Media Management Matters: Challenges and Opportunities for Bridging Theory and Practice, 1st Edition (Paperback) book cover

Media Management Matters

Challenges and Opportunities for Bridging Theory and Practice, 1st Edition

Edited by Ulrike Rohn, Tom Evens


276 pages

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Paperback: 9780367211004
pub: 2020-04-08
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This edited volume explores media management as engaged scholarship, building a bridge between theory and practice and discussing research collaboration between academia, policymakers, and the media industry. In addition to advancing the scholarly discipline, it also questions, investigates, and discusses the practical value of the research undertaken, showing how media management research can provide actionable, practice-relevant knowledge to decision makers throughout the media industry.

The volume is broken into two parts: a section reflecting on the need for collaboration between research and practice, and a section overviewing specific projects that aim to deliver administrative value to stakeholders. The international research projects presented here span topics such as digital transformation, business models in news and digital journalism, media entrepreneurship and start-ups, ad-blocking, location-based services, audiovisual consumption preferences, the sustainability of small television markets, co-located and clustered industries, and digital privacy. Incorporating under-used methodological approaches, such as action research and ethnography, Media Management Matters brings suggestions for how scholarship might be promoted outside academia. Simply put, this book aims to demonstrate why media management matters. 

Featuring an international roster of contributors, this collection is essential reading for scholars and practitioners of media management, business, and policy.


"Media Management Matters is a welcome addition to the Media Management and Economics field. Moving beyond a pure academic discussion, the contributors examine the numerous challenges and opportunities that exist in both practice and theory. This thought-provoking volume should spur more discussion of the topic and generate new ideas for study." --Dr. Alan B. Albarran, Professor Emeritus, The University of North Texas

"Aiming at understanding media firms and the uncertain environment in which they operate, media management research builds upon theories from economics and management, media and communication studies, information technology, psychology, law and political science. It applies and develops these theoretical considerations with respect to real-life situations and developments in the media industry. The goal of Media Management Matters is to point to, discover, and support the practical relevance of media management research. Only a holistic understanding of the media industry can meet the challenges the complex and volatile media environment poses to media practice and research alike." – Dr. Alfonso Sánchez-Tabernero, Professor of Media Management, University of Navarra

Table of Contents

1. Media management as an engaged scholarship 2. University-industry collaboration in the media management field 3. Why policymakers need to collaborate with academics on media policy and why that need will grow 4. Managing media firms: Case studies of practice-led research, actionable knowledge and instrumental impact 5. Conducting media management ethnography: A journey toward impacting industry stakeholders 6. Evaluating action research to innovate digital journalism revenue models 7. Examining ad avoidance consumers: A collaborative study with the ad blocker industry 8. Location-based services in regional media communication: Insights from a research project 9. Sustaining small television ecosystems: Lessons from policy-driven research in Flanders 10. Researching news media: Creating societal impact from research for the media industry and policymakers 11. Research for innovation: Improving the management of co-located and clustered industries 12. Eyes on tech! Media entrepreneurship and the relevance of technology in business models 13. Managing digital transformation: The case of the Finnish Broadcasting Company 14. Shedding light on audiovisual consumption preferences: A case study from Spain 15. Digital privacy and new media: Reflecting on lessons for policy and practice

About the Editors

Ulrike Rohn is Professor of Media Management and Economics at Tallinn University in Estonia. She also served as President of the European Media Management Association (emma) from 2016-2020.

Tom Evens is Assistant Professor at Ghent University, Belgium and has published widely on the economics and policies of media and technology industries.

Subject Categories

BISAC Subject Codes/Headings:
LANGUAGE ARTS & DISCIPLINES / Communication Studies