This article compares cultural industries policy in three regional trade areas: NAFTA, the EU and the MERCOSUR. Each of these trade regions has uniquely combined liberalization, cooperation and exemption, resulting in different policy outcomes. Three factors are explored to account for these differences: industry profile, domestic communication policies and cultural distance. While in the NAFTA cultural products are treated as commodities, the EU has established a proactive policy for the sector, setting both economic and cultural goals. In the case of MERCOSUR, cultural industries policy is still in blueprint. However, political and economic factors greatly constrain the available policy options. The conclusion offers a comparative perspective on audiovisual policies in the three trade blocs.
Get full access to this article
View all access options for this article.
References
1.
Acheson, K. and C. Maule (1994) `Copyright and Related Rights: The International Dimension', Canadian Journal of Communication19: 423-46.
2.
Acheson, K. and C. Maule (1996) `Copyright, Contract, the Cultural Industries and NAFTA', pp. 351-79 in E. McAnany and K. Wilkinson (eds) Mass Media and Free Trade.Austin: University of Texas Press.
3.
Alva de la Selva, A. (1996) `Itinerarios del Consumo Cultural y Uso de los Medios de Difusión', Revista Mexicana de Communicación8(43): 34-9.
4.
Arthur, B. (1996) `Increasing Returns and the New World of Business', Harvard Business Review (July-Aug.): 100-9.
5.
Attallah, P. (1996) `Canadian Television Exports', pp. 161-91 in J. Sinclair, E. Jacka and S. Cunningham (eds) New Patterns in Global Television.New York: Oxford University Press.
6.
Bustamante, E. (1994) `Audiovisual Integrado, Política Global', pp. 229-40 in M. Parés i Maicas (ed.) Cultura y Comunicación Social: América Latina y Europa Ibérica.Barcelona: Universidad Autónoma de Barcelona.
7.
Collins, R. (1991) `National Culture: A Contradiction in Terms?', Canadian Journal of Communication16: 225-38.
8.
Collins, R. (1994) `Trading in Culture: The Role of Language', Canadian Journal of Communication19: 377-99.
9.
Collins, R. (1995) `Reflections Across the Atlantic: Contrasts and Complementarities in Broadcasting Policy in Canada and the European Community in the 1990's', Canadian Journal of Communication20: 483-504.
10.
Commission of the European Communities (1984) Television without Frontiers. Com(84)300 final. Luxembourg: Office for Official Publications for the European Communities.
11.
Commission of the European Communities (1989) Council Directive of the 3rd October 1989 on the Coordination of Certain Provisions Laid Down by Law, Regulation or Administrative Action in Member-States Concerning the Pursuit of Television Broadcasting Activities (89/552/EEC). Luxembourg: Office for Official Publications for the European Communities
12.
Crovi-Druetta, D. (1997) `Las Industrias Audiovisuales de México en el Contexto del TLC', paper presented at the I NAFTA/MERCOSUL Communication Meeting, Santos, Brazil, August.
13.
Dahlgren, P. (1995) Television and the Public Sphere: Citizenship, Democracy and the Media.London: Sage.
14.
Dupagne, M. and Waterman, D. (1997) `The Economics of US Fiction Imports in Western Europe', paper presented at the International Communication Association conference, Montreal, May.
15.
European Commission (1992) Pluralism and Media Concentration in the Internal Market. COM(92)480 final.
16.
European Commission (1996) Panorama of EU Industry 95/96.Luxembourg: Office for Official Publications for the European Communities.
17.
European Commission (1997a) The European Film Industry under Analysis. (http://europa.eu.int/en/comm/dg10/avpolicy/key_doc/cine97_e.htm)
18.
European Commission (1997b) Audiovisual Policy: Progress and Prospects, memo. (http://europa.eu.int/en/comm/dg10/avpolicy/key_doc/orejcome.html)
19.
Ferguson, M. (1995) `Media, Markets, and Identities: Reflections on the Global-Local Dialectic', Canadian Journal of Communication20: 439-59.
20.
Ferrer, A. (1996) `MERCOSUR: Trayectoria, Situación Actual y Perspectivas', Desarrollo Económico140: 563-83.
21.
Fox, E. (1988) Media and Politics in Latin America.London: Sage.
22.
García-Canclini, N. (1987) `Políticas Culturales y Crisis de Desarrollo: Un Balance Latinoamericano', pp. 13-61 in N. García-Canclini (ed.) Políticas Culturales en América Latina.Mexico City: Grijalbo.
23.
García-Canclini, N. (1996) Consumidores y Ciudadanos.Mexico, D.F.: Grijalbo.
24.
Habermas, J. (1987) Theory of Communicative Action.Boston, MA: Beacon Press.
25.
Hoffmann-Riem, W. (1996) Regulating Media.New York: Guilford.
26.
Hoskins, C. and S. McFadyen (1991) `The U.S. Competitive Advantage in the Global TV Market: Is it Sustainable in the New Broadcasting Environment?', Canadian Journal of Communication16: 207-24.
27.
Hoskins, C. , A. Finn and S. McFadyen (1996) `TV and Film in a Freer International Trade Environment: US Dominance and Canadian Responses', pp. 63-91 in E. McAnany and K. Wilkinson (eds) Mass Media and Free Trade.Austin: University of Texas Press.
28.
Kaitatzi-Whitlock, S. (1996) `Pluralism and Media Concentration in Europe', European Journal of Communication11(4): 453-83.
29.
Lozano, J.C. (1996) `Media Reception on the Mexican Border with the United States', pp. 157-86 in E. McAnany and K. Wilkinson (eds) Mass Media and Free Trade.Austin: University of Texas Press.
30.
Marques de Melo, J. (1995) `Development of the Audiovisual Industry in Brazil from Importer to Exporter of TV Programming', Canadian Journal of Communication20: 317-28.
31.
McAnany, E. and K. Wilkinson (1996) Mass Media and Free Trade.Austin: University of Texas Press.
32.
Miceli, S. (1987) `Estado, Mercado y Necesidades Populares: Las Políticas Culturales en Brasil', pp. 127-43 in N. García-Canclini (ed.) Políticas Culturales en América Latina.Mexico City: Grijalbo.
33.
Moeglin, P. (1992) `Television and Europe: More Questions than Answers', Canadian Journal of Communication17: 437-60.
34.
Mosco, V. (1990) `Toward a Transnational World Information Order: The Canada-U.S. Free Trade Agreement', Canadian Journal of Communication15(2): 46-63.
35.
Nivón, E. (1992) `Propiedad Intelectual y Derechos de Autor', pp. 299-309 in G. Guevara-Niebla and N. García-Canclini (eds) La Educación y la Cultura ante el Tratado de Libre Comercio.Mexico City: Nueva Imagen.
36.
Roncagliolo, R. (1995) `Trade Integration and Communication Networks in Latin America', Canadian Journal of Communication20: 335-42.
37.
Roncagliolo, R. (1996) `La Integración Audiovisual en América Latina: Estados, Empresas y Productores Independientes', pp. 41-54 in N. García-Canclini (ed.) Culturas en Globalización.Caracas: CLACSO-Nueva Sociedad.
38.
Sanchez-Ruiz, E. (1997) `El Cine en México: Globalización y Extinción del Cine Mexicano?', paper presented at the IV Ibero-American Communication Meeting, Santos, Brazil, September.
39.
Schlesinger, P. (1997) `From Cultural Defence to Political Culture: Media, Politics and Collective Identity in the European Union', Media, Culture & Society19: 369-91.
40.
Sinclair, J. (1996) `Mexico, Brazil, and the Latin World', pp. 33-66 in J. Sinclair, E. Jacka and S. Cunningham (eds) New Patterns in Global Television.New York: Oxford University Press.
41.
Sinclair, J. , E. Jacka and S. Cunningham (1996) `Peripheral Vision', pp. 1-32 in J. Sinclair, E. Jacka and S. Cunningham (eds.) New Patterns in Global Television.New York: Oxford University Press.
42.
Straubhaar, J. (1991) `Beyond Media Imperialism: Asymmetrical Interdependence and Cultural Proximity', Critical Studies in Mass Communication8: 39-59.
43.
Tremblay, G. (1997) `Notas Sobre a Estrutura Canadense de Comunicação no Contexto do NAFTA', paper presented at the I NAFTA/MERCOSUL Communication Meeting, Santos, Brazil, August.
44.
US Department of Commerce (1993) Globalization of the Mass Media.Washington, DC: GPO.
45.
Waisbord, S. (1996) `Latin American TV and National Identities', paper presented at the International Communication Association Conference, Chicago, May.
46.
Waterman, D. and E. Rogers (1994) `The Economics of Television Program Production and Trade in Far East Asia', Journal of Communication44(3): 89-111.
47.
Wildman, S. (1995) `Trade Liberalisation and Policy for Media Industries: A Theoretical Examination of Media Flows', Canadian Journal of Communication20: 367-88.
