Media Markets: Global and Paneuropean

Classroom

A seminar providing students with knowledge of media markets, covering areas of both European and non-European countries, including global markets.

The didactic goal of the subject is to provide students with knowledge of media markets, covering both the areas of European and non-European countries, including global markets. In the course of teaching the subject, media institutions in both developed democracies, including the United States, the United Kingdom, France, Germany, Scandinavia and Mediterranean Europe, and in countries after the systemic transformation (such as Russia), as well as selected examples of Asian media systems or pan-Arab media, are presented in problematic and comparative terms.

Detailed topics:

1. Changes in media use

2. Monitoring of the media situation

3. Pluralism (of and in the media) and anti-monopoly measures

4. Global and pan-European media companies

5. Global flow of information

6. Ecosystem of television broadcasters

7. Globalization of media content flow

8. Post-TV players in the audiovisual market

9. New technologies in the media world

10. The situation in perimedia markets

11. The condition of the print, digital and online press

12. Advertising market

1. Bartosik-Purgat M., „Media społecznościowe na rynku międzynarodowym: perspektywa indywidualnych użytkowników”, wyd. Difin, Warszawa 2016.

2. Chalaby J. K., “Television and Globalization: The TV Content Global Value Chain”, [in:] “Journal of Communication” 2016, vol. 66 (1), p. 35-59.

3. Flew T., „Media globalne”, Wydawnictwo Uniwersytetu Jagiellońskiego, Kraków 2010.

4. Ford S., Green J., Jenkins H., „Rozprzestrzenialne media”, Wydawnictwo Uniwersytetu Łódzkiego, Łódź 2018.

5. Garton Ash T., „Wolne słowo. Dziesięć zasad dla połączonego świata”, wyd. Znak, Kraków 2018.

6. Hallin, D. (2021, November 29). Typology of Media Systems. Oxford Research Encyclopedia of Politics. Retrieved 12 Nov. 2023, from https://oxfordre.com/politics/view/10.1093/acrefore/9780190228637.001.0001/acrefore-9780190228637-e-205.

7. Hatalska N., „Wiek paradoksów: czy technologia nas ocali?”, wyd. Znak, Kraków 2021.

8. Jaskiernia A., „Monitoring wolności mediów w Europie”, Oficyna Wydawnicza ASPRA-JR, Warszawa 2018.

9. Jaskiernia A., „Od telewizji masowej do Netfliksa”, Oficyna Wydawnicza ASPRA-JR, Warszawa 2016.

10. McPhail T. L., “Global Communication”, Wiley Blackwell, Malden, MA 2014.

11. McQuail D., Deuze M., „McQuail’s Media and Mass Communication Theory”, SAGE Publications Ltd, 2020.

12. “Public Service Media Renewal. Adaptation to Digial Network Challenges”, ed. by M. Głowacki and A. Jaskiernia, Peter Lang , Frankfurt am Main 2017.

13. Sajna R., „Media w Hispanoameryce”, Wydawnictwo Uniwersytetu Kazimierza Wielkiego, Bydgoszcz 2013.

14. Schwab K., „Czwarta rewolucja przemysłowa”, Wydawnictwo Studio Emka, Warszawa 2018.

15. Vaidhyanathan S., „Antisocial Media: Jak Facebook oddala nas od siebie i zagraża demokracji”, Wydawnictwo WAB, Warszawa 2018.

16. Zuboff S., „Wiek kapitalizmu inwigilacji: walka o przyszłość ludzkości na nowej granicy władzy”, Zysk i S-ka Wydawnictwo, Poznań 2020.

Additionally: a selection of supplementary texts for each class theme.

After completing the subject, the students:

Knowledge

- know and understand the basic concepts of media regulation and media systems,

- know and understand the most important aspects and planes of media functioning in modern European countries and media powers influencing the transformation of other systems,

- recognize and identify the most significant problems and dilemmas related to the functioning of the media,

- know that public media have additional responsibilities compared to commercial media,

Skills

- recognize the most important media institutions in individual media markets (including: leading press titles, radio and television stations, Internet portals and platforms, media corporations, regulators of media markets),

- analyze the phenomena of media concentration, globalization of information, and legal restrictions on the freedom of the media,

- develop the habit of independent reflection on the content of the mass media,

- are able to prepare a logical argument on the functioning of media markets;

Other competencies

- use the acquired knowledge and skills to analytically identify the phenomena and problems of the functioning of media markets,

- compare the ways in which media operate depending on historical, market and legal conditions;

- analyze the impact of the operation of individual media institutions on media markets,

- are able to diagnose problems located at the interface of different markets,

- are able to critically distinguish theory from practice;

Assessment methods:

- description,

- explanation with elements of lecture,

- discussion,

- project.

Assessment criteria:

- attendance (to pass students should attend classes at least 5 times; the lecturer does not provide the possibility to make up classes in which the student was not present; sick leave in case of absence of more than 50% means the necessity to pass in the form of a written test),

- active participation in the classes (activity, debate, overview of media publications),

- project (individual or group) presented in class.

Completion of the course will be possible for students who have fulfilled all of the above criteria. The lecturer does not allow students to improve positive grades.