Global media, daily life and perceptions of cultural change in Bhutan

Research Doctorate - Doctor of Philosophy (PhD)Using a constructivist epistemology and following the model of duality of structure proposed as part of Giddens’s (1982) theory of structuration, an ethnographic approach was undertaken using in-depth interviewing to analyse perceptions of change in Bhutanese society, following the introduction of television. Twenty seven in-depth interviews were conducted with Bhutanese participants across a range of occupations, age groups and locations. Within limitations researcher observation was undertaken in addition to the collection of documentary evidence from the field. Field interview data was transcribed verbatim and themes and ideas were established and categorised. A triangulation style of evaluation used data from the in-depth interviews plus documentary evidence, including audience studies from Bhutan. Analysis was undertaken of participants’ perceptions of changes to daily life from before the introduction of television to after television had been integrated into the majority of urban households. Two major quantitative studies were used to compare the findings. The primary research question was: how has the introduction of global media changed local forms of communication and culture from the perspectives of Bhutanese people? Multi channel international television was introduced into Bhutan in 1999 as part of the Kingdom’s drive towards modernisation and move to become more integrated into the global economy. At the same time the local public broadcasting organisation, the BBS, introduced a local television station. Prior to this Bhutan did not have television and most Bhutanese people lived in isolation with very little contact with, and knowledge of, the world outside their country. Bhutan is a small Himalayan Kingdom with a high proportion of the population not literate. Therefore, the electronic media plays an important role in educating, informing and entertaining the population. However, while television was provided by the state at an affordable level, the internet has remained unaffordable to the majority of the population. The impact of the sudden introduction of globalised television content to the media naïve society is examined, as is the role of localism in the culturally diverse, multi lingual population. Bhutanese people were found to value international content. Program preferences and the amount of viewing had significant impact on the actions of, and interactions between, people in their daily lives. Perceived changes in culture were attributed, predominantly, to the influence of television programs. Substantial changes to the rules relating to communication in households were identified, which had significant impact on the passing down of cultural heritage from the older generation to the younger. The introduction of new resources and decisions of individuals led to changes in the rules and structures of some aspects of society, which led to substantial changes in the daily lives of Bhutanese people