engleski

Contemporary Trends in global Media Industries:Post-Industrial Media Era in Different Culture Environment

The purpose of this paper is to analyse and compare data which refer to the global media industry. The emphasis is on the analysis of broadcasting as a predominant category of the media industry in postmodern and post-industrial society. Almost five hundred years have passed between the invention of printing machine by Gutenberg and the development of the global media industry. Even the development of publishing itself did not bloom until the mid-19th century and the development of capitalism. What early capitalism, urbanisation and industrialisation meant for the development of printing, digitalisation and globalisation was for the global media industry and cross-media corporations. The subject of definitions and analyses are the data obtained from state bodies in charge of gathering, processing and publishing the necessary data on the media industry in their field of activity. The paper analyses the global media industry through the context of media industry categories in individual countries as well as through trends which appear on the global market. The data which are analysed were published in scientific databases and are the result of the research about the global media industry in 2012. Data analysis is a part of analytic induction and is based on analytical and empirical methods in the spirit of positivism. At the same time, the global media industry is analysed via deduction methods through dialectical approach by analysing special social circumstances which influenced the establishment of relationships between media categories in individual countries and continents as a whole. The media industry consists of four basic components: broadcasting, publishing, advertising and entertainment. The Postmodern and post-industrial society create new challenges for the management of multimedia corporations in finding effective strategies for preserving and expanding a part of media market within individual segments of the global media industry

Global Media market; Management; Media industry; Postmodern era; Post-Industrial Era

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