Comparative Media Policy, Regulation and Governance in Europe - Chapter 7 (Book)

Chapter 7: The Europeanization of the European Media: The Incremental Cultivation of the EU Media Policy


This chapter describes the European Union’s policy on the audiovisual domain. It argues that since the mid-1980s, the European Union (EU) has sought to initiate policies to harmonize as well as to protect, the media sector and to make it competitive both in the internal European market and in the global market. The chapter also tries to explain that the EU, through an incremental policy process has expanded its jurisdiction to most aspects of the communication landscape from TV advertising and programme quotas to production, distribution and training, from the definition of European works to cultural and linguistic diversity, from copyright protection to the protection of minors, from telecommunications to the convergence of the media and digital television. The chapter also pays particular attention to some policy areas (open markets, advertising, production subsidies, ownership), and explains the EU difficulties in the ‘Europeanization’ process of media policies.
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