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Berlin, 2004-09-06
The transformation of the media
sector
– an interdisciplinary discourse of its
economic and social implications
ITS 15 Biennial Converence
Benedikt von Walter, Institute of Information Systems and New Media
Oliver Quiring, Institute of Communication Sciences and Media Research
University of Munich, Germany
Project part of German initiative
Funded by
Agenda
1.
Motivation, objective and background
2.
Organization of the analysis
3.
The issue: media transformation
4.
Two views on the issue: parallels and differences
5.
Conceptual and methodological consequences
6.
Limitations and further research
intermedia Project University of Munich © 2004
ITS_walter-quiring_MediaTransform.ppt
1
Motivation
Why does this presentation make sence?
Media economics is traditionally defined as an
intersection of communication sciences and
economics. However, the contents of this
intersection, i.e. parallels and differences,
experience no further discussion …“
(Altmeppen / Karmasin, 2003)
intermedia Project University of Munich © 2004
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Objective and Background
Objective
Interdisciplinary contribution to the analysis
of the impact of transformation processes
in the media sector which are due to digitalization
and accompanied by economic changes.
Background
Interdisciplinary project intermedia (intermedia.lmu.de)
funded by German Ministry for Education and Science
(BMBF) and dedicated to the impact of a second
generation Internet on Information Intermediaries in the
media sector. Participating disciplines are Business
Administration, Communication Sciences
and Computer Sciences
intermedia Project University of Munich © 2004
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Agenda
1.
Motivation, objective and background
2.
Organization of the analysis
3.
The issue: media transformation
4.
Two views on the issue: parallels and differences
5.
Conceptual and methodological consequences
6.
Limitations and further research
intermedia Project University of Munich © 2004
ITS_walter-quiring_MediaTransform.ppt
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Organization of the Analysis
Media transformation:
- Earlier: The German case
- Recently: Digitalization and
Economization
Business
Sciences View
Communication
Sciences View
Parallels and Differences
Conceptual Consequences
intermedia Project University of Munich © 2004
Methodological Consequences
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Agenda
1.
Motivation, objective and background
2.
Organization of the analysis
3.
The issue: media transformation
4.
Two views on the issue: parallels and differences
5.
Conceptual and methodological consequences
6.
Limitations and further research
intermedia Project University of Munich © 2004
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The issue: Media Transformation
The media recently undergoes fundamental transformation processes which
are mainly induced by digital technologies but also cause economic changes
“New” Tech. drivers




More powerful
Computers (speed,
storage,
interconnectivity)
Growing Connection of
computers via Internet
(Quantity, speed,
fromats)
New digital production
and distribution
technologies (Semantic
Web, Multimedia, XML,
Content Management
Systems, On-Demand)
New digital products (EPaper, MMS, digital
radio)
intermedia Project University of Munich © 2004
“Traditional” drivers



Expansion of media
institutions and content
supply
Growing pressure on
Editorial Staff
“New” economic drivers


Tendency towards more
entertainment and less
information


Media Sector
Diminishing returns,
little profitability,
enhanced competition,
dependency on subsidies,
…


Lower transaction costs
for both, producer and
recipient due to
digitalization
Increased market
position of both
producers and
consumers
Free content available
online (e.g. peer-to-peer
file sharing systems)
Convergence (Telco, IT
enter the scene)
Content Re-Utilization
Online Content
Syndication
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Agenda
1.
Motivation, objective and background
2.
Organization of the analysis
3.
The issue: media transformation
4.
Two views on the issue: parallels and differences
5.
Conceptual and methodological consequences
6.
Limitations and further research
intermedia Project University of Munich © 2004
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Two views on the Media Sector: Business Sciences view
Media
value chain
(Economic)
Actors
Bundlin
g
Distributio
n
Information
Intermediaries
Distribution
Intermediaries
Production
Producers
intermedia Project University of Munich © 2004
Reception
Margin
Recipients
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Two views on the Media Sector: Communication Sciences view
Lasswell
Formula
Elements of the
communication
process
Who
Says what
In which
channel
Communicator
Message
Media
intermedia Project University of Munich © 2004
To whom
Recipient
With what
effect
Effect
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Two views on the Media Sector: Bringing the two views together
Business Sciences View and Communication Sciences view on media
Business Science View
Production
Bundlin
g
Distributio
n
Reception
Margin
Media Sector
Who
Says what
In which
channel
To whom
With what
effect
Communication Sciences View
intermedia Project University of Munich © 2004
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Two views on the Media Sector: Parallels and differences
Business Sciences View and Communication Sciences View on Media
Concept level
Parallel 1
Production


Bundlin
g
Difference 1
Distributio
n
Reception
Margin
The media value chain

The media value chain is
and the Lasswell
a special construct for
Formula are similar as
economic issues.
they both represent

The Lasswell formula
process-related views on
Media Sectorrepresents more general
the media sector.
view taking also social,
The concept of each
psychological, political
discipline is connected to
and technological factors
a lot more in-depth
into consideration.
research fields.
In which
With what
Who
Says what
intermedia Project University of Munich © 2004
channel
To whom
effect
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Two views on the Media Sector: Parallels and differences
Business Sciences View and Communication Sciences View on Media
Objectives level
Parallel 2
Bundlin
concepts gare
Production


Both
intended to depict each
discipline´s objectives.
Difference 2
Distributio
Reception
n  Major objectives
Communication sciences
employ economic
Media Sector
objectives as a means to
achieve journalistic
objectives while business
research tends to
employ journalistic
In which
Who
what of
objectives
asSays
a means
channel
economic objectives.
intermedia Project University of Munich © 2004
Margin
are
“economic efficiency” for
business science and
“social fit” in the case of
communication sciences.
To whom
With what
effect
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Two views on the Media Sector: Parallels and differences
Business Sciences View and Communication Sciences View on Media
Functions level
Parallel 3
Production


Bundlin
g
Both concepts
encompass a functional
view on media.
Difference 3
Distributio
n
Reception
Margin
The normative views on
markets in one case
(“how to optimise
companies in markets”)
A comparison on a
descriptive level shows Media Sectorand on the society as a
whole in the other case
that economic functions
(“how to optimise media
are not contradictory to
in societies”) are
but prerequisites for
controversial in some
social functions in an
cases.
increasingly marketWho
Says what
oriented media sector.
intermedia Project University of Munich © 2004

In which
channel
To whom
With what
effect
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Two views on the Media Sector: Parallels and differences
Business Sciences View and Communication Sciences View on Media
Issues level
Parallel 4
Production

Bundlin
g
Difference 4
Both disciplines agree on
the importance of major
issues for current and
future media.
Who
Says what
intermedia Project University of Munich © 2004
Distributio
n
Reception
Margin
The disciplines sometimes
disagree on opportunities
and threads resulting
from these drivers. This is
mainly due to different
Media Sector
objectives in each view.

In which
channel
To whom
With what
effect
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Two views on the Media Sector: Parallels and differences
Business Sciences View and Communication Sciences View on Media
Time horizon level
Parallel 5
Production

Bundlin
g
Difference 5
With respect to the time
horizon both disciplines
are interested in current
phenomena.
Who
Says what
intermedia Project University of Munich © 2004
Distributio
n
Reception
Margin
Communication sciences
have a comparatively
long-term view on the
past and the present,
while business science
Media Sector
takes a more short-term
perspective on the
present and the future in
order to efficiently deliver
pragmatic solutions.

In which
channel
To whom
With what
effect
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Two views on the Media Sector: Parallels and differences
Conclusion: Why to identify parallels and differences?
Conclusion
Production
Bundlin
g
Distributio
n
Reception
Margin
Similarities of both disciplines are important in
order to identify linking pins for an
interdisciplinary treatment of the topic while
some of the differences
might contribute to an
Media Sector
enhanced view on the media sector in each
discipline.
Who
Says what
intermedia Project University of Munich © 2004
In which
channel
To whom
With what
effect
ITS_walter-quiring_MediaTransform.ppt
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Agenda
1.
Motivation, objectives and background
2.
Organization of the analysis
3.
The issue: media transformation
4.
Two views on the issue: parallels and differences
5.
Conceptual and methodological consequences
6.
Limitations and further research
intermedia Project University of Munich © 2004
ITS_walter-quiring_MediaTransform.ppt
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Conceptual and methodological consequences
What can both disciplines learn from each other?
Conceptual consequence 1: Focus producers and recipients
Production
Bundlin
g
Distributio
n
Reception
Margin
With respect to the fact that media companies
face an increasing threat of disintermediatisation that is partly induced by an enhanced
bargaining power of
both,
artists and recipients
Media
Sector
in the Internet business science could benefit
from communication science knowledge about
these actors.
Who
Says what
intermedia Project University of Munich © 2004
In which
channel
To whom
With what
effect
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Conceptual and methodological consequences
What can both disciplines learn from each other?
Conceptual consequence 2: Focus on efficiency
Production
Bundlin
g
Distributio
n
Reception
Margin
Recently, economisation, independently of its
causes (deregulation or digital technologies),
urges media institutions to pay more attention
to economic principles
order to be able to
Media in
Sector
fulfill these functions in the future.
Communication sciences could benefit from
business science´s specialized tool-kit for an
In
which
what
efficient
production,
selection,
bundlingWith
and
Who
Says what
To whom
channel
effect
distribution of content.
intermedia Project University of Munich © 2004
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Conceptual and methodological consequences
What can both disciplines learn from each other?
Conceptual consequence 3: Focus on functions (1)
Production
Bundlin
g
Distributio
n
Reception
Margin
If media does not serve the functions demanded
by its recipients they may not be willing to pay
for content, a threat that media companies have
to take more seriously
times of free content
Media in
Sector
“at your fingertips”. Lessons to learn for
business science.
Who
Says what
intermedia Project University of Munich © 2004
In which
channel
To whom
With what
effect
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Conceptual and methodological consequences
What can both disciplines learn from each other?
Conceptual consequence 4: Focus on functions (2)
Production
Bundlin
g
Distributio
n
Reception
Margin
Communication sciences could make more use
of the knowledge of Business science with
respect to economic functions as a “promoter”
of social functions. Media Sector
Who
Says what
intermedia Project University of Munich © 2004
In which
channel
To whom
With what
effect
ITS_walter-quiring_MediaTransform.ppt
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Conceptual and methodological consequences
What can both disciplines learn from each other?
Conceptual consequence 5: Relativate optimal time horizon
Production
Bundlin
g
Distributio
n
Reception
Margin
While communication sciences might enrich
business research by delivering a classification
for general long-term success factors of media,
on the other hand it
might
Media
Sectorneed more pragmatic
and efficient concepts of business science in
order to grasp new trends and to develop
according business strategies in a world of
In which
With what
quickly
evolving
technologies.
Who
Says what
To whom
channel
intermedia Project University of Munich © 2004
effect
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Conceptual and methodological consequences
What can both disciplines learn from each other?
Methodological consequence 1: No immense methodological differences
Production
Bundlin
g
Distributio
n
Reception
Margin
Surprisingly, despite substantial differences in
conceptual issues, no such immense differences
can be identified with respect to methodology.
Both disciplines employ
deductive as well as
Media Sector
inductive model and theory building, empirical
tests of these models and theories and a
continuative amplification of theories based on
In which
With what
empirical
results.
Who
Says what
To whom
channel
intermedia Project University of Munich © 2004
effect
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Conceptual and methodological consequences
What can both disciplines learn from each other?
Methodological consequence 2: Joint research designs
Production
Bundlin
g
Distributio
n
Reception
Margin
Consequently, we do not need new research
methods, but an inclusion of both specific views
in joint research designs.
Media Sector
Who
Says what
intermedia Project University of Munich © 2004
In which
channel
To whom
With what
effect
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Conceptual and methodological consequences
What can both disciplines learn from each other?
Examples of a joint research design
Production
Bundlin
g
Distributio
n
Margin
Reception
Example 1: The processes of production,
bundling and distribution as well as the people
associated with these processes are to be
understood.
Media Sector
 management & organization theories, concepts
for cost calculation and marketing strategies ...
In
which
With what
 in-depth
interviews
with
producers
Who
Says what
To whomof content,
channel
effect
group discussions or observation studies
intermedia Project University of Munich © 2004
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Conceptual and methodological consequences
What can both disciplines learn from each other?
Examples of a joint research design
Production
Bundlin
g
Distributio
n
Reception
Margin
Example 2: The marketability of media products
as well as their journalistic quality is important.
 Production theories, technology roadmaps help
Media Sector
to optimize technical
quality, while content
analyses helps to monitor the journalistic quality
of existing media content.
In which
With what
 In-depths
interviews,
focus
group
discussions,
Who
Says
what
To whom
channel
effect
standardised surveys  “know your customer”
intermedia Project University of Munich © 2004
ITS_walter-quiring_MediaTransform.ppt
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Conceptual and methodological consequences
What can both disciplines learn from each other?
Examples of a joint research design
Production
Bundlin
g
Distributio
n
Margin
Reception
Example 3: The paying consumer is equally
interesting as his social circumstances.
 Usage of modern technologies (user tracking) to
Media Sector
generate data about
users and adequate
marketing strategies.
 Long-term “Media diaries”, tests of prototypes
In which
in Who
experimental
Says whatsettings.
channel
intermedia Project University of Munich © 2004
To whom
With what
effect
ITS_walter-quiring_MediaTransform.ppt
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Agenda
1.
Motivation, objective and background
2.
Organization of the analysis
3.
The issue: media transformation
4.
Two views on the issue: parallels and differences
5.
Conceptual and methodological consequences
6.
Limitations and further research
intermedia Project University of Munich © 2004
ITS_walter-quiring_MediaTransform.ppt
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Limitations and further research
Limitations
- Apart from communication sciences and business
sciences, computer sciences have not been integrated.
- The analysis is on a descriptive stage so far (discourse!)
and is to be seen as „work in progress“ still lacking
empirical investigations.
Further research
1.
Methodological level: Investigations on empirical
evidence of identified parallels and differences as well
as conceptual and methodological consequences.
 In-depth interviews with researchers in both
disciplines.
2. Problem-related level: Integrated (empirical and
theoretical) investigations on mentioned topics.
intermedia Project University of Munich © 2004
ITS_walter-quiring_MediaTransform.ppt
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Prof. Dr. Thomas Hess (Sprecher)
Department für Betriebswirtschaft
Institut für Wirtschaftsinformatik und Neue
Medien
Ludwig-Maximilians-Universität München
Ludwigstraße 28
D - 80539 München
Tel.:
Fax:
+49 (0)89 / 2180 – 6391
+49 (0)89 / 2180 – 13541
Prof. Dr. Heinrich Hussmann
Department für Informatik
LFE Medieninformatik
Ludwig-Maximilians-Universität München
Oettingenstr. 67
D - 80538 München
Tel.:
Fax:
+49 (0)89 / 2180 – 4650
+49 (0)89 / 2180 – 4652
Email: [email protected]
WWW: www.wim.bwl.uni-muenchen.de
Email: [email protected]
WWW: www.medien.informatik.unimuenchen.de
Prof. Dr. Dres. h.c. Arnold Picot
Department für Betriebswirtschaft
Institut für Information, Organisation und
Management
Ludwig-Maximilians-Universität München
Prof. Dr. Claudia Linnhoff-Popien
Department für Informatik
Lehrstuhl für Verteilte Systeme/Ubiquitous
Computing
Ludwig-Maximilians-Universität München
Ludwigstraße 28 VG II
D - 80539 München
Oettingenstr. 67
D - 80538 München
Tel.
Fax.
Tel.:
Fax:
+49 (0)89 / 2180 – 2252
+49 (0)89 / 2180 – 3685
Email: [email protected]
WWW: www.iom.bwl.uni-muenchen.de
+49 (0)89 / 2180 – 9149
+49 (0)89 / 2180 – 9147
Email: [email protected]
WWW: www.nm.informatik.uni-muenchen.de
Prof. Dr. Hans-Bernd Brosius
Institut für Kommunikationswissenschaft
Lehrstuhl für Kommunikationswissenschaft
und Medienforschung
Ludwig-Maximilians-Universität München
Oettingenstr. 67
D - 80538 München
Tel.:
Fax:
+49 (0)89 / 2180 – 9455
+49 (0)89 / 2180 – 9443
Email: [email protected]
WWW: www.ifkw.uni-muenchen.de
Prof. Dr. Werner Wirth
Institut für Publizistikwissenschaft und
Medienforschung der Universität Zürich
Andreasstr. 15
CH - 8050 Zürich
Tel.:
Fax:
+41 (0)1 / 634 – 4661
+41 (0)1 / 634 – 4934
Email: [email protected]
WWW: www.ifkw.uni-muenchen.de
www.ipmz.unizh.ch
www.intermedia.lmu.de
Ein Projekt im Rahmen der
intermedia Project University of Munich © 2004
Gefördert vom
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