Portuguese to English Marketing Media / Multimedia terminology

This term came up in a paper on Media studies, in fact it was also the title of the paper, as well as the below qoutes within the context.
I am really at a loss to know quite what they mean here, unless this is an 'in house' term/expression?
Are they referring to 'external media', as opposed to what? Internal or in-house media? - That hardly makes sense.
I have also considered the possibility that it is referring to 'overseas' or 'foreign' media but thepaper is basically regional in Belo Horizonte with no overseas implications.
Any suggestions greatfully received?

"A consulta à literatura, no entanto, sinaliza que as vantagens e desvantagens da mídia exterior, em relação a outras mídias, receberam um tratamento modesto, em termos de publicações acadêmicas.
Desse modo, o estudo procura situar a relevância das mídias exteriores como um campo de atividades com características próprias, apontando suas vantagens e desvantagens, em relação a outras mídias."