Communications Policy, Media Development, and Convergence

In the deliberations of scholars, policy analysts, and policy makers, television has exceptional power and influence. Yet the historical record shows that television has not changed the economics of attention for large populations in the course of their daily lives. By the mid- 1920s, print media alone were highly successful in creating new consumer visions and aspirations, building national brands, and establishing significant brand equity. The advent of radio and television did not change total advertising spending as a share of total economic output, nor did it change significantly total advertising spending per adult media hour. The contrast between communications policy and the reality of media development is not merely a fluke or just ironic. It points to a major impediment to the development of information societies. State- owned-and-controlled media can be an important policy lever for overcoming this opposition and promoting the growth of more diverse media environments and more diverse ways of interacting with media.