Moving beyond Western models in the study of BRICS media systems

This chapter argues that media systems theory has developed along a certain path, and that path is guided by the terrain on which it has been trodden, that of the West. It also argues that the underlying assumptions, approaches, reference points and analytical variables draw upon experience of a restricted geographical spread of media systems and that this is central to their lack of applicability. The chapter examines the conceptual limitations of contemporary media systems theory as a step towards moving beyond the lack of precision inherent in labels such as hybrid and transitional. The Mediterranean or Polarized Pluralist model is marked by strong state intervention; periods of censorship; high levels of political parallelism; low newspaper circulation; an elite and politically oriented press; commentary-oriented journalism; weaker professionalization, and the instrumentalization of journalism. The liberal model is the most studied model of the media, the de facto standard, and the implicit if not explicit normative reference point.