Gillian Doyle is Head of the Department of Film & Media Studies at Stirling University, as well as Director of the MSc in Media Management and a Member of the Stirling Media Research Institute. She is also the author of Media Ownership (Sage).
Understanding Media Economics provides a clear, introduction to the key economic concepts and issues affecting the media. Written with the needs of non-specialists in mind, this book:
> Explains the fundamental concepts relevant to the study of media economics
> Considers the key industrial quesions facing the media industries today
> Relates economic theory to business practice
> Covers a wide range of media activity - advertsing, television, film, print media and new media
> Looks at the impact of economics on public policy
The study of media has traditionally been dominated by disciplines other than economics. In recent years, however, issues such as competition and international trade have split over into the agenda of mainstream media studies. Understanding Media Economics opens up these issues for non-specialists and offers a stimulating perspective on the contemporary media environment.
This book will be an essential purchase for all students of the media and mass communication.
發表於2024-07-07
Understanding Media Economics 2024 pdf epub mobi 電子書 下載
嗬嗬,這本書我看的是英文版,不是看而是啃.GILLIAN是我的導師,在英國上瞭一年學,她教瞭兩門課,第一門就是這個.她的學術水平很高,不過是以英國的傳媒産業為核心進行的討論,基本理論講的很清楚.但離中國傳媒産業實在有點遠.
評分 評分 評分廣告與其說是給消費者做的倒不如說是為瞭打敗競爭對手而做的。雖說企業擴大自己市場影響力上花費瞭大量資金於廣告,但廣告真正的影響力遠沒有等同或是超齣對它的投入。 現代的廣告對於消費者是沒有任何好處的。他們完全操控於不真實的信息中,這樣長此以往,消費者就會慢慢對...
評分《理解傳媒經濟學》的英文原題是《Understanding Media Economics》,書剛拿到手看著題目捉摸瞭半天,總覺得這中文題目有點拗口,而且有點歧義,自己英文水平有限,也就不枉加改動,乖乖讀書算瞭。本書介紹瞭現代傳媒由於其零邊際成本和特殊的市場失靈,而具有的與眾不同的經濟...
圖書標籤: media 經濟學 挺有意思,總結瞭不少這個行業的規律 媒體 economy GillianDoyle
簡明清晰。
評分簡明清晰。
評分導論可讀
評分導論可讀
評分簡明清晰。
Understanding Media Economics 2024 pdf epub mobi 電子書 下載