Global Communication: Theories, Stakeholders, and Trends (Second Edition), by Thomas L. McPhail. Maldon, MA: Blackwell, 2006. ISBN 1-4051-3427-5 (paper).

Thomas McPhail provides a vital survey of the pressing issues in the state of the global communication field uniting Electronic Colonialism and World Systems Theories as they explain international media studies, particularly since World War II. The marriage of Electronic Colonialism Theory (ECT) and World Systems Theory (WST), plus the role of the New World Information and Communication Order (NWICO) as a concern with information flow provides a framework for each chapter’s analysis. These are rich with examples of how the major stakeholders in international communications tend to perpetuate globalization. Electronic Colonialism Theory (ECT) based on McPhail’s former book "Electronic Colonialism: The Future of International Broadcasting and Communication (1987, 2^nd edition), applies the construct of Cultural Imperialism wherein foreign produced communications negatively influence local values and indigenous media. World Systems Theory (WST) helps to organize activities in international communications by dividing the world into three sectors: core, semiperipheral, and peripheral, in which core countries made up of Western industrialized nations dominate relationships with the other two zones. By bringing these two perspectives together through examples, the book adds to the body of criticism of the expansionism of Western values as a factor predicting continued dependency by developing nations upon the West.

Providing new perspectives on the problematic aspects of international communications, McPhail argues that there is a key paradox in global communications: While the US has the greatest interest in perpetuating the global economy it plays the largest role in violating transnational agreements that would modernize international media in an equitable fashion for the developing world. This lends to instability within important international agencies like UNESCO and the International Telecommunications Union (ITU) fostering resentments and anti-Americanism. Yet the dynamic is not that simplistic. The book portrays the gray areas in the development of transnational communications. For instance, McPhail applies a critical, contextual perspective on the influence of the US on international media as he quotes Tehranian on what is referred to as "Westoxification." Like intoxication, victims revel in the experience of Western media (p. 53). At the same time the growing rise of nationalism within the nonaligned movement of countries and the Moslem world work to counter these effects. The book provides other examples of counter-hegemony. In a discussion on development journalism McPhail writes that "in order to correct the imbalances and mistaken impressions created by the Western press, peripheral nations engage in "advocacy journalism" rejecting the colonialist Western norms of objectivity (p. 43). Likewise the "United States of Europe" (European Union) (p. 97) is gaining a strong foothold in the field providing competition to the Americanization of global media. Trade restrictions imposed on the US through multilateral trade agreements such as the General Agreement on Trade and Tariffs (GATT) help promote local media. A key issue continues to be universal access to the digital spectrum through the International Telecommunications Satellite Organization (Intelsat). Trends in liberalization and privatization mediate this environment where corporate interests in media consolidation tend to prevail.

Each chapter is well organized elaborating on cultural, economic and historical issues in international communications discussing evolving influences from the end of the Cold War to the growing interdependence between nations. The book begins with a chapter on global media and the obvious impact on news content of the Sept 11, 2001 attacks, the energy crisis and the so-called "war on terrorism." It goes on to outline trends in technological innovations in telecommunications and the Internet, which bring with it serious challenges in terms of privacy and piracy. The ever-growing importance of China, Latin America and the Arab media, such as Al Jazeera, as prominent players in the global communications field is presented as well. In terms of news, the "CNN Effect," which has more recently been eclipsed within the US domestic market by Fox News, has been replaced by the "Al Jazeera Effect" (referenced in Chapter 8, the only section written by an author other than McPhail, Ralph Berenger). McPhail also notes the importance of the coverage of the International Olympics in promoting worldwide understanding, while the continued Afghanistanism in US foreign news coverage promotes a xenophobic view of the world.

The book outlines the major institutions, technologies and multimedia firms that work to alter the transmission of information worldwide. McPhail reminds us that children around the world recognize Mickey Mouse more than any other cultural icon. The syndication of Viacom’s MTV and shows like Baywatch, Friends and The Simpsons adversely influence indigenous media. In kind, the rise of low cost reality TV has spawned a trend toward modeling US programs. McPhail’s analysis of the role of transnational advertising is critical in examining the promotion of an unattainable lifestyle to the developing world while illiteracy and the knowledge gap between the rich and poor increases.

McPhail catalogs the way in which academic research has approached the study of these issues, identifying weaknesses in methodology and analysis of the problems. Mentioned several times is the work of Marshall McLuhan who predicted the coming of the "global village." The book could benefit from a more thorough presentation of theoretical perspectives that help explain the rejection of Westernization, such as cultural proximity theory, showing how people in developing countries tend to prefer locally produced programming over foreign fare. This helps to identify the popularity of India’s Bollywood or Latin American Telenovelas, which successfully compete with Hollywood in sales worldwide. A discussion of polyvalence would clarify how the values in media are preferred (accepted), oppositional (rejected) or negotiated (a combination of both). A presentation of Glocalization and Hybridization would also be useful in helping students of the field to grasp the current trends commonly discussed by scholars today. Still, the book offers one option as an alternative to Dayan Kissan Thussu’s text "International Communication." "Global Communication" adds a unique perspective to the discourse. It reminds us that the era of the US as superpower in communications is not necessarily set in stone.