Media Management and Information SystemsMajid HeidariPhD student Media Management

Media Management• Media management is a relatively

new research field. • It emerged in response to the

growing interest showed by scholars in the profound developments underway in the :

• Media• Communication• and technology industry.

primary academic journals The International Journal of Media

Management in 1998 and the Journal of Media Business

Studies in 2004.

Teaching activities Teaching activities really took off

around the turn of the millennium when a variety of media management courses appeared all over the world.

Media Management FieldThe field is acquiring critical

mass in terms of students and scholars.

However an accepted set of theoretical foundations has yet to be established.

Works and ModelsA large stream of work has been

carried out on media firms’ strategy.

Rationalist models from the industrial organization school have mainly been applied.

ComplexityOrganizations are complex

systems and both technology and irrational factors play an important role in influencing their performance.

Media and OrganizationsIn order to understand media

organizations more adaptive and interpretative concepts need to be applied when conducting research.

Adaptive School and Change

The adaptive school focuses on strategic change, how change unfolds and why.

Shifts in StrategyShifts in strategy require shifts in

the organizationin structuresIn peopleAnd in processes.

Dynamic Strategic Positioning

If models of the rational school try to identify the right strategic positioning for a sustainable competitive advantage, concepts of the adaptive school seek to find the systems and processes that enable dynamic strategic positioning, and solve the tensions that might arise.

Adaptive ApproachesOperating in a highly dynamic

environment adaptive approaches are therefore extremely important for media firms to accommodate the dualities and dilemmas that a changed environment can provoke.

Needs to optimize and innovate

Media firms face the central tension between the need to optimize and to innovate.

Innovation Innovation is constantly needed

as audiences are fragmenting and demand is more and more volatile.

MechanismAt the same time mechanism

must be developed in order to allow maximum returns from investments and a multiplatform exploitation of content.

Information TechnologyInformation technology plays a

key role within this context.

ChallengesNewly emerged forms of news

and, more in general, knowledge gathering, dissemination and consumption have been challenging traditional economic and working models during the past decade.

Drivers of the new formsThese new forms are driven by:mass creativityinteractive rather than passive

consumption of mediaerosion of industrial control over

the means of production and the development of highly

accessible new communication technologies.

Implication of ModesThe implications of these

emerging modes of practice have enormous potential for constructive growth and increased competitiveness within our economic system.

Advantages These advantages are mirrored

by social benefits.Access to mass communication

and news media potentially allows an open exchange of knowledge

the sharing of wealth creationand therefore curtails social and

economic injustices.

Traditional Mass MediaIn traditional mass media the

production of media content is undertaken by professionals and distributed through proprietary platforms such as TV and newspapers for example.

New MediaAlthough this mode still

dominates, it now competes with new media where content is often user-generated, produced by non-professionals, and accessed through open platforms found on the Internet.

DriversThere are technical, social,

economic, institutional, and legal drivers behind this form of content provision.

Technical DriversTechnical drivers include

increased broadband availability, which allows new ways to publish and distribute content.

Social DriversA demographic shift towards age

groups with substantial ICT skills, and the willingness of people to engage online as well as to reveal personal information belong to the social drivers.

Economic DriversThe economic drivers include

lower costs of peripherals and Internet connections, increased possibilities for venture capital and other investments opportunities leading to the development of new business models.

Institutional & Legal Drivers

These changes have precipitated flexible licensing and copyright schemes such as Open Source and Creative Commons license approaches, and served as an example of institutional and legal drivers for creating and sharing content.

Social MediaThe evolution of technology has

transformed media into a social but also very individualized phenomenon and experience.

Social MediaMedia are therefore an

interesting and worthwhile research object for both media and information technology scholars.

Social Media Besides strategic management,

innovation and technology management theories as well as concepts from disciplines such as sociology and psychology can be applied in order to better understand the impact of social media on the development of new business models, and on media users’ and consumers’ behavior.

Social MediaThis track aims therefore at

merging media management as well as information management and systems researchers to stimulate discussion around the current status as well as the future development of media from a technological, managerial, business as well as social point of view.

Understanding of MediaOur understanding of media

includes both traditional and new media industry sectors, such as television, publishing, radio, ubiquitous/ambient media, advertising, social media, motion pictures, 2D/3D graphics, online video, semantic media, web-media, digital games, and the wider context of digital media.

Media Industry & Information Systems

We seek to analyze on one hand:(a) the media industry through a

technology, information management and organizational perspective, and on the other hand

(b) the role of information systems across the various value chain and business development activities of a media firm.

Media Industries & Other areas

Furthermore, we would like to assess and enhance the transfer of methods, research, and business models from electronic media industries to other industrial areas.

Effective Media Management

GlossaryAccommodate= (of a building or

other area) provide lodging or sufficient space for, fit in with the wishes or needs of.

Duality= a dual state or quality.Provoke= stimulate or give rise

to (a reaction or emotion, typically a strong or unwelcome one) in someone.

Optimize= make the best or most effective use of (a situation or resource).

GlossaryFragmenting= break or cause to break

into fragments, break into pieces.Volatile= liable to change rapidly and

unpredictably, especially for the worse.Exploitation= the action of making use

of and benefiting from resources.Erosion= the process that breaks

things down.Implication= the action or state of

being involved in something.

GlossaryCurtail= reduce in extent or

quantity; impose a restriction on.Proprietary= relating to an owner or

ownership.Peripheral= a device or unit that

operates separately(as in computer separately from the CPU).

Venture capital= money provided to seed, early-stage, emerging and emerging growth companies.

Glossaryprecipitate= the creation of a solid in a

solution.Stimulate= encourage development of or

increased activity in (a state or process).Ubiquitous= present, appearing, or

found everywhere.Ambient= relating to the immediate

surroundings of something.Semantic= relating to meaning in

language or logic.