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  3. Vrije Universiteit Brussel (VUB)
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  5. Communication Studies: New Media And Society In Europe
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  7. European Media and Communication Policies

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Summary European Media and Communication Policies

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  • European Media and Communication Policies
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  • Vrije Universiteit Brussel (VUB)

Very complete document with class notes and course material included Grade in first exam session: 15/20

Last document update: 3 year ago

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  • June 20, 2021
  • June 20, 2021
  • 151
  • 2020/2021
  • Summary

Subjects

  • european union
  • communication policies
  • media policies
  • social sciences
  • communication studies

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  • Vrije Universiteit Brussel (VUB)
  • Communication Studies: New Media And Society In Europe
  • European Media and Communication Policies
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EUROPEAN‌‌MEDIA‌‌AND‌‌ ‌
COMMUNICATION‌‌POLICIES‌ ‌
2020-2021‌ ‌
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MASTER‌‌NEW‌‌MEDIA‌‌&‌‌SOCIETY‌‌ ‌ ‌PROF.‌‌RAATS‌ ‌

D.L.Y.‌ ‌
‌

, CHAPTER‌‌ONE‌‌ ‌
A‌‌BRIEF‌‌INTRODUCTION‌‌TO‌‌MEDIA‌‌POLICYMAKING‌ ‌



1.‌‌WHAT‌‌IS‌‌MEDIA‌‌POLICY‌‌(-MAKING)?‌ ‌

● Policymaking‌ ‌=‌ ‌process‌ ‌that‌ ‌concerns‌ ‌the‌ ‌interaction‌ ‌between‌ ‌different‌‌actors,‌‌the‌‌institutional‌‌structures‌‌
within‌‌which‌‌they‌‌work‌‌and‌‌the‌‌objectives‌‌that‌‌they‌‌pursue‌‌ ‌
○ Ideology-driven:‌‌cf.‌‌serving‌‌the‌‌views‌‌of‌‌government‌‌in‌‌a‌‌specific‌‌context‌ ‌
○ Conflict‌ ‌driven:‌ ‌result‌ ‌of‌ ‌power‌ ‌positions,‌ ‌unequal‌ ‌negotiation‌‌positions,‌‌lobbyists‌‌(conflictual,‌‌yet‌‌
with‌‌a‌‌view‌‌on‌‌consensus)‌ ‌
○ There‌ ‌is‌ ‌no‌ ‌such‌ ‌a‌ ‌thing‌ ‌as‌ ‌an‌ ‌‘ideal’‌ ‌policy‌ ‌outcome,‌ ‌nor‌ ‌perfect‌ ‌policymaking‌ ‌process;‌ ‌always‌‌
⇒
unforeseen‌‌dysfunctions‌‌ ‌‌outcome‌‌of‌‌media‌‌policy‌‌is‌‌often‌‌an‌‌ultimate‌‌compromise‌ ‌
○ Policymaking‌‌is‌‌political‌‌⇒‌‌the‌‌definition‌‌of‌‌a‌‌policy‌‌problem‌‌is‌‌already‌‌‘political’:‌‌‘H
‌ ow‌‌a‌‌policy‌‌issue‌‌
area‌ ‌is‌ ‌identified‌ ‌is‌ ‌political…‌ ‌because‌ ‌it‌ ‌determines‌ ‌who‌ ‌participates‌ ‌in‌ ‌decision‌ ‌making,‌ ‌he‌‌
rhetorical‌ ‌frames‌ ‌and‌ ‌operational‌ ‌definitions‌ ‌used,‌ ‌and‌ ‌the‌‌resources,‌‌goals,‌‌considered‌‌pertinent‌’‌‌
⇒
(Braman,‌ ‌S.‌ ‌2004:154)‌ ‌ ‌ ‌either‌ ‌we‌ ‌define‌ ‌Cultural‌ ‌Diversity,‌ ‌plurality,‌ ‌freedom,‌ ‌as‌‌a‌‌challenge‌‌or‌‌
policy‌‌objective,‌‌or‌‌we‌‌don’t‌‌(e‌ .g.‌‌Netflix‌‌investing‌‌money‌‌in‌‌europe,‌‌headquarters‌‌in‌‌NL,‌‌becoming‌‌
⇒
an‌‌important‌‌financial‌‌hub,‌‌reluctant‌‌to‌‌have‌‌strict‌‌rules‌‌on‌‌netflix‌‌because‌‌in‌‌their‌‌advantage‌‌ ‌‌less‌‌
problematic‌‌for‌‌other‌‌countries‌)‌ ‌

● What‌‌is‌‌media‌‌policy?‌ ‌
○ Dynamic‌ ‌and‌ ‌changing‌ ‌over‌ ‌time,‌ ‌constant‌ ‌flux‌ ‌(e‌ .g.‌ ‌advertising:‌ ‌countries‌ ‌have‌ ‌ban‌ ‌on‌ ‌sugary‌‌
products‌‌surrounding‌‌children’s‌‌programming,‌‌maybe‌‌in‌‌future‌‌for‌‌meat‌‌or‌‌politics‌)‌ ‌
○ Policy‌ ‌problem‌ ‌dependent‌ ‌on‌ ‌different‌ ‌contexts‌ ‌(e‌ .g.‌ ‌Romania:‌ ‌discussions‌ ‌about‌ ‌bureaucracy,‌‌
transparency;‌‌Norwegia:‌‌transparent‌‌procedure‌‌so‌‌other‌‌discussions‌)‌ ‌
○ Not‌‌only‌‌formal‌‌policy‌‌discussions,‌‌but‌‌also‌‌Informal‌‌ ‌
■ Don’t‌ ‌see‌ ‌all‌ ‌discussions‌ ‌dealt‌ ‌with‌ ‌during‌ ‌negotiations‌ ‌that‌ ‌did‌ ‌not‌‌end‌‌up‌‌in‌‌the‌‌policy‌‌
outcome/regulation‌‌ ‌
■ Why‌‌did‌‌something‌‌not‌‌end‌‌up‌‌as‌‌a‌‌policy‌‌problem?‌‌ ‌
● Mostly‌‌about‌‌trade-offs‌‌ ‌
● Lots‌‌of‌‌things‌‌we‌‌don’t‌‌know‌‌ ‌
○ Combination‌‌of‌‌(different)‌‌instruments‌‌for‌‌tackling‌‌similar‌‌policy‌‌problems‌ ‌
○ Based‌‌on‌‌conflict‌‌striving‌‌towards‌‌consensus:‌‌outcome‌‌=‌‌compromise‌‌ ‌
‌‌




1‌ ‌

, 2.‌‌POLICY,‌‌REGULATION‌‌AND‌‌GOVERNANCE‌ ‌

1. Media‌‌policy‌‌‌is‌‌about‌‌the‌‌media‌‌policy‌‌principles‌‌and‌‌behaviour‌‌one‌‌wants‌‌to‌‌achieve‌‌(e‌ .g.‌‌cultural‌‌diversity‌‌
and‌‌identity,‌‌cohesion‌)‌ ‌

2. Media‌ ‌regulation‌ ‌is‌ ‌about‌ ‌the‌ ‌specific‌ ‌laws‌ ‌and‌ ‌rule-making‌ ‌(e‌ .g.‌ ‌European‌ ‌regulation‌ ‌on‌ ‌competition,‌‌
national‌ ‌law,‌ ‌directives,‌ ‌policy‌ ‌to‌ ‌culturally‌ ‌preserve‌ ‌European‌ ‌content‌ ‌in‌ ‌Netflix,‌ ‌regulation‌ ‌by‌ ‌European‌‌
quota‌‌and‌‌national‌‌laws‌‌for‌‌Netflix‌)‌ ‌

3. Media‌‌governance‌‌relates‌‌to‌‌(1)‌‌MLG‌‌and‌‌(2)‌‌multi-stakeholder‌‌approach‌‌and‌‌considering‌‌(3)‌‌new‌‌regulatory‌‌
mechanisms‌ ‌such‌ ‌as‌ ‌soft‌ ‌law,‌ ‌co-‌ ‌and‌ ‌self-regulation,‌ ‌as‌ ‌well‌ ‌as‌ ‌(4)‌ ‌formal‌ ‌and‌ ‌informal‌ ‌policy‌‌
mechanisms/negotiations‌‌ ‌
○ Soft‌‌law:‌‌guidelines,‌‌preparing‌‌regulation‌‌(e‌ .g.‌‌European‌‌green‌‌books‌‌or‌‌white‌‌papers,‌‌report‌‌pushing‌‌
in‌‌a‌‌specific‌‌direction‌),‌‌unable‌‌to‌‌grasp‌‌entirety‌‌of‌‌the‌‌problem‌‌because‌‌of‌‌opposing‌‌and‌‌conflicting‌‌
views‌ ‌(e‌ .g.‌ ‌media‌ ‌freedom,‌ ‌press‌ ‌protection,‌ ‌delicate‌ ‌and‌ ‌intertwined‌ ‌with‌ ‌basic‌ ‌working‌ ‌of‌‌
⇒ ⇒
democracy‌‌ ‌‌difficult‌‌to‌‌develop‌‌laws‌‌for‌‌this‌)‌‌ ‌‌go‌‌for‌‌soft‌‌law‌ ‌


2.1.‌‌MULTILEVEL‌‌GOVERNANCE:‌‌TENSIONS‌‌AND‌‌AMBIGUITIES‌‌ ‌


1. Tensions‌ ‌between‌ ‌cultural,‌ ‌social‌ ‌and‌ ‌economic‌ ‌objectives‌ ‌(e‌ .g.‌ ‌film‌ ‌policy:‌ ‌ultimate‌ ‌example‌ ‌of‌‌trying‌‌to‌‌
⇒
reconcile‌ ‌two‌ ‌different‌ ‌logics‌ ‌economy‌ ‌and‌ ‌culture‌ ‌ ‌ ‌constantly‌ ‌returning‌ ‌argument‌ ‌for‌ ‌film‌ ‌fonds‌ ‌‘you‌‌
cannot‌‌give‌‌money‌‌to‌‌films‌‌that‌‌are‌‌going‌‌to‌‌be‌‌commercial‌‌in‌‌the‌‌market,‌‌because‌‌they‌‌don’t‌‌need‌‌subsidies,‌‌
they‌‌can‌‌stand‌‌on‌‌their‌‌own,‌‌we‌‌need‌‌to‌‌support‌‌small‌‌films’‌‌vs.‌‌‘why‌‌would‌‌you‌‌invest‌‌so‌‌much‌‌money‌‌in‌‌films‌‌
⇒
where‌ ‌less‌ ‌than‌ ‌four‌ ‌hundred‌‌people‌‌go‌‌to‌‌the‌‌movies‌‌for’‌‌ ‌‌overload‌‌in‌‌content,‌‌film‌‌funds‌‌are‌‌pushed‌‌to‌‌
only‌‌do‌‌cultural‌‌films‌‌(art‌‌house‌‌films)‌)‌ ‌

2. Tensions‌ ‌between‌‌‌sector‌‌specific‌‌rules‌:‌‌harmonisation‌‌of‌‌copyright,‌‌advertisement‌‌rules,‌‌EU‌‌content‌‌quota,‌‌
child‌‌protection‌‌and‌‌horizontal/transversal‌‌regulatory‌‌frameworks‌‌as‌‌(e‌ .g.‌‌competition‌‌policies,‌‌foreign‌‌trade‌)‌‌
(‌e.g.‌‌regulating‌‌Facebook‌‌‘freedom‌‌of‌‌speech’‌‌vs.‌‌‘block‌‌specific‌‌content‌‌to‌‌prevent‌‌racism,‌‌cyberbullying‌‌and‌‌
⇒ ⇒
so‌‌on’‌‌ ‌‌rules‌‌between‌‌existing‌‌rules‌‌and‌‌new‌‌rules‌‌ ‌‌discussion‌‌what‌‌is‌‌considered‌‌as‌‌hate‌‌speech:‌‌different‌‌
for‌ ‌linear‌ ‌television‌ ‌and‌ ‌online‌ ‌platform‌s)‌‌(e‌ .g.‌‌Emmy’s‌‌shitscreek‌‌(US‌‌‘shit’‌‌cannot‌‌be‌‌said‌‌before‌‌a‌‌specific‌‌
⇒ ⇒
hour),‌ ‌while‌ ‌no‌ ‌restriction‌ ‌online‌ ‌ ‌ ‌no‌ ‌equal‌ ‌regulation‌ ‌between‌ ‌different‌ ‌media‌ ‌players‌ ‌ ‌ ‌platforms‌‌
changed‌‌the‌‌game‌‌bc‌‌platforms‌‌not‌‌responsible‌‌for‌‌what‌‌our‌‌users‌‌put‌‌on‌‌the‌‌platform,‌‌but‌‌broadcasters‌‌can‌‌
⇒
have‌‌big‌‌fines‌‌for‌‌this‌‌ ‌‌legacy‌‌media‌‌facing‌‌biggest‌‌threat‌)‌ ‌

3. Tensions‌‌between‌M
‌ LG‌‌levels‌:‌‌local,‌‌regional,‌‌national,‌‌transnational,‌‌world‌‌level‌‌ ‌

4. Tensions‌ ‌between‌ ‌centralisation‌ ‌and‌ ‌decentralisation‌ ‌(e‌ .g.Coronavirus‌ ‌different‌ ‌in‌ ‌every‌ ‌country,‌ ‌rules‌‌
depend‌‌on‌‌the‌‌country,‌‌crazy‌‌that‌‌this‌‌is‌‌not‌‌dealt‌‌with‌‌on‌‌a‌‌more‌‌centralised‌‌level‌)‌ ‌
○ Cultural‌‌policy‌‌within‌‌confines‌‌of‌‌member‌‌states‌‌(includes‌‌media‌‌policy)‌ ‌

5. Conflicting‌‌‌interests‌‌of‌‌multi-stakeholder‌‌‌field‌‌ ‌



2‌ ‌

, 2.2.‌‌SO,‌‌HOW‌‌DO‌‌WE‌‌APPROACH‌‌MEDIA‌‌POLICY?‌‌ ‌


● ⇒
Focus‌‌1:‌‌I,‌‌I,‌‌and‌‌I‌‌mix‌‌(e‌ .g.‌‌‘80s‌‌private‌‌media‌‌instead‌‌of‌‌public‌‌broadcasting‌‌ ‌‌look‌‌at‌‌institutions‌‌(cost‌‌a‌‌lot‌‌
⇒
of‌‌money,‌‌criticised‌‌ ‌‌who’s‌‌interests?),‌‌but‌‌also‌‌ideas‌‌s.a.‌‌Postmodernism,‌‌Thatcher‌‌and‌‌Raegan’s‌‌politics‌)‌ ‌
1. Ideas‌‌and‌‌Ideologies‌‌‌(cultural,‌‌economic,‌‌social,‌‌fairness,‌‌openness,‌‌pluralism,‌‌diversity)‌ ‌
2. Interests‌‌(lobby,‌‌who‌‌defines,‌‌who‌‌participates‌‌in‌‌policy‌‌process,‌‌who‌‌is‌‌left‌‌out?‌‌+‌‌how‌‌big/small‌‌is‌‌a‌‌
multi-stakeholder‌‌field‌‌defined,‌‌how‌‌inclusive?)‌ ‌
3. Institutions‌‌and‌‌instruments‌‌‌(rules,‌‌regulatory‌‌framework‌‌and‌‌institutions)‌ ‌
4. Individuals?‌‌(e‌ .g.‌‌international‌‌level,‌‌head‌‌of‌‌MMPDA,‌‌lobbyist‌‌voices‌‌of‌‌American‌‌producers‌)‌ ‌

● Focus‌‌2:‌‌historical‌‌trajectory,‌‌path-dependency‌ ‌

● Focus‌‌3:‌‌a‌‌comparative‌‌perspective‌‌-‌‌different‌‌classifications‌‌of‌‌media‌‌systems‌‌ ‌


2.3.‌‌DIFFERENT‌‌DOMAINS‌‌ ‌


● 5G‌ ‌ ● Independent‌‌production‌ ‌
● Film‌‌and‌‌television‌ ‌ ● Privacy‌‌and‌‌personal‌‌data‌ ‌
● Video‌ ‌games‌ ‌(e‌ .g.‌ ‌Lude‌ ‌boxers‌ ‌as‌ ‌a‌ ‌form‌ ‌of‌‌ ● Media‌‌ownership‌‌ ‌
⇒
gambling‌‌ ‌‌consumer‌‌protection?‌‌Violence?‌)‌ ‌ ● Authors’‌ ‌rights‌ ‌and‌ ‌intellectual‌ ‌property‌‌
● Advertisement‌ ‌ rights‌ ‌(e‌ .g.‌ ‌format‌ ‌rights‌ ‌can‌ ‌never‌ ‌be‌‌
● Freedom‌‌of‌‌speech‌ ‌ transferred‌ ‌to‌ ‌the‌ ‌broadcaster;‌ ‌Netflix‌‌
● Youtube,‌ ‌influencers‌ ‌(e‌ .g.‌ ‌war‌ ‌between‌ ‌Youtubers‌‌ originals‌ ‌can‌ ‌sometimes‌ ‌be‌ ‌taken‌ ‌over‌‌
media‌‌policy?)‌ ‌ paying‌‌nothing‌‌for‌‌production‌)‌ ‌

● Top‌‌20‌‌Films‌‌by‌‌admissions‌‌in‌‌EU‌‌(2018)‌ ‌
● Not‌‌single‌‌one‌‌is‌‌a‌‌European‌‌film‌ ‌
● Media‌‌policy‌‌problem‌ ‌
● Economic‌ ‌problem:‌ ‌invest‌ ‌in‌ ‌national‌‌
champions?‌‌(e‌ .g.‌‌Spotify‌)‌ ‌
● Cultural‌ ‌problem:‌ ‌very‌ ‌artificial‌ ‌if‌ ‌lot‌ ‌of‌‌
countries‌‌try‌‌to‌‌work‌‌together‌ ‌


‌


2.4.‌‌DIFFERENT‌‌KINDS‌‌OF‌‌POLICIES‌‌ ‌


Industrial/innovation‌‌policy‌ e.g.‌‌5G,‌‌investment‌‌in‌‌antennas,‌‌research‌‌and‌‌development‌ ‌


Competition‌‌policy‌ ‌ e.g.‌‌sanction‌‌Google‌‌for‌‌making‌‌it‌‌hard‌‌for‌‌third‌‌parties‌‌ ‌

Standardisation‌‌policy‌‌ e.g.‌‌different‌‌standards,‌‌all‌‌countries‌‌need‌‌to‌‌agree‌‌that‌‌something‌‌is‌‌a‌‌new‌‌standard‌‌ ‌


3‌ ‌

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