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The social and cultural integrative role of Asian media productions in the new millennium: Pan-Asian and international co-Productions

Lim, T. (2006) The social and cultural integrative role of Asian media productions in the new millennium: Pan-Asian and international co-Productions. In: Australian and New Zealand Communication Association International Conference (ANZCA06), 4-7 July 2006, Adelaide, SA

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Economic integration and security alone will not be sufficient to realise the vision of an ASEAN Community or that of a larger regional East Asia in a global world. Rather, as ASEAN nation -states struggle to accomplish their nationhood project while competing in a larger East Asian and Asia Pacific marketplace, these countries increasingly need to rely upon the less defined areas of cultural, social and lately, media cooperation. Rather, television broadcasting, film and animation productions have become the site for developing regional circuits of cultural production that are reshaping the contours of media globalization and integrating cultural markets in South East and East Asia.

This paper seeks to examine the roles that Asian Media Productions - in Television, Film and Animation -play in the social and cultural integration of Asian media and communication systems, against the backdrop of diverse societies and cultures. It will use three emergent industry trends –regional game shows, Pan -Asian film experiments and Asian -made animation productions –to explore the impact of media and communication policies that promote creative industries, cultural marketisation of stars, and regionalisation of industries have made towards building a pan-Asian youth and audience marketplace of ideas, creativity and innovation.

Global media corporations have been steadily expanding in the region by supplying imported television programs to national broadcasters, obtaining landing rights for their foreign television channels and investing in larger -scale marketing budgets and dominating screens in multi -cinema complexes. Recently, local broadcasters have moved towards format adaptation of game shows and new media applications for animation, while Asian film industries experiment with pan -Asian casting and genres that pander to geo - linguistically similar markets. These reflect the creative responses of local players to global competition.

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