Kenton T. Wilkinson
This study argues that language difference is an important, though often neglected,
element in contemporary flows of audiovisual media and organizations’
efforts to influence them through policy. Because linguistic issues overlap
a number of policy areas including trade, culture, language and communication,
this study advocates for increased attention to language-related concerns within
and across those areas by policymakers and researchers alike. Various developments
associated with globalization have contributed to the significance of the transnational
media trade, and are discussed in light of language difference. Special emphasis
is given the handling of language in media by the European Union and North American
Free Trade Agreement, two trade regimes that have treated language difference
distinctly. The probable expansion of both trade regimes is likely to increase
the salience of linguistic diversity among participant societies in the future.