Media management 75E17000 Media Management (6 cr) , Media Management (5 cr) Twitter: #mediamgmt

Transcription

1 Media management Aalto University: 75E17000 Media Management (6 cr) University of Helsinki: , Media Management (5 cr) Nando Malmelin / Mikko Villi Twitter: #mediamgmt

2 Course overview

3 The course gives the students an understanding of media management, both as a scholarly and professional field. The course discusses the key concepts and theories, as well as current practices of the media industry, especially in the digital media environment.

4 Key themes include: - Theories and practices of media management - Managing media work and content production - Creativity and innovations in the media industry - Strategy practices and multi-platform media - Media convergence and social media - Active audiences, interaction and co-creation

5 Course schedule

6 Course / Period III / January-February 2016 MEDIA MANAGEMENT Aalto University Business School Department of Management Studies Organiza*onal Communica*on & University of Helsinki Department of Social Sciences Media and Communica*on Studies DAY 1 (15.1.) DAY 2 (22.1.) DAY 3 (29.1.) DAY 4 (12.2.) LECTURE LECTURE COURSE INTRODUCTION Nando Malmelin & Mikko Villi Aalto University & University of Helsinki LECTURE MEDIA WORK & MANAGEMENT Nando Malmelin Professor of Prac*ce Aalto University STRATEGY & PRACTICES Rita Järven,e-Thesleff Professor of Prac*ce Aalto University Group discussion MEDIA STRATEGIES based on the ar*cles AUDIENCES & COMMUNITIES Mikko Villi University lecturer University of Helsinki Group discussion CO-CREATION PRACTICES based on the ar*cles Project presentations LOCATION: Sanoma House Töölönlahdenkatu 2 CASE CASE PROJECT BRIEF Sami Smolander & Markus Lehto Sanoma Content Marke*ng STRATEGIES & MEDIA BUSINESS Jyrki Rehumäki CEO Dialogi / A-lehdet COLLABORATION WITH AUDIENCE Tuija Aalto Head of strategy Yle Summary and DISCUSSION

7 Course assignments

8 Requirements and assessment Assessment methods and criteria: - Class activity 30% - Project presentation 30% - Project essay 40% Grading scale: 0-5. U of H: Moodle in use Assignments: - Class attendance and activity - Reading assignment 1 - Reading assignment 2 - Project presentation (in teams) - Project essay (in teams)

9 Project work (in teams) - At the course, the students are working in teams to solve a real-life case about the digitalization of the customer magazine Blue Wings by Finnair. The brief is presented by the representatives of the media company Sanoma. - The teams are assigned to: 1. Work on the assignment to envision a lively, interactive, social online ecosystem to accompany the Blue Wings print magazine. 2. Prepare a presentation to suggest new solutions and viewpoints to solve the case. 3. Write an essay to report and explain your analysis and theoretically discuss the phenomenon in case as well as the solutions suggested.

10 Project presentation - The length of the team presentation of the project work is 10 minutes. Illustrative material (PowerPoint etc.) can be used. The presentation is followed by comments from the company representatives and the teachers, as well as a broader discussion. Creative, insightful and convincing project works are valued. - The presentation should introduce (1) the case, (2) the challenge in question and (3) the results of the analysis and the solutions recommended.

11 Team project essay - A good essay is coherent, well structured, analytical and insightful. Although the assignment is based on a practical challenge, the essay should also use relevant research literature and take part in academic discussion. The length of the essay is words (plus list of references). For U of H students the essay is shorter, words. The absolute deadline is Thursday 18 February The assessment of the essays focuses on the authors ability to critically reflect the theme, as well as analytically and diversely interpret the literature and other relevant material. Also, clarity of argumentation and the logical construction of the text are qualities of a good essay.

12 Journals International Journal on Media Management Journal of Media Business Studies Journal of Media Innovations Media Industries Journal of Media Economics Convergence New Media & Society See also journals e.g. About journalism, marketing, media and management studies

13 Books Albarran Alan B., Chan-Olmsted Sylvia M. & Wirth Michael O. (eds.) (2006). Handbook of Media Management and Economics. New York & London: Routledge. Aris, Annet & Bughin, Jacques (2005). Managing Media Companies. Harnessing Creative Value. John Wiley & Sons, Chichester. Deuze, Mark (2007). Media Work. Cambridge: Polity Press. Küng, Lucy (2008). Strategic Management in the Media. From Theory to Practice. London: Sage. Lowe, Gregory Ferrell & Brown, Charles (Eds.) (2016). Managing media firms and industries. What s so special about media management? Springer, Cham.

14 Learning outcomes

15 Recognize media management both as a scholarly and professional field

16 Understand the key concepts, models and theories of media management

17 Analyze the strategies of media companies, especially in the multi-platform digital environment

18 Apply the knowledge and skills gained on the current trends and practices of media work and media management

19 Who are we and what would we like to achieve?

20 Teams Team 1 (AU) Team 3 (AU) Team 5 (AU) Team 6 (UH) Allu Pyhälammi Thao Duong Outi Kreus Laura Brotkin Emmi Räsänen Ella Malm Isa Kaipainen Janne Simojoki Heli Naski Nhi Tran Anna-Kaisa Haaranen Miikka Jokela Sonja Olkkonen Suvi Asikainen Johanna Malinen Team 7 (UH) Team 2 (AU) Elena Smirnova Thy Nguen Liisa Leeve Teemu Uusitalo Team 4 (AU) Ngoc Nguen Johanna Strömsholm Reetta Evers Agnese Barazza Joonas Pallaoro Patricia Pereira Lilja Kettunen Jani Merimaa

21 The media industry key concepts Aalto University: 75E17000 Media Management (6 cr) University of Helsinki: , Media Management (5 cr) Nando Malmelin

22 10 KEY CONCEPTS

23 MEDIA INDUSTRY MEDIA MEDIA COMPANIES MEDIA- BUSINESS

24 Key concepts MEDIA: Technologies, channels and processes that enable and facilitate mass communication MEDIA INDUSTRY: Broad range of subsectors, traditionally television, newspapers, magazines and radio Rapid changes: new technologies (internet, mobile etc.), digitalization of the media environment, social media, games MEDIA BUSINESS: Uncertainty and instability about markets, competition, business models, revenue logics, consumer behaviour, product and service development

25 Key concepts MEDIA COMPANY: Traditionally focused on developing, producing, marketing and distributing content. Nowadays this definition is challenged. What is a Media Company? (Thomas Hess 2014): Platform operators, who aggregate, manage, and distribute user-generated content. Organizers of public, media-based communication which today operate as content providers, as platform operators, or in hybrid forms.

26 MEDIA CONTENTS MEDIA BRANDS MEDIA PRODUCTS MEDIA SERVICES

27 Key concepts MEDIA BRAND: Previously an industry buzzword and tactical tool, related to marketing and marketing communication of media products and contents. Nowadays media brand refers to (1) a portfolio of multichannel media contents, products, services and platforms (i.e. Monocle) or often to (2) international formats (i.e. Masterchef). A strategic issue and resource for growth (brand extensions).

28 MEDIA MANAGEMENT MEDIA WORK

29 Media management - About managing and leading media firms, media organizations and media professionals. - The goal of studying media management must be to build a bridge between the general discipline of management and the specificities of the media industry and media organizations. (Lucy Küng 2007, 24.) - New field of research; lacks theoretical foundations; no theories unique to the field; mostly descriptive studies. - In the intersection of media studies and management studies?

30 Media management - Characteristics of managing media firms: - Uncertainty and instability business, markets, products, consumer behaviour - Creative work and workers creative autonomy, ethical codes, talent management, inspiration and intrinsic motivation, creative processes - Cultural and societal role and function democracy, information, connecting people, social cohesion

31 What is media work? Media work refers to - work in media organizations or their networks - aiming at planning, producing and marketing the contents, products, services and brands of the media industry - not just journalistic work or content production, but all kinds of activities of media professionals that advance the production and success of media products, services, platforms and brands.

32 Dimensions of media work The inclusion of various stakeholders professional producers, audiences, sources, sponsors in the (co-)creation of media content and experiences The integration of various media industries in a global production network The immaterialization of media production practices as skills, values and ideas rather than people or machines move across such networks The coordination between distinctly different goals creativity, commerce, content and connectivity in the media production process. Deuze, Mark (2009): Media industries, work and life. European journal of communication, 24(4), 474.

33 Model for media work CREATIVITY CONTENT CONNECTIVITY COMMERCE Deuze, Mark (2007): Media work.

34 MEDIA WORK CASE: CO-CREATIVE PRACTICES

35 The aims The study explored processes of co-creation in the media industry. The research questions were: 1. What does co-creative collaboration between media organizations and online audience communities mean and involve? 2. What is the role of editorial team in the management of this collaboration? 35

36 Cases, data and methods Based on two case studies in the Finnish consumer magazine publishing sector. The studied media brands, Demi and Lily, are known for their succesful collaboration with online communities in Finland. The empirical data was gathered using the methods of analytical interviews and focus group discussions. It consist of 10 interviews and two focus group discussions. The interviewees were members of the editorial team, who are responsible for managing and supervising the media work processes. They also participated in the group discussions, in which the gathered data was elaborated further. 36

37 MANAGING CO-CREATIVE COLLABORATION 1. IDEATION 6. DEVELOPMENT 2. PLANNING 5. DISTRIBUTION EDITORIAL TEAM 3. PRODUCTION 4. MARKETING

38 Development and ideation The audience community is actively developing and renewing the media brand, the service concept and the products The audience community is involved in contributing new ideas for contents and stories. The audience community is proactively contacting the editorial team about subjects they think need attention. The editorial team analyzes discussions on the online site and picks up new ideas. The community can be actively used to test ideas for stories, or it can be asked to contribute to the ideation of a story. The community has a strong sense of ownership of the media brand. Therefore they are eager to contribute to the development of the services and contents.

39 Planning and production Discussions in the online community provide valuable clues on phenomena that are currently trendy and popular in the community. The community is involved in content planning, production and execution both by independently creating content and by sending raw material to the editorial team for processing. The community also contributes to the planning of contents through online surveys in which users are asked about how they think a given subject should be approached or what questions should be asked of interviewees. The editorial staff support and mentor their bloggers by offering them tools for the ideation and production of contents, including emotional support and encouragement.

40 Marketing and distribution The members of the community are brand ambassadors: they enhance the appeal of the media brand and service. The community distributes contents in the social media and in this way increases awareness of the media brand, its contents and service. The contents must be interesting and shareable. The distribution of contents in social media is also a process of marketing the service. Content production and marketing are in many respects overlapping activities: after all, contents contribute to the marketingof the service.

41 Seven tasks for the editorial team 1. Conceptualization of the platform and service 2. Observing and understanding the community 3. Development and innovation 4. Facilitation of communication within the community 5. Curation of new subjects out of existing contents 6. Creation of contents that market the service 7. Fostering and developing the media brand

42 Innovative online services or platforms for legacy media brands?