Policies of Communication
Number 8, Year 2, August - October 1997


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The Cinema in the Small Screen.
The cinema in video

by: Maria Josefa Erreguerena
Titular investigator adipex online no prescription the Department of Education and
Communication of the Metropolitan Independent University,
Unit Xochimilco, Mexico.

The cinema adipex online no prescription video has invaded adipex online no prescription private adipex online no prescription We have not put the due attention to the form that has burst in into our lives, transforming the use of the free time adipex online no prescription we could even affirm that the form of interpersonal relation within the family and in the professional scopes.

The Mexican state adipex online no prescription the creation of IMCINE in sexsenio adipex online no prescription has implemented a global cultural policy in adipex loss phentermine weight the important thing seems to be to adipex loss phentermine weight the economic investment, this is to enter the market logic. Paralelamente to the privatization of the cinematographic infrastructure (COTSA and America Studies) videohogares and videoclubs are increased in number of. The State through the legislation seems to benefit to the great international companies and a single national: She televises so much with his Videocentro videoclubs and her distributor of Videovisa films the adipex online no prescription of the video from the company/signature of the TLC has turned out to be a very profitable business.

The production of cinema in adipex online no prescription as it trains cultural does not differ adipex online no prescription adipex online no prescription other industries and responds to a neoliberal rationality, its intention is to obtain the maximum utility, the goods in produced himself in Capitalism is adipex online no prescription of symbolic forms, with the disadvantage for the cultural industry that their products promote, in addition, social forms of representation and stereotypes, that is to say is transmitting of an ideology, specified and promoted in its speeches. Thus the study of the cultural industry adipex online no prescription two slopes; hardware; the technical apparatuses, and software the speeches that are transmitted. In video recorder hardware will be the apparatus video recorder and the tapes, software will be the films or programs produced for the video. (To see adipex online no prescription 1994)

As much in software as in hardware one occurs a process of adipex online no prescription circulation adipex online without a prescription consumption of symbolic goods adipex online no prescription adipex online without a prescription Adorno (1981) of the school of Frankfurt raises the concept of cultural adipex online no prescription define, it as: process that it has given as adipex online no prescription the increasing mercantización of the cultural forms produced by the sprouting of the industries of the spectacle in Europe and the United States by the end of century XIX and XX. They argue that the sprouting of the industries of the spectacle as capitalist company has obtained the standardization and the rationalization of the cultural forms, and has atrophied the capacity of the individual to think of critical and independent way. The cultural goods produced by these industries are designed and they are manufactured in agreement with the objectives of the capitalist accumulation and the gain of utilities (Thompson, 1993, 109)

It photographs Hugo Brehme.According to Horkheimer and Adorno, adipex online without a prescription development of adipex online no prescription cultural industry adipex online no prescription adipex online no prescription intrinsic part of the rationalization process and cosificación in the modern societies, the paper of these authors is determining, do not give alternative of the individual social subject in front of the cultural industry, which thinks and feels the consumer of the merchandise adipex online no prescription by the cultural industries is determining in his brings back to adipex online no prescription This is the main critic its conception of which the goods produced by the cultural industries are definitive in the vision of the world of their consumers This ideological determinism, for Thompson it is an exaggerated point of view of the cohesive character of the modern societies and an excessively pessimistic prognosis in relation to the adipex online no prescription of the individual in the era modern (Thompson 1993; 107).

On this subject Alvater speaks affirms Of this, on the adipex online no prescription hand, takes advantage the industry the adipex online no prescription from the years, that is at the adipex online no prescription time ideological innovation technological adipex online no prescription practical of the fordismo to construct to the image of the American way of life with all ingredients, carrying out 20 a global propaganda and contributing to define the image of the development that adipex online no prescription to follow the countries developing. (Alvater, 1992.32).

Horkheimer and Adorno insist on the technology on itself and its roll on the economy and its effects on the society and culture. The characteristics that adipex online no prescription adipex online no prescription the same nature of the technology to their great capacity of reproduction and its consequences with advantages and disadvantages. They explain the logic of the economic and social adipex online no prescription that orders and lives its technological development loa adipex online no prescription on a production in series to satisfy the great public, the adipex online no prescription of contents who reigns in this process, the democratization of the consumption to autosatisfacer the consumption.

We see that the reasoning of the school of Frankfurt, is in the sense that the technical rationality is confused with the domination within the contemporary societies. Tremblay (1994; 39) raise four criteria:

The first taking to the cultural industry from the point of view of the industrial production the second criterion analyzes the cultural industries from the techniques that use.

The third party analyzes adipex online no prescription market; it studies the adipex online no prescription and the demand adipex online no prescription the cultural goods, and; the quarter orders the criteria that make reference to the processes of capitalist production within the dominion of the cultural activities.

The economists watch at adipex online no prescription cultural industry like a dual process to those of other industries where adipex online no prescription economic agents become jumbled adipex online no prescription goods and services that are supplied and demanded. The cultural industry is, among others, considered like economic interchange by itself just as other goods and services within the free supply. All the state intervention, all the special regulation is useless and plays to the detriment of the interests of the consumer. Contrary to these protectionistic measures it adipex online no prescription allow one free march with a vivifying effect for the production of the national industries, in this optics the industrialization of the culture is not more than an inevitable consequence of the normal development of a liberal economy. (Tremblay, 1994; 39)

Tremblay proposes that to analyze the cultural industry it is necessary to take into account the four criteria before mentioned, that can go of the simple description to the explanation, that goes from the global vision of a phenomenon to the explanation of the analyzed processes. Taking into account the four criteria they are necessary for the understanding of the cultural industry and others are included an a. The importance of the cultural industry and the cultural diffusion constitute a first level of simple quantitative apprehension of a phenomenon, the use of an industrial technology of reproduction in series identifies a second level of understanding that makes emphasis in the technical characteristics; The theoretical current of the cultural industry within the neoliberalism watches from an adipex online no prescription perspective the development of this industry.

Finally eel author introduces the importance of the phenomenon of the recovery of an adipex loss phentermine weight technology and a cultural product process, registered in the form of organization of the work, that adipex loss phentermine weight within the distribution and circulation of these products. (Tremblay, 1994; 41)

On the other hand Garci'a Canclini (1995) adipex online no prescription what is the place that Mexico occupies adipex online no prescription the importanción adipex online no prescription films at international level Mexico, that as soon as 16º occupied in 1990 place between the importers of North American films, ascended in 1993 to 10º put, at world-wide level with an investment of 36,9 million dollars. (Garci'a Canclini; 1995, pp119).

In the decade of the 90 he is doubtless that the cinema has found new forms of consumption; the increase of videoclubs and the number of rented films is a adipex online no prescription of it.

Even adipex online no prescription adipex online no prescription Latin countries adipex online without a prescription Europe that defend the adipex loss phentermine weight exception in the free commerce, there are some who conceive to the cinema and the television like simple markets, where the free competition had to leave watching decide them what is worth the pain to exhibit and what not. adipex online no prescription it is leaving. Perhaps the percentage of the bad American cinema is a little inferior: 80%; perhaps in regard to which one has taken to the best creators of the world, it has high an economic power and, it has remained with us. To sum up, the crisis of the cinema cannot turns already like internal of each country nor isolated question of the reorganization of the symbolic adipex online no prescription It is part of the debate on the tensions between freedom of markets, cultural quality and own ways of life. (Garci'a Canclini; 1995,121)

But now one sees that the redefinition of the national identities does not make only the cinema and the television and the video, butHe photographs Hugo Brehme. the set of adipex online without a prescription freeways of adipex online without a prescription communication. The transmission by satellite adipex online without a prescription adipex online no prescription optical mesh wirings transform the adipex online no prescription communication (electronic mail, telemedicine, computer science in the offices), the banking and intercorporate services, and, by all adipex online without a prescription the distribution of cultural spectacles. From the United States, the Turner company programs the circulation of films, cartoons and the news in many Latin adipex online without a prescription countries and now begin to do it in some adipex online without a prescription like France. In few years the American films will arrive by satellite at the rooms of exhibition of hundreds of cities in all the continents, without the customs complications of tinned films and the videos (Garci'a Canclini; 1995,125) For adipex loss phentermine weight Canclini Canclini (1995) it affirms at least that the present European debate reframes the transnational massive policies of communication, in three points:

a) The relations between the national, continental and the globalisation. They do not lack racist chovinistas explosions in adipex loss phentermine weight America and in Europe What is the origin adipex online without a prescription Bach or Danton? A decisive adipex online without a prescription so that this Latin American space represents our multiralidad is if it adipex online no prescription act in decentralized form and recognizing the diversity of regional aesthetic styles and. adipex online no prescription present tendency is to concentrate the television and other adipex online no prescription means in two or three oligopolies. (Garci'a Canclini; 1995,126)

b) The joint between the private services public and interests. For adipex online no prescription indeed so vigorous their massive influence, to require discharges investments and as much effectiveness, the new audio-visual technologies do not have to depend predominantly on the bureaucratic apparatuses of the States; for being the cultural space where the asymmetric inequalities and between societies are not accentuated more either can be ruined only to the international competition between markets. (Garci'a Canclini; 1995,127-129).

The development of adipex online no prescription new technologies has an importance for the present development of the cultural industry, this development is of special relevance in the sphere of the telecommunications, computer science and the robotics.

As it trains cultural on the other is made up of two slopes on the one hand the industrialist (production, technology, market) and the speech adipex online without a prescription discursivos, circulation of symbolic forms, in films, programs, etc.).

A relatively short period, video adipex online without adipex online no prescription prescription has been transformed into a common complement of adipex online without a prescription television. Video recorder is a compact unit that can be connected adipex online no prescription an existing equipment of television; it allows the user to record the programs that are transmitted through the established chains, and to reproduce recorded programs adipex online without a prescription prerecorded films. The magnetic recording is a form of information storage of that the track or channel consists of magnetized particles that cover a plastic tape. The information enters the channel in the form of electrical impulses that produce variations in a magnetic field and these generate as well a landlord in magnetized particles of the tape. The information can be decoded when happening the tape over another electromagneto, in which a modulated current is generated that can be amplified and be projected. By the end of the decade of 1950 such principles adapted to allow the recording of images. To record an image much more requires a adipex online without a prescription level of information storage (around 200 times more than the recording of sound) and, therefore, the recorders use a more complex mechanism to record and to decode the information (Thompson, adipex online no prescription 227).

By adipex online no prescription end adipex online no prescription the Seventies and beginnings of the eighty, the amount of video recorders in domestic use increased of drastic way and thus it passed of almost a million that was in 1976 as much and n the countries of the European Economic Community like in the adipex online no prescription States, adipex online without a prescription more than 30 million in the countries of the EEC and to a little less than 40 million in State United towards 1986. Near a third (around 170 million) of adipex online no prescription the equipped homes of the world with televisions they counted on video recorders in the middle of the Eighties. The proportion of homes that own televisions varies considerably from a country to another one. (Thompson, 1993, 228).

In Mexico little information exists very on I number of video recorders in the homes, A source indicates that 1984 existed between 150 and 200 thousands, As of 1985 the number grew vertiginously and for aims of the eighty it became still more effervescent. Samuel Kreimerman, President of the Association of Producers and Reproducers of Video, assure that in 1988 they existed approximately of 3 to 4 million video cassette recorders thousands Beta and 100 VHS, bases little credible.

On the other hand the Videomonitor magazine refers 2 million in 1987 and 4.5 million in adipex loss phentermine weight Justino Compeán, present Chief of a adipex loss phentermine weight directorate of the Videovisa group, gives a smaller number but perhaps more realist 4 million of videohogares against 14 million of telehogares, while Jose Diaz, President of Universal Video affirms that there are 5 million of videohogares and adipex online no prescription million of telehogares in 1990 " (Picazo, 1994:30).

In its beginnings (1925), adipex loss phentermine weight projection adipex online no prescription images adipex online no prescription means of the television was weak and dark, although great amounts of light were used. Later they arose videotape and the videodisc.

In 1959 it appeared the adipex loss phentermine weight in 1956 AMPEX of the adipex loss phentermine weight States it introduced the first recording and reproductive adipex online no prescription of images. In 1966 the adipex online no prescription transnational companies were sent to the manufacture of video recorder. (Sony, Matsushita, Hitachi and Sanyo). The pioneer in the field of the innovations was Sony.

In 1981 adipex online without a prescription Philips the Dutch company had been sent to the manufacture of video recorders In 1972 presented the first video recorder color V.C.R with a format of 1/2 inch. Besides Philips there were other attempts from CBS and AVCO, but they failed due, to a large extent, to an insufficient technology and a high cost of the videotapes, 35 dollars by virgin videotape of 60 minutes. (Go'mez-Mont, 1992: 127).

In adipex online no prescription years ochentas adipex online no prescription developed the massive use of video cassette recorder, in the context of the global economy is of manifesto the technological dependency of Mexico, with two countries mainly, the United States and Japan. Attempts have existed certain to make equipment of video, this adipex online no prescription has arrived to be reality in Mexico, not only adipex online no prescription our dependency technological but also by competition disloyal of assembly plants, that has installed in Mexico adipex online no prescription or shipbuilders of video of the marks Tokai, Fuji, Panasonic, Sony and Hitachi, that concern the parts or essential accessories of the assembled apparatuses that in Mexico had been very risky to make to the international prices (Picazo, 1992: 41)

Located in their majority in the North border of the country, the assembly plants essentially use cheap manpower, Mexico counts on the lowest wages of the world in 1989 the wages per hour in Taiwan were of 3,15, in Korea of 2,95, Singapore of 2,90 and in Hong Kong of 2,60 in Mexico they were of 1,29 dollars adipex online no prescription 1992:21).

In 1988, of the 1529 assembly plants in the country, 113 they are dedicated to adipex online no prescription of electric appliances and electronic, the category of sound reproduction does not exist and image) of these 84% is of national capital and the foreign rest, 28 of them are of American capital.

Of the 164 Japanese companies adipex online no prescription Mexico 56 they are assembly plants, and 48 are located in border adipex online without a prescription more of 95% what means that its production is directed to the adipex online no prescription States. The 48,2% dedicate to the production of materials and electrical and electronic accessories, used in products that will be finished in finished filial plants in the United States, and that soon will arrive at Mexico like import merchandise.

The 271 assembly plants with American capital pertaining to the heading of electrical equipments and electronic used in 1985 to 45 795 people and 1988 to 63 439. (To see Picazo; 1992)

The tax to acquire a video adipex online no prescription recorder of 40% on the cost, the unique adipex online no prescription of acquiring a video was the black market. adipex online no prescription the 6 of November of 1986, date in which the contraband was ratified the adhesion from Mexico to the GAT disappears, low one to 2% the tax, and can be bought without legal problem, with the arrival of the TLC, the proliferation in its use is evident since we have said previously.

In Latin America also the video had a quick diffusion. The three countries with greater number of videohogares are Brazil (7,5 million) and Argentina (2.7). As far as the third Mexico, he is the one that registers a higher percentage in the set of the population: 34 percent. (Garci'a Canclini; 1994, 34)

As of 1985, the sprouting of videoclubs to rent films offered a new way of use of video cassette recorders, of access to the cinematographic repertoire and also a novel resource of entertainment that promised to easily sell or to rent films of any quality and generated therefore a contagious expansion in the three first years arose the 36 percent from the existing videoclubs until today (1994).

Esteem adipex loss phentermine weight of the 9589 registered videoclubs, closed a 40 percent, mainly independent. The business was almost totally into the hands of the 1769 videocentros and macrovideocentros supplied by Videovisa (with 76 percent of American films) Videomax (70 percent of the adipex online no prescription origin). Many reproductive companies small medians and, that distributed one more a diversified supply, were disappearing. With the opening of Blockbuster stores, as of 1991, the 56 stores that at the moment it adipex loss phentermine weight in the country they supply in a 70 percent with tapes bought in Videovisa. (Garci'a Canclini; 1994; 35).

In order adipex online no prescription conclude we can say that the adipex online no prescription State, in the best one of the cases, seems besides the discussion of what it is adipex online no prescription function against this lucrative business; the cinema in video.

Bibliography.

ADORNMENT, T.W.y Horkheimer the industry of the culture; illustration as deceit of the masses in Curran Gurevitch, adipex online no prescription Society and communication of masses. Ed. adipex online no prescription Bottom of Culture Mexico 1981.

ALVATER, Elamar. On the Ecological bases of the Fordista model in Economy Theory and Ed. Practice New Time; number 3: Metropolitan Independent university, Mexico 1992.

GARCI'A CANCLINI. Néstor the adipex online no prescription spectators. Cinema, television adipex online no prescription video in México.ed, IMCINE and CONACULTA Mexico 1994

The Consuming and Citizen GARCI'AS CANCLINI Néstor. Multicultural conflicts of the Grijalbo globalisation. Mexico 1995

GOMEZ-MONT Carmen the challenge of new mass media in Mexico AMIC-DIANA Mexico 1992.

PICAZO adipex online no prescription Leticia One decade of Video in Mexico 1980-1990 Threshings Mexico 1994.

THOMPSON, adipex online no prescription Ideology and modern culture. Social critical theory in the era of the communication of masses. ed. Independent university Metropolitan Xochimilco Mexico 1993

TREMBLAY, Gaêtan. adipex online no prescription discours South indutries culturalles. Canada 1994.

Photographic credits:

San Andres Chalchicomula. State of Puebla. Hugo Brehme.
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Jump of Juanacatlán. State of Jalisco. Hugo Brehme.
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