ERIC ED390772: Mass Media in Transition in Hungary and Poland. Fulbright Seminars Abroad Program.

10 Pages·1994·0.18 MB·English

by  ERIC

DOCUMENT RESUME
SO 025 649
ED 390 772
Gallimore, Tim
AUTHOR
Mass Media in Transition in Hungary and Poland.
TITLE
Fulbright Seminars Abroad Program.
Washington,
Center for International Education (ED) ,
INSTITUTION
DC.
PUB DATE
94
NOTE
10p.
Teaching Guides (For
Classroom Use
Guides
PUB TYPE
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(052)
MF01/PC01 Plus Postage.
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*Developing Nations; Development; *European History;
DESCRIPTORS
Foreign Countries; Foreign Culture; *Journalism;
*Mass Media; National Programs; Secondary Education;
Social Studies; Western Civilization
*Hungary; *Poland
IDENTIFIERS
Europe (East) ;
ABSTRACT
These materials were developed by a participant in
the Fulbright Summer Seminar to Poland and Hungary. The materials
provide information for teaching about comparative media systems. The
(1) general characteristics of
following information is included:
(2) role of the Catholic Church in media and
media in Eastern Europe;
(4) journalism education; and (5)
(3) media laws;
political life;
ethnic minorities and the mass media. The last two sections focus on
an examination of the media in Poland and the media in Hungary.
(EH)
Reproductions supplied by EDRS are the best that can be made
from the original document.
a
"MASS MEDIA IN TRANSITION IN HUNGARY AND POLAND"
A Project Report by
Tim Gallimore
University of Missouri
School of Journalism
1994 Fulbright Seminars Abroad Program
c.
CI)
LU
the mass
The following is ilformation for teaching a unit on
the focus.
ne using Hungary and Poland as
media in Eastcrn
comparative media
The unit was developed as part of a course on
and comparing the
systems. A number of criteria for evaluating
them are the
world's media systems have been developed. Among
the normative
geo-political and economic conditions in a country,
communication policy, mass
press theory in operation, national
professionalization of
media laws and regulations, training and
outlets; religion;
journalists; ownership and financing of media
editorial content.
availability of communication technology; and
categorize and
Using these criteria, students are able to
media in Eastern Europe
evaluate the state and status of the mass
regions of the world.
and to compare them to media in other
Europe
General Characteristics of Media in Eastern
the landscape in Hungary
Bookstores and book stands predominate
and the Budapest subway
and Poland. The city streets, kiosks,
peddling popular novels,
stations are lined with book mongers
about computers,
trash novels, poems, and histories. Texts
popular. But
marketing and English-language books are very
in this part of
despite the proliferation of the printed press
in a period of con-
the world, the traditional mass media are now
of contraction are quite
traction. Several trends in this pattern
visible.
magazines that followed
1. The explosion of new newspapers and
the gates of free expression
the end of communism and opening of
in the first 18
has fizzled. Hungary had up to 600 new papers
in Budapest and another
months of freedom now only 12 dailies are
Poland saw a similar demise of
20 scattered around the country.
its new publications.
publications has already been
2. Falling circulations of all
interest in newspapers as
detected. Readers seem to be loosing
increasingly available.
television and radio broadcasting become
fall in c!,rculation including:
Several factors contribute to this
disillusionment with politics
the decrease in disposable income,
personal effectiveness,
the press, decrease in the sense of
in public affairs.
and general unwillingness to get involved
ownership/investment in the national
3. Globalization and foreign
media have reached astounding proportions.
docuweifid.mom-moy,morepww,t
oftWOMposmonorpoitcy
BEST CUPTAVAILABLE
shark
Berteismann AG, the German media company, is the main
devouring newspapers and magazines in Eastern Europe.
Billboards proliferate advertising Western products.
Western pornography is widely available.
readers
German slick magazines are making inroads with young
European versions of USA Today
available via satellite
CNN and ABC European news services are
these signals.
and many people have private dishes to receive
also available.
German, French and Russian TV channels are
size and influence
4. The English-language press is growing in
workers, ono
with many American tourists, expatriots, government
Among
employees of joint-venture companies reading newspapers.
"The Budapest
these English papers are: "The Budapest Sun,"
Week," "The Warsaw Voice," and "Business Promotion."
largest and most
5. The old Communist Party papers now the
have new names and
professional papers available. Some of them
slogan but the same staff and managers.
in Eastern Europe might be
6. The editorial content of the media
partisan press.
characterized as a journalism of polemics from a
The "Hungarian Orange"
There are some notable exceptions such as
capitalist cynicism. Some enter-
and "NIE" (NO) which represent a
to criticize and poke
prising publishers have found it profitable
They are irreverent in point-
fun at the government and society.
the changing order but offer
ing out hypocrisy and corruption in
business magazines are now developing
no solutions. Consumer and
of these countries mature and grow.
as the market economies
is an increasing presence of
7. Corresponding to economic growth
the major multi-national
advertising in the print media. All of
the market. There are
advertising agencies are established in
advertising and its benefits
also advertising campaigns promoting
to the consumer and the economic system.
does state-run broadcast-
8. State-run news agencies continue as
in-fighting between political
ing. There has been considerable
who should control the
parties, pttsidents and parliaments over
the same time, privatization
apparatus of state broadcasting. At
has begun. The development of
of radio and television frequencies
trend. The
western-style FM music service is the emerging
channel and privatize the
Hungarian TV service will keep one
other.
and Political life
Role of the Catholic Church in Media
not as pronounced or impor-
The separation of church and state is
the United States. In both
tant in Eastern Europe as it is in
Church is a major force in daily
Hungary and Poland, the Catholic
of the media. The
life, in national politics and in the operation
licenses granted for devel-
church recently received one of four
The Catholic weekly in
oping national radio networks in Poland.
control and in-
Poland remained relatively free of government
an avenue of
fluence even under Communism. The Catholic press was
3
2
of
expressing opposition to communist rule and served as a source
occupation.
national pride, identity and Polish autonomy during
outlets
The church either owns or subsidizes print and broadcast
in the Polish transition media.
Media Laws
Poland, as in most
New constitutions being debated in Hungary and
protracted
countries of Eastern Europe. As a result of this
been stalled in
debate, drafts of the national media laws have
information
the parliaments. These laws will form the national
of freedom of the
and broadcasting policies outlining the extent
libel. They will
media and punishments for infractions such as
infrastructure and
also direct the building of the communications
going on in an ad hoc
the privatization of the media that is now
ruling parties in
fashion. The Coalition Agreement among the
approved constitu-
Hungary has a section on the media. Absent an
especially
tion, this agreement will govern media operations,
broadcasting.
aid journalists in their
There are some regulations in place to
to city coun-
daily duties. The Hungarian press has legal access
secrets and govern-
cil meetings and records. However, business
In May 1994, a Polish com-
ment secrets are kept from disclosure.
covering intellectual
prehensive copyright law went into effect
has provisions for stiff
property and media products. The law
fines and a 3-year jail term for violators.
Journalism Education
journalism was taught as a
Under the former Communist system,
Because of this func-
propaganda tool tor maintaining the state.
journalistic training
tion of journalism under the old system,
science departments of most colleges
was housed in the political
instruction. During this
and universities that undertook such
journalism education is fol-
transition period in Eastern Europe,
of instruction in the
lowing two paths. One is a :ontinuation
have been purged.
university structure where many professors
in Poland are con-
Warsaw University and Jagiellonian University
these departments
tinuing this training tradition. Unfortunately,
journalism training from the
have not been re-organized to remove
is little credibility
political science venue. As a result, there
the grleral public aad
granted to these training institutions by
former communist
the evolving free media that abhor these
propaganda training grounds.
developing arcund in-
The second path of journalism education is
individuals,
dependent training institutes set up by private
universities. This has been a
media organizations and western
and for providing
successful model for training new journalists
in Prague and
continuing education for working journalists
Journalists is proposed
Bratislava. Such a Center for Independent
the help of the Univer-
for establishment in Krakow, Poland with
sity of Missouri.
4
3
Journalism Center
The University of Maryland operates an American
International Media
in Budapest. The center is funded by the
and it will therefore
Fund. Most Hungarian journalists are young
train-
take some time for those journalism students with western
enough openings
ing to replace them in the media. There are not
private places
in the media to absorb the trainees from the many
American center want
of instruction in Hungary. Graduates of the
to learn how to
to go into corporate communication and want
manipulate the media.
Ethnic Minorities and the Mass Media
Europe. But
Gypsies make up the largest minority group in Eastern
Russians are at times in
Germans, Slovaks, Hungarians, Poles, and
countries. The pro-
the ethnic minority outside their native
importance as a so-
tection of minority rights has taken on great
developing a
cial issue. The region is now debating and
minorities. The
reciprocity policy for the treatment of ethnic
national minorities
policy is aimed at p' otecting the rights of
similar treatment
in each central European country by requiring
of minorities in the respective countries.
made provisions for the
Most countries in Eastern Europe have
the mass media.
ethnic minority populations to have access to
to media outlets op-
This is done either in the form of subsidies
time and space in
erated by minorities or by setting aside
of interest to
mainstream media to carry news and information
available in the lan-
minorities. Cultural programing is often
members. In Hungary, Duna TV is aimed
guage of the minority group
countries.
at Magyar speakers in neighboring
MEDIA IN POLAND
nation with 120,525 square
Poland is the largest central European
miles or about the size of New Mexico.
minority groups
39 million population with 4% ethnic
the former Soviet Union
3 to 5 million ethnic Poles live in
16% unemployment exists (3 million)
30% annual inflation
20% of 1993 budget went to pension fund
98% literacy rate
$1,690 GNP per capita
of western Christian
Poland is a Catholic nation and defender
chosen of God to suffer
civilization. Poles see themselves as the
ChriEtianity from the pagan
and serve as a sacrifice to preserve
institution of opposition to
East. The Catholic church was an
and some Polish
Socialism and it preserved cultural life
autonomy.
60-40% voter participation
Poland has 200 political parties and
chapter of the old Com-
Individual rights are still governed by a
leaders is punishable.
munist constitution. Criticism of national
5
4
Print Media
Poland has 45 dailies; Warsaw has 6 dailies
The Catholic church owns several newspapers
the
In 1992 foreign capital invaded the Polish press. Hersant,
and 50%
French media company, bought 49% of the weekly Polityka
of the weeklies outside of Warsaw.
20 million copies of weekiles are sold by the Germans.
Bertelsmann AG.
The Swiss are also in the market as a cover for
Norwegians have a 26% share of regionals.
in Polish media.
The Italians also have significant investments
of Gazetta Wyborcza.
Cox Enterprises, the U.S.company, has 12.5%
copies a month.
Tina, a German slick magazine, sells 3 million
quality publica-
Cheaper foreign magazines are driving dcmestic
tions out of business.
regional dailies have
Local news is lacking in publications and
politics and national
the highest readership. People are tired of
magazines and how-to-information.
news and are reading slick
in publication.
A Polish version of Readers Digest is now
Broadcasting
showing the ravages of
"CNN is important to peace in Europe by
getting rich and enjoying western con-
war and the advantages of
sumption."
networks. Two channels
There are 4 national government radio
for Poles living abroad. There are
carry news. A 5th stations is
hours of daily news.
17 regional radio stations with 2 1/2
covering the country. A
There are 2 government-owned TV channels
will start in Fall 1994.
new channel, POLSAT TV,
actors for its 1 original
State TV/Radio employs 3,000 including
advertisers pay for
entertainment production, "Electra." Local
division is a joint-
time at the end of programs. The Education
with 11 local stations in
venture company owned by the government
schools nationwide.
the network distributing programs to
broadcasting
There are 200 radio stations in Poland with most
has 6 private radio
western music and announcing the time. Warsaw
just approved for 5
stations with 24-hour service. Licenses were
nation. A Catholic station
private stations which will cover the
is among them.
started in 1990 during
Radio ZET, the first private radio station
wire service news
the Solidarity movement to broadcast western
is 5 to 10 minutes of news
and American rock and rap music. There
competitions; interviews with
every 1/2 hour with quizzes and
People liked the sta-
politicians and cultural/artistic figures.
western European sta-
tion because of its ads and similarity to
multinationals and are pro-
tions. One half of the ads come from
There are no political
duced especially for the Polish audience.
public radio. There is a
ads on ZET. Politicians get free time on
$2 monthly tax on
12 minute-per-hour limit on ads. Citizens pay a
radio and TV.
each radio set to support public (government)
6
5
Professionalism/Education
50% of
Poland has an association of journalists. Approximately
of them
Polish journalists do not have journalism degrees. Many
the Communist crack
got into the business as replacements after
overnight.
down on Solidarity journalists who were fired
journalists routinely
Professionalism and ethics are very low and
working now were
take junkets and bribes. Most journalists
journalism facul-
employed in the 1960s and '70s. One-half of the
ty wa3 purged after the change.
Parliament. The ses-
About 80 accredited journalists report on
Parliament's docu-
sions are televised and journalists are given
library.
ments. The public can read them in the
University journalism pro-
There are 850 students in the Warsaw
in theory and a 3-month
gram. Fifty percent of the courses are
graduates yearly for
internship is required. There are 80 to 90
into the media. Cana-
150 openings. About 70% of the graduates go
advertising.
da is helping to provide education in
MEDIA 7.N HUNGARY
with 35,920 square miles
Hungary is about the size of Indiana,
5% (1/2 million) Gypsies
Hungary has a 10.5 million population;
12-13% open unemployment
market
Soviet
decline of GDP with the loss of the
25%
via taxation
budget
of GDP is redistributed by the state
66%
corporate tax
36%
personal income tax
40%
and 25% VAT tax in force
10%
monthly average income
$100
univ. professor's monthly income
$700
$2,780 per capita GNP
20% functional illiteracy
30% divorce rate
in world
Hungary has the highest suicide rate
70% Catholics but only 10-12% practice
moral de,:line and people got
During Communism, there was societal
part:.cipating in demo-
tired of politics and therefore are not
in politics and about 40% voted in
cracy. About 10% participate
local elections 4 years ago.
Print Media
Budapest
There are 28 dailies in Hungary; 7 in
still controls 90%
The state (Socialist Party) publishing company
Murdock, and Axle Springer
of newspaper distribution. Maxwell,
the privatized newspapers. Bertelsmann
were early investors in
"People's Freedom," es-
bought into the party paper, Nepszabadsaq
in the
tablished in 1956. This is the largest circulation paper
7
6
Socialist
market with 300,000 copies. It was recently renamed "A
is
Daily Paper." The "Hungarian Daily" the second largest paper
owned by Bonnier, a Swedish company.
Teszt = consumer reports type magazine with ads
Hvg = early alternative "opposition" magazine
Magyar Narancs The "Hungarian Orange" = alternative paper
Broadcasting
International broadcasting has more influence on Hungarian
Imported
socialization and values than domestic broadcasting.
films and videos are highly consumed.
who want to learn
CNN and British MTV are popular with Hungarians
European/world service is available.
or listen to English. ABC
and in west Hungary
Three private broadcasters exist in Bue,Ipest
investment in order to
but the government wants to limit forrAgn
control broadcasting.
after Hungarian
There are 3 national FM radio networks named
they reach 80-100% of
heroes; 6 regional radio stations exist and
the country.
The third channel
Magyar Television (MTV) operates 3 channels.
cultural programs aimed at Magyar
was started in 1991 to air
Duna TV can be
speakers (Hungarians) in neighboring countries.
in North Africa.
received by satellite in most of Europe and
52% watch the first channel
21% watch the 2nd channel
3% watch the 3rd (Duna TV)
available; Slovak TV is
24% view other programs; some cable TV
Italian (RAI) are pres-
viewed for sports; French Antenna 2 and
language training.
ent; German TV (ZDF) provides practical
from the printed
Cigarette and liquor advertising are prohibited
companies break the law and
press but the Multinational tobacco
with the advertisers to break
pay the fines. The publishers agree
the law as a way to get revenues.
Journalism Professionalism/Education
is armchair journal-
The biggest barrier to media content quality
and aggressiveness on
ism and a lack of investigative journalism
don't follow up stories.
the part of old-style journalists. They
association
Journalists routinely take junkets. A journalists'
of the press. The As-
exists and it is trying to maintain freedom
freelancers.
sociation has 7,000 members but many are
and via the
Training of journalists is done at university
training is also
Hungarian Journalists' Association. Private
students annually.
being provided. About 60 programs train 1,000
7
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