Öz
Medya ürünleri üzerine yapılan değerlendirmeler çoğu kez, bu ürün ve hizmetlerin iş karakterinin diğer endüstrilerden farksız olduğu varsayımı üzerine şekillenmektedir. Bu bakış açısına göre, otomobil ve mobilya ürünlerinin üretimindeki farklılıkların medya ürünleri için de geçerli olması gerekmektedir. Oysa medya ürünleri, doğaları gereği hem kendi aralarında hem de diğer ürünler ile aralarında, ekonomik çevreleri ve iş dinamikleri açısından, ciddi farklılıklar içermektedir. Bu makale, medya ürünlerinin karşılaştıkları güçlükleri, kendi aralarındaki ve diğer ürünlerle olan farklılıklarını ve medya endüstrilerindeki iş dinamiklerini Adorno ve Horkheimer’ın “Kültür Endüstrisi” kavramı çerçevesinde tartışmayı ve analiz etmeyi amaçlamaktadır. Öte yandan bu çalışmada, diğer endüstriler arasındaki arz ve talep farklılıklarına değinilmekte ve bu farklılıkların medya endüstrisi iş dinamiklerini nasıl etkilediği eleştirel bir gözle incelenmektedir.
Anahtar Kelimeler
Medyada Ürün Yönetimi Medya Ekonomisi Medya Endüstrisi ve Ürünleri
Kaynakça
- Albarran, A., Arrese, A. (2003). Time And Media Markets, Lawrence Erlbaum Associates, New Jersey.
- Adorno, T.W. (2003), “Kültür Endüstrisini Yeniden Düşünürken”, Cogito Dergisi, Çev: Bülent O. Doğan, İlkbahar-Yaz, Sayı:36, s.12.
- Adorno, T.W. (2007), Kültür Endüstrisi, İletişim Yayınları, İstanbul.
- Bergemann, D. Bonatti, A. (2010), “Targeting İn Advertising Markets: Implications For Offline Versus Online Media.” Cowles Foundation For Research İn Economics, Yale University.
- Clemons, E. (2008), “How Information Changes Consumer Behavior And How Consumer Behavior Determines Corporate Strategy” Journal Of Management Information Systems, Fall2008, Vol. 25 Issue 2, P13-40
- Doherty, N., (2010). “The Measurement Of Output And Economies Of Scale İn Property-Liability Insurance,” Journal Of Economics, 48: 390-402.
- Doyle, G. (2002). Understanding Media Economics, Sage Publishing, London.
- Etzioni, A (2008), “Twenty Years Of ‘The Moral Dimension: Toward A New Economics” SocioEconomic Review, 2008, Vol. 6 Issue 1, P135-135
- Giddens, A. (2006). Sociology. 5th Edition. Cambridge: Polity Press.
- Herman, E. S. ve Chomsky, N. (1988). Mannufacturing Consent: The Political Economy of the Mass Media. New York: Random House.
- Horkheimer, M. (1996), Akıl tutulması, Metis Yayınları, İstanbul.
- Ittner, Christopher D. And David F. Larcker (2009), "Product Development Cycle Time And Organizational Performance", Joumal Of Marketing Research, Vol. 34, February, No.L, Pp.L3-23.
- Kayıkçı, M. (2007), “Adorno’nun Kültür Endüstrisi Kavramı Üzerine”, Bilim, Eğitim ve Düşünce Dergisi, Cilt:7, Sayı: 2.
- Kotler, P., (1987), Pazarlama Yönetimi, Çözümleme, Planlama Ve Denetim, Bilimsel Yayınlar Derneği, Cilt 2, Ankara.
- Larrain, J.(1995). İdeoloji Ve Kültürel Kimlik, (Çev. N. Nur Domaniç )., İstanbul: Sarmal.
- Leye, V. (2009). “Information and Communication Technologies for Development: A Critical Perspective”. Global Governence. Volume: 15. Issue: 1. Page Number: 29-32.
- Mc Quail, Dennis. (1992), Media Performance, Mass Communication And The Public İnterest, Sage Publications, London.
- Manovich, L. (2001), The Language of New Media, Cambridge, Mass.: MIT Press.
- Marcuse, H. (1997), Tek Boyutlu İnsan, İdea Yayınevi, İstanbul.
- Mattelard, A. (1979), Multinational Corparations and the Control of Culture, The İdeological Apparatuses of Imperialism, New Jersey, Humanities Press.
- Picard, R.(2005a). Media Product Portfolios: Issues İn Management Of Multiple Products And Services, Lawrence Erlbaum, New Jersey.
- Picard, R.(2005b) “Unique Characteristics And Business Dynamics Of Media Products”, Journal Of Media Business Studies, 2(2), P.61-69.
- Schiller, H. (1993). Zihin Yönlendirenler. Çev: Cevdet Cerit, İstanbul, Pınar Yayınları.
- Schultz, D. E. (1993). Strategic Newspaper Marketing (2nd Ed.), International Newspaper Marketing Association, Reston,Va.
- Shapiro, C., H. R. Varian (1999), Information Rules: A Strategic Guide To The Network Economy, Harvard Business School Press, Boston:Massachusetts.
- Smythe, D. (1981). "On the Audience Commodity and Its Work." Dependency Road: Communications, Capitalism, Consciousness and Canada. Norwood, N.J: Ablex Publications. pp.22
- Sullivan, A. (2003), Economics: Principles İn Action, Upper Saddle River, Pearson Prentice Hall, New Jersey.
- Sjurts, I. (2002). “Similarity Despite Variety. Aneconomic Explanation Of The Tendency Towards Standarisation İn The Media Markets.”, 5th World Media Economics Conference, May 9–11, Finland, P.2Tayler, P, (2009) The Development Of The Theory Of Economies Of Scale, Warwick Papers İn Management, Vol:2, 199-215.
- Yaylagül, L. (2013), “Bilgisayar ve İnternetin Ekonomi Politiği”, Global Media Journal, Fall-2013, pp.214-236.
- Wade, J.R. (1993). “Brave New World of Communications Technology”. Security Management. Volume: 37. Issue: 3. March. Page Number: 4.
- Webster, F. (1995). Theories of the Information Society, London, Routledge.
- Ziggers, Gerrit W. (2005), "Radical Product Innovation", Journal Of Products Marketing, Vol.11, Pp.43-65.
Öz
Considerations of media products sometimes assume that media share similar economic and business characteristics and that media are no different from other products and services. They express the view that no more differences need to be recognized for media then the kinds of differences observed between manufacturing automobiles and forniture products. This view is problematic, however, because media products differ significantly among themselves and because they operate in economic environments with business dynamics that most other products and services do not encounter. This article aims to discussion how media products differ among themselves and how those differences affect the economic forces they encounter and business dynamics of their industries in the context of Adorna and Horkheimer’s “Culture Industry”concept. It also examined supply side and demand side differences between media and other products and how these affect media industry business dynamics.
Anahtar Kelimeler
Product Management in Media Media Economics Media Industry and Product
Kaynakça
- Albarran, A., Arrese, A. (2003). Time And Media Markets, Lawrence Erlbaum Associates, New Jersey.
- Adorno, T.W. (2003), “Kültür Endüstrisini Yeniden Düşünürken”, Cogito Dergisi, Çev: Bülent O. Doğan, İlkbahar-Yaz, Sayı:36, s.12.
- Adorno, T.W. (2007), Kültür Endüstrisi, İletişim Yayınları, İstanbul.
- Bergemann, D. Bonatti, A. (2010), “Targeting İn Advertising Markets: Implications For Offline Versus Online Media.” Cowles Foundation For Research İn Economics, Yale University.
- Clemons, E. (2008), “How Information Changes Consumer Behavior And How Consumer Behavior Determines Corporate Strategy” Journal Of Management Information Systems, Fall2008, Vol. 25 Issue 2, P13-40
- Doherty, N., (2010). “The Measurement Of Output And Economies Of Scale İn Property-Liability Insurance,” Journal Of Economics, 48: 390-402.
- Doyle, G. (2002). Understanding Media Economics, Sage Publishing, London.
- Etzioni, A (2008), “Twenty Years Of ‘The Moral Dimension: Toward A New Economics” SocioEconomic Review, 2008, Vol. 6 Issue 1, P135-135
- Giddens, A. (2006). Sociology. 5th Edition. Cambridge: Polity Press.
- Herman, E. S. ve Chomsky, N. (1988). Mannufacturing Consent: The Political Economy of the Mass Media. New York: Random House.
- Horkheimer, M. (1996), Akıl tutulması, Metis Yayınları, İstanbul.
- Ittner, Christopher D. And David F. Larcker (2009), "Product Development Cycle Time And Organizational Performance", Joumal Of Marketing Research, Vol. 34, February, No.L, Pp.L3-23.
- Kayıkçı, M. (2007), “Adorno’nun Kültür Endüstrisi Kavramı Üzerine”, Bilim, Eğitim ve Düşünce Dergisi, Cilt:7, Sayı: 2.
- Kotler, P., (1987), Pazarlama Yönetimi, Çözümleme, Planlama Ve Denetim, Bilimsel Yayınlar Derneği, Cilt 2, Ankara.
- Larrain, J.(1995). İdeoloji Ve Kültürel Kimlik, (Çev. N. Nur Domaniç )., İstanbul: Sarmal.
- Leye, V. (2009). “Information and Communication Technologies for Development: A Critical Perspective”. Global Governence. Volume: 15. Issue: 1. Page Number: 29-32.
- Mc Quail, Dennis. (1992), Media Performance, Mass Communication And The Public İnterest, Sage Publications, London.
- Manovich, L. (2001), The Language of New Media, Cambridge, Mass.: MIT Press.
- Marcuse, H. (1997), Tek Boyutlu İnsan, İdea Yayınevi, İstanbul.
- Mattelard, A. (1979), Multinational Corparations and the Control of Culture, The İdeological Apparatuses of Imperialism, New Jersey, Humanities Press.
- Picard, R.(2005a). Media Product Portfolios: Issues İn Management Of Multiple Products And Services, Lawrence Erlbaum, New Jersey.
- Picard, R.(2005b) “Unique Characteristics And Business Dynamics Of Media Products”, Journal Of Media Business Studies, 2(2), P.61-69.
- Schiller, H. (1993). Zihin Yönlendirenler. Çev: Cevdet Cerit, İstanbul, Pınar Yayınları.
- Schultz, D. E. (1993). Strategic Newspaper Marketing (2nd Ed.), International Newspaper Marketing Association, Reston,Va.
- Shapiro, C., H. R. Varian (1999), Information Rules: A Strategic Guide To The Network Economy, Harvard Business School Press, Boston:Massachusetts.
- Smythe, D. (1981). "On the Audience Commodity and Its Work." Dependency Road: Communications, Capitalism, Consciousness and Canada. Norwood, N.J: Ablex Publications. pp.22
- Sullivan, A. (2003), Economics: Principles İn Action, Upper Saddle River, Pearson Prentice Hall, New Jersey.
- Sjurts, I. (2002). “Similarity Despite Variety. Aneconomic Explanation Of The Tendency Towards Standarisation İn The Media Markets.”, 5th World Media Economics Conference, May 9–11, Finland, P.2Tayler, P, (2009) The Development Of The Theory Of Economies Of Scale, Warwick Papers İn Management, Vol:2, 199-215.
- Yaylagül, L. (2013), “Bilgisayar ve İnternetin Ekonomi Politiği”, Global Media Journal, Fall-2013, pp.214-236.
- Wade, J.R. (1993). “Brave New World of Communications Technology”. Security Management. Volume: 37. Issue: 3. March. Page Number: 4.
- Webster, F. (1995). Theories of the Information Society, London, Routledge.
- Ziggers, Gerrit W. (2005), "Radical Product Innovation", Journal Of Products Marketing, Vol.11, Pp.43-65.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 22 Temmuz 2014 |
| Gönderilme Tarihi | 22 Temmuz 2014 |
| Yayımlandığı Sayı | Yıl 2014 Cilt: 4 Sayı: 1 |
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