The business models of traditional media are experiencing a profound crisis. One of the core issues of this crisis is the increasing breakdown of the value chain model – a model based on the numbers of readers, viewers, and users which the mass media can «sell» in exchange for advertising revenue.
These formerly stable models of the media value chain are now in perpetual flux, requiring adaptation to the rapid changes in technology and the volatility of user preferences.
Can media companies cope with these new circumstances and at the same time fulfill their traditional roles? This volume addresses this question, and others, to explore scenarios, phenomena, and developments which point to new configurations arising from new media business models, innovative ways in which media practitioners engage their audiences, intercontinental media phenomena, user-generated content, and the general disconnect between print and online media paradigms.
Contributors point to a way out of the general bewilderment, providing answers to frequently asked questions, and ideas for new guidelines and solutions
Media Models: Breaking the Traditlonal Value Chain
págs. 1-9
págs. 13-31
págs. 33-48
Virtual Local Public Sphere: The Role of New Media in Creating a Contemporary Local Democracy
págs. 49-70
Effects of Communication In Public and Media Rationale: Result Measures of Public Relations.
Guillem Marca Francés, Kathy Matilla, Andrea Oliveira dos-Santos
págs. 73-88
Hot Brands Are Cool: The Temperature Scale as a Tool for Branding in a Digital Society
págs. 89-107
págs. 109-131
Media and the Creation of Brand Value in "Signification Advertising": Defining a Model and Case Studies: Muji, Moleskine, Bench
págs. 133-151
Engagement Is the Name of the Game: Gamification as a Communication Strategy in Advertising and Public Relations
Elisenda Estanyol i Casals, Mireia Montaña Blasco, Ferrán Lalueza Bosch
págs. 153-171
Value Changes in Television Audiences: From the Traditional Audience to the Social Audience
págs. 175-193
Towards a History of Media Conjuncture: The Daily Show, Audience and the "Revolution"o
págs. 195-215
The Disruption of the Portuguese Media Democracy?: Economic Crisis and Media Ownership
págs. 219-236
Africa in Spanish Newspapers: From Indifference to Irrelevance
págs. 237-256
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