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Стратегический Подход К Анализу Медиасистемы России
[A strategic approach to Russian media system analysis]

Author

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  • Vartanov, Sergey

Abstract

Медиа в современном мире трансформировались в полноценную индустрию, встроенную в национальную экономику своей страны и неразрывно связанную с остальными отраслями. Высокая степень зависимости между основными экономическими показателями отрасли медиа и макроэкономическими показателями обуславливает важность задачи разработки ее долгосрочной стратегии (медиастратегирования). Современная медиаотрасль является драйвером экономического роста страны и благосостояния ее граждан за счет трех базовых каналов влияния. Во-первых, развитие медиасистемы стимулирует технологический и институциональный прогресс телекоммуникационной сферы за счет высокий уровня интеграции этих отраслей. Во-вторых, уровень развития медиасистемы как источника информации и базиса экономики идей по Фелпсу оказывает стимулирующее влияние на уровень предпринимательской активности. В-третьих, развитая медиасистема обладает возможностью самостоятельно удовлетворять ряд индивидуальных потребностей, повышая общий уровень жизни членов общества и приближая его к состоянию эвдемонии. В настоящей работе рассматриваются подходы к разработке стратегии медиасистемы России на основе теории стратегии академика РАН В.Л.Квинта, теории медиа и математической экономики. Для медиасистемы как объекта стратегирования обсуждаются миссия, ценности и задачи, подходы к формулировке и стратегических приоритетов, а в качестве математического аппарата их оценки предлагаются стратегический медиамониторинг, микро- и макроэкономические модели межотраслевых связей, в том числе модели трехсторонних рынков.

Suggested Citation

  • Vartanov, Sergey, 2020. "Стратегический Подход К Анализу Медиасистемы России [A strategic approach to Russian media system analysis]," MPRA Paper 105224, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:105224
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    медиастратегирование; медиаэкономика; медиамониторинг; модели трехстороннего рынка; медиарекламный рынок;
    All these keywords.

    JEL classification:

    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General
    • O21 - Economic Development, Innovation, Technological Change, and Growth - - Development Planning and Policy - - - Planning Models; Planning Policy

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