Media Economics 23 4 2009 Culture and Mass

Media Economics 23. 4. 2009 Culture and Mass Media Economy Simona Škarabelová 1

www. econ. muni. cz EU- reasearch „Culture Economics in Europe“: n In year 2003 was the turn in area of culture in Europe 654 mld Euro. n It is about 100 mld more than in car industry. n In the years 1999 – 2003 shown the culture an increas about 12, 3 % more, that was whole increase in EU-countries. n Employment was in EI decreasing, but there iwere more work in culture area. Culture and Mass Media Economy 2

www. econ. muni. cz Media economics n is a term applied to the study of the way economics and financial pressures affect a variety of communications activities, systems, and organizations and enterprises, including media and telecommunications. n only explores the specific application of economics laws and theories to media industries and firms, showing how economic, regulatory and financial pressures direct and constrain activities and their influences on the dynanics of meida markets. Culture and Mass Media Economy 3

www. econ. muni. cz The field of inquiry: n is concerned with the way these forces affect the kinds of media and communications available in society; n it focuses on the ways media behave and operate; n it explores the kinds of content these forces produce in the media; n it considers the implications of these factors for culture, politics and society as a whole. Culture and Mass Media Economy 4

www. econ. muni. cz Whitin the study of media economics… n …there are tree different traditions evident: n A theoretical tradition n An applied tradition n A critical tradition. Culture and Mass Media Economy 5

www. econ. muni. cz The theoretical tradition n Emerged from the word of economists who have tried to explain choices and decisions and other economics factors affecing producers and consumers of communications goods and services. Culture and Mass Media Economy 6

www. econ. muni. cz The applied tradition n emerged from business economics and management department at universities and from researchrs for communications industry associations. n Has often explored the structure of communication industries and their markets, with an emphasis on understantdint trends and changes. Culture and Mass Media Economy 7

www. econ. muni. cz The critical tradition emerged n from the work of political economists and social critics, primarily within communications studies, concerned about issues of welfare economics. n Across the three traditions, however, there is a common underlying precept that media are economic entities which work whithing economic context to produce and market content to consumers. Culture and Mass Media Economy 8

www. econ. muni. cz Media n operate with a variety of business models and value-creation processes and in a wide variety of settings. n Content can be sold or provide free to consumers. The state and private persons may provide financial support for non-market purposes. n Advertisers can provide none, some, or all of the income. Culture and Mass Media Economy 9

www. econ. muni. cz n The need to understand media economics is growing rapidly. n In developed nations the rise of enormous commercial enterprices in communications, the rapid development of next elecronic communications systems and the commercialization of broadcasting are dramatically changing the communications landscape and the economic and financial pressures on the media and communications systems. Culture and Mass Media Economy 10

www. econ. muni. cz Television n had become a commercial mass medium by the 1950 s, competing for audienceswith radio and other media. n Finding the money – there are tree sources of funding for television programmes: n n n Advertisers, Taxpayers (in your country too? ) Viewers (fees) Culture and Mass Media Economy 11

www. econ. muni. cz Economic characteristics: n Non-exhaustibility is a n Non-excludability – it is principal economic feature costly to change wiewers of television programmes. form frii over-the-air television. n With few incremental costs, a programme can n If some agreed to pay for be translated into other the signals, free -rides languages and reach wider could not be excluded. markets. n These economies of scale encourage programme producers to sell in international as well at domestic markets. Culture and Mass Media Economy 12

www. econ. muni. cz Role of government: n Governments have been intimately involved in the television indusstry from the outset because of its effect on the political process. n Governments have used licensing of the spectrum as a way to control entry into television bradcasting and programme content. Culture and Mass Media Economy 13

www. econ. muni. cz The future n The Internet and the replacement of analogue by digital signals threaten current economic relationship. n Television viewership is decreasing, especially among the young, the some people spending more time on Internet for e-mail, chat, homework or downloading music, as wellas content traditionally provided by television. Culture and Mass Media Economy 14