Scribd
Upload
1K views12 pages

Transnational Media Management Theory

The document discusses several theories relevant to transnational media management: organizational culture theory, technology and innovation management theory, new product development theory, and diffusion theory. It also addresses the uses and gratifications framework and the effects of new technology adoption on organizations and employees. The key topics covered are how these theories can help understand issues around global media expansion, content impacts, and managing technologies and innovations.

Uploaded by

api-390462542
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
1K views12 pages

Transnational Media Management Theory

The document discusses several theories relevant to transnational media management: organizational culture theory, technology and innovation management theory, new product development theory, and diffusion theory. It also addresses the uses and gratifications framework and the effects of new technology adoption on organizations and employees. The key topics covered are how these theories can help understand issues around global media expansion, content impacts, and managing technologies and innovations.

Uploaded by

api-390462542
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 12

Transnational media management

theory
Organizational culture theory
Technology and Innovation
Media management
Noor haydar, rayan sayed, Mariam bazzi, feryal al ali.
Why it has attracted interest?

 Many unanswered questions about how the kinds of consolidation and


diversification involved in the global expansion affect corporate
financial returns.
 How the globalization impacts the content and quality of news, films
and other media products produced for a corporation’s home market.
 How media management structures and practices shape the products
and content produced for audiences in foreign markets.
 How that content then impact the politics, economics, cultures, and
public interest in the countries that receive it.
Challenges:

 Developing theoretical and conceptual frameworks through which the


phenomenon can be studied.
 Having operations in multiple national markets will affect
organizations or organizational outcomes in some way.

 So Organizational structure, strategy, function, leadership →


necessary to understand management issues and challenges facing
transactional media corporation and their host countries.
Organizational culture theory

 Description of the situation of mental and behavior, and experience,


and the beliefs of, whether it was a social or individual inside one of
organizations, and the organizational culture is a system of a
common combines several members including values and beliefs and
thought, and is seeking this culture to control the proper in the
behavior of this category form in which gives the organization's
ability to excellence and features a organizational culture being
something can individual learned next to it can move from one to
another
 organizational culture, which determine each organization's unique culture.
 These seven characteristics of organizational culture are :
 Innovation (Risk Orientation) - This characteristic measures the degree to which
the culture encourages innovation and risk taking.
 Attention to Detail (Precision Orientation) - Accuracy in the workplace is
important to companies with a culture that places a high value on this
characteristic .
 Emphasis on Outcome (Achievement Orientation) - This characteristic is high
for cultures that focus on results, but not on how the results are achieved .
 Emphasis on People (Fairness Orientation) - The degree to which the culture
focuses on the fair treatment of the people in the organization is measured by
this characteristic .
 Teamwork (Collaboration Orientation) - This characteristic measures the
importance that the culture places on work being done in teams .
 Aggressiveness (Competitive Orientation) - Aggressiveness is measured by the
importance a culture places on outperforming the competition . Stability (Rule
Orientation) - A company that encourages a steady and predictable course of
action when making decisions places a high value on the stability characteristic.
Technology and innovation
 technology and innovation reflects the fact that the media are one of a handful of industries facing
the emergence of potentially “disruptive” technologies.
Disruptive technologies: are defined innovations that has the potential to create a new industry or
transform an existing one. it can replace displace and establish technology and creates a completely
new industry.
Disruptive technologies like, the internet, interactive television devices “it replaced the primitive
television were it used to be a box with moving picture with black and white.”

 Understanding the development and the impact of new technologies on the media industry, is
important to a wide range of stakeholders. There should be a pragmatic research on technologies
and innovations that will contribute to the development of innovation management theory.

 There are underlying assumptions about the nature of the technology: organizations approach
“technology and innovation management” differently depending on the disruptive or nondisruptive
potential of the technology. “ about the nature of the technology and its role in the organization”
New product development theory:

 it believes that The organization’s ability to innovate successfully, a


new-product, has been linked to financial performance.

 Examining a new product development process within the media


management: For example; Franke and Schreier studied the internet
as a new product development tool for producers, Saksena and
Hollifield examined internal organizational structure that U.S
newspapers had used to develop online additions as a new product.

 Outcome: In general, organizational approaches have been a


neglected area of research.
Diffusion theory:

 This theory is used to understand consumer behavior in response to new


media technologies. “How to accept this new technology, innovation.”

 Believes that these factors age, education, income are not important for
knowing what the consumers will prefer to buy.
 They believe that it doesn’t matter whether the consumers are educated or
rich it only matters that this innovation is new and they got to buy it.

 Outcome: This theory helps explain number of factors; success, failure, pricing
for the innovations.

 Few media management scholars have used this theory.


Effect of adoption on organizations and employees

 The introduction of new media production technologies decreases job


satisfaction in the short term
 Changes job roles
 Forces media professionals to learn new skills
 Increases production time
 Decreases the time spent developing content

 However, studies suggest that the negative effect of new


technologies dissipate over time
Uses and gratifications

 Is a framework through which consumer behavior in regard to new


media products and services has been examined.

 It looks at the ways consumers use media and the utilities they
receive from the use.

 It a conceptual framework rather than a theory.

 It is used to describe and classify audience behavior rather than to


predict it.
There are five basic uses or gratifications that
people receive from consuming media products

 Surveillance of the environment


 Decision making
 Entertainment and diversion
 Social cultural interaction
 Self understanding

 It has been less frequently applied as a framework for understanding


consumers’ use of media technologies and products.
Thank
you

You might also like