Advertising And Media Essay Research Paper The

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Advertising And Media Essay, Research Paper The evolution of the mass media is very interesting subject of study that presents variations according to different circumstances. One of these is the place where this evolution takes place. Because media as institutions are part of society, are influenced from any particular characteristic that each society has. In the case of Greece, it’s really interesting to see how the evolution of a medium like radio, has been affected by the particular characteristics of Greek society and more specifically by Greek politics. The particularity of the Greek case, as Papathanassopoulos points up, is that the Greek state is hyper centralized because of the dictatorial periods that Greece has passed through. Greek broadcasting has been

developed under dictatorships. Both radio and television were subject of military violation, thus formulating a peculiar character a State broadcasting. What I will attempt to show in this project is that this peculiar character of state broadcasting influenced the overall evolution of radio, which lead it to be a medium with different types of programming formats. Through the unplanned liberalization of the medium from the public monopoly medium we lead to privately owned format radio. I will attempt to show, describe and analyze this evolution; how from a situation of public broadcasting has developed towards a commercial medium with different types of programming. The interesting thing for the case of Greece is that is showing us how politics in the long run influence

particular characteristics of a medium such as its programming. It is really interesting to see how most of the social sectors of the society are in favor of the decentralization of the media. This proves the reason why the liberalization of the Greek radio was so favored from the Greek society and actually happened so fast in a very short time. Because the Greek society is so hyper centralized, when people realized that radio was to be decentralized, radio became very popular. As Ed Hollander explains; decentralization of the media is always welcomed by the majority of the people because many of their interests can be satisfied. For cultural and social organizations, decentralization is a method to promote citizen participation in the mass media. For media personnel is a means

of achieving more democratic control of the media. For the political parties, decentralization is a way to gain an instrument to oppose government policy. Finally, decentralization is a way for those in favor of commercial broadcasting to achieve profit. That is, as I will try to show, what happened with the case of the Greek radio. All the people who were in favor of decentralized radio broadcasting show the liberalization of the medium as a chance to satisfy their interests and in that way the conflict of different interests during the evolution of radio influence the overall process of the medium up to its specialization. Keeping in mind that in the last 50 years the only legal broadcast enterprises belonged to (or were controlled directly by) the state of Greece, I will

attempt to refer to milestone events which affected the developments so far and which will most certainly determine developments in the years to come. I will attempt to present the circumstances that took place, in order for radio to become private. I will show how Radio changed from a medium of general interest (belonging to the public sector) to a privately owned medium with specific formats of programming and I will draw some conclusions. Although somebody could argue that this is most a descriptive study, the separate reference to aspects of this evolution that are made give us the possibility to understand deeper the relation between the cause and the final conclusion that prove my hypothesis; that the Greek politics was in the long run the cause for Greek radio to become a