The Rowman & Littlefield Handbook of Media Management and Business connects research and industry practice to offer a strategic guide for aspiring and current media professionals in convergent environments. As a comprehensive one-stop reference for understanding business issues that drive the production and distribution of content that informs, entertains, and persuades audiences, aims to inspire and inform forward-thinking media management leaders.
The handbook examines media management and business through a convergent media approach, rather than focusing on medium-specific strategies. By reflecting media management issues in the information, entertainment, sports, gaming industries, contributed chapters explore the unique opportunities and challenges brought by media convergence, while highlighting the fundamental philosophy, concepts, and practices unchanged in such a dynamic environment. this handbook examines media management through a global perspective, and encourages readers to connect their own diverse development to a broader global context. It is an important addition to the growing literature in media management, with a focus on new media technologies, business management, and internationalization.
L. Meghan Mahoney is associate professor in the Department of Communication & Media at West Chester University of Pennsylvania. She regularly publishes research on issues related to new media audiences, social media, and media management. She is coauthor of Strategic Social Media: From Marketing to Social Change. She has published in the Journal of Media Education, Journal of Intercultural Communication, Journal of Medical Internet Research, Journal of Development Communication, and Journal of Media and Communication Studies. She has served leadership positions in the Broadcast Education Association and the Eastern Communication Association.
Tang Tang is Professor in the School of Media and Journalism, and School of Emerging Media and Technology at Kent State University. Her research interests include media management and business, uses and effects of emerging media technologies, and sport communication. Tang is a Faculty Fellow of the Television Academy, National Association of Television Program Executives, and International Radio and Television Society, and has held leadership positions in the Broadcast Education Association and the International Communication Association.
Part I. Media Management in Convergence
1. Scope, Opportunities, and Challenges in Convergent Media Management, by L. Meghan Mahoney and Tang Tang
2. The Changing Audience, by Louisa Ha
3. Theories of Media Management, by Maria A. Kopacz
4. Academic Research Methods in Media Management, by Brandon T. Sweitzer
5. Industry Research Methods in Media Management, by Ronen Shay
Part II. Fundamental Issues in Convergent Media Management
6. Human Resource Management, by Heather L. Walter and Andrea L. Meluch
7. Marketing and Branding, by Todd Holmes
8. Law and Policy, by Gregory Newton
9. Making Ethical Choices in News Media, by Jenn Burleson Mackay
Part III. Globalization
10. Transnational Media and Business Strategy, by Richard A. Gershon
11. Media Management in Africa, by Rasha Allam
12. Media Management in Asia, by Quan Xie and Drew McDaniel
13. Media Management in Latin America, by María Elena Gutiérrez-Rentería and Carlos López-Hernández
Part IV. Management in a Dynamic Landscape
14. News and Information Industry, by Kelly Kaufhold
15. Sports Industry, by Michael Devlin
16. Gaming Industry, by Anthony Palomba
17. Podcasting, by Kim Fox
18. Social Media, by L. Meghan Mahoney
19. Mobile Media, by Xiaoquan Zhang, Robert Upchurch, and Buddy Love
Part V. The Future of Media Management
20. Diffusion of Virtual Reality in Local Television News, by Douglas A. Ferguson and Clark F. Greer
21. Second Screening, by Miao Guo
22. Big Data and Entrepreneurship, by M. Laeeq Khan
23. Old vs. New, by Sabine Baumann
24. Looking Forward, by Roger Cooper, L. Meghan Mahoney, and Tang Tang
Through contemporary case studies and explanatory literature reviews, the contributors of The Rowman & Littlefield Handbook of Media Management and Business offer both practical and conceptual insights into the main issues affecting media organizations, making this book an attractive choice for media management students, practitioners, and researchers. The breadth of topics is impressive and covers some areas of media management that have been traditionally overlooked. Each chapter shares a common structure, including learning objectives, key takeaways, challenges, and opportunities that enhances the reading experience and comprehension.