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Analyzing the Global Media Market: Institutional-Methodological Bases
Liubchik K. L.

Liubchik, Katerina L. (2019) “Analyzing the Global Media Market: Institutional-Methodological Bases.” Business Inform 6:280–285.
https://doi.org/10.32983/2222-4459-2019-6-280-285

Section: Management and Marketing

UDC 330.341

Abstract:
The processes of formation of the world media market date back to the second half of the 20th century and are primarily related to the development in the countries - leaders of the post-industrial model of economic development. In recent decades, the fundamental trends in the development of the media industry have crystallized, such as: formation and build-up of competitive influence on the global media sphere of transnational business structures; dynamic internationalization of media business; synchronization of cycles of the national media markets; scaling up the media exports and international cooperation in the information and communication sphere. At the same time, activities of media sellers, as the external advertising structures, are aimed both at the direct sale of advertising of media and its selling together with the own advertising media departments. At this, functioning of intermediary structures in the person of media sellers, like distributors, also has a significant impact on the key parameters of the global media market and its equilibrium status. Altogether, the main proportions of the global media market, its subject-object and territorial-geographical structures are formed, and their system is characterized by rigid hierarchy, reflecting the degree of creativity of media products.

Keywords: media industry, business structures, global media market, mass information, media.

Fig.: 1. Bibl.: 8.

Liubchik Katerina L. – Applicant, Department of International Accounting and Auditing, Kyiv National Economic University named after Vadym Hetman (54/1 Beresteiskyi Ave., Kyiv, 03057, Ukraine)
Email: [email protected]

List of references in article

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Hamilton, W. “Institution“. Encyclopedia of the Social Sciences, vol. 73, no. 4 (1932): 560-595.
Nort, D. C. “Economic Performance through Time“. The American Economic Review, vol. 84, no. 3 (1994): 359-368.
Balandina, M. S. “Rol posrednikov na dvustoronnem rynke televizionnoy reklamy“ [The role of intermediaries in the bilateral television advertising market]. Sotsium i vlast, no. 1 (2017): 96-103.
Nazarov, M. M. Zarubezhnyye rynki televizionnoy reklamy: sravnitelnoye issledovaniye [Overseas television advertising markets: a comparative study]. Moscow: OOO «NIPKTs VoskhodA», 2011.

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