Comparative Report
International broadcasting has been used as a political tool for about a century, with the Soviet Union as the pioneer. In the last two decades, global media competition has intensified considerably. Broadcasters from different countries not only want to reach politically and economically important countries and target groups with English-language programmes. They also see themselves as actors in a global dialogue of values and as competitors for international sovereignty of interpretation. As countries experiment with different foreign media strategies, an increasing diversity of approaches can be expected in the coming years.
