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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 ITS_walter-quiring_MediaTransform.ppt 2 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 ITS_walter-quiring_MediaTransform.ppt 3 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 4 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 ITS_walter-quiring_MediaTransform.ppt 5 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 6 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 ITS_walter-quiring_MediaTransform.ppt 7 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 8 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 ITS_walter-quiring_MediaTransform.ppt 9 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 ITS_walter-quiring_MediaTransform.ppt 10 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 ITS_walter-quiring_MediaTransform.ppt 11 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 ITS_walter-quiring_MediaTransform.ppt 12 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 ITS_walter-quiring_MediaTransform.ppt 13 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 ITS_walter-quiring_MediaTransform.ppt 14 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 ITS_walter-quiring_MediaTransform.ppt 15 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 ITS_walter-quiring_MediaTransform.ppt 16 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 17 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 18 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 ITS_walter-quiring_MediaTransform.ppt 19 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 ITS_walter-quiring_MediaTransform.ppt 20 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 ITS_walter-quiring_MediaTransform.ppt 21 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 22 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 ITS_walter-quiring_MediaTransform.ppt 23 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 ITS_walter-quiring_MediaTransform.ppt 24 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 ITS_walter-quiring_MediaTransform.ppt 25 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 ITS_walter-quiring_MediaTransform.ppt 26 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 27 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 28 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 29 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 30 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 ITS_walter-quiring_MediaTransform.ppt 31