diversity values. Strengthening international
partnership emphasises the necessary links between national
cultural objectives and international development.
This « multipolarity » behaviour refers to national
cultural models all around the world and to comprehensive
collective policies, such as the one adopted by the European
Union (Télévisions Sans Frontières),
or that recommended by the International Network of Cultural
Policies (some 50 countries). INCP is highlighting the importance
of cultural diversity within and between states.
5. THE ROLE OF UNESCO
Unesco is considered by many countries to be the appropriate
international institution to develop an international instrument
in order to protect and promote cultural diversity. France
is particularly satisfied with Unesco’s recent decision
to « work out a new normative international instrument
on cultural diversity » from the general conference
(October 2003) onwards. This final agreement could be achieved
in 2005, thanks to Unesco.
French Ministry of Foreign Affairs
French Ministry of Culture and Communication
Bangkok, 27-28 May 2003
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