The Media Audience: A Brief Biography—Stages of Growth or Paradigm Change?

The concept of audience was widely adapted from its earlier origins in public spectacles and performance to apply to the new circumstances of mass media reception in the early 20th century, and especially to the public for film and broadcasting. It could even be applied more generally to include print media. The then novel usage of the term was a component in the larger paradigm of mass communications that in turn rested on certain preconceptions about its ‘mass’ character. These preconceptions have been challenged by subsequent research and theory. More recently, however, the ongoing transformation of the means of communication may have rendered the whole mass communication paradigm itself obsolescent, and with it the concept of a mass audience. In this article it is argued that paradigmatic change in ideas about the audience may be less due to a shift in technology than to the more fundamental theoretical changes of the intervening period.     

Re-visiting Paul Wasserman’s The New Librarianship: A Challenge for Change

The article offers a retrospective reading of profiled American library educator Paul Wasserman’s seminal work The New Librarianship: A Challenge for Change (1972). The idea was to reevaluate the book’s major message about the urgency of transforming librarianship – the discipline, the profession and the institutional forms – into a field that is “proactive”, client-centered, innovation-conscious, aggressive and well aware of societal needs. Today, a similar change and innovation agenda recurs in R. David Lankes’ redefinition of the role and mission of libraries and librarians in The New Librarianship: A Field Guide (2016). Another contemporary parallel is John Palfrey’s discussion of re-conceptualizing libraries as networked platforms pursued in Bibliotech: Why Libraries Matter More Than Ever in the Age of Google (2015). The paper concludes with a brief comparison of how the three authors frame the issue of change in libraries and librarianship with a focus on basic stylistic and communicative features.     

Managing Social Media Use: Whither Social Media Guidelines in News Organizations?

Fears exist that social media use by news media and journalists may affect basic journalistic tenets such as objectivity, gatekeeping, and transparency. As a result, more and more news media organizations are issuing guidelines to manage employee use of social media. In this article we discuss the complex relationship of a selection of market-leading news media organizations with prescribed use of social media. Applying content analysis to 12 existing social media guidelines, we elaborate on the various types of rules linked with the basic principles of journalism. A key intention of this research is to provide insights for media management and journalism scholars to better understand the use of social media by journalists and the implementation of guidelines by media organizations. More practically, this article can aid media organizations who are shaping their own set of rules regarding use of social media by their staff.     

Key Value Drivers of Startup Companies in the New Media Industry—The Case of Online Games in Korea

The amazing speed of innovations in the new media industry is now forcing major studios and publishers to search for promising startup companies to sustain their competitive edge. However, selection and valuation of startup companies, especially in the new media industry, is difficult to conduct because of the high amount of uncertainty. To understand and find the fair value of startup companies in the new media industry, we needed to investigate the key value drivers. In this study, we focused on the characteristics of uncertainty and the resource-based view of the firm and empirically analyzed the market value of startup companies based on the case of the online games industry in Korea. Results showed that the product development stage, market size, the ease of lock-in, technological competency, and a key talent are the five major key value drivers of startup companies in the Korean online games industry.     

Transnational Media Management: Western News Organizations’ Web Operations in China

In 2008, China surpassed the United States as the largest Internet market in the world. This study examines how four prominent Western news organizations respond to this new era of Internet publishing. A series of in-depth interviews with senior managers at The Wall Street Journal, Financial Times, Reuters, and The New York Times revealed how these news organizations serve Internet users in China through their Chinese-language Web editions—how they overcome geographic, language, cultural, and political barriers to explore this remote market. These cases demonstrate the viability of different operating models and the challenges and opportunities facing these media organizations as they manage transnational news operations in this seemingly lucrative market.     

Becoming a Broadcasting Leader in 10 Years: A Case Study of Portugal's TVI—Media Capital Group

The main objectives of this article are to analyse (a) some media group strategic corporate management options, especially within the television segment; (b) as well as identify critical success factors to achieve leadership. Some future challenges are also identified within the scope of new broadcasting technologies such as Internet protocol television, cable, satellite, and digital terrestrial television.     

Strategic Management in the Media: Theory to Practice,by Lucy Küng

Abstract

Management has always been about communications. Business strategy in particular can only work, if implemented. Part of the process is communicating strategy to all company's stakeholders. The more team‐orientated a management style the more communications becomes a key success factor. By the same token, there has never been a management discipline for communications in its own right comparable to all the others that have developed over time: Neither Marketing nor HR nor even Finance were part of the original settings as, for example, laid out by Erich Gutenberg in the 1960s. All these “subs”; were initiated by increasing specialisation of business administration and developed to mature disciplines.

This article will argue for yet another management discipline, communications management. The reasons are mainly twofold: on the one hand there are increasing needs on different types of communications even without the world‐wide web (such as financial communications), which must be integrated in one holistic approach. And on the other hand there are increasing new challenges caused by the digital economy (such as customer related communications), which will have to be integrated in an even advanced holistic management approach. This article will combine both reasons, but mainly focus on the first aspect.     

Who Pays for Online Content? A Media Dependency Perspective Comparing Young and Older People

This study examines predictors of online content purchases through media dependency theory and comparing young and older people. It focuses on actual online content purchases instead of willingness-to-pay used in previous studies. The effects of two dimensions of media dependencies are compared: intensity and referent scopes. Social media dependency and mobile media dependency are examined specifically, in addition to general Internet dependency as new media dependency. Our results show young people make more actual purchases of online content than older people. Predictors of online content purchases include age group, online shopping habits, ownership of mobile applications and mobile devices, Internet referent dependency, and social media intensity dependency. New media referent dependency is more important than intensity dependency for predicting online content purchases.     

WARNING—The Existing Media System May Be Toxic to Your Health: Health Communication and the Politics of Media Reform

Our physical health depends, at least in part, upon the health of our media environment. Unfortunately, the commercial media system produces countless messages that not only misinform Americans about their health but also actively promote unhealthy behaviors. Rather than taking the existing media system as a given, this commentary argues that health communication scholars should work with media reformers to transform the media system in ways that advance public health goals. In particular, the ongoing regulatory struggle over low-power radio provides an important opportunity for health communication scholars and media reformers to join forces.     

The Formation of Swedish Media Studies, 1960–1980

Around 1960, the politics of the emerging media society in Sweden tended to fixate the formative functions of mass communication. The monopoly of public service broadcast media, press subsidies and new tendencies in film policy were some of the issues around which uncertainty prevailed. New methods to provide reliable data were sought by politicians, since empirical facts were required as arguments for an updated media policy. This article examines the different ways that the field of media studies was introduced in Sweden between 1960 and 1980. We argue that Swedish academic media studies departed from, and emerged within, a rather diffuse borderland between industry, politics and academia. The formation of national media research in Sweden can partly be seen as an effect of politicians and the media industry wanting to be better informed on issues such as media influence, media ownership and the habits and composition of the media audience.     

Open Access Publishing in Business Research: The Authors’ Perspective

Open access (OA) publishing is now accepted as an integral part of the emerging trends within scholarly communication. Business librarians, like their subject specialist colleagues in other disciplines, are increasingly called upon to interpret scholarly communication trends to their faculty. This study surveys 1,293 business faculty from American schools of business accredited by the Association to Advance Collegiate Schools of Business. Issues explored include business faculty publishing practices within the discipline and how these affect academic advancement, obtaining articles for their own research, electronic publishing, self-archiving, and their perceptions about OA publishing generally.     

Organizational Change and Renewal: Can Strategic Communication Methods Ease the Pain? A Case Study from the University of Southern Queensland

ABSTRACT

Strategic communication is not solely the remit of library managers and directors, but is the product of internal culture and engagement with the organization's brand. Libraries need to communicate strategically, in order to demonstrate to individuals across the organization that their message is on point, and that they understand, are committed to, and actively support the university's goals. Much of this work happens via the myriad of interactions library staff at all levels have with students and staff (and indeed community members) of all kinds. When the attitude and behavior of library staff does not truly reflect the library's and the university's branding or goals, this undermines more explicit measures of value. It is important for the leadership of academic libraries to understand and influence how every library staff member views his or her role in the organization, so that their communication is reflective of a confidence in themselves and their profession, and a solid understanding of their institution and the higher education landscape. In large-scale organizational change, both intellectual and emotional buy-in to the organization can wane. We seek to show how a people-centered change process, rather than adversely affecting staff buy-in, could instead increase buy-in to the organizational change.