Wednesday, February 15, 2012

Nozomi Onishi: Diversity and FCC

Einstein clearly states that it is difficult to define diversity because there is no answers what diversity is. Diversity could mean different to each person, and she says, “A major problem with defining diversity is in determining what it is and how much is enough” (p. 7). Regarding to media industry, one can define diversity in broadcasting as different programs and others may define it as different audiences.  It is very unclear what diversity means or how to achieve diversity in media industry although providing public interest within media industry requires varied opinions from both majority and minority groups.
Policy makers, or the FCC, focus on structural regulation or structural diversity, that is diversity of media ownership or diversity of producers. Einshtein explains this idea as “If the number of outlets could be increased through the expansion of new technologies or the number of producers because of new opportunities to present their point of view, the public interest would be better served”(p.8). However this is not always effective and one of the examples Einshtein provides is the change the Cable Communication Policy Act, made in three ways to protect broadcasters’ live hood because policy makers are aware of the importance of broadcasting to promote diversity. The FCC restricts importing programming that duplicates local transmissions so that local broadcasters could be protected. However, it does not promote diversity where there is no alternative programming to replace the blacked out channels.

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