Media Management and Economics Research in a Transmedia Environment

by Alan B. Albarran (Editor)

Overview

First Published in 2013. This landmark work centers on media management and economics within a diverse, international, historical and constantly changing environment. The chapters herein reflect the current state of research and present directions for future study. Developed at the 2012 Research Symposium in conjunction with the annual convention of the Broadcast Education Association, it represents the most current theory and research in the area.

Product Details

ISBN-13:	9780415818155
Publisher:	Taylor & Francis
Publication date:	05/15/2013
Series:	Electronic Media Research Series
Pages:	294
Product dimensions:	6.10(w) x 9.10(h) x 0.80(d)

About the Author

Alan B. Albarran is professor of media and the director of the Center for Spanish Language Media at The University of North Texas. He has extensive experience as an editor and author and is widely recognized as an international scholar in the area of media management and economics. He is former editor of the Journal of Media Economics and the International Journal for Media Management.

Table of Contents

List of Figures viii

List of Tables ix

Notes on Contributors xi

Series Editor's Foreword Donald G. Godfrey xv

Introduction Alan B. Albarran 1

Section I Media Management and Economics Research from Senior Scholars 3

1 Media Management and Economics Research: The First 75 Years Alan B. Albarran 5

2 Future Prospects for Cable Telecommunications in an Over-the-Top World Michael O. Wirth Ron Rizzuto 18

3 Innovation Failure: A Case Study Analysis of Eastman Kodak and Blockbuster Inc. Richard A. Gershon 46

Section II MME Research from Junior Scholars 69

4 Application of the Long Tail Economy to the Online News Market in Taiwan: Civic Participation Matters J. Sonia Huang Wei-Ching Wang 71

5 Order of Market Entry: Examining First Mover Advantages among Social Networking Sites Jiyoung Cha 94

6 An Argument for News Media Managers to Direct and Use Audience Research Rachel Davis Mersey 121

7 Responding to Systematic Reform, Market Change, and Technological Innovation: China's Book Publishing Industry in Rapid Transformation Guosong Shao Yingping Wei Jingan Yuan Chunhua Zhang 133

Section III Latin American and Hispanic MME Research 145

8 Convergence in the Mexican Media Industry 2011 María Elena Gutiérrez-Rentería Josefina Santana Villegas 147

9 A Case Study on Media Diversification: Caracol and RCN TV Channels-Beyond the Traditional Business Model Germán Arango-Forero 160

10 Twitter Use among English and Spanish Language Television Stations: A Traffic and Content Analysis of Dallas-Fort Worth Local Television Twitter Accounts Julian Rodriguez 174

11 The State of Spanish Language Media 2012 Gabe Otteson Jessica A. Perrilliat Alan B. Albarran 196

Section IV Media Management Issues for New Media/Transmedia 217

12 Television Industry's Adoption of the Internet: Diffusion of an Inefficient Innovation Harsh Taneja Heather Young 219

13 The Transmedia Experience in Local TV News: Examining Parasocial Interaction in Viral Viewership and the Online Social Distribution of News Joy Chavez Mapaye 242

14 Managing and Financing Small-Budget Transmedia Production: The Case of Norwegian Recycling Craig A. Stark 261

Index 273