This study examines the business strategies of media exports by a dominant television company in Hong Kong. It is found that there are four strategies: co-operative contract, joint venture, barter trade, and management consultancy. These strategies vary with the importing state's reactions as well as interactions between the media exporter and the importing state. The authors argue for a re-examination of the two conventional approaches in the discussion of media imperialism, namely, the traditional theories of media imperialism and the free market approach. The new approach should emphasize the interactions among the media exporters, the state, and the audience.
Scopus Subject Areas