- Shopping Bag ( 0 items )
'This book provides an extremely well written and informative introduction to the subject of media economics, characterized by clarity in the explanation of concepts or frameworks and by a balanced discussion for the respective positions in areas of debate' - Paul Mac Donald, Roehampton Institute
'This book is a very valuable contribution to the media economic literature' - Richard van der Wurff, Dept of Communication, University of Amsterdam
Understanding Media Economics provides a clear, precise introduction to the key economic concepts and issues affecting the media.
The book: explains the fundamental concepts relevant to the study of media economics; considers the key industrial questions facing the media industries today; relates economic theory to business practice; covers a wide range of media activity - advertising, television, film, print media, and new media; and looks at the impact of economics on public policy.
The Second Edition of Understanding Media Economics is has been fully updated, and offers a stimulating perspective on the contemporary media environment. This book remains an essential purchase for all students of the media and mass communication.
|1||Introduction to Media Economics||1|
|3||Economics of Advertising||39|
|6||The International Film Industry||101|
|9||Media Economics and Public Policy||161|