Yayın: Medya Ekonomisi ve Başrol Oyuncuları: Bugünün Ve Yarının Medya Aktörlerinin Gözünde Reklamcılar Ve Tüketiciler
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Tarih
2014-01
Yazarlar
Kuyucu, Mihalis
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayımcı
The Turkish Online Journal of Design Art and Communication
Özet
Media today is one of the most increasing industry of the world. The developments of this industry
showed that this field has a very serious economy. This paper express what’s media economy about
and how it differs from the general economy. This study consist of two parts. In the first part of the
study there is a conceptual research for media economics, meaning, history and difference from
general economy. The second part of the study consist of the findings of the deep interviews done for
the research. The aim of this study is to make an evaluation on the four important key factors, media
company owners, consumers, advertisers and media workers, of media economics and their
importance within media industry. There is a determination about the most important elements of
media economics effecting media industry and how this will effect media economics in the future. For
this there has been done interviews to two different targeted segments: Today’s media environment
and future’s media environment. In the first group there has been done interviews with 41 media
workers. In the second target group there has been done interviews in deep with 41 communication
faculty students. Each were asked to express which of these four factors dominates media economics
more and why. At the end of the research both today’s and future’s media environment expressed that
advertisers are the most important element in media economics. In the conclusion part of the study
there is a discussion for the four key factors that Picard had expressed in media economics, their
competition that they face within each and their future roles in media economics.
Açıklama
Anahtar kelimeler
Medya Ekonomisi, Medya Endüstrisi, Reklam, Ekonomi, Picard, Media Economics, Media Industry, Advertising, Economics