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The article explores the role of advertising in the funding of audiovisual communications in Europe. The concepts of self-regulation and deregulation in the advertising industry are outlined. The appointment of the International Advertising Association (IAA) by the European Commission (EC) as an official consultative body is highlighted.

The article discusses the role of communication systems on the pattern of nation-state in Belgium. It mentions the problems and possibilities of the new media through surveying different kinds of alternative television systems and practices. It notes that new media is linked to specific Belgian groups. It notes that despite that alternative communication cannot be linked to social relations, both of them play an important role in building a genuine popular culture.