具体描述
Media Economics: Theory and Practice focuses on the basic principles of economics in the business sector and applies them to contemporary media industries. This text examines the process of media economics decision making through an exploration of key topics, such as industrial restructuring, regulatory constraints upon media operations, and changing economic value, providing key insights into media business activities. With the structure and value of media industries changing rapidly and sometimes dramatically, this text moves beyond a basic documentation of historical patterns to help readers understand the mechanics of change, offering insight into the processes reproducing contemporary trends in media economics. Thoroughly updated in this third edition, Media Economics focuses on the primary concerns of media economics, the techniques of economic and business analysis, and the overall characteristics of the media environment; and explores contemporary business practices within specific media industries, including newspaper, magazine, television, cable, movie, radio advertising, music, and online industries. New for this edition are chapters on the advertising, book publishing, and magazine publishing industries. Chapters contributed by expert scholars and researchers provide substantial discussions of the crucial topics and issues in the media industry sectors, and emphasize both domestic and international businesses. Offering a thorough examination of the economic factors and forces concerning the media industries, Media Economics is appropriate for use as a course text for advanced media management and economics students. It also serves as an indispensable reference for scholars and researchers in media business arenas.
《媒体经济学》是一本深入探讨媒体产业经济运作的权威著作。本书 meticulously explores the intricate relationship between media and economic principles, providing readers with a comprehensive understanding of how media businesses function, evolve, and impact society. The book delves into the unique characteristics of media markets, distinguishing them from traditional industries. It examines the nature of media as both a public good and a private commodity, analyzing the implications of this duality for content creation, distribution, and consumption. Readers will gain insight into the economic drivers behind the production of various media forms, from print and broadcasting to digital platforms and emerging technologies. A significant portion of the book is dedicated to the economics of media consumption. It dissects consumer behavior in the media landscape, exploring factors that influence media choices, engagement, and the willingness to pay for content. The text meticulously analyzes concepts such as audience measurement, segmentation, and the economics of attention in an increasingly fragmented media environment. Furthermore, Media Economics provides a rigorous analysis of media ownership and market structure. It examines various ownership models, including vertical and horizontal integration, and their effects on competition, diversity of content, and market power. The book critically evaluates the role of regulation and policy in shaping media markets, discussing issues like antitrust, intellectual property rights, and the impact of deregulation. The financial aspects of media companies are also a core focus. The book explores revenue generation strategies, including advertising, subscriptions, pay-per-view, and hybrid models. It delves into the economics of media investment, profitability, and the financial risks associated with innovation and technological disruption. Readers will learn about the economic challenges and opportunities faced by media organizations in the digital age, including the rise of online advertising, the economics of digital distribution, and the viability of new business models. Media Economics does not shy away from the complexities of global media markets. It analyzes the international flow of media content, the economics of globalization, and the impact of cultural differences on media industries. The book also addresses the economic implications of new media technologies, such as the internet, social media, and streaming services, and their transformative effect on traditional media economics. Throughout the text, the author draws upon a rich body of economic theory and empirical evidence to illuminate the subject. Case studies from various media sectors and geographical regions are expertly integrated to illustrate key concepts and provide practical context. The book is written in a clear, accessible, and engaging style, making it suitable for students, researchers, and professionals in media, economics, communication, and related fields. It is an indispensable resource for anyone seeking to understand the economic forces that shape the media we consume and the industries that produce it.
