Media expansion

Author: Zeng Huaguo
Publisher:
Publish Date: 2004-01-01
Features: This book reviews the basic experiences of media expansion in the UK and US, combining MBA and traditional media research methods to elaborate on media economics theory through rich case studies. Even in Western academia, such an approach is rare. Perhaps Western media theory is not suitable for China, but the laws of the market economy are universal. The expansion theory of multinational media companies undoubtedly holds certain reference value for studying the reforming Chinese media market. The main purpose of this book is to introduce domestic media practitioners, investors, and researchers to the basic theories of media economics and media corporate operations in Western literature, as well as the expansion cases of internationally renowned media companies. The book does not aim to prescribe a cure for the Chinese media industry under globalization. In the traditional sense, theory and practice should complement each other. In fact, theory can mainly be divided into idealistic theories (pure theory) and problem-solving theories (practical theory). Idealistic theories often explore unrealistic conditions based on utopian imagination and pursuits under perfect circumstances. This kind of "utopian" theory is a goal for human society, although it can never be implemented in reality, its guiding significance is extremely profound.