<strong>Differing</strong> <strong>diversities</strong>sure for the most relevant forms <strong>of</strong> diversity has to come from people themselves.In turn, this requires that there have to be means for expressing demands, opportunitiesfor access and responsiveness on the part <strong>of</strong> media.Policy, whether <strong>Europe</strong>an or national cannot fundamentally “engineer” culturaldiversity or keep it in place by legislation, because it is <strong>of</strong> its nature dynamic andunpredictable in the forms it might take. But policy can be supportive and protective,can set some limits to anti-diversity tendencies <strong>of</strong> media structure, and signaldesirable objectives. Often the most effective measures are to encourage smallscale and grass roots initiatives. Policy can keep a space free for the “publicsphere” and maintain the legitimacy <strong>of</strong> the principle <strong>of</strong> intervention in media forsocial or cultural purposes. Until now, and in some degree, so far these goals doseem to have been achieved at <strong>Europe</strong>an as well as at national level despite theespousal <strong>of</strong> market aims and ideologies. But there is no guarantee <strong>of</strong> continuity.Research <strong>of</strong> an open and flexible kind with clear goals can help in identifying thepoints <strong>of</strong> most effective action. However the rapidly changing cultural face <strong>of</strong><strong>Europe</strong> and <strong>of</strong> the media landscape makes it hard to draw lessons from even theimmediate past and policy action for cultural diversity is always bound to be insome sense experimental.ReferencesAlasuutari, Pertti (ed.), 1999, Rethinking the Media Audience, London: SagePublications.Andersson, Magnus and André Jansson, 1998, The blurring <strong>of</strong> distinctions: mediause and the progressive cultural lifestyle, Nordicom Review, Vol. 19, No. 2,pp. 63-77.Baehr, Helen, 1995, Women in Television, London: University <strong>of</strong> WestminsterPress.Becker, Jörg, 1998, Multiculturalism in German broadcasting, MediaDevelopment, Vol. 45, No. 3, pp. 8-12.Biltereyst, Daniël, 1991, Resisting American hegemony: a comparative analysis<strong>of</strong> the reception <strong>of</strong> domestic and US fiction, <strong>Europe</strong>an Journal <strong>of</strong> Communication,Vol. 6, No. 4, pp. 469-497.–––––, 1992, Language and culture as ultimate barriers? <strong>Europe</strong>an Journal <strong>of</strong>Communication, Vol. 7, No. 4, pp. 517-540.–––––, 1995, Qualitative audience research and transnational media effects: a newparadigm? <strong>Europe</strong>an Journal <strong>of</strong> Communication, Vol. 10, No. 2, pp. 245-270.–––––, 1998, Television programming dynamics and policy responses, in L.D’Haenens and F. Saeys (eds.), Media Dynamics and Regulatory Concerns in theDigital Age, Berlin: Quintessenz, pp. 69-90.86
Reasearch position paper 1Blumler, Jay G. (ed.), 1992, Television and the Public Interest, London: SagePublications.Brants, Kees, 1998, Who’s afraid <strong>of</strong> infotainment? <strong>Europe</strong>an Journal <strong>of</strong>Communication, Vol. 13, No. 3, pp. 315-336.Browne, Donald, 1999, The snail’s shell: electronic media and emigrantcommunities, The <strong>Europe</strong>an Journal <strong>of</strong> Communication Research, Vol. 24, No. 1,pp. 61-84.Bruns, Thomas and Frank Marcinkowski, 1996, Konvergenz revisited, Rundfunkund Fernsehen, Vol. 44, No. 4, pp. 461-478.Bulck, Hilde van den and Luc van Poecke, 1996, National language, identityformation and broadcasting, <strong>Europe</strong>an Journal <strong>of</strong> Communication, Vol. 11, No. 2,pp. 217-234.Carlsson, Ulla and Cecilia von Feilitzen (eds.), 1998, Children and MediaViolence, Yearbook from the Unesco International Clearinghouse on Children andViolence on the Screen, Göteborg: University <strong>of</strong> Göteborg.Chaniac, Régine, 1994, La télévision de 1983 à 1993, Paris: Institut national del’audiovisuel (INA).Cormack, Mike, 1998, Minority language media in western <strong>Europe</strong>: preliminaryconsiderations, <strong>Europe</strong>an Journal <strong>of</strong> Communication, Vol. 13, No. 1, pp. 33-52.D’Haenens, Leen and Frieda Saeys (eds.), 1998, Media Dynamics and RegulatoryConcerns in the Digital Age, Berlin: Quintessenz.Dahlgren, Peter, 1995, Television and the Public Sphere. Citizenship, Democracyand the Media, London: Sage Publications.De Bens, Els and Hedwig De Smaele, 2001, The inflow <strong>of</strong> American televisionfiction on <strong>Europe</strong>an broadcasting channels revisited, <strong>Europe</strong>an Journal <strong>of</strong>Communication, Vol. 16, No. 1, pp. 51-76.De Bens, Els and Helge Østbye, 1998, The <strong>Europe</strong>an newspaper market, in D.McQuail and K. Siune (eds), Media Policy, London: Sage Publications, pp. 7-22.Dijk, Teun van, 1999, Media, racism and monitoring, in K. Nordenstreng andM. Griffin (eds.), International Media Monitoring, New York: Hampton Press,pp. 307-316.Downing, John D. H. and Charles Husband, 1999, Media, ethnicity and the construction<strong>of</strong> difference, in K. Nordenstreng and M. Griffin (eds.), InternationalMedia Monitoring, New York: Hampton Press, pp. 277-306.Edwards, Derek, Peter Golding and Dennis Howitt, 1999, An audit <strong>of</strong> democracy:media monitoring, citizenship and public policy, in K. Nordenstreng andM. Griffin (eds), International Media Monitoring, New York: Hampton Press,pp. 39-56.87
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PrefaceThe present text constitutes
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Part IDiffering diversities:transve
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The study: background, contextand m
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IntroductionTransversal perspective
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The challenge of diversityCulture,
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Diversity, citizenship, and cultura
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