Sposoby badania wartości ekonomicznej mediów
Research in the Economic Value of the Media

Summary/Abstract: Economic analyzes of the media’s share in the economy are based on measuring advertising and consumer spending on the media. They do not take into account changes in the costs of production and distribution of utilities due to their digitization. New technologies have led to non-institutional media production and the distribution, privatization of profits and socialization of media production costs. This requires the development of new indicators to measure the impact of the media industry on the economy. The article, based on publicly available data, presents various methods of research in the economic value of the traditional media and points out that their seemingly decreasing share in the economy is caused by the fact that the consumer spending on online media content and the revenue of media companies from online advertising is not taken into account in public statistics. It also signals that the digitization of media (including the virtualization of production and consumption of media content) has changed the definition and the boundaries of the media industry.

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