Użytkownicy nowych mediów i ich strategie wobec globalnych koncernów medialnych

Krystyna Doktorowicz

Abstrakt

New media users and their strategies towards global media companies

Technological change in the form of convergence and digitization of media has fundamentally affected the relationships between all communication participants, leading to the design and implementation of new strategies in global media markets. The change applies to broadcasters, network operators, content producers, media products and service distributors, global and local actors in the audiovisual market. However, the key players of the change are the media users. From passive recipients of the mass media, they have become active consumers of media products and services, creators of network messages, and architects of new forms of communication. Media users gained influence over the decisions about the content, technology and distribution platforms. Thus, users have been converted into an important entity of the media market which strong corporate players have to deal with, and its potential and needs have to be taken into account in their business strategies. Thanks to networks, users produce and spread their own content and increasingly determine the shape of mass media content; they have their own strategies, and become significant players in the market. Their market strategies are variable and diverse, conditioned culturally, socially and economically. The change of the position of mass and network media receivers/users has an impact on the functioning of global and national media industries, corporate strategies and government policies. Corporate media have largely lost control over the dominant stream of audiovisual content and quotes, as well as other subjects. Along the development of a global information society there will evolve a strategic game between the media users aiming at the decentralization of media communication processes, freedom of choice, and creativity, and corporations seeking to dominate the market.

Słowa kluczowe: konwergencja, cyfryzacja, użytkownicy mediów, korporacje medialne, strategie biznesowe
References

Castells M., Communication Power, Oxford 2009.

Castells M., The Information Age: Economy, Society, and Culture. The Rise of Network Society, Oxford 2000.

Franklin J. (ed.), The Politics of Risk Society, London 1998.

Hamilton J.F., Heflin K., User production reconsidered: from convergence to autonomia and cultural materialism, „New Media and Society” 2011, nr 7.

Harcup T., Alternative Journalism, Alternative Voices, New York 2013.

Jenkins H., Fans, Bloggers and Gamers: Media Consumers in a Digital Age, New York 2006.

Jenkins H., Kultura konwergencji. Zderzenie starych i nowych mediów, Warszawa 2006.

Jensen K.B., Media Convergence. The tree degrees of network, mass, and interpersonal communication, London–New York 2010.

Kreft J., Ewolucja strategii transmedialnych korporacji transnarodowych, Gdańsk 2012.

Küng L., Strategie zarządzania na rynku mediów, Warszawa 2010.

McChesney R., The Problem of the Media, New York 2004.

Staiger J., Hake S., Convergence Media History, New York 2009.

Wise J.M., Exploring Technology and Social Space, London 1998.

Yoffie D., Competing in the Age of Digital Convergence, Harvard 1997.

Kwartalnik "Zarządzanie w Kulturze" ukazuje się w sposób ciągły on-line.

Pierwotną wersją czasopisma jest wersja elektroniczna publikowana kwartalnie w internecie.