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Samenvatting Media-economie
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Duidelijke samenvatting over economie in de media
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MEDIA-ECONOMIE1 MICRO-ECONOMIE : UITGANGSPUNTEN.................................................................................. 7
1.1.1 VRAAG VD PRODUCENT ..................................................................................................................... 7
1.1.2 VRAAG VD CONSUMENT .................................................................................................................... 7
1.1.3 ALGEMENE VRAGEN .......................................................................................................................... 7
1.1.4 VRAAG & AANBOD ........................................................................................................................... 7
1.1.5 MARGINALE KOSTEN ......................................................................................................................... 7
1.1.6 MARGINALE OPBRENGSTEN................................................................................................................ 7
1.2 NEO-KLASSIEKE UITGANGSPUNTEN ............................................................................................... 7
1.2.1 GOEDEREN : BASISPRINCIPE................................................................................................................ 7
1.2.2 AANBOD : BASISPRINCIPE ................................................................................................................... 8
1.2.3 VRAAG : BASISPRINCIPE ..................................................................................................................... 8
1.2.4 PRIJS : BASISPRINCIPE ........................................................................................................................ 8
2 KARAKTERISTIEKEN V MEDIAGOEDEREN ................................................................................. 9
2.1 OUTLINE V AFWIJKENDE KARAKTERISTIEKEN V MEDIAGOEDEREN .......................................................... 9
2.1.1 GOEDEREN ...................................................................................................................................... 9
2.1.2 AANBOD ......................................................................................................................................... 9
2.1.3 VRAAG ........................................................................................................................................... 9
2.1.4 PRIJS .............................................................................................................................................. 9
2.2 AARD V MEDIAGOEDEREN .......................................................................................................... 9
2.2.1 VERHANDELDEN INFORMATIE ............................................................................................................. 9
2.2.2 PUBLIEK GOEDEREN .......................................................................................................................... 9
2.2.3 GEVOLGEN? .................................................................................................................................... 9
2.2.4 SCHAARSTE?.................................................................................................................................... 9
2.2.5 CREATIE V KUNSTMATIGE SCHAARSTE NIET LUKT ? ................................................................................ 10
2.2.6 EXTERNALITEITEN OF EXTERNE EFFECTEN ............................................................................................ 10
2.3 AARD V AANBOD ................................................................................................................... 11
2.3.1 MEDIA : PROTOTYPISCH KARAKTER, ARTISANAAL KARAKTER, R&D-KARAKTER........................................... 11
2.3.2 RELATIE TSS ONTWIKKELINGSKOSTEN + REPRODUCTIEKOSTEN = ATYPISCH................................................ 11
2.3.3 GEVOLGEN? .................................................................................................................................. 11
2.3.4 WET V BAUMOL ............................................................................................................................. 12
2.4 AARD V VRAAG...................................................................................................................... 12
2.4.1 ONVOORSPELBAAR ......................................................................................................................... 12
2.4.2 TIJDSAFHANKELIJKE KARAKTER (V AUDIOVISUELE CONSUMPTIE).............................................................. 13
2.5 AARD V PRIJSMECHANISME ...................................................................................................... 13
2.5.1 PRIJSMECHANISME FUNCTIONEERT SLECHT IN MEDIA............................................................................ 13
2.5.2 ASYMMETRISCHE INFO TSS CONSUMENT + PRODUCENT (= STERK IN MEDIA)............................................. 13
2.5.3 PRIJS REFLECTEERT PRODCUTIEKOST NIET RECHTSTREEKS ..................................................................... 13
2.5.4 PRIJS REFLECTEERT VRAAG NIET RECHTSTREEKS .................................................................................. 14
2.5.5 DEFECTE CONSUMENTEN FEEDBACK + MOBILITEIT VD VRAAG ................................................................. 14
2.5.6 DEFECTE RELATIE TSS TEVREDENHEID/WAARDERING + CONSUMPTIE ....................................................... 14
2.5.7 DEFECTE RELATIE TSS CONSUMPTIE + OPBOUW V MEDIAGELETTERDHEID ................................................. 14
2.5.8 WILLEKEURIGE PRIJS ....................................................................................................................... 14
2.6 MEDIA-ECONOMIE GRONDIG AFWIJKENDE KARAKTERISTIEKEN .......................................................... 15
2.6.1 NEO-KLASSIEKE ECONOMISCHE VERMOEDENS ..................................................................................... 15
2.6.2 MEDIA-ECONOMIE ......................................................................................................................... 15
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,2.7 CONCLUSIE: MEDIAMARKT = GENEIGD TOT MARKTFALEN ................................................................. 15
2.7.1 STRUCTURELE NEIGING TOT MARKTFALEN ........................................................................................... 15
2.7.2 OORZAKEN .................................................................................................................................... 15
2.7.3 OOK: OVERHEIDSFALEN ................................................................................................................... 15
2.8 GEVOLGEN VOOR MEDIAMARKT ................................................................................................ 16
2.8.1 PUBLIEK – PRIVAAT SPANNINGSVELD ................................................................................................. 16
2.8.2 CONCENTRATIE .............................................................................................................................. 16
2.8.3 BELANG V ANDERE INDUSTRIEËN VOOR MEDIA-INDUSTRIE ..................................................................... 16
3 MEDIAWAARDEKETEN .......................................................................................................... 17
3.1 INTERNE WAARDEKETEN V MEDIABEDRIJF..................................................................................... 17
3.2 VAN INTEREN NAAR EXTERNE WAARDEKETEN ................................................................................ 18
3.2.1 MEDIAWAARDEKETEN ..................................................................................................................... 18
3.3 COMMODITIES WAARDEKETEN VS MEDIAWAARDEKETEN.................................................................. 19
3.3.1 COMMODITIES WAARDEKETEN.......................................................................................................... 19
3.3.2 MEDIAWAARDEKETEN ..................................................................................................................... 19
3.3.3 FOCUS OP CONTENT RECHTEN........................................................................................................... 19
3.3.4 FOCUS OP PRODUCTIE + VERKOOP ..................................................................................................... 19
4 MEDIACONCENTRATIE .......................................................................................................... 20
4.1 ASPECTEN BELANGRIJK? .......................................................................................................... 20
4.1.1 NAAST EFFICIËNTIE, IN MARKTVERWERKING (5): .................................................................................. 20
4.1.2 CONCENTRATIE = GEVAAR VOOR? (6) ................................................................................................ 20
4.1.3 VREES ≠ ONTERECHT ....................................................................................................................... 20
4.2 GEVAREN V CONCENTRATIE IN MEDIA.......................................................................................... 20
4.2.1 HOTELLING (1929) ........................................................................................................................ 20
4.2.2 STEINER (1952) ............................................................................................................................. 20
4.2.3 BEEBE (1977) ............................................................................................................................... 20
4.2.4 ANDERSON & WALDFOGEL (2016) ................................................................................................... 20
4.2.5 CHOMSKY & HERMAN (1988) ......................................................................................................... 20
4.2.6 ALTSCHULL (1984) ......................................................................................................................... 20
4.2.7 MCCHESNEY.................................................................................................................................. 21
4.2.8 NICK DAVIES (2008) ...................................................................................................................... 21
4.3 MEDIACONCENTRATIE ALS GROOTSTE BEDREIGING? ....................................................................... 21
4.4 MEDIACONCENTRATIE ALS MYTHE? ............................................................................................ 22
4.4.1 GEVAAR: TE SIMPLISTISCHE INTERPRETATIE? ....................................................................................... 22
4.4.2 GEEN MYTHEVORMING.................................................................................................................... 22
5 MEDIACONCENTRATIE: FEITEN + TENDENSEN ........................................................................ 23
5.1 HISTORIEK MEDIACONCENTRATIE ............................................................................................... 23
5.2 CONCENTRATIE-STRATEGIEËN (4)............................................................................................... 23
5.2.1 HORIZONTALE EXPANSIE .................................................................................................................. 23
5.2.2 VERTICALE EXPANSIE ....................................................................................................................... 23
5.2.3 DIAGONALE EXPANSIE ..................................................................................................................... 23
5.2.4 CONGLOMERATEN (3) ..................................................................................................................... 24
5.3 MEDIACONCENTRATIE METEN: INDICATOREN (2) ........................................................................... 24
5.3.1 CONCENTRATIERATIO (CX INDEX) ...................................................................................................... 24
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,5.3.2 HERFINDAHL-HIRSCHMAN INDEX (HHI) ............................................................................................. 24
5.4 MEDIACONGLOMERATEN (7) .................................................................................................... 24
5.4.1 TIME WARNER (1989) ................................................................................................................... 24
5.4.2 DISNEY (1923) .............................................................................................................................. 25
5.4.3 BERTELSMANN (EERSTE EU CONGLOMERAAT—1835) ......................................................................... 25
5.4.4 NEWS CORPORATION (NEWS CORP) ................................................................................................. 25
5.4.5 VIACOM/CBS (1928) ..................................................................................................................... 25
5.4.6 VIVENDI (19E EEUW) ....................................................................................................................... 26
5.4.7 SONY (1946) ................................................................................................................................ 26
5.5 CONCENTRATIE WERELDWIJD .................................................................................................... 26
5.6 CONCENTRATIE + DECONCENTRATIE ............................................................................................ 26
5.6.1 REDENEN? .................................................................................................................................... 26
5.6.2 VOORBEELD: CBS, VIACOM (1928) .................................................................................................. 26
5.6.3 EUROPA ........................................................................................................................................ 26
5.7 NOAM’S MEDIA CONCENTRATIE-ONDERZOEK (2004 – 2014) ........................................................... 27
5.7.1 FACTOREN DIE HOGE NATIONALE MEDIACONCENTRATIE VOORSPELLEN (3) ............................................... 27
5.7.2 BUITENLANDSE EIGENDOM V CONTENT MEDIA .................................................................................... 27
5.7.3 # STEMMEN/TITELS ≠ AFH. V MARKTAANDEEL ..................................................................................... 27
5.7.4 4 GROTE PROBLEMEN IN MEDIA CONCENTRATIE ................................................................................... 27
5.7.5 GEMIDDELDE CONCENTRATIE V CONTENT MEDIA ................................................................................. 27
6 MEDIACONCENTRATIE IN VLAANDEREN ................................................................................ 28
6.1 MEDIACONCENTRATIE IN MEDIABEDRIJVEN .................................................................................. 28
6.1.1 ALFACAM ...................................................................................................................................... 28
6.1.2 BELGACOM.................................................................................................................................... 28
6.1.3 CONCENTRA .................................................................................................................................. 28
6.1.4 CORELIO ....................................................................................................................................... 28
6.1.5 DE PERSGROEP (DPG) .................................................................................................................... 29
6.1.6 DE VIJVER ..................................................................................................................................... 29
6.1.7 MOBISTAR .................................................................................................................................... 29
6.1.8 ROULARTA .................................................................................................................................... 29
6.1.9 SANOMA (FINS BEDRIJF) .................................................................................................................. 30
6.1.10 TELENET...................................................................................................................................... 30
6.1.11 THINK MEDIA .............................................................................................................................. 30
6.1.12 VMMA ...................................................................................................................................... 30
6.1.13 VRT ........................................................................................................................................... 30
6.2 MEDIACONCENTRATIE IN MEDIAMARKTEN ................................................................................... 31
6.2.1 RADIOMARKT................................................................................................................................. 31
6.2.2 TELEVISIEMARKT ............................................................................................................................ 31
6.2.3 DAGBLADENMARKT ........................................................................................................................ 31
6.2.4 PERIODIEKENMARKT ....................................................................................................................... 31
6.3 EVOLUTIE IN MEDIACONCENTRATIE............................................................................................. 31
6.3.1 MUZIEKINDUSTRIE: PROBLEMEN ....................................................................................................... 31
6.4 STERK GECONCENTREERDE MARKT VERDERE CONCENTRATIE ......................................................... 32
6.4.1 VERSTRENGELING + CONCENTRATIE ................................................................................................... 32
6.4.2 WAAROM? ................................................................................................................................... 32
7 TWEEZIJDIGE MEDIAMARKTEN ............................................................................................. 33
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, 7.1 TWEEZIJDIGE MEDIAMARKTEN + MEDIAPLATFORMEN ..................................................................... 33
7.1.1 WAT? .......................................................................................................................................... 33
7.1.2 TWEEZIJDIGE MEDIAMARKTEN: KENMERKEN ....................................................................................... 33
7.1.3 TWEEZIJDIGE MEDIAMARKTEN: PLATFORMEN...................................................................................... 33
7.1.4 TWEEZIJDIGE MEDIAMARKTEN: STRATEGISCHE MANAGEMENT ............................................................... 33
7.1.5 TWEEZIJDIGE MEDIAPLATFORMEN: SOORTEN ...................................................................................... 34
7.1.6 TWEEZIJDIGE MEDIAPLATFORMEN: KENMERKEN .................................................................................. 34
7.1.7 TWEEZIJDIGE MEDIAPLATFORMEN: STRATEGISCHE MANAGEMENT .......................................................... 34
7.2 MEERZIJDIGE MARKT .............................................................................................................. 34
7.3 EINDGEBRUIKER (EINDGEBRUIKERSMARKT— 1 VD ZIJDE V TWEEZIJDIGE MARKT).................................... 35
7.3.1 2 MANIEREN V BETALEN: IN TIJD + IN GELD ......................................................................................... 35
7.3.2 MC COMBS (1972) ........................................................................................................................ 35
8 ADVERTEERDER .................................................................................................................... 36
8.1 ADVERTENTIEMARKT (1 VD ZIJDE V TWEEZIJDIGE MARKT) ................................................................ 36
8.1.1 ECONOMISCHE ROL V ADVERTENTIES: 3 VISIES..................................................................................... 36
8.1.2 ADVERTENTIES + MARKTSTRUCTUUR (3) ............................................................................................ 36
8.1.3 ADVERTENTIEMARKT: SUBSTITUTIE? (3) ............................................................................................. 37
8.1.4 TRADITIONELE ADVERTENTIE-WAARDEKETEN (4) ................................................................................. 38
8.1.5 ONLINE ADVERTENTIEMARKT (4)....................................................................................................... 38
8.1.6 MOBIELE ADVERTENTIE-WAARDEKETEN (7) ........................................................................................ 38
9 MEDIASECTOREN.................................................................................................................. 39
9.1 PRINTMARKT ........................................................................................................................ 39
9.1.1 HISTORIEK GESCHREVEN TEKST.......................................................................................................... 39
9.1.2 TRENDS/ONTWIKKELINGEN (6) ......................................................................................................... 41
9.1.3 POGING TOT ANTWOORD, OPLOSSINGEN? (6) ..................................................................................... 42
9.1.4 OFFLINE NAAR ONLINE INKOMSTEN: LOGICA ....................................................................................... 42
9.1.5 ARPU ONLINE (2015) (5) ............................................................................................................... 43
9.1.6 ZOEKTOCHT NAAR (NIEUWE) INKOMSTMODELLEN (3) .......................................................................... 43
9.2 TELEVISIEMARKT .................................................................................................................... 45
9.2.1 HISTORIEK (5) ................................................................................................................................ 45
9.2.2 EVOLUTIE (3) ................................................................................................................................. 45
9.2.3 PUBLIEK (4) ................................................................................................................................... 46
9.2.4 PRIVAAT (KANALEN) (4) .................................................................................................................. 47
9.2.5 ANDERE SPELERS: WAARDEKETEN...................................................................................................... 48
9.2.6 LOKALE FICTIE (2) ........................................................................................................................... 48
9.2.7 ALTERNATIEVEN VOOR LOKALE FICTIES (4) .......................................................................................... 48
9.2.8 ONAFHANKELIJKE PRODUCTIESECTOR (6) ........................................................................................... 49
9.2.9 LIVE TV ........................................................................................................................................ 50
9.2.10 ANDERE SPELERS: WAARDENETWERK (2) .......................................................................................... 50
9.2.11 CONCLUSIE: WANKEL EVENWICHT ................................................................................................... 51
10 NIEUWE MEDIA-ECONOMIE ................................................................................................ 52
10.1 NIEUWE MEDIA ................................................................................................................... 52
10.1.1 NIEUWE MEDIA: DIGITALISERING + CONVERGENTIE ............................................................................ 52
10.1.2 NIEUWE MEDIA: NIEUWE ECONOMIE? (4) ........................................................................................ 53
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