Media Management
A Comparative Analysis of European and American Systems
Liczba stron: 216
Format: B5
Rok wydania: 2016
Data premiery: 09.02.2016
Opis książki
A book can be both a good academic manual and a source of knowledge for practitioners – the media employees (especially managers). The author skillfully combines various conventions making a basically scholarly work also a clearly formulated quick reference for a wide audience.
Prof dr hab. Beata Glinka, Warsaw University
Język publikacji
angielski
Autorzy
Bogusław Nierenberg
ISBN: 978-83-233-3990-8
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Media Management
A Comparative Analysis of European and American Systems
SPIS TREŚCI
Contents
Introduction 9
Part 1
Chapter 1. Origins of Management Sciences 21
1.1 Management from a historical perspective 21
1.2 Management as a scientifi c discipline 26
1.3 Management as a humanistic approach 30
Chapter 2. Media Systems 37
2.1. Systemic Conceptions 37
2.2. Media Systems 39
2.2.1. Selected media systems 43
2.2.2. Selected models of media systems 50
Chapter 3. Th e Essence of Media Management – Dual Nature of the Media 57
3.1. Media management in historical and methodological contexts 57
3.2. Th eoretical concepts of media management 60
3.3. Media management in systemic approach 63
3.4. Range and subject of media management 66
3.4.1. Th e media good as a subject of management 67
Part 2
Chapter 4. Systems and Information Markets 75
4.1. Systemic and economic aspects of information 75
4.2. Information as stock 78
4.2.1. Informational system 80
4.2.2. Information management 81
4.2.3. New technologies in information society 83
4.3. Informational exclusion – a postulate about continuous education 84
Chapter 5. Economic Aspects of Media Management 89
5.1. Media economics as an area of research 89
5.2. Media Markets 94
5.3. Management of fi nances in media organizations 100
Chapter 6. Management of Advertising 105
6.1. Origins of advertising 106
6.2. Advertising agencies and their duties 108
6.3. Advertising campaigns 112
6.4. Selected methods of researching advertisement 114
Part 3
Chapter 7. Managers and Journalists 125
7.1. Human resources in media 125
7.2. Managers (Media Steersmen) 132
7.3. Journalists 139
Chapter 8. Strategies of Media Organizations. Value for Consumers 147
8.1. Strategy vs. Marketing Communication 147
8.2. Media Value Chain 151
8.3. Value creation in media organizations 157
Chapter 9. Legal and Ethical Aspects of Media Management 167
9.1. Boundaries of media freedom 167
9.2. Journalistic deontological codes 173
9.3. Media manipulations 175
Chapter 10. Developmental Trends of Media Organizations. Indicators of the Future of the Media 181
10.1. Language of the new media 183
10.2. Challenges for managers 185
10.3. Public media 189
Summary 193
Bibliography 199
Lists of Tables, Figures and Charts 213
Introduction 9
Part 1
Chapter 1. Origins of Management Sciences 21
1.1 Management from a historical perspective 21
1.2 Management as a scientifi c discipline 26
1.3 Management as a humanistic approach 30
Chapter 2. Media Systems 37
2.1. Systemic Conceptions 37
2.2. Media Systems 39
2.2.1. Selected media systems 43
2.2.2. Selected models of media systems 50
Chapter 3. Th e Essence of Media Management – Dual Nature of the Media 57
3.1. Media management in historical and methodological contexts 57
3.2. Th eoretical concepts of media management 60
3.3. Media management in systemic approach 63
3.4. Range and subject of media management 66
3.4.1. Th e media good as a subject of management 67
Part 2
Chapter 4. Systems and Information Markets 75
4.1. Systemic and economic aspects of information 75
4.2. Information as stock 78
4.2.1. Informational system 80
4.2.2. Information management 81
4.2.3. New technologies in information society 83
4.3. Informational exclusion – a postulate about continuous education 84
Chapter 5. Economic Aspects of Media Management 89
5.1. Media economics as an area of research 89
5.2. Media Markets 94
5.3. Management of fi nances in media organizations 100
Chapter 6. Management of Advertising 105
6.1. Origins of advertising 106
6.2. Advertising agencies and their duties 108
6.3. Advertising campaigns 112
6.4. Selected methods of researching advertisement 114
Part 3
Chapter 7. Managers and Journalists 125
7.1. Human resources in media 125
7.2. Managers (Media Steersmen) 132
7.3. Journalists 139
Chapter 8. Strategies of Media Organizations. Value for Consumers 147
8.1. Strategy vs. Marketing Communication 147
8.2. Media Value Chain 151
8.3. Value creation in media organizations 157
Chapter 9. Legal and Ethical Aspects of Media Management 167
9.1. Boundaries of media freedom 167
9.2. Journalistic deontological codes 173
9.3. Media manipulations 175
Chapter 10. Developmental Trends of Media Organizations. Indicators of the Future of the Media 181
10.1. Language of the new media 183
10.2. Challenges for managers 185
10.3. Public media 189
Summary 193
Bibliography 199
Lists of Tables, Figures and Charts 213
SPIS TREŚCI
Contents
Introduction 9
Part 1
Chapter 1. Origins of Management Sciences 21
1.1 Management from a historical perspective 21
1.2 Management as a scientifi c discipline 26
1.3 Management as a humanistic approach 30
Chapter 2. Media Systems 37
2.1. Systemic Conceptions 37
2.2. Media Systems 39
2.2.1. Selected media systems 43
2.2.2. Selected models of media systems 50
Chapter 3. Th e Essence of Media Management – Dual Nature of the Media 57
3.1. Media management in historical and methodological contexts 57
3.2. Th eoretical concepts of media management 60
3.3. Media management in systemic approach 63
3.4. Range and subject of media management 66
3.4.1. Th e media good as a subject of management 67
Part 2
Chapter 4. Systems and Information Markets 75
4.1. Systemic and economic aspects of information 75
4.2. Information as stock 78
4.2.1. Informational system 80
4.2.2. Information management 81
4.2.3. New technologies in information society 83
4.3. Informational exclusion – a postulate about continuous education 84
Chapter 5. Economic Aspects of Media Management 89
5.1. Media economics as an area of research 89
5.2. Media Markets 94
5.3. Management of fi nances in media organizations 100
Chapter 6. Management of Advertising 105
6.1. Origins of advertising 106
6.2. Advertising agencies and their duties 108
6.3. Advertising campaigns 112
6.4. Selected methods of researching advertisement 114
Part 3
Chapter 7. Managers and Journalists 125
7.1. Human resources in media 125
7.2. Managers (Media Steersmen) 132
7.3. Journalists 139
Chapter 8. Strategies of Media Organizations. Value for Consumers 147
8.1. Strategy vs. Marketing Communication 147
8.2. Media Value Chain 151
8.3. Value creation in media organizations 157
Chapter 9. Legal and Ethical Aspects of Media Management 167
9.1. Boundaries of media freedom 167
9.2. Journalistic deontological codes 173
9.3. Media manipulations 175
Chapter 10. Developmental Trends of Media Organizations. Indicators of the Future of the Media 181
10.1. Language of the new media 183
10.2. Challenges for managers 185
10.3. Public media 189
Summary 193
Bibliography 199
Lists of Tables, Figures and Charts 213
Introduction 9
Part 1
Chapter 1. Origins of Management Sciences 21
1.1 Management from a historical perspective 21
1.2 Management as a scientifi c discipline 26
1.3 Management as a humanistic approach 30
Chapter 2. Media Systems 37
2.1. Systemic Conceptions 37
2.2. Media Systems 39
2.2.1. Selected media systems 43
2.2.2. Selected models of media systems 50
Chapter 3. Th e Essence of Media Management – Dual Nature of the Media 57
3.1. Media management in historical and methodological contexts 57
3.2. Th eoretical concepts of media management 60
3.3. Media management in systemic approach 63
3.4. Range and subject of media management 66
3.4.1. Th e media good as a subject of management 67
Part 2
Chapter 4. Systems and Information Markets 75
4.1. Systemic and economic aspects of information 75
4.2. Information as stock 78
4.2.1. Informational system 80
4.2.2. Information management 81
4.2.3. New technologies in information society 83
4.3. Informational exclusion – a postulate about continuous education 84
Chapter 5. Economic Aspects of Media Management 89
5.1. Media economics as an area of research 89
5.2. Media Markets 94
5.3. Management of fi nances in media organizations 100
Chapter 6. Management of Advertising 105
6.1. Origins of advertising 106
6.2. Advertising agencies and their duties 108
6.3. Advertising campaigns 112
6.4. Selected methods of researching advertisement 114
Part 3
Chapter 7. Managers and Journalists 125
7.1. Human resources in media 125
7.2. Managers (Media Steersmen) 132
7.3. Journalists 139
Chapter 8. Strategies of Media Organizations. Value for Consumers 147
8.1. Strategy vs. Marketing Communication 147
8.2. Media Value Chain 151
8.3. Value creation in media organizations 157
Chapter 9. Legal and Ethical Aspects of Media Management 167
9.1. Boundaries of media freedom 167
9.2. Journalistic deontological codes 173
9.3. Media manipulations 175
Chapter 10. Developmental Trends of Media Organizations. Indicators of the Future of the Media 181
10.1. Language of the new media 183
10.2. Challenges for managers 185
10.3. Public media 189
Summary 193
Bibliography 199
Lists of Tables, Figures and Charts 213
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