Mедийният мениджмънт в преобразуваща се медийна среда: Стойностни структури на промяната
The Media Management in Transforming Media Environment: Value Structures of Change

Author(s): Biser Zlatanov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: change; disruption; media management; media product; value; value network
Summary/Abstract: Changes in the media environment are seldom analyzed in depth from a management perspective. This study aims to analyze the heterogeneous nature of changes that affect media markets through the lens of media management. The area where the impact of these changes can be more thoroughly reflected is in the value structures as a construct of media consumption. This is where we begin our analysis. In this paper, we propose a theoretical framework to investigate the impact of these changes on disruptively altered value structures. The transformation affecting media products is evaluated by examining key attributes and characteristics of media services, including levels of business risk, cost, content recommendation mechanisms, network externalities, and arm`s length coopetition.

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