Media economics books 1

Basic introduction

In the past 30 years, the research of media economics has been widely carried out and developed rapidly all over the world, and its research fields and related topics are beyond the depth and breadth that many people who are not familiar with the subject can imagine. Technically, media economics has no specific concept, because it will mean that the economic laws and theories in the media field are different from those in other fields. But from a practical point of view, it is of far-reaching significance to apply economic laws and theories to media industries and companies. Because the study of media economics is helpful to analyze how economic influence guides or restricts media activities and how it has a macro impact on the specific dynamics of the media market.

Media products and services have unique characteristics and attributes, which are quite different from people's understanding of other products and services. A basic difference is that media products and services are dual, serving both the audience and advertisers. Because the audience market and advertising market have different demands for media products and services, they often have unbalanced economic impact. Another feature that distinguishes media products and services from other products is that media products can be reused many times, which can produce higher and more lasting value than the first use. Based on the protection of intellectual property rights, movies, audio-visual programs and information can maintain their economic value for a long time. We should also realize that for media enterprises and organizations, the production process of media products is an artistic creation process, which is very different from general industrial production.

Economic power affects all media, and this influence should also vary according to the market and social system. Media economics analysis is not only suitable for understanding free and open markets, but also provides viewpoints and analytical methods for media activities under many different market conditions, including some closed markets or markets with strong control and state intervention. The study of media economics can provide them with many useful ideas and suggestions. The emergence of media economics is fundamentally based on the emergence and development of media economy, but the emergence of media economics as an independent discipline has a broad foundation.

1. The integration of various disciplines is the theoretical basis for the emergence of media economics. At first, economists studied the media economy based on the economic problems in the media development. During this period, there was a strong dependence on the study of media economics, with most empirical and countermeasure studies and few original studies. With the increasing social influence of media economy, the phenomenon of media economy has attracted the attention of various disciplines, and many disciplines such as management, politics and informatics have included it in their own research scope, which has laid a profound theoretical foundation for the independence of media economics. However, the one-sidedness of this isolated subject research has led to the stagnation of media economics research, which urgently requires it to move towards independence.

2. The expansion of the influence of media economy on society is the social foundation of media economics. The initial form of media economy is invisible economy, and its contribution to social development is not obvious. Until the emergence of mass media, the social influence of media economy gradually expanded and officially became a mainstream economic form, which is the social foundation of media economics.

3. The need for the government to manage and control media economic behavior is the political basis of media economics, and the expansion of media economic activities makes it an important force that cannot be ignored in social development. However, for a long time, it is controversial that the government's management behavior has been confined to ideological management. On the one hand, this makes the government have many blind spots in managing media economic activities, on the other hand, it also limits the healthy development of the media industry. The media industry urgently needs the government to formulate relevant systems and laws to manage and control its development. This also provides a political basis for the emergence of media economics.

4. The large-scale and standardized development of media economy is the economic and realistic basis of media economics. The large-scale development of media economy has laid an economic foundation for the emergence and promotion of media economics, while the standardized development of media economy has constantly revealed its own laws, providing practical support for the emergence of media economics.

5. The emergence of mass media is the key to the independence of media economics. On the one hand, it began to engage in the research of media economy. On the other hand, as an independent social existence and social phenomenon, its social participation and influence also laid the foundation for the expansion of the research group of media economics, and finally promoted the goal of independent training of media economics.

Master the advertising management, diversified management and capital management of media, cost-benefit analysis of media, planning and development of media products and analysis of audience demand, and cultivate comprehensive quality talents engaged in economic analysis, prediction, planning and economic management for national comprehensive economic management institutions, policy research departments, related enterprises and media institutions such as radio and television.

Knowledge covers a wide range.

Media economics can not only involve the knowledge of media industry, but also need to master the principles of modern western economics and modern economic analysis methods, and be familiar with national economic policies and regulations. In addition, candidates are required to have the ability to expand and penetrate into related fields of economics, and improve the comprehensive quality level of employees engaged in economic analysis, forecasting, planning and economic management in national comprehensive economic management institutions, policy research departments, related enterprises and media institutions such as radio and television. As a new discipline, the interdisciplinary nature of media economics determines that the major is comprehensive and requires students to cultivate their ability of news dissemination and economic analysis.

Suitable for registration.

In people's view, only professionals can apply for media economics, but many industries can apply for this major. Of course, traditional media, including newspaper industry, magazine industry, book publishing industry, radio and television industry, film and animation industry are all essential. In addition, outdoor media in recent years include transportation media (mobile video and print media on buses, subways, airplanes and trains) and transportation facilities (digital and print media such as roads, airports, railway stations and bus shelters); Community media, including living community media (residential quarters and commercial buildings) and commercial community media (office buildings, supermarkets, gyms, hospitals, etc.). ) and campus community media (universities); New media, including Internet media (digital newspapers, e-books) and handheld media (mobile phone interactive software, mobile phone short messages, etc.). ) and digital interactive media (various digital TV and video media).

Future employment direction

Graduates of media economics will have a wide range of employment in the future, and we can engage in news propaganda departments of major media industries, enterprises and institutions. Even if you are engaged in some ordinary enterprises or companies, it is also a great promotion for yourself. In 1980s, more and more research works on media economics began to appear. This new research route has greatly changed the situation of ignoring media enterprises as commercial and economic institutions. Since 1980s, many studies have provided references for a series of economic and financial problems, such as the organization and operation of media enterprises, the competition among media enterprises, the consumption of media products, and so on, especially the problems of concentration and monopoly. The important achievements of this period include: discussing the economic structure and organization of the media industry (Picard,1989; Albarran, 1996), pays attention to the economic problems of the world media (Al-Balaam and Chen-olmsted, 1998) and the economic problems of specific media fields (Irving and Vildman,1992; Picard et al.,1988; Collins, Garnham and Locksley,1989; Dunnett, Lacey and Simon, 1993, etc.

Although people's interest in media economics has been increasing since 1980s, the number of scholars active in this field is still very limited. They are scattered all over the world and distributed in different academic projects, including news, broadcasting, communication, economy, commerce and politics. In the past two or three decades, media economists from all over the world began to merge. The annual telecom policy research conference, the annual meeting of the Radio and Television Education Association, the annual meeting of the News Mass Communication Education Association and the biennial World Media Economic Conference make the communication between scholars more frequent and convenient.

At the same time, academic journals in this field have also begun to be established. From 65438 to 0987, at the initiative of Robert, the Journal of Media Economics was founded in the United States. Piccard and others. This journal published its first issue in the spring of 1988, and has since become the core journal in the field of media economics. From 65438 to 0999, international media management magazines appeared in St Gallen, Switzerland, and paid more attention to management issues. In 2004, with the publication of the Journal of Media Business Research by Yan Xueping of Sweden, the research in this field was strengthened again. The research methods, themes and trends covered by these publications provide important indicators for the development of media economics. After 1980s, works on media economics often focused on introducing basic concepts and methods, such as discussing media expenditure (Wood, 1986) and studying media financial performance (Litman &; Bridges, 1986), research and forecast income (Ad-alTIS, 1987), welfare economics and media relations research (Bustema, 1988), measurement centralization (Picard, 1988), through the media company's In the late 1980s and early 1990s, the structural changes of wireless and wired media became the focus of attention. Scholars use the method of studying industrial organization and competition to explain and discuss the convergence problem in cable TV industry (Chan-Olrrmted &; Littmann, 1988), Pluralism (albarran &; Porto, 1990), the problem of TV syndicated market (Chan- Olmsted, 199 1), the market impact of entry barriers of radio and television (berry & Waldfogel, 1999), vertical integration of information distribution (Walterman, 1993) and centralization (Sparks,1995: Barran &; Dimick, 1996), etc. From the end of 1990s to the beginning of the new century, macroeconomic issues, such as the impact of economic depression on the media (piccard, 200 1) and media constraints in the global economy (piccard &: Riemel, 1999), began to be concerned. Scholars put more emphasis on analyzing the market environment and behavior of media companies rather than paying attention to the market. During this period, about media empire (Picard, 1996) and enterprise inheritance (Wolfe &; Katx~r, 1998), m&a research (Chan-Olmsted, 1998), comparative strategy research of companies (Shrikhande, 200 1), company selection research (Picard, 2002a), and company economics and finance research (. Discussions on the revenue streams and business models of interactive TV (Pagani, 2000), online content (Picard, 2000) and free newspapers (Ba kker, 2002) also began to appear.

With the development of media economics research, media economic education has also begun to rise. The content of the course education includes full-time study in 1990s, MBA programs of Northwestern University, Fordham University, St Gallen University in Switzerland, and MBA programs of senior managers of Finnish Tuku University. The University of Navarra in Spain, the University of Southern California and university of stirling in Scotland also offer master's programs. Indiana University, Yan Xueping International Business School, University of Michigan, University of Cologne, Dortmund University, Navarra University, University of Florida, University of St. Galindo, University of Southern California, etc. all offer doctoral courses in media economics and management.

Non-English media economics textbooks developed rapidly in the 1990s. Piccard's books have been translated into Chinese, Korean and Spanish; The original textbooks are published in French, German, Polish, Russian and Hungarian. Many research results and teaching materials of media economics are widely spread around the world; Many countries that didn't fully open their media markets in the past also introduced the experience of other countries, hoping to provide reference for their own media market reform and system transformation. Throughout the development of western media economics, there are three main research paradigms: theoretical paradigm, applied paradigm and critical paradigm (see table 1). Theoretical paradigm and applied paradigm are often innate in research, while critical paradigm is often separated from the other two. These examples are based on different academic foundations and pay attention to different research topics and research centers.

The theoretical paradigm was originally created and guided by economists, and began with some research on consumers of media products and services and their choices. Based on neoclassical economics, this paradigm is mainly used to explore the media power that restricts and promotes the media system. It is often used in the research of predicting the development prospect and influence of media, the research of media operators' decision-making, or the research of policy optimization.

The application examples mainly come from the department of enterprise economic management and the communication industry association in colleges and universities. This is the most commonly used method in media economics research at present. This paradigm often discusses the communication industry and its market structure, emphasizing the understanding and understanding of trends and changes. Its research purpose is applied, aiming at formulating strategies and policies for companies or governments to control and respond quickly to changes in economy and consumer behavior. Using this paradigm, scholars have studied media consumption actors and advertising trends, media companies, single or overall media industries and so on.

Critical paradigm began with political economists and social critics, and concentrated in the field of communication, mainly focusing on welfare economics and other issues. Scholars who apply critical paradigm generally have a strong cultural and social background, which enables them to focus on the centralization and monopoly of communication, cultural influence and the transformation from industrial economy to information economy. This example is influenced by British cultural scholars and neo-Marxist scholars. Both theory and application paradigm use macroeconomics and microeconomics to discuss communication institutions and interactions. Macroeconomic methods are often used to analyze the operation of economic systems at the national level. However, as the boundaries between nations and countries in the media market become less and less obvious, this approach tends to discuss issues at the regional or global level. Microeconomics methods usually focus on the market activities of producers and consumers in a specific market. It mainly studies the purchase decision, price behavior, financial process, cost structure and financial performance. Its basic point of view is that the media is an economic institution, and it is impossible to correctly understand and understand the media without realizing its characteristics of having to operate in the market. Media enterprises not only provide consumers with content products and services, but also provide advertisers with a platform to communicate with consumers. Relatively speaking, the method of macroeconomics studies a wide range of industry problems and market structure. They discussed the influence of competition and monopoly, economic changes and government policies on the communication industry.

Scholars with critical paradigms have a broader vision. They study the economic, political and social basis, overall influence and institutional limitations of the communication system. They explore the final result of institutional or policy constraints, investigate the problems caused by them, and seek ways to overcome inefficiency through public policies.

There are often many arguments between the advocates and practitioners of the above three research paradigms, but the conflict is neither necessary nor helpful; Because in fact, each paradigm has contributed an important theoretical basis and practical methods, and these paradigms are complementary. Their existence makes each other more convincing and provides each other with more room for development.

Although there are differences in research traditions, with the development of media economics, some universal and same-sex research methods have been formed. They are divided into: industry market research, company research and influence research (see Table 2). Most of these methods use the theories and skills commonly used in economics and enterprise research, and provide a basic way for the analysis of economic behavior in the industry.

Excerpted from History, Methods and Examples of Media Economics Research, in-service graduate students from Renmin University of China and Communication University of China made great efforts to build media economics majors.

Media economics, based on journalism and communication, mainly studies communication topics in the economic field and economic topics in the communication field. It is a subject that pays attention to the combination of theory and practice.

On the basis of the on-the-job postgraduate training program of journalism and communication, the case interaction practice course has been added to the media economy major. Leaders from the media, business and academic circles, students majoring in media economy, share the most vivid and meaningful practical cases they have experienced. It aims to train senior managers and professionals in the government, enterprises and institutions and the media industry. Three theories on media economy

Modern media economics

Media economy and its development in China.

Media economics-digital information economics and intellectual property.

Media economics (market, industry and concept) (classic translation of media economic management abroad)

Author: (America) (IanB. Albarran) Alan B. Albrand

Press: Communication University of China Press

Publication date: 2009

ISBN: 97878 1 1273939

Format: 16

Pricing: 48.00 yuan An Lan, B. albarran, Ph.D., professor, a famous expert in the fields of media economics, media management and communication in the United States, the head of radio, film and television at the UniversityofNorthTexas in Fernos, and the editor-in-chief of Media Economics, a world-renowned academic journal in the field of media economy. In addition, he is also a member of the steering committee of the World Conference on Media Economics and one of the three academic advisers of the 7th World Conference on Media Economics.

His main works are: Media Economics-Market, Industry and Concept, Global Media Economics, Electronic Media Operation and Management, Wireless Broadcasting Industry, etc.

Chen Peng, Bachelor of Management from Beijing Broadcasting Institute, Master and Doctor of Communication from China Communication University, majoring in media economy, mainly engaged in media economic system research, media marketing management and program management. I have been to many areas to do media research, participated in many research projects, published more than ten research reports and papers, and participated in the compilation of many works. He has taught mathematical statistics, film and television program management, communication theory and other courses. brief Introduction of the content

Foreword of translator

Preface of Chinese version

order

Unit 1 Introduction

The first chapter is the origin of media economics research.

Unit 2 Principles of Media Economics

Chapter II Economic Concepts

Chapter III Understanding the Market

Chapter IV Media Market Evaluation

Unit 3 Electronic Media Industry

Chapter V Broadcasting Industry

Chapter VI Traditional TV Industry