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  • Albarran Media Economy Cap 2

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    Martín A. Becerra
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    Albarran, Alan (2010), The media economy, Cap 2, “Theories and approaches used to examine the media economy”, p. 19-34.

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    Albarran, Alan (2010), The media economy, Cap 2, “Theories and approaches used to examine the media economy”, p. 19-34.

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    © All Rights Reserved
    Descargue como PDF o lea en línea desde Scribd
    Marcar por contenido inapropiado
    105 vistas8 páginas

    Albarran Media Economy Cap 2

    Cargado por

    Martín A. Becerra
    Albarran, Alan (2010), The media economy, Cap 2, “Theories and approaches used to examine the media economy”, p. 19-34.

    Copyright:

    © All Rights Reserved
    Descargue como PDF o lea en línea desde Scribd
    Marcar por contenido inapropiado
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    eee" coe sly of the G-20 nations sing = maerrsonmics Syd hae, rong an soa of economic rec cme arcs, media a «psp of GDP abd ae n-ne assent ofthe nid Sse I 29 1 Tyco ping al tdevison athe => geo mere bere 0 comping EEE ours mre established Sono Cr as ei ude he ml piscussion questions warTeR2 Theories and Approaches Used to Examine the Media Economy the thee theoretic aon sed understand the media ey hers and apeuches wed eo analyze dhe mia the ned fo farther we wader nent al deve of thei dhe mein esac, {he ea fo farther ekinon sn develope Intbedcogil tok uae 1th mia economy was eid stad of oe me lnm aed iadusties faction aos iferent lvls of acy Te, otal bows ar nil nn wth fbr forces re aoalzation, regulation ecogy, aod soil apt) rough (ictwcoftheoen concep and principles dr flom macroccomomic ul noncomomie permpectis. This capes oes inset el tnderatand ee med economy mcs considered a par of the aca cers, and in scence redo undestand the reasons ofdifec phoomens Shr Theos ave typialy though of 2 abstractions a Vhs ict methanol that yo ean pk op hold. Theis nl statins Vrs nd to ae 1 se of cet cocoa piarions (boks and scolar journals informal networks and rece as andthe fteract Theos fem bactone ot teundionfrevery ate ofscieee Teor lp organi a fell of reate nye cones urn pares ad ends and lay evan sumptions “pad nconomy isan abiaction, Thre, we ned (© andeand the tors we cn ane toner to wndestand how eh wee nm operes and fanesons in a socal pte, That he tpl a pepo of hs hope. srecarre aad 2006), meds economics research as gown akon, aaa oval phe shore raion av applied sea, nd ae li akon sb pltea econ of the din se eel talon developed eng, many conesp and smions den from neaansea economic, Haig mit Seon a macrorsmomice perspectives, Nevis ecannmis SS prominence nthe 200 cemury as a vital area of th Ring eal scones is conse witha burbe ftp Bo a ere asae to undentand the nerslay of supyy and demand, eee Se dey pectin tha fneionsin a macs yess tthe evel ofthe Sem "She appt ation examines topics revovingaround te ste oes Sh inductee and eit mies Applied reseach ies ware iowa mat Bit apom theoretical foundations. Examples ried ciara meal ice deste deen sales comple ty Baisvelnal asossatons, rade geops coulis. fis ad oa The aid aon ao emacs mrocanamis and aarereemnic appraces, One drawback for clays that most of (Tere canted im heaped radon propitary i mates, ‘Pang th est ent shared puis re atom ies in conuaset oth deseo an the applied tealnne The cial tao bas mame of ens, ari ees Marx approaches whch ie the mea ems 388 TRIMS ofthe ling cls ner the working sith cok verte raarh desing, wth omen and power of the wea weep nun, techel termi, an otal ctrl ad tial once wth he mes "Ccbsumary tale of ths bic csi is provid i Table 2 Fivetse teks hse edi diverse set fees ae eee oxi oh eras ee aston cu st, Se Iimcoeety fon roms te oat sist stat a enon ste = r har wo sige wad 8 the Best one os. ede ‘hain ion ett Kn ash ih Wome thetic aon ae Wyn secon esa i nay, nba ethiopia os rin rien a aan pas ot on min fhe hap esis he sl ch se a nto al pind dT \ theory quite exes in these tw arate “sw bo he pary tosh en aa mle and developmen the med econo " Tht iced blow sedi conection wih hkl apponces depending on they a sty conta ie ain at dol for ana In seach te ‘rs econ i tt te dfn methodlopa prs alm yess nd bypass tea stl rant (1) Mode Ie performance ofa marke rss ramets industri: The mls bo ‘Genie ay the $<-P mel ‘Th 10 rode was eign concied hy ain (959), and mech of the early erature on media ecm cnbaces ic as 4 theoretical foundation Bocuse of is uly to reoarcher ans systematic appa 0atalping marke ‘Researchers at examin he srcire ofthe sachs with te 10 rode (Tirol, 1988, ive variables re comsony sed wo undrsta theserctre ofthe mash ttdng dhe mamber of baer eel 0 make the difertion among prot teed nthe mart te resto entry for new rs hoping compete inthe markt os sete i the market and the extent to whch verte negation ‘xs in he marke (Abarran, 2002, Tn the 10 approach, once mae stuctare is enil,one ofthe ‘common las sed oiery markers atachsd—sich as monopoly, duopay lgaely, monopolaic competion, a pelt compet. There cat be thought of coon, where the ber of les increases frm oe in 4 mop oan united umber in pre ‘Once the strsture ofa make determined, researcher more 2 examine the somo bebo exbbed by buyers an sell in Imarkets Mater conduct iewie involves five iret variables for ‘as in ada 0 states: ecg pics product statgy and sdverting research este an eal act. ‘he market Ing perormance te emphasis weal om Baral indies, ofen in company te comgetters inthe sane martet oe "dsr. The variable of fine, nity and eogres are ase in 10 Hisar the 10 ose fers get ety for mein conamcs scholachip examining markets from 3 microeconomics perp Some sos fun om just oe part ofthe mole, wich an market, stature fe Bates 1998; Wi Wolle, 1984, whe others tae ‘bolatie spponch, snabang all parts ofthe model (Wirth Bloch, 1995) The IO mode har seeders in that media economics sebolship relies to Bev onthe 10 mode and thatthe 1 mode {hocs not espere al f the challenges associated with stalin new technologie andthe cooverfence of markets Sel, i am impor par of the theoreti! radon flowing from micoecanans instep tes Testi Opa Cee ee ‘mee Soop olor smote ‘om 23 tayo eye Sate ‘The Theory othe Fim "Hort crete a beter understanding of met tracare ad eine ‘he 10 modelled 0 the development of the tory ofthe Fm, The theory ofthe em sam expansion af the 10 snl wa the ea ining more through derstanding ofthe mon common yf | set tracure monopoles meeps competion, att eve ompetiton. ln mex devlped evi, media markers ae ‘lominted by ogopaly and monopelic compete stewart "gue 2). Reet competion say fund the din nase la excepcon being westes hle 4 mmopaly structure te be Vinita pei dass ke nonspaper aa tlt adi The theory of the fem oes = partie view of maker secure However the hoe notion of Skinny a mashes sacar ha evome increasingly comple ‘ing api comin sero "he nea indus and technologie! omvegence thoughout the wn economy. For example, does the market for radi nl oy tankeat ean? Or doer i encompass atch wie appro ‘ste HD and sae rao, Interne at, and paatng he ssc tei economy marke sacar annotate defn rmsd and spl abc Furth, here ch Bren a sit tha the theory f the fm as lined wit, However the "iw of the Bem remains another theory in raconomicy tha Ie in he developmen fe Bld, More dus 99 markers sa ‘dy re evi in themed sonny peed a Caper We fie cont PRC) isthe desire > laser edi roc comsancy his been apie to many aes nclading advising, nd fn ale been examined in vary of cross-cultural cones by ‘amin spending nore oars McCombs Nolan, 19921 ‘Seprmarysheoeial approach so spending on the mei found in Indi ccoomic era eowzyen or concept of mas media as imine owing 10 dene fragmentation abd wide arty of ei, the en ofa ‘erage of J sn mia apeding i questionable artes these ae ‘am more option for spending on sedi fox than when the FRC ‘Mar fiwe waradwed. Does yur tontlysubscripon so an Inert hoe prides count a medi pending? What shout bing a wie fre? Bocuse the ale phone ncesing being sed for mes ‘Chae applies, dos the moh Base sbsciption coun pat ‘For nea spening? Thee ae stone tha Tack clanity inthe regi ein econo ‘odin Competition and Coeistenee) The subject of how ieee media compte with an anothes s ao Iwo terest schol fhe a eo Much this erate (or mets competion devs upon the theory ofthe mie, which eine ithe id of fly a ee stndy of ecortes ee ‘immik, 2003 Dimi S Recenblr, 1988. Niche theory ees founder how fret apis carpet for sarc resus in Shaer suse Originally wo to stay eifeene popalsons of Shits and exinesom pera he tory has Ben applied t the tne hss hy lacking af bow media companss compete for “Thertacs and audience insane to sear resources onder gain Somes adhamage over ae ante, Titers quotes compton among the mela indus toh sei of esse designed y Dic (2003)-Tese inde ‘posting th ve or breadth the ihe of competitor in a markt. ‘Gator mctares gangs the degree of ona Rerwen compen and the supersity of one competitor to another. Niche thor has proves to bea valuable thereat approach a media economics reach atin compeiton, sacs typically take one of ro forms ceamining competion within am existing indasty, or competion ‘com mes iris fe ATbrron& Dini, 1996. One concn sf rcke theory Is hat we have cabled meses dt retion, I xk iced os 1 6 ‘tendon Economies Tithe 198 an ar of research emerged based on the saber of tear, addrening bow tails nnage she information they treo Asconling Davart and Hack 20%, 30) soon istcied mee eget ce» pts formation, hems come ito our awareness, we ated oa particular ten, al then we ake whcher at Laat 2006, add at “here oo track formation son make sce fl Exar wok ‘nd nfrmaton ovelad” Napols (200) examin of ance ‘Sonos has a elaonship oth are fda el. sell 207) crite that ran he Lyn andrtanding hae ys he ht a infin hh rs he 0 me wh omen Aepening on whch phrase ne pcs ramen ha wel ated fo fnplation the meno. Wie mac of he sch the ‘tex economy tury ccm heel lel oars feletane among coum 5 wl how ieee ee of content Promote geste rks ation, tn the fn sowed, 2stsenary ‘media economy the atention econeny sone ofthe mower areas of Inguity whore thee ill mach rn, ter theories Thete are numerous other theorethae chars tz in saying the nea economy, many of whih arc otros exes he 1 ‘model and neolsialasunion (Willman, 20061 Tix section Ine examines some of the othe theories tha clas have asd a ‘he esearch onthe media economy Wefre economics i one of the ols theories developed in evel economics. Originally seed fo examine soil poly and the cconoie decons dered to inpone coins of cy, sitesi ana et aligns Teil roms ina tenon shat arcgteo anes) aration aon amon connie ts oe gets "Meat, 2 ste yas the pple, cal sl oa Lor el iy sc asa ae edt to ane both the pul rp andthe pose otc of Savousinratns na are Ce eory wa popula en sane ‘tem with ibe 2001 fn Bes Mad eed o he if Nobel Petre name aye i Nh nr hee nan en mn sretinns Ths theory posts that form hax tle and at ete apt tothe elaine fone consid that Trai comme rods a sis ate a fr of fat. Tra naan cst economies seg sea he airs shut me Gonomc econ miimizetbecs se ‘Sih ah ras Ths preclr ar of teoey as wie apto, Sh ius een wed wading mule sess and orks {idman, 206) Tivuny umes eta indi (ction a he ean vel ‘Ghablng re af uroconomc appa to th ayo tea Sono Av amused in Chaps te oe Tinted Yo f iecawrgtlelag mascot’ ssp the dof ea ‘Sioomis, and Re renewed: mow the entre reed to imcewrinome aprons nthe peas caper The Dt ‘Ramin of be tn ea of acoeonon os oly ad stems aa te pt fey ans and dsstnmahing on oxi ute stn nts fe Bates Chambery 199% Fd nchon, 200; Ltt 8 Machi, 1939) Recon he mia nes gated by ern tons by foley mpet matkesin came of thee src Foren nakog hon se fy Tr and ployment att eso ty st pod com a matononomis popes gaye ap abor es bela ee rowth inde wel ar tone devine. Engle ‘cay fc he conony oa oer enploment tend frome sending and comumpton sng omnes Chater in {har took Took deeper the sabe of Labor and employe mrlopent da npc inet sa bee loci some Couns making is aa of serch ore leg for mia ‘Sonn cole xrezt data ro pci indi oom cout ad ono {hewoald en ermine hoe cami apc, The dia rom many genet agence and inden suis hae cme sh hate bo avenge ica in what Is hoows atthe tay te eps of the woe screening Noth Amr, Western Epes apa a he Pace Ii nations (Chan Ota Alara 199), On tal sed a ets the sig of adverse Ulla om tein ea cates Iie newpaper andes the Inne, Were Sek Sct Command Fost, st Incratwverining wil be he en cep of ae the ned Sas 201, oan ose $5 ion Nes Sues Steeson, 200, sd dt 81 bo ewan ‘in the pice a 343 bon, Sac sts ae tabi le bal wah as mae ant more nici net mae meni ln hong re al en Asrmentoned eater in thi caprteplialexononyeaon dine ty concer repiling ned pre, hse sey of snot sand ola py et, Cotonpeey ple txonomy ttre sr ref chon anal seed ‘separate fl of aly nna meds conn seek ‘nb delomese a hi te of sy the plc coy alin self ronda hens cmon court pt approaches driving much of mainstream economic theory. The mat seta ands van ea nde cae teal se of aly tpl eonmy reves, rung clr om fells ial tne scl, ad coc wel fara ad Sanat Cite & Hay 2000), Some fe a esol anthony cso + Stars sees. Among the nflences onthe palit conony Sendton ae the wetings of Kal Mara especially The {inna Manifesto (Mar 8 Engel 1999) al Cepia (irs 176), Maris a oad ploy examined actos hl rial of capt a he waking le, al ——e«“7«7C—«~—rlltoe"-~:=:st Sts rater han pli wae are often the proc = Marxist Hegemony is concerned with she ie that cure a be dominated rte by ahr clas Rootes in Marxism, ‘epemony ws popularized bythe lian pilsonber Aono i (Garmes and has pplication o many els of tidy esac (Sites he mein ae cial of ee exportation of ein { “ise eapevay fom cots ie the Unie Sats Pips ‘SDhowsts angu hat Wener-oriened coment prosotes ‘Sorat vals fom onside he loa urea deve other soins “ecological determin onde in she ei that Tele and etal sce pact itor, 8 wel scat t tind cularal valucs sully tothe detriment of society (Smith 8 i Maca, 1994) The prt of commamseatons technology El I 196d vin selec, road networks, and she Inert, has 4 ube shea the world at che sete sake ‘ ncn over he gil Jive the eta asse8 1 | technology forthe sorts people by las { esha ened ha thicri xaminasion ofthe cl ation soot mpesett ofthe wide ay of cary erator ch at orm gs ener ate enraged to cost Gana (1990, Mowe 20095 and, McChesney (2000) foe a good testion foc inhi sraton Economy " The theories examined jm this caper represen the mais Tpeottc drawn fom the theresa plied and crcl tains ' eer cay the media ecomomy. An's Body of won, tse seis ‘ TE Rape to move hs eld of soy forward and guide schol 0 i ‘he esa nd ini ‘Hower, the many fres impacting media markt the 2s “eon chalet think indifferent ways and ukimately develop Seopamaches and refine or there anumgcon. Ths 0 ‘gee tat the eas ented here aren longer wel shal Treo oer Ins we aus dren his exist oy Hay em Mose apt synthe MN ethos our the medi nia conomy-Thisivesigtion is ot sgn ofomalate “rand” tory ofthe media eco Provide des for frre ys investigation fhe la cen. se oan ‘We koow the med eemomy fatons at many dire acti a died a Cher Os hing dean te ea ‘Sono posts ht attest lace te flowing cl lb ‘tia Edin dare shor can eit hem oe tis ‘ur theories concert on snl level os seed he thn iin caer seustin ie lets fo we mt eget a as iteconncte wate ere We ned dep ore och hat ‘tthe mle eet ay nse ede Foca ince ey ren rhe Ine ca ‘ry inva wovk ad ple This alo impacts what haps ‘te sh ni he ba soln shoppin nas the rt cl Ove inn Imre tm all a he newspapers rai a een, Gohl, we sc ths shi acting dies appening as wl fom ttn media othe hsv. Our toe om he ee one eds wo reflect these ml kf ty, 9nd ase ad ay thee vet by inccporating me kl fanaa into esearch designs scholars wl be ale to oes cir uneraning ad ssh ino ‘he media economy witha hol exmiation 8 pose ingle ‘aman fone esl a ings. Thin am porte Rs te proving tonger total work inthe media conan Sy hain mip lees of ana edetning Markets and Maret Stare ‘The invaces of he mein ecomomy demand ew deiton for marks and how we ently marie seat Media makes hve asocaly ben hog fi terms of aos” such as the market for newsyupets the mark or broads tevin, she market for eae {cei and so forth. Yet the vealky iv tha media compass ae tranforming theless mek platform ‘med iter. foe {Cheer debating content a erent reception technologies rable to consumer ors 247 hs, Fre research ma fe this tron. Scholars ned ake rs i fing ne dino fo {ele markets, ow to dre thm, ad mos prt ow 0 “ts am example in fly of 2008, ater out 410 day of wating, the United State Feral Communion Commision (FCC) approved the merger of sete aio companies Sr nd XE wo become Sis XM Td. Coie ofthe merger agin tha ch + decom woul frente munioply thre would be ony single poder fo sali host Arms, XM and Sri argued hey competed inthe marke foc audio smerainment and infomation, alg eth terest adi, Mp3 pyr ad fetet rai, Unt the FCC ded wth Sis XAT thar the musket was mock broader shan simply satelite cao ‘Whether sou gic withthe FOC deci or mot a he heat fs libations question of hw vo deine a make. Tike our undsonding of maser in eer our understanding of smart strccure mua veloc a ln ou eae Uscsion in this per onthe tory ofthe fim the probleme were pod a of tin the abstract abe of algo, nenpolac emperion, sn 0 adn met sere The sey th he a il Film & TW Content Distribution Publishing ‘Smad Phones Video Game Consoles Search om 23 Dest sets avn sirctre, the fist considera imoles understanding how many ‘ope cx hema ne slut may bet debe ms companies and ct mae srry heathy a emai ater chan yt bet

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