미국 공영 텔레비전 PBS의 위기 = ‘상업적 비영리’ 공영방송과 ‘내부적 다원주의’

다국어 초록 (Multilingual Abstract)

This paper examines the debate over privatization of U. S. public broadcasting, which occurred in the 1990s. It also attempts to reveal what constitutes the current crisis of public television; and why and how the crisis came. This examination is conducted in the historical context and social conditions, in which U. S. public broadcasting was formulated and established in order to avoid the normative and unpersuasive claim for a noncommercial communication system.
Based on historical examination, this paper reveals two significant legacies of U. S. noncommercial broadcasting traditions. One is that public broadcasting shares progressive spirit of educational broadcasters and professional reformers in the 1920s when the meaning and form of broadcasting were first shaped. The other one is that political and cultural disciplines imposed by middle class and elite reformers still remains in PBS program traditions. Despite this complex characteristics of public broadcasting's historical traditions, this paper recognizes social significance of inventing a U. S. public broadcasting system in the 1960s from the fact that the U. S. civil society made a determination of social use and form of communication technology to expand cultural and political space for itself.
It is well-known facts that these progressive traditions and spirits have been plagued by political manipulation and the financial system relying on federal budgets. The threat of privatization by Republican majority Congress was the case that this political manipulation was at its hike. New conservatives aimed to reconstruct public broadcasting based on free market ideology in the demand for economic efficiency of operation and political balance of programs on PBS. They also charged public broadcasting as an unnecessary system in the age of media plenitude. Political threat of privatization and commercialization over public broadcasting functioned effectively for the expansion of conservative ideologies and values.
However, this paper argues that the real crisis of public broadcasting is the internalization of such external political pressures, not the conservative threat itself. This paper points to the problematic and controversial notion of 'nonprofit' public broadcasting based on commercial profits and ads-like underwriting for which leadership of public broadcasting claims. PBS leaders justify aggressive marketing and joint investment with medial conglomerates; middle class-centered programming pursuing rates and contributions; and expansion of ads-like underwriting because the revenues from these commercial activities are invested in the production and service of high-quality programs.
This position neglects that the public broadcasting operates economic and political self-censorship for the pursuit of commercial profits, rates, and political security avoiding ideological accusation. In this sense, conservative's 'cultural war' obviously succeeds in re-determining organizational identity and public vision of public broadcasting. This paper concludes that public broadcasting pays its public mission that mandates the service for the social minority and the alienated as a cost of survival.

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