Tony Bennett, Differing diversities - Council of Europe

Reasearch position paper 1New mediaSo far the Internet has been largely unresearched and uncertain in its course ofdevelopment, although it has given rise to great hopes and some fears in relationto cultural diversity. 1 It is too early to recommend any systematic monitoring (andit is hardly possible), but exploratory and diagnostic research into the real potentialfor (interactive) access of an effective kind for culturally identified minoritiesshould be continued.Audience researchThere are other ways of proceeding. One of the most promising is by way of thestudy of audiences. 2 Research can focus on media needs and experiences of particularsubcultural groups, or look at the reception in relevant audiences of particularmedia items that open up specific issues of cultural identity. In general,“reception research”, usually ethnographic and qualitative in character and thusvery intensive, is good at shedding light on the meaning of media cultural experiencesin specific contexts. More extensive, quantitative research into the (changing)patterns and types of use of media, mapped out by cultural variables of audiencemembership is worth developing further. Here examination of new andchanging life-styles offers a promising way of combining empirical evidenceabout media use with evaluation of cultural attributes of content. 3Media organisationsMedia organisational studies have already contributed a good deal to our understandingof many factors that hinder or foster the diversity of cultural production.Although the relationship between the composition of media occupational groupsand the diversity of content is not simple and direct, there is such a relation and itneeds to be further studied by analysis of professional education, occupations,power structures in media and attitudes of relevant media professionals. Again, thebreadth of study requires choices to be made. Since most work until now hasfocused on the position of women and ethnic minorities it seems sensible to buildon existing findings and theory.ConclusionThe body of research that has been reviewed provides some useful materials fortrying to assess the contribution of media policy (and structure) to promoting culturaldiversity in Europe. One conclusion is that structures at national level are stillvery different from each other and this situation in itself makes a contribution todiversity. Whether in private or public hands, the media are still often quiteresponsive to the varied cultural needs of audiences. 4 In any case, effective pres-__________1. See Slevin, 2000; Jones, 1997.2. See Alasuutari, 1999; McQuail, 1997.3. See Andersson and Jansson, 1998; Johansson and Miegel, 1992.4. With reference to television, see Mitchell and Blumler, 1994.85