Course Description
Economic theory applied to analysis of mass media industries. Structure and performance of mass media and advertising industries. Economic analysis of competition within mass media and advertising industries. Prepares students to conduct economic analyses of mass media behavior and performance.
Athena Title
MEDIA ECON
Semester Course Offered
Offered spring
Grading System
A - F (Traditional)
Course Objectives
Students will understand: Principles of industrial organization economics as they apply to mass media. How to analyze issues associated with concentration or size of media firms. Economic functions and impact of advertising from firm and consumer's point of view. Media competition for advertising. Basic economic structure of print, broadcast, entertainment and new media industries. Effects of competition within these industries. Students will be able to: Demonstrate understanding by applying what they learn to the analysis of current economic issues relevant to mass media industries. Produce original research on a particular economic issue within a specific mass media industry. Submit results of this research to a peer-reviewed conference or journal.
Topical Outline
I. Microeconomics, the Industrial Organization Model and Economics Models of Media. II. Media Concentration What does concentration mean? III. Advertising Introduction to advertising and economic theory Impact of advertising Competition among media for advertising IV. Print Media Overview of print media and demand in the newspaper market Print media competition V. Broadcasting and Electronic Media Introduction to the broadcast and cable television industry Market behavior & diversity Program choice Motion picture and recording industry New media & the Internet