ABSTRACT

Asian media studies emerged as an academic field of study in the 1970s and although the discipline has evolved significantly, it continues to struggle for international legitimacy. Asian media studies also continues to live in the shadow of Western models and is moulded by American and British theoretical frameworks and methodological traditions. This has to a great extent prevented Asian media studies from coming of age and establishing itself in the international arena. In recent times we have witnessed numerous debates on the prospects for ‘de-Westernizing’ or ‘internationalizing’ media studies. In my view the focus should be more on developing local perspectives and models rather than rejecting Western models and frameworks. Moreover, what is required is to extensively research local and national perspectives through the examination of local language literature across the range of disciplines that have influenced media and communication studies. The objectives of this chapter are to highlight the difficulties faced by Asian

media studies, to underline certain recent developments and to examine the challenges that lie ahead. It will argue that while Asian media studies has taken giant strides since the 1970s with the growth and expansion of media and communication schools across the region and a significant improvement in the quality of research and scholarship, the discipline continues to lack legitimacy due to numerous important obstacles and challenges. Issues of language, a lack of available resources and infrastructure, overdependence on Western paradigms and models and the lack of a culture of scholarship have constituted some of the most significant challenges to Asian media studies.