Samenvatting mediastructuren en mediabeleid - Structuur PowerPoints
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Course
Mediastructuren en Mediabeleid
Institution
Universiteit Gent (UGent)
Deze samenvatting is grotendeels gebaseerd op de PowerPoints van Dr. Prof. Tom Evens, maar hier en daar aangevuld met lesnotities en tabellen. Door het aantal pagina's is dit document ideaal om de leerstof nog eens te herhalen voor het examen. Enjoy!
Inhoud
Mediastructuren en mediabeleid ........................................................................................................................................................ 3
1 Inleiding ............................................................................................................................................................................. 3
1.1 Nut? ................................................................................................................................................................................... 3
1.1.1 Media → grote impact op ons dagelijkse leven .............................................................................................................. 3
1.2 Mediastructuren en Mediabeleid: een primer ............................................................................................................... 3
1.2.1 Verschillende foci: ............................................................................................................................................................ 3
1.2.2 Publiek belang van media: ............................................................................................................................................... 3
1.2.3 Rol van media voor de overheid: ..................................................................................................................................... 3
1.3 Geschiedenis van de Vlaamse media: ............................................................................................................................. 4
1.3.1 Wat is media-economie? ................................................................................................................................................. 4
1.3.2 Macro vs. micro-economie .............................................................................................................................................. 4
1.3.3 Theorieën over de onderneming ..................................................................................................................................... 4
1.4 Waarom media-economie? ............................................................................................................................................. 5
2 Marktstructuren ............................................................................................................................................................... 6
2.1 Karakteristieken van de markt ......................................................................................................................................... 6
2.2 Markttypes ........................................................................................................................................................................ 6
2.2.1 Modellen en begrippen .................................................................................................................................................... 6
3 Convergentie en multiplatform ....................................................................................................................................... 7
3.1 Soorten convergentie ....................................................................................................................................................... 7
3.2 Regelgeving ....................................................................................................................................................................... 7
3.3 Waardeketen/vertical supply chain ................................................................................................................................. 7
3.4 Convergentiestrategieën.................................................................................................................................................. 8
4 Mediaconcentratie ........................................................................................................................................................... 8
4.1 Inleiding ............................................................................................................................................................................. 8
4.2 Types concurrentie ........................................................................................................................................................... 9
4.2.1 Horizontale expansie ........................................................................................................................................................ 9
4.2.2 Verticale expansie............................................................................................................................................................. 9
4.2.3 Diagonale expansie ........................................................................................................................................................... 9
4.2.4 Internationale expansie .................................................................................................................................................... 9
4.3 Tegenbewegingen en rol van de overheid .................................................................................................................... 10
5 Media in de netwerkeconomie ...................................................................................................................................... 10
5.1 Inleiding ........................................................................................................................................................................... 10
5.2 Netwerkindustrieën........................................................................................................................................................ 10
5.2.1 Uni-directioneel netwerk ............................................................................................................................................... 10
5.2.2 Bi-directioneel netwerk .................................................................................................................................................. 10
5.3 Kenmerken van netwerken ............................................................................................................................................ 11
5.3.1 Dominantie GAFA ........................................................................................................................................................... 11
5.3.2 Belang van netwerken voor media ................................................................................................................................ 11
5.3.3 Gratis, mét reclame uiteraard........................................................................................................................................ 12
6 Vraagzijde: de mediaconsument ................................................................................................................................... 12
6.1 Van een massapubliek naar een nichepubliek .............................................................................................................. 12
6.2 Fragmentatie van het medialandschap ......................................................................................................................... 13
6.3 Sterkere positie van de gebruiker .................................................................................................................................. 13
6.3.1 Veranderende relatie tussen aanbieders en publiek.................................................................................................... 13
6.4 Segmentatie en branding ............................................................................................................................................... 13
6.4.1 Marktsegmentatie .......................................................................................................................................................... 13
6.4.2 Een gefragmenteerde mediamarkt ............................................................................................................................... 14
6.4.3 Branding .......................................................................................................................................................................... 14
6.5 Omgaan met een gefragmenteerd aanbod .................................................................................................................. 14
6.5.1 Audience flow management .......................................................................................................................................... 14
7 Aanbodzijde: risico en formats ...................................................................................................................................... 14
7.1 Media is risky business ................................................................................................................................................... 14
7.1.1 Hit-or-miss industrie ....................................................................................................................................................... 15
7.1.2 Starsystem....................................................................................................................................................................... 15
7.1.3 Never change a winning formula ................................................................................................................................... 15
8 Aanbodzijde: financiering............................................................................................................................................... 15
8.1 Trends.............................................................................................................................................................................. 15
8.2 Financieringsmodellen ................................................................................................................................................... 16
8.3 Financiering versus inkomsten ...................................................................................................................................... 16
8.3.1 Vlaamse fictie onder druk .............................................................................................................................................. 16
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