By Daya Thussu
For hundreds of years the West has dominated the world of Media Studies, but Daya Thussu is about to prove to us that countries such as China and India are fast becoming a challenge to the Western hold on the world of Media Studies.
Despite being one of the fastest growing academic fields globally as well as a rapidly globalising subject, the study of media still remains steeped in a US-dominated epistemological and pedagogic framework. The growth of media studies internationally, is a reflection of the huge impact of globalisation on the media, ensured by the explosion of transnational media flows, made possible by new technologies and institutional changes (economic, political and legal) profoundly affecting the study of global media. The globalisation of media combined with the globalisation of higher education means that the research and teaching of the subject faces formidable challenges, not only as the subject of enquiry but also as the means by which researchers and students undertake their studies. Teaching and researching of media does not seem to have kept pace with these transformations, as universities across the world continue to follow conventional ways of thinking about media studies.
As media studies have gradually globalised, its research approaches and agendas need to be broadened, with internationalisation becoming a major concern. The emphasis in the field is steadily shifting from the traditional approach of considering the role of media in the vertical integration of national societies, to studying transnational horizontal integration of media structures, production processes and audiences.