28555

SoSe 22: Media & advertisement: Structures, actors, challenges

Daniel Gräßer

Kommentar

Media goods are simultaneously cultural and economic goods. Laden with significance, supposed to provide crucial contributions to the functioning of democratic societies on the one hand. Produced under conditions of scarcity, supplied according to consumer demand, supposed to generate profit on the other hand. Media goods’ properties consequently le(a)d to a revenue model largely building on advertisement.
(Mass) media and advertisement share a long common history, rendering advertisement a highly relevant matter subject to scrutiny: From a normative perspective, e.g. concerning critical approaches to advertisement and the audience commodity. From an economic perspective, e.g. cyclical and structural shifts in advertising spending and revenues. From a regulatory perspective, e.g. regarding the distinction of advertising and editorial content.
Media and advertisement’s relation has seen a substantial shift. The course aims to provide an overview of the market structures, interconnections and players in the field, consider current developments in advertisement and discuss how media organizations react to opportunities and challenges in a changing environment shaped by convergence and platformization.
First session will be held via Webex video, the link will be provided through Blackboard prior to the first session. Subsequent sessions are supposed to be held in presence provided the pandemic situation allows for it. Either way, all sessions will be streamed via Webex simultaneously (attendance on site recommended). Schließen

14 Termine

Regelmäßige Termine der Lehrveranstaltung

Mi, 14:00 - 16:00 14 Termine

Mi, 20.04.2022 14:00 - 16:00

Dozenten:
Daniel Gräßer