the Female Body GOVERNING

196
ronald walter greene & david breshears
and high culture, limited-edition work” (p. 172). In other words, the
NIDCL refers to how cultural work is done in and across nation-states
and how the distribution of the types of work and the value of that work
makes a profi t possible. The most extensive research on the explanatory
value of the NIDCL for understanding the changes brought about by
transnational production is the case of Hollywood. For Miller and
his coinvestigators, “Hollywood reproduces and regulates the NIDCL
through its control over cultural labor markets, international co-production,
intellectual property, marketing, distribution and exhibition”
(Miller, Govil, McMurria, & Maxwell, 2001, p. 18). The key economic
question is “will deindustrial states lose jobs to the periphery, while
retaining super-profi ts for their own ruling elite” (Miller, 1998, p. 173).
“Global Hollywood” provides one model by which we can attempt to
account for spatial and temporal coordinates of the NIDCL for the
production and circulation of value. However, we suggest that PCI
provides another model.
In the case of PCI, the NIDCL is associated less with profi ts and
jobs and more with the dissemination and distribution of norms. In
our terms, PCI demonstrates the emergence of biopolitical media
industries as central actors in the governance of female bodies. We
defi ne biopolitical media industries as organizations that produce,
disseminate, and evaluate communication programs, practices, and
technologies to improve the health and well-being of a population. For
Foucault (1990), biopolitics describes how modern forms of governance
rely on the promotion of life through the maximization of capacities
of individuals and groups to improve their welfare. As such, biopower
works by distributing populations around the production of norms
more so than the “murderous splendor” of sovereign right (Foucault,
1990, p. 144). Colin Gordon (1991) further remarks that biopolitics
concerns itself “with subjects as members of a population, in which
issues of individual sexual and reproductive conduct interconnect with
issues of national policy and power” (pp. 4–5). While often deployed and
organized in terms of national policy, biopolitical media industries work
as often above and below the nation-state contributing to the uneven
global fl ow of images and narratives in an effort to attach norms of
behavior to new populations. Entertainment-education is one cultural
form in which commercial and noncommercial enterprises participate
in the creation of a biopolitical media industry.
Biopolitical governance describes how populations learn, train, and
promote behaviors and capacities that will make them healthy, virtuous,
wise, and economically efficient. Biopolitical media harness the NIDCL