Média jako subjekt tržního prostředí

Abstract

Cílem této práce je věnovat se některým ekonomickým principům fungování médií a jejich dopadům do oblasti mediálního managementu. První část práce se týká teoretického pohledu na ekonomii médií, včetně historických a dalších souvislostí, jako např. pojetí informace jako suroviny se kterou média pracují, roli technologie apod. Druhá část práce se věnuje různým aspektům řízení médií, klíčovým ukazatelům mediálního managementu, vedení lidí v mediální organizaci apod. Powered by TCPDF (www.tcpdf.org)

In this diploma thesis I tried to focus on media and media industry as an economic branch. I think, that this view is specific within media studies, because not much attention is paid to media ekonomics in general. It doesn't mean, that there are no authors dealing with this topic, like Doyle, Picard, McQuail, Curran etc. Nowadays many ingenious media experts are aware of media as a part of market structures. Nevertheless I think, there are many issues to adress. My diploma thesis is dividend into two main parts - theoretical and practical. The first chapter of the theoretical part introduces my view of antagonism between reception of media in society and their real role, which is determined by economic principles. People think of media as an institutions, but they are instrument for capital assets evaluation, which I tried to analyze. I also focused on information as a primary material for media industry. I concerned myself with its influence on media in microeconomics and macroeconomics point of view. I also noticed importace of technological changes. Second chapter is more practical application of theoretical concepts into field of media economics and media management. First, I described external effects projecting into management like ownership, regulation and market segmentation. Then I analyzed media...