of Crossborder Effect Studies
Michael G. Elasmar
John E, Hunter
Michigan State University
The impact of crossborder communication has long been special interest to international communication scholars and policy makers. In this chapter the authors use meta-analytic procedures to investigate the size of the effects of crossborder television. The results of this study reveal that, overall, crossborder TV has very weak effects on viewers. This result contradicts cultural imperialism critics, who contend that foreign television has strong and negative impacts on viewers. The effects of foreign TV are usually assumed to be from to the audience members. This chapter, however, raises the possibility that effects found are not only very weak, but could be due to some other factors that may be influencing the audience to seek and view foreign TV programs.
International communication as a topic of study encompasses many issues that have been vigorously debated over the years. Chief among these issues are dependency as related to imported media, media imperialism, international media and sovereignty, and the international flow of information. Although each of these topics can be studied distinctly, they all share a common concern about messages crossing between countries. This concern is based on the tacit assumption that imported messages have negative impacts on audiences in the importing countries.
Although large bodies of literature have been written about various aspects international communication, few authors have directly addressed the issue of crossborder TV impact. The majority of those who have addressed this topic directly have approached it from a theoretical, conjectural, or speculative perspective.