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- To understand Canadian media, we need to understand the history of Canada and their development in that context
– In the early 19th Century , Canada was a collection of colonies, lines of communication ran toward the centre of the empire(s) (Britain, US)
– In the 1860’s, Britain and the US put up trade barriers – In 1867 , government attempted to create – “National Policy” had two key components: a transcontinental railway ; a tariff barrier (also
settle Prairies) – Tariff Barrier: tax that goes on all imported goods to promote creating jobs within the country – Why Tariff? Because of cheap US goods. Why were they less expensive?
o Economies of Scale – National building continued through 20th century. One aspect to encourage east/west
communication systems (Binds country with ideas/dialogue) – Hence legislation and organizations like Broadcast Acts, CBC, National Film Board,
Telecommunications Act, Canadian Content regulations (some of the key events on p72) – But continuing problems: huge territory, small population – Hence most media outlets import “cheaper” foreign media products (Economies of scale) – 95% of the films we watch are American, 65% of the books we read are American, 70% of the
music we listen to is foreign … much is foreign – Not because Canadians make bad products, it’s just that more money can be made selling
Foreign – mainly US products- rather than Canadian products … – That’s why government subsidies to media/communication and the arts are so important. To
help people to communicate with/understand each other – Encoding/Decoding Model
o How social conditions/circumstances influence the production, distribution and consumption of media messages
o Decoding: Context of consumption  Social history, family background, gender, race , ethnicity
o Media interpretation can re-circulate as social action o Advertisers encode messages in order for consumers to decode using their background,
history and past