Media Economics and the Global Marketplace CSU 传媒经济与全球市场基社盟.pptVIP

Media Economics and the Global Marketplace Some guiding questions How are mass media organizations structured? What is the new media economy in the Information Age? What is cultural imperialism, and how is it related to the globalized economy? What are concerns about the concentration of media ownership? CULTURAL IMPERIALISM Spread of American media and popular culture globally American styles and products dominating the global market American cultural values shaping cultures and identities in other nations Food for thought: How is cultural imperialism an economic issue? How is cultural imperialism an ethical issue? MEDIA STRUCTURES MONOPOLIES OLIGOPOLIES LIMITED COMPETITION MONOPOLY When a single firm dominates production and distribution in a particular industry, either locally or nationally OLIGOPOLY When a handful of companies dominate an industry, either locally or nationally LIMITED COMPETITION A media market with many producers and sellers but only a few differentiable products This “monopolistic competition” effectively limits diversity of choices available to consumers. Methods of collecting revenues Direct payment: media products supported primarily by consumers Indirect payment: media products supported primarily by advertisers From Industrial Age to Information Age Centralized mass production to decentralized service economy Cultivation of niche rather than mass markets Emphasis on information distribution and retrieval Globalization Global cooperation and the breakdown of economic trade borders Globalization of corporations (multinational, transnational) CHARACTERISTICS OF OUR INFORMATION ECONOMY Increased consolidation of media corporations: rise of megacorporations Flexible markets -- an “elastic economy” -- that produces expanded product selection but increased percentage of failures Rise of specialized “niche” markets Economic “synergy” at international levels Why has AMERICAN MEDIA CULTURE gone GLOBAL? Media technologies cheaper and more portabl