Кто читает:: Институт медиа

Статус:: Курс обязательный

Когда читается:: 1-й курс, 1, 2 модуль

Преподаватель

Тимофеева Оксана Александровна

Full Syllabus

Abstract

This course is oriented toward forming the knowledge in field of peculiarity of media economics and particular logics and models of functioning of media as a good within economic realm. Course explains main business models of media, new technologies influence on business models, models of media newsroom as workflow process, key concepts of strategic media management.

Learning Objectives

To form the approach to media system as economic system acting within the framework of economic ties, specific labor division and particular, non-usual for traditional economic branches, system of price forming
To make students familiar with main components of media economy such as peculiarity of media markets, generic business models, high risks, newsroom management as organization etc.
To form the main approach to the functions of advertising and its commercial markets, to study the foreign experience in this field
To form the general knowledge in field of state policy in field of media economy such as anti-monopolist regulation etc.
To provide students skills in using of Microsoft Excel for typical managerial tasks in field of media (counting audiences, shares, building main graphs etc).

Expected Learning Outcomes

Be able to classify methods used in analysis of different business processes in field of media
Be able to demonstrate leadership
Be able to use basic managerial tools
Be able to form mini-teams for realizing of narrow managerial tasks
Be able to know sand distinguish between methods of making managerial decision
Be able to identify, classify and able to describe the concept of mass media on the basis of its business-models
Be able to distinguish features of organization of media economy in different countries
Be able to draw the working process in newsrooms
Be able to identify main influence of new technologies on basic workflows in news organizations
Be able to build organizational structure of digital newsroom
Be able to identify main effects of e-Sport, gaming etc on media industries

Course Contents

Media Economics Foundations
The first lecture and seminar will introduce key concepts in media economics to media students without a prior specialism in economics. The students will obtain in-depth knowledge of the most dominant frameworks in media economics.
New Media Business Models
The second lecture and seminar will introduce the new media business models, from paywalls to crowdfunding, and analyse their effectiveness using examples of media companies. The students will obtain the knowledge of various business models and limits of their applicability for different media products in different markets.
Digital Newsrooms
The third lecture and seminar will discuss the way media is produced, aggregated, and distributed in the digital newsrooms. The students will understand how digital newsrooms work, as well as what are the underlying forces driving change in media production.
Strategic Media Management
The fourth lecture and seminar will compare examples of media companies facing the necessity to transform and analyse the decisions they’ve made. The students will understand strategic management theories that affect the market choices of media firms.
Esports and the Changing Digital Media Landscape
The fifth lecture and seminar will present the main concepts around the growing business of eSports. eSports is tightly connected to the media since it relies on digital platforms such as Twitch. The students will familiarise themselves with the key media players in eSports, understand how these organisations work and how eSports is changing the entire digital media landscape.
Esports and Organization Studies (how teams work and perform in a fastchanging environment)
The sixth lecture and seminar will observe teamwork in eSports with a focus on the management of temporary teams. The students will be able to operate the main concepts in organisational management and apply them to the context of teams.
Using Microsoft Excel for solving business and management tasks in field of media
Microsoft Excel as main tool of digital information analysis in media enterprises. Basic operations of ME. Building charts, pie-charts, bar-charts and scatter plots. Elements of statistic analysis and their realization in field of media on the basis of Excel. Building trends. Correlation analysis. Audience analysis using Microsoft Excel. Building positioning maps of media audience

Assessment Elements

Seminars
Final test

Interim Assessment

Interim assessment (2 module)
0.5 * Final test + 0.5 * Seminars

Bibliography

Recommended Core Bibliography

Albarran, A. B., & Broadcast Education Association (U.S.). (2013). Media Management and Economics Research in a Transmedia Environment. New York, NY: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=615473
Compaine, B. (2003). The Economics and Financing of Media Companies (Book). Journal of Media Economics, 16(3), 207. https://doi.org/10.1207/S15327736ME1603_5
Jenkins, H. (2006). Fans, Bloggers, and Gamers : Exploring Participatory Culture. New York: NYU Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1021159

Recommended Additional Bibliography

Doyle, G. (2002). Media Ownership : The Economics and Politics of Convergence and Concentration in the UK and European Media. London: SAGE Publications Ltd. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=251316
McChesney, R. W., & Recorded Books, I. (2015). Rich Media, Poor Democracy : Communication Politics in Dubious Times. New York: The New Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1015632

Магистерская программа «Производство новостей в международной среде»

Контакты

Media Economics