MEDIA ECONOMY AND MEDIA MARKET IN THE CONDITIONS OF DIGITALIZATION OF INFORMATION PRODUCTS AND SERVICES: NEW OPPORTUNITIES FOR INTERNATIONAL BUSINESS
DOI:
https://doi.org/10.31891/mdes/2023-7-21Keywords:
media economy, media market, media industry, digital media, digitalisation, media products, information, digital platforms, interactive marketing, international businessAbstract
A unified theoretical definition of media has not yet developed, and the various theoretical approaches to it have not received an operational dimension, since media remain a multidimensional and complex phenomenon that has a complex and contradictory nature, is constantly expanding, developing technologically, socially and culturally, and generates numerous and heterogeneous effects. Accordingly, in the context of the digital transformation of the economy and the dynamic development of the media, the media economy is acquiring new contours. The increased role of information and communication technologies and information disseminated through the media confirms that the dynamics of social development is largely determined by the infocommunication sphere, the emerging business alliance of the telecommunications, computer and media industries. In the information, network, digital society of the future, media, traditionally understood as a means of communication, is becoming increasingly important. In the context of an interdisciplinary approach, studies of media industries use the term "niche", which is especially widely used in describing segments of the media market that respond to certain thematic and genre requests of the audience, as well as the term "convergence", which describes current processes at different levels - technological, economic, professional. Under the “media industry”, the next step is to understand the succession of enterprises and all the tasks of the actors in the process of shaping the content and further development of the channels of media technologies. From the position of the media economy, the “media industry” is the sphere of the economy, as the channels of the media market produce media goods and provide media services, and also contribute to the formation of the total output of the country.
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