Innowacja i nowość w branży medialnej w świetle teorii innowacyjności Josepha A. Schumpetera na przykładzie CNN

Anna Teler


Innovation and novelty in the media industry according to the theory of innovation by Joseph A. Schumpeter on the example of CNN

Demand for novelty is inscribed in the DNA of media and media organizations, especially those that specialize in delivering the latest news. This is a prerequisite for media consumption. The media organizations responsible for delivering new products to recipients, are subject to market laws, compete, achieve an advantage, fight for survival in the turbulent environment of the media and technology –and therefore remain in constant development. According to Joseph A. Schumpeter, development is possible by introducing innovations. Schumpeter’s Theory of Innovation was a research tool for an analysis of the CNN group, specializing in information for 24/7.

The research question posed: can we talk about innovations in the media industry? –indicates some doubt related to the specificity of the media industry. Doubt also arises from the fact that not every novelty is an innovation.

As a result of research, it was discovered that there are innovations in the media industry, but not in all cases of innovation indicated by Schumpeter. Indeed, this is due to the specifics of the media industry. The purpose of the article is to attempt to assess whether there can be innovations in the media industry, according to Schumpeter’s Theory of Innovation; and initiating a discussion on innovation in specific industry, which does not exist without novelty.

JEL: O31, O33, L82

Słowa kluczowe: CNN, J.A. Schumpeter, theory of innovation, innovations, media industry

Albarran A.B. (1996). Media Economics: Understanding Markets, Industries and Concepts. Ames, IA: Iowa State University Press.

Albarran A.B. (2006). Historical Trends and Patterns in Media Management Research [w:] A.B. Albarran, S.M. Chan-Olmsted, M.O. Wirth (eds.), Handbook of Media Management and Economics. Mahwah, NJ: Lawrence Erlbaum Associates, s. 3–21.

Altmeppen K.D., Hollifield C.A., van Loon J. (eds.). (2017). Value-Oriented Media Management: Decision Making between Profit and Responsibility. Cham: Springer.

Burgan M. (2020). TV Launches 24-Hour News with CNN: 4D an Augmented Reading Experience. Minnesota: Compass Point Books.

Chan-Olmsted S.M. (2006). Issues in Strategic Management [w:] A.B. Albarran, S.M. Chan-Olmsted, M.O. Wirth (eds.), Handbook of Media Management and Economics. Mahwah, NJ: Lawrence Erlbaum Associates, s. 161–180.

Chyliński M. (2018). Fałszywe wiadomości – antydobra w ekosystemie informacji. „”, 4(1), s. 6–23.

Dacko M. (2007). Wielkie fiasko. Fuzja AOL i Time Warner. Warszawa: Wydawnictwa Akademickie i Profesjonalne.

Drucker P. (1984). Innovation and Entrepreneurship. New York–London–Toronto–Sydney: HarperCollins.

Faustino P. (2015). Specific Characteristics of the Media Industry: Business Models and Management Challenges, (dostęp: 1.03.2020).

Freeman Ch. (1990). The Economics of Innovation. Aldershot, UK–Brookfield, USA: Edward Elgar Publishing.

Freeman Ch., Soete L. (2004). The Economics of Industrial Innovation. London–New York: Routledge.

Glapiński A. (2012). Schumpeterowska teoria przedsiębiorcy, czyli skąd się bierze pies. „Konsumpcja i RozwÓj”, 1(2), s. 3–10.

Godin B. (2002). The Rise of Innovation Surveys: Measuring a Fuzzy Concept. Project on the History and Sociology of S&T Statistics. „Working Paper”, 16, (dostęp: 10.06.2020).

Godin B. (2005). Models of Innovation: Why Models of Innovation Are Models, or What Work Is Being Done in Calling Them Models? Project on the History and Sociology of S&T Statistics. „Working Paper”, 30, (dostęp: 10.06.2020).

Godin B. (2006). The Linear Model of Innovation: The Historical Construction of an Analytical Framework. „Science, Technology & Human Values”, 31(6), s. 639–667.

Godin B. (2015). Innovation Contested: The Idea of Innovation Over Centuries. New York: Routledge.

Godin B. (2016). Making Sense of Innovation: From Weapon to Instrument to Buzzword. Quaderni: Communication, Technologies, Pouvoir. Printemps; L’innovation dans tous ses etats. Hagedoorn J. (1996). Innovation and Entrepreneurship: Schumpeter Revisited. „Industrial and Corporate Change”, 3(5), s. 883–896. DOI: 10.1093/icc/5.3.883.

Jupowicz-Ginalska A. (2010). Marketing medialny. Warszawa: Difin.

Kim W.C., Mauborgne R. (1997). Value Innovation: The Strategic Logic of High Growth. „Harvard Business Review”, 75, January–February, s. 102–112, (dostęp: 1.03.2020).

Kim W.C., Mauborgne R. (1999). Strategy, Value Innovation, and the Knowledge Economy. „Sloan Management Review”, 3(40), s. 41–53, (dostęp: 1.03.2020).

Kim W.C., Mauborgne R. (2005). Blue Ocean Strategy. Boston: Harvard Business School Press.

Kirzner I.M. (1995). The Nature of Profits: Some Economic Insights and Their Ethical Implications [w:] R. Cowan, M.J. Rizzo (eds.), Profits and Morality. London–Chicago: The University of Chicago Press, s. 22–47.

Kowalski T. (1998). Media i pieniądze. Ekonomiczne aspekty działalności środków komunikowania masowego. Warszawa: Przedsiębiorstwo Handlowe Tex.

Kowalski T. (2008). Między twórczością a biznesem. Wprowadzenie do zarządzania w mediach i rozrywce. Warszawa: Wydawnictwa Akademickie i Profesjonalne.

Kung L. (2012). Strategia zarządzania na rynku mediów. Warszawa: Oficyna Wolters Kluwer business.

Lavine J.M., Wackman D.B. (1988). Managing Media Organizations: Effective Leadership of the Media. New York: Longman.

Levitt T. (1966). Innovative Imitation. „Harvard Business Review”, September, s. 63–70, (dostęp: 1.03.2020).

McCraw T.K. (2009). Prophet of Innovation: Joseph Schumpeter and Creative Destruction. Cambridge, MA–London: Harvard University Press.

McLuhan M. (1962). Galaktyka Gutenberga. Toronto: University of Toronto Press.

McPhail T.L. (2010). Global Communication: Theories, Stakeholders, and Trends. Chichester, West Sussex, UK: John Wiley & Sons.

Nicholas T. (2003). Why Schumpeter Was Right: Innovation, Market Power, and Creative Destruction in 1920s America. „The Journal of Economic History”, 4(63), s. 1023–1058.

Pohulak-Żołędowska E. (2015). Innowacyjność przedsiębiorstw w gospodarce rynkowej [w:] J. Sokołowski, A. Żabiński (red.), Polityka ekonomiczna. Wrocław: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu, s. 284–296.

Porter M.E., Stern S. (2001). Innovation: Location Matters. „MIT Sloan Management Review”, 42, s. 28–36.

Schumpeter J. (1934). The Theory of Economic Development: An Inquiry into Profits, Capital, Credit, Interest, and the Business Cycle. Cambridge: Harvard University Press.

Schumpeter J. (1960). Teoria rozwoju gospodarczego, tłum. J. Grzywicka. Warszawa: Państwowe Wydawnictwo Naukowe.

Sjurts I. (1999). Kooperation und Konkurrenz bei kollektivem strategischen Handeln. „Die Betriebswirtschaft”, 59, s. 707–712.

Smith K. (2005). Measuring Innovation [w:] J. Fagerberg, D.C. Mowery, R.R. Nelson (eds.), The Oxford Handbook of Innovation. New York: Oxford University Press, s. 148–177.

Storsul T., Krumsvik A.H. (eds.). (2013). Media Innovations: A Multidisciplinary Study of Change. Goteborg: Nordicom.

Śledzik K. (2013a). Knowledge Based Economy in a Neo-Schumpeterian Point of View, Equilibrium. „Quarterly Journal of Economics and Economic Policy”, 8(4), s. 67–77.

Śledzik K. (2013b). Schumpeter’s View on Innovation and Entrepreneurship [w:] S. Hittmar (ed.), Management Trends in Theory and Practice. Zilina: University of Zilina & Institute of Management, s. 89–95. DOI: 10.2139/ssrn.2257783.

Śledzik K. (2013c). Schumpeter’s View on Innovation and Entrepreneurship. „SSRN Electronic Journal”, April, s. 89–95.


CNN launches, (dostęp: 15.06.2020).

CNN Worldwide Fact Sheet, (dostęp: 15.06.2020).

Cramer Ch. (b.d.). Why the World Is Watching CNN, (dostęp: 10.06.2020).

Erickson H.L. (b.d.). CNN: American Company. Britannica, (dostęp: 15.06.2020).

Hashmi A., Humphries S., LaForge M., Song J. (2012). Audience Report on CNN. Audience Insight. MIT Media Lab., (dostęp: 13.11.2020).

Kiesewetter J. (2000). In 20 years, CNN has changed the way we view the news., (dostęp: 15.06.2020).

O’Bryan M. (2013). Innovation: The Most Important and Overused Word in America., (dostęp: 15.06.2020).