EMERGING FORMS OF GLOBALIZATION DIALECTICS: “INTERLOCALIZATION,” A NEW PRAXIS OF POWER AND CULTURE IN COMMERCIAL MEDIA AND DEVELOPMENT COMMUNICATION Eva Szalvai A Dissertation Submitted to the Graduate College of Bowling Green State University in partial fulfillment of the requirements for the degree of DOCTOR OF PHILOSOPHY August 2008 Committee: Alberto Gonzalez, Advisor Peter G. Vanderhart Graduate Faculty Representative Oliver Boyd-Barrett Louisa Ha © 2008 Eva Szalvai All Rights Reserved iii ABSTRACT Alberto Gonzalez, Advisor This critical research seeks to better understand the hegemonic process of globalization. Due to power differences, globalization results in differential advantage and disadvantage for the involved cultures. The dialectical criticism of globalization aims to monitor social injustice and advances concepts on media homogenization, uneven information flow, and cultural imperialism. This interdisciplinary study explores the practices of globalization that are less culturally biased. Particularly, it makes a first intent to conceptualize a new globalization form, “interlocalization.” Premised upon a competitive and free market system, the study explores the ways “interlocalization” might offer a more equitable relationship for the players of different cultures. Some “interlocalization” practices are also elaborated through two critical case studies. While studying forms of commercial minority media, the first case study examines the implications of “interlocalization” in the media expansion of a Catalan communication firm, Grupo Planeta. Based on the Roma projects of the Open Society Institute in Europe, the second case study presents a research on the role of “interlocalization” in social change. Analyzing cross-cultural participatory communication, this second study explores the use of “interlocalization” as tool in the creation of global practices for sustainable development. The overarching goal for this research is the advancement of equity and justice in media and development communication practices globally. iv I am grateful to my Dad who taught me the value of studying and learning, and in memoriam to my Mom, who encouraged me to achieve a Ph.D v ACKNOWLEDGMENTS I would like to take the opportunity to acknowledge those people who lent their support, encouragement, and guidance toward the successful completion of this project. First, I would like to express my sincere appreciation and gratitude to my advisor, Dr. Alberto Gonzalez, for his insightful comments, constructive criticism, and his constant support and guidance in my scholarly endeavor to complete this project. Second, my special thanks is extended to committee members – Dr. Oliver Boyd-Barrett, Dr. Louisa Ha, Dr. John H. Hoag, and Dr. Peter VanderHart – and professors – Dr. John Warren, Dr. Azfar Hussain, Dr. Catherine Cassara-Jemai, Dr. Marilyn Yaquinto, Dr. Lara Lengel, and Dr. Canchu Lin - for their helpful suggestions and encouragement throughout my studies and the knowledge provided for the development of this research. Third, I also would like to acknowledge the administrative support and promptness of assistants Kay Carpenter, Jaime Espinoza and Kelly Dove. Fourth, my heartfelt thanks is extended to my family and wonderful friends who provided boundless emotional support, and who believed in me even during those stressful times when I started to loose faith in my ability to finish my studies and this project. Finally, I extend my sincere gratitude to my interviewees who shared their vision and experience, and aided me in the advance of my research. This project would not have been possible without them. vi TABLE OF CONTENTS Page INTRODUCTION ................................................................................................................. 1 CHAPTER I. GLOBALIZATION AND GLOCALIZATION ........................................... 6 1. Globalization, a Multidimensional Concept .......................................................... 6 2. The Glocalization Discourse: Diverse Interpretations in Various Contexts ......... 11 CHAPTER II. CONCEPTUALIZATION OF “INTERLOCALIZATION”: THE HORIZONTAL ASPECT OF GLOBALIZATION.............................. 19 CHAPTER III. INTERLOCALIZATION AS METHOD IN THE CATALAN MEDIA FIRM, GRUPO PLANETA............................................................ 31 Introduction ............................................................................................................ 31 1. The Catalan Nation and Its Media industry ........................................................... 33 The Catalan Nation as the Largest Minority Group in Spain ....................... 34 Convergence, diversification, and media ownership ..................................... 38 2. Critical Analysis as Methodology for Investigating a Media Conglomerate ....... 40 Unusual Research Experience Stemming from Media Ownership ............... 42 3. Interlocalization in the Globalization Process of Grupo Planeta........................... 44 Family ownership and Convergence: An Overview of the Catalan Media Development........................................................................... 45 Grupo Planeta, an Emerging Catalan Media Conglomerate.......................... 54 Interlocalization Based on Intercepting Identities of a Minority Nation ....... 58 Strategic Change in Grupo Planeta: Organizational Model as Context for Interlocalization ........................................................................... 69 vii Merger and Acquisition Practices that Enable Interlocalization in Grupo Planeta .................................................................................... 73 Diversification and Culture in Grupo Planeta’s Managerial Approach ........ 81 Conclusion ............................................................................................................ 86 CHAPTER IV. INTERLOCALIZATION AS TOOL IN THE EMPOWERMENT PARADIGM: A STUDY OF THE OPEN SOCIETY INSTITUTE’S ROMA PROJECTS...................................................................................... 88 Introduction ............................................................................................................ 88 1. Paradigm Shift in Development Communication ................................................. 90 Modernization Model .................................................................................... 91 Critical / Alternative Model .......................................................................... 93 Empowerment model..................................................................................... 94 Interlocalization connected to the empowerment paradigm .......................... 97 2. Case Study Methodology ...................................................................................... 99 3. The Open Society Institute (OSI) .......................................................................... 100 The Founder, George Soros ........................................................................... 102 International Roma Projects, Initiated by OSI............................................... 106 4. Participatory Communication in the Roma Projects ............................................. 110 5. Interlocalization in Development Communication of the Roma project............... 122 Interlocalization as Tool for Successful PC and DSC ................................... 122 Conclusion ............................................................................................................ 126 CHAPTER V. FINAL CONCLUSIONS............................................................................... 129 REFERENCES ...................................................................................................................... 135 viii LIST OF FIGURES/TABLES Figure/Table Page 1 Some Aspects of the Interwoven Nature of Global Interconnectedness ................... 24 2 Analysis of Catalan Media Groups............................................................................ 51 3 The Guided Missile Organizational Model................................................................ 70 4 Cross-Cultural Group Effectiveness .......................................................................... 85 5 OSI Roma Initiative Projects and Development Communication Models ................ 115 1 INTRODUCTION “Globalization? The Arab sheikh and an American diplomat can hang around in a pub in New Delhi that serves Lebanese cuisine to the music of a Filipino band in rooms decorated with barrel of Irish stout, a stuffed Hippo head, and a vintage poster announcing the Grand Ole Opry concert to be given at the high school in Douglas, Georgia” (Professor Asfar Hussain, E-mail communication, April 6, 2006). According to sociocultural communication theories, social reality is “constructed through a process of interaction in groups, communities, and cultures” (Littlejohn & Foss, 2005, p. 44). People construct social meaning, and what is called “culture” gives the framework for this shared meaning. Culture is not an easy concept to define. Different social scientific disciplines such as sociology, psychology, culture studies, communication, and even economics and business studies attempt to explain what is meant by the word “culture.” According to Geertz (1973), culture is “a historically transmitted pattern of meanings...embodied in symbols, a system of inherited conceptions expressed in symbolic forms by means of which men communicate, perpetuate and develop their knowledge about