«The Europeanization of the European Media: The Incremental Cultivation of the EU Media Policy»
«The Europeanization of the European Media: The Incremental Cultivation of the EU Media Policy» στο Leen d’Haenens, Helena Sousa and Josef Trappel (eds) Comparative Media Policy, Regulation and Governance in Europe΄Unpacking the Policy Cycle, 2018, σ. 117-132.
This chapter argues that since the mid-1980s, the European Union (EU) has sought to initiate policies to ‘Europeanize’ the whole communication sector of its Member States. These policies have sought to Europeanize, i.e., harmonize as well as to protect, the media sector and to make it competitive both in the internal European market and in the global market. Additionally, these policies have tried to protect European cultural identity from the ‘American challenge’. The EU, through an incremental policy process and ongoing revision, if not modernization, of its regulatory framework, has expanded its jurisdiction to most aspects of the communication landscape from TV advertising and programme quotas to production, distribution and training, from the definition of European works to cultural and linguistic diversity, from copyright protection to the protection of minors, from telecommunications to the convergence of the media and digital television. Therefore, this chapter aims to explore the extent to which the EU has been able to construct or give rise to a set of media policies that are European in scope and transnational in impact. It will discuss the Audiovisual Media Services Directive, as well as various interventions of the European Union in areas of media policy, such as media ownership, and measures to protect the European audio-visual landscape through the MEDIA programme.