Chapter 81: Media Economics

Gillian Doyle

Media economics Media economics combines the study of media with economics. The term media is usually interpreted broadly and includes sectors such as television or radio broadcasting plus newspaper, magazine, or online publishing; communications infrastructure provision; and also production of digital and other forms of media content. Media economics is concerned with unravelling the various forces that direct and constrain choices made by producers and suppliers of media. It is an area of scholarship that has expanded and flourished in departments of economics, business, and media studies over the past two decades. A number of reasons explain why media economics has advanced quite significantly in popularity and status over recent years. The increasing relevance of economics has been underlined by the so-called digital revolution and its effect in reshaping media businesses while, at the same time, accelerating related processes of convergence and globalization. Deregulation of national media industries is another ...

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