Technology-centred Discourses in European Audiovisual Policy: Will Euro-Techno out-Fox the US Assembly Line?

Abstract

This paper outlines the region-building initiatives of European audiovisual policy that are justified by a technology-centred discourse. While highlighting technology as a central and powerful theme in the European policy discourse, this paper begins to challenge the discourse’s depiction of reality. Specifically, the existing audiovisual environment suggests that notwithstanding Europeanization rhetoric in cultural policy decisions, there is a de facto Americanization of audiovisual space. Because of the apparent failure of the European Union to establish a unified competitive market, this paper analyzes the relationship between three variables competing in cultural policymaking. The first section lays out policy discourses characterized by European identity-formation. The second section describes the reality of cultural patterns in the EU that are characterized by diversity and audience fragmentation. The third section explains the reality of audiovisual space that is characterized by American products. A discussion follows of the restrictive effects that such policy discourse has on future policymaking decisions in the EU, bringing to question the success of any new policy orientation that is based around technology in both harmonizing European broadcasting policy and in rivaling its American competitor.