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A Research Agenda for Media Economics
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A Research Agenda for Media Economics

9781800881341 Edward Elgar Publishing
Edited by Alan B. Albarran, Professor Emeritus, University of North Texas, US
Publication Date: December 2020 ISBN: 978 1 80088 134 1 Extent: 208 pp
Presenting cutting-edge thoughts on media economics, its history and development, and looking forward to its future, this timely book investigates the changing face of the field. With contributions from some of the most prominent media economics scholars in the world, this provocative and visionary Research Agenda covers theory development, consumer and audience demand, information and cultural goods, and technological dimensions.

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Critical Acclaim
Contributors
Contents
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Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary.

Presenting cutting-edge thoughts on media economics, its history and development, and looking forward to its future, this timely book investigates the changing face of the field. With contributions from some of the most prominent media economics scholars in the world, this provocative and visionary Research Agenda covers theory development, consumer and audience demand, information and cultural goods, and technological dimensions.

Chapters explore globalization, industry organization, social and ethical aspects of media firms, new media viability and the historical eras of media economics. Presenting a range of streams of inquiry and topics needing more study and development, this Research Agenda looks at new and innovative ways to stimulate thought around key research questions and designs.

PhD students and scholars of media studies and media economics will benefit from the expansion of basic concepts, theories and methods found in this key book. It will also be critical reading for media professionals looking to understand more about the impact and importance of contemporary media relations.
Critical Acclaim
‘A Research Agenda for Media Economics edited by international scholar and veteran researcher Alan Albarran brings together a top-notch group of well-established and emerging scholars to look at the current state of media economics research. From theoretical traditions in media economics research to the spending patterns of the individual consumer this book presents a whole host of new ideas in advancing the future of the discipline. If there is a one important tie-in to the many authors who contributed to this work, it has to do with idea of audience, from a business, technological and global perspective.’
– Richard A. Gershon, Western Michigan University, US

‘An excellent resource with insights from leading scholars in our field, this book provides structure for graduate teaching in media economics that cannot be found elsewhere. Tackling topics such as the history of the field, theoretical developments, global perspectives, ethical considerations, along with suggestions for research, this volume elicits excitement for furthering knowledge in the critically important area of media economics research. An absolute must read for professionals, as well as budding or seasoned scholars seeking answers to what’s next in changing media landscapes.’
– Angela M. Powers, Iowa State University, US

‘As we are accustomed to, Alan Albarran has organized yet another excellent book that effectively marks the research agenda for media economics. This book brings together important works by researchers in the field of economics and media management from various continents, which offers a more global view of the market dynamics and media research, focusing on its economic and educational dimension. This volume is an indispensable support medium for all students and researchers who are interested in the subject of media studies, especially in their economic approach. Without a doubt, my students will also start a new school year with a new and important teaching aid to better understand the research agenda for media economics.'
– Paulo Faustino, President, International Media Management Academic Association and Co-director, Journal of Creative Industries and Cultural Studies (JOCIS)
Contributors
Contributors: A.B. Albarran, Á. Arrese, M. Barrett, A.J. Coffey, C.A. Hollifield, W.-y. Hsu, C. Kolo, Y.-l. Liu, M. Medina, B.I. Mierzejewska, M.E. Gutiérrez-Rentería, U. Rohn, A. Sánchez-Tabernero, C. Shao, X. Zhang



Contents
Contents

Preface

1 Media economics research: a history of the field 1
Alan B. Albarran
2 Advancing media economics research through theory 13
Marianne Barrett and Chun Shao
3 Research traditions in media economics 30
Amy Jo Coffey
4 Global digital networks and global media systems: an economic
perspective 44
Xiaoqun Zhang
5 Consumer demand and audience behavior 59
Angel Arrese, Mercedes Medina and Alfonso Sánchez-Tabernero
6 Economics of information and cultural goods 77
Bozena I. Mierzejewska and Castulus Kolo
7 Technological dimensions and media economics 103
Yu-li Liu and Wen-yi Hsu
8 News media viability 121
C. Ann Hollifield
9 Industry organization, media management and media economics 144
Ulrike Rohn
10 Social and ethical aspects of media economics research 159
María Elena Gutiérrez-Rentería
11 Challenges and opportunities in media economics research 173
Alan B. Albarran

Index 185

This title is available for institutional purchase via Elgaronline.

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eISBN: 978 1 78811 906 1
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