Review article

EFFECTIVENESS AND PROFITABILITY IN THE CONTEXT OF MASS MEDIA INDUSTRIES

Mario Plenković ; Institute of Media Communications, University of Maribor, Maribor, Slovenia
Tina Tomažič ; Institute of Media Communications, University of Maribor, Maribor, Slovenia

Abstract

In this paper system analysis of media market in the context of strong development of media industry is being conducted, on all levels of local, national, regional and global media communication. Authors conduct synchrony and diachrony analysis of profitability of media subjects ( economic value in business of media institutions) and also communication aspects of the media (analysis of information and communication contents) in the context of preserving of informational, cultural, political and social role of media communication in the terms of global media industry. Research has shown that the economic, communication and social aspects of media and media industry are linked. Media profitability and the social role of media is in the constant “social conflict” between economic profitability and social role of the media. Research has shown that media industry in the context of market and survival in media market must respect laws of market with thw respect to basic social role of media on all levels of media communication ( global, national, regional and local). Authors conclude that todays media industry in the modern communication world, from the aspect of business and public afficientcy, is in the permanent social discrepancy between profit and social responsibility of the media.

Keywords

media; communication; media profitability

Hrčak ID:

21827

URI

https://hrcak.srce.hr/21827

Publication date:

20.3.2008.

Article data in other languages: croatian

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