Mapping the field of media economics
2 Media economics research: Scope, value and significance
Abstract
The study of economics of media has flourished in recent years. Traditionally dominated by socio-political perspectives, academic research into media industries and markets now incorporates a substantial and diverse body of work that draws on the theory, tools and approaches provided by economics, management and political economy. This chapter introduces the reader to media economics as a field of research. It explains how the roots and approaches of economic studies of media are varied and how this has evolved as a distinctive field whose relevance to industry and policy-making, as well as to media scholarship, is ...
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