ALC215 Globalization and the Media WEEK7
Week 7 broadcasting and narrowcasting
As a universally acknowledges, broadcasting generally exists in our daily life such as television shows, radio programmes, podcasts, YouTube and so on. On contrast, narrowcasting is spreading in small scopes. Actually it is quite an infrequent concept that most people may not know. A simple example can be raised to help people understand, the differences between broadcast and narrowcast are similar with the differences between Hollywood and Bollywood.
According to Walden& Woods, “In this, the definition of broadcasting emphasises the mass element of the service: the content is neither private nor personalised” (2011: p118). Broadcasting is available for the public and numerous people can share it. People can broadcast current affairs and funning things. For instance, YouTube is a good platform for everyone post interesting videos online for people to watch and vice versa. People could enjoy other people’ videos as well.
Narrowcasting can regard as the opposite concept of broadcasting. It targets a narrow range of audience in given areas, it is easy to set up and the cost must be low (Legendre& Lenders& May& Karlsson 2008: p11). There is millions of narrowcasting around the world. They are only spreading in local areas. Most of cities in China have few specific TV channels which only provide local TV program to the residents in this city.
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