What Is the Purpose of Media Policy and Why Is It Important? Research Paper Example

Introduction

The study of media policy is of significant as it enables one deal with issues such as problems of convergence and globalization. However, it is worth noting that adoption of new media is rampant today and so it is pertinent to revise existing media policies. A general principle for decision-making authorities where government is inclusive in analyzing the mandate of mass media is referred to as Media Policies (Akdeniz, 2001, p. 269).

Economic purpose

The development of telecommunications policy brings individuals to broadcasting. Application of media policy shows the vital role of government in the telecommunications industry. Supporting the generation of knowledge and innovation, through media policy clearly portray the role of public service broadcasting. Public service broadcasters facilitate in boosting the theme of innovation and explore whether their charters should reflect this largely (Esposito, 1998, p.86).

Public service broadcasting(PSB) governed, or other forms of statutory responsibility that include a role as a “market organizer” this describe a player in a market which its main function is innovation or setting standards for activities such as; content production, procurement and delivery. The above is emphasized with the quote “economic goals take precedence over the social and political.” Market organizers can get a chance to exercise their roles by their sheer size compared with other competitors. Public service broadcasters majorly straddle the boundary between the market and community or civic space. They play a significant role; they deliver key information and news and current affairs unburdened by commercial interests and performing a major informal educative function. They also provide experimental strongholds for new technology and coming up with R&D as they connect creative’s to a broad-based audience (Sandra, 2008. p.21).

The contemporary policy concerns on expanding the focus on innovation. It suggests four fields where innovation can be meaningfully evaluated. The outstanding field is innovation concerning science and technology; there is also creative innovation, public sector innovation and social innovation. Public service broadcaster’s plays important role in all fields mentioned above they aid in appreciating science and technology and its adoption by the citizens. This improves its capacity to grasp and adopt innovation.

Looking at Australia’s commercial network, this was an alternative Network Ten, almost owned by Canadian CanWest group, and this was as a result of authorization under the previous laws through the use of creative corporate structuring. After it was given a license, it enabled the group to move into a more formalized position of control of the network (Freedman, 2010. p. 36).

The media policy has led to greater profit turn over. For example, newspapers in Australia cashed-up seven-network initially bought 13.9 per cent of West Australian newspaper. This has increased overtime to about 23 percent over the laid down controlling position of 14 percent laws.

Radio, one of the media component Macquarie Media Group subsidiary of Macquarie Bank, the investment bank that deals with infrastructure projects are the owners of the Australians largest radio network. The media policies portray here in that it took strategic 13.9 percentages and 160 million positioning stake in Southern Cross broadcasting. The merger done was the first major cross-media transaction under the new rules (Cunningham, 2010. p. 23)

Information communication technology is an electronic based system of information transmission, reception, processing, and retrieval. It has changed the way people think, live and the environment they live. Globalization comprise of the bigger range of social, political, economic and cultural. Information and communication technology revolution is the leading driving force for globalization and transitional changes in all fields of human existence is the main by-product of the present globalization period of ICT revolution.

Media policy creates production sector through; their procurement and commissioning practices. To understand how media policy is important we examine the ABC, how it is seeking to innovate as a public service organization.

ABC managing director points out that, it is ABC ability to experiment and innovate with new technologies in a non or pre-commercial surrounding that can bring clear distinction as a public service broadcaster, from its commercial competitors. It is always difficult for the commercial broadcasters to get involved in risk and experimentation without a guaranteed revenue model for any upcoming initiative. The traditional rationale for major public service broadcasters such as ABC known to play an overall R&D for the television system in a country have greater credibility basing on the increased adoption of technology, cultural changes and changes on how people view things (pearce,2009.p.12).

Media policy has facilitated content and delivery innovations for instance being the only broadcaster to provide different products on its multichannel services. It gives the media fraternity a chance to upgrade the role of innovation and efficiency. For example, 2007-2010 the case heard pointed out the need to improve the function of innovation in the aims of national broadcasting and a clear awareness that innovation and efficiency can be simultaneously reinforced. Digital capacity offers greater chance in the delivery of charter responsibilities of the ABC and SBS more so, through higher interaction with audiences and users of their services.

Political and Social-cultural concern

Media has its merits and demerits. To better demonstrate why it is important to study media policy we look at the demerit, media has eroded culture and cause adverse effects on culture. By quoting “some elements of this have already been noted including the early attempt to make media more accountable to the society,” emphasizes the fact that media has eroded culture. Looking at the case study on child phonograph on the internet, Child pornography is a subject of concern to many parents and governments. This reveals the need for policy media. The purpose of the media policy is to ensure more innovative and cost-effective services.

Conclusion

Policy action is an integral component in media and communication studies. It brings together academic studies, merges with matters of public interest and social concerns about the media, and gives one chance to exercise many practical applications of media and communication studies. Policy concerning media and communications requires one to be watchful to the changes/alterations and be ready to consult policy papers and even regulatory and legislative documentation, in addition to academic work.

To be able to understand what the policy means and requires one to try to understand where the policy is placed within the debates about power, change, representation, and identity that under grade our disciplines. Clear understanding of this important views challenges one to form views about how media and communications majorly in Australia as it was dealt with can be improved, and making those changes.

References

Akdeniz, Y. (2001). Governing pornography & child pornography on the Internet: The UK approach. Cyber Rights, Protections, and Markets: A Symposium, 247-275. Retrieved from www.cyber-rights.org/yamancv.htm

Cunningham, S. (2010). Policy. In S. Cunningham & G. Turner (Eds.), The media & communications in Australia (3rd ed., pp. 31-48). Crows Nest, N.S.W.: Allen & Unwin.

Esposito, L. (2010). Regulating the Internet: the new battle against child pornography. Case Western Reserve Journal of International Law, 30(2/3), 541-565. Retrieved from http://search.proquest.com/docview/59899989?accountid=12528, 1998.

Freeman, T. (2010). A contemporary approach to US and UK media policy.

Pearce, Z. (2009). Alternative perspective on approaches Australian policy.Britania. News print.

Sandra, B. (2008). Extensive work on public interest.New York. (N.Y).Cengage.