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Communication Research
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Economic Openness and Media Penetration

Fang Yang

Department of Communication at Cornell University.

James Shanahan

Department of Communication at Cornell University.

Using country-level data, this study proposes and tests a multivariate model explaining levels of media penetration around the world, with special interest in the impact of an increasingly global economy on media industries. This study finds that countries with more open economies (i.e., those more exposed to the world market) tend to have higher penetration rates of newspapers, personal computers, Internet hosts, and main telephone lines, even after controlling for GDP per capita, literacy, urbanization, population, levels of democracy and freedom, and regional variables. The data cover most of the countries in the world. The results indicate a link between a global economy and an "information age"—an enormous expansion of world communication. This study complements earlier research on the economic constraints of media penetration; most of the earlier work was done in a U.S. setting and focused on GDP per capita in explaining media penetration.

Key Words: globalization • internationalization • economic openness • media penetration • media consumption

Communication Research, Vol. 30, No. 5, 557-573 (2003)
DOI: 10.1177/0093650203256359
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[Abstract] [PDF]