Advertising International: The Privatisation of Public Space by Armand Mattelart

By Armand Mattelart

The advertisements has replaced out of all reputation during the last twenty years. The map of worldwide communications has been redrawn via a flood of mergers and takeovers, and the media is now ruled by means of a handful of transnational conglomerates. ads businesses have various into tv creation, public family, media deciding to buy and advertising and marketing companies. within the hole created by way of the predicament in public carrier provision, advertisements has stepped in, forming a community which enervates media, economies, cultures, politics and diplomacy. Armand Mattelart's survey assesses the improvement and destiny clients of this "industry of public noise", and assesses the results for democracy of the increase and upward push of the communications society. This publication can be of curiosity to complex scholars and lecturers of media stories, conversation experiences, advertising reviews, cultural reviews, sociology and administration reviews.

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What remains virtually unchanged is that ten years ago and more, the top places were shared by Dentsu of Japan and the American agency Young & Rubicam. On the other hand, the legal status of these big agencies has changed radically in the last ten years. Few of the networks have remained independent, that is to say, outside the domain of financial speculation. It is rare for an agency not to be quoted on the stock exchange. This, however, is the case with Young & Rubicam, which has been in private hands since 1923: about 1, 000 of its 10,000 employees own shares in the company, with a maximum individual holding of 5 per cent.

16 In adopting the root-word ‘public’, the concept of ‘publicité’ reveals the genesis of these institutions within the territory which it invents. On the other hand, the English language adopts the old French Renaissance term advertissement, which becomes ‘advertisement, advertising’, and confines ‘publicity’ strictly to public relations. And while the French advertising apparatus was created following the Renaissance through the prolongation of the institutions of public benefaction, the American apparatus was born directly in the spirit of competition.

If these men are captains of industry, they are also prudent political strategists. In a competitive environment spiked with the rules of the nation-state, where the question is how to overcome the barriers that belong to the old-style national institutions, strategies for industrial expansion are also strategies for cross-alliances. The high-visibility politics of the star players are only the perceptible part of a communications network where personal relations with politicians bring about decisions much more rapidly than the noisy broadcasting of opinions.

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