The management and economics of cross-border media communication. A study of the transnational relations between market structures and media management

拟议的项目涉及跨界媒体传播的经济和管理方面。重点是从市场结构和媒体公司管理战略的角度探讨跨界经济活动的结构模式。本研究以媒介市场和媒介企业的模型为基础，从国际比较的角度，分析媒介产品的采购和发行、管理结构与媒介组织之间的结构关系。三个分析将结合起来：在市场分析中（1）我们将衡量媒体产品的进口和出口。组织分析（2）将揭示媒体公司的结构，而管理分析（3）将侧重于他们的战略和运营。国家样本包括美国，英国、西班牙、德国、瑞士、荷兰和奥地利，以及一个新兴市场（巴西、印度或中国）。因此，在第一步中，我们将分析媒体产品在信息和娱乐的采购和销售市场中的跨境贸易量。基于这些数据，我们将在第二步中分析媒体公司如何进行（战略）和执行（结构）其跨境交易。该项目调查了不同市场上的不同产品（信息与娱乐）（经济和文化上的邻近与距离）和不同的跨界活动（国际、跨国、多国、全球活动）。这使我们能够回答以下问题：抽样国家的跨境交易量和强度如何？什么样的市场结构能够或限制国家之间的这些交易？在这种情况下，媒体公司的首选战略是什么？他们如何在战略和目标方面塑造跨境活动？在这种背景下，媒体公司如何应对结构性变化？企业为什么要从事跨境活动？媒体经理在这些过程中扮演什么角色？

The proposed project deals with economics and management aspects of cross-border media communication. The focus is on structural modalities of cross-border economic activities in terms of market structures and the management strategies of media companies. The analysis is based on a model integrating media markets and media companies.Structural relations between the procurement and distribution of media products and between management structures and the media organizations will be analyzed from an international comparative perspective. Three analysis will be combined: In a market analysis (1) we will measure the import and export of media products. An organizational analysis (2) will uncover the structures of media companies, while a management analysis (3) will focus on their strategies and operations. The country sample includes the U.S., the UK, Spain, Germany, Switzerland, the Netherlands and Austria, as well as one emerging market (Brazil, India, or China).We assume recursive relationships between market structures and management strategies. Thus, in a first step we will analyze the volumes of cross -border trade in media products in the procurement and the sales markets of information and entertainment. Based on this data we will, in a second step, analyze how media companies pan (strategy) and execute (structure) their cross-border transactions. In doing so common patterns of cross-border transactions should emerge.The project investigates different products (information vs. entertainment) on different markets (proximity vs. distance both economically and culturally) and different cross-border activities (inter -, trans- , multi- national, global activities). This allows us to answer the following questions: What is the volume and intensity of cross-border transactions in the sampled countries? Which market structures enable or constrain these transactions between countries? What are the preferred strategies of media companies in this context? How do they shape their cross-border activities in terms of strategies and objectives? How do media companies respond to structural changes in this context? Why do the companies engage in cross-border activities? And, what is the role of the media manager in these processes?