21 Southern Europe
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Mercedes Medina
Abstract
The most relevant institutional fact concerning research on media management and economics in Southern Europe was the opening of the first schools of communication in the sixties of the twentieth century. This was the case in Spain. In the other countries, the discipline was boosted in either humanities or economics schools. In both cases, the discipline grew thanks to the funding and support by the universities, rather than by politicians or practitioners. In a second step, the research started to be oriented by the growing focus of the media markets towards liberalization and privatization, and scholars from the five countries conducted applied and theoretical research to inspire handbooks used for teaching. Finally, maturity came with the start of associations, research groups, and journals based on media economics and business. Most of the research was published in English and the authors started to be well-known when they took part on international conferences.
Abstract
The most relevant institutional fact concerning research on media management and economics in Southern Europe was the opening of the first schools of communication in the sixties of the twentieth century. This was the case in Spain. In the other countries, the discipline was boosted in either humanities or economics schools. In both cases, the discipline grew thanks to the funding and support by the universities, rather than by politicians or practitioners. In a second step, the research started to be oriented by the growing focus of the media markets towards liberalization and privatization, and scholars from the five countries conducted applied and theoretical research to inspire handbooks used for teaching. Finally, maturity came with the start of associations, research groups, and journals based on media economics and business. Most of the research was published in English and the authors started to be well-known when they took part on international conferences.
Kapitel in diesem Buch
- Frontmatter I
- Preface to Handbooks of Communication Science series V
- Contents IX
- 1 Management and economics of media and communication – History and definition of the field 1
-
Section I – Theories
- 2 Industrial organization of media markets and competition policy 21
- 3 Approaches from strategic management: Resource-based view, knowledge-based view, and dynamic capability view 47
- 4 (New) Institutional media economics 69
- 5 Political economy 87
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Section II – Methods
- 6 Quantitative methods 109
- 7 Qualitative methods in media management research 129
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Section III – Key issues
- 8 Convergence 151
- 9 Content platforms 169
- 10 Media concentration 187
- 11 (Re)defining public service media from an economic perspective: Damned if they do, damned if they don’t 203
- 12 Innovation & creativity: Media as business and commons 223
- 13 Labour and risk in the media industries: Individual and organisational perspectives 241
- 14 Media and the economic cycle 261
- 15 Designing marketing models for media products 281
- 16 Branding: Media brands and brands as media 311
- 17 Transnational media and their management 333
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Section IV – Regional perspectives and peculiarities
- 18 North America 355
- 19 Latin America 365
- 20 Media management and economics research in Northern Europe 375
- 21 Southern Europe 393
- 22 Central and Eastern Europe 405
- 23 East Asia 417
- 24 Media management and economics research in China 427
- 25 Media economics in India: Traversing the Rubicon? 441
- 26 Australia and New Zealand 457
- 27 Media management scholarship and research: Emergence and trends of the discipline in Africa 469
-
Section V – Future
- 28 New media and the need for new analytical frameworks: Dual challenges to media economics and policy analysis 485
- Contributors 497
- Index 505
Kapitel in diesem Buch
- Frontmatter I
- Preface to Handbooks of Communication Science series V
- Contents IX
- 1 Management and economics of media and communication – History and definition of the field 1
-
Section I – Theories
- 2 Industrial organization of media markets and competition policy 21
- 3 Approaches from strategic management: Resource-based view, knowledge-based view, and dynamic capability view 47
- 4 (New) Institutional media economics 69
- 5 Political economy 87
-
Section II – Methods
- 6 Quantitative methods 109
- 7 Qualitative methods in media management research 129
-
Section III – Key issues
- 8 Convergence 151
- 9 Content platforms 169
- 10 Media concentration 187
- 11 (Re)defining public service media from an economic perspective: Damned if they do, damned if they don’t 203
- 12 Innovation & creativity: Media as business and commons 223
- 13 Labour and risk in the media industries: Individual and organisational perspectives 241
- 14 Media and the economic cycle 261
- 15 Designing marketing models for media products 281
- 16 Branding: Media brands and brands as media 311
- 17 Transnational media and their management 333
-
Section IV – Regional perspectives and peculiarities
- 18 North America 355
- 19 Latin America 365
- 20 Media management and economics research in Northern Europe 375
- 21 Southern Europe 393
- 22 Central and Eastern Europe 405
- 23 East Asia 417
- 24 Media management and economics research in China 427
- 25 Media economics in India: Traversing the Rubicon? 441
- 26 Australia and New Zealand 457
- 27 Media management scholarship and research: Emergence and trends of the discipline in Africa 469
-
Section V – Future
- 28 New media and the need for new analytical frameworks: Dual challenges to media economics and policy analysis 485
- Contributors 497
- Index 505
