媒体经济与产业分析 Media Economics and Industries 系（所）级：大众传播研究所 课程性质：选修（3 学分） 上课时间：周一9:10~12:00 LF 308 指导教授：陈春富（E-mail: [email protected]） Office Hour：周一16:00~18:00（或另预约时间） 课程目标： 本课程探讨传播媒体之经济结构与市场生态，从中学习传播产业分析之相关工 具与面向。课程针对当前传播媒体产业之基础经济概念与市场议题进行讨论，并 透过相关理论之介绍与产业现况之观察，来深入了解媒体经济与产业运作对於公 众与社会之重要影响。 课程范围： 本课程内容涵盖基础媒体经济学概念、产业市场分析工具、内容产制与消费、 政治经济学与政策规范，以及个别传播产业之经济与市场分析。相关产业分析包 括广电媒体、平面与电子出版、电影、网路，以及文化创意产业等，以期对於媒 体经济与产业具备综观性之了解。 授课方式： Seminar 形式：课堂讲授；内容导读；问题讨论；期末报告（书面&口头） 一、课堂导读(leading discussion)： 1. 修课同学除了必须确实依课程进度预习指定读物之外，也将针对所分 配之课程单元主题，轮流进行课堂导读。 2. 导读部分视修课人数决定进行方式与次数。 3. 导读方式： （1）针对当周指定之readings 内容进行介绍与解说。 （2）主导课堂讨论，拟出2~3 个问题与其他同学进行讨论。 （3）请预先将导读内容制作成大纲发给老师与其他同学。 二、期末报告(term paper)： 1. 请於期中指定日期缴交期末报告之题目与大纲。 2. 期末报告请於指定日期前准时缴交。 3. 期末报告为individual project，包含书面与口头报告。 评分方式： 课堂表现20%：包含上课出席、发问、以及问题讨论的参与 单元导读30%：包含大纲撰写与课堂导读 期末报告50%：包含口头提报与书面报告 课程进度：★必读◇参考 第一周(2/26)：课程介绍& 导论 第二周(3/5)：媒体经济学导论 ★Doyle, G. (2002). Understanding media economics. London: Sage. Ch.1 ★Hoskin, C., McFadyen, S., & Finn, A. (2004). Media economics: Applying economics to new and traditional media. London: Sage. Ch.1 ◇Picard, R. G. (2005). Historical trends and patterns in media economics. In A. B. Albarran, S. M. Chan-Olmsted, & M. O.Wirth (eds.), Handbook of media management and economics (pp. 23-36). Mahwah, NJ: Lawrence Erlbaum Associates. 第三周(3/12)：产业经济学原理 ★Hendriks, P. (1995). Communication policy and industrial dynamics in media markets: Toward a theoretical framework for analyzing media industry organization. The Journal of Media Economics, 8(2), 61-76. ◇Picard, R. G. (1989). Media economics: Concepts and issues. Newbury Park, CA: Sage. Ch.2 ★Wirth, M. O., & Bloch, H. (1995). Industrial organization theory and media industry analysis. The Journal of Media Economics, 8(2), 15-26. 第四周(3/19)：市场—所有权、集中度与竞争 ★Gomery, G. (2000). Interpreting media ownership. In B. M. M. Campaine & D. Gomery (eds.), Who Owns the Media? : Competition and Concentration in the Mass Media. Mahwah, NJ: Lawrence Erlbaum Associates. Ch.9 ◇Litman, B. (1999). The motion picture mega-industry. Boston: Allen & Bacon. Appendix B ★Park, S. (2006). Competition’s effects on programming diversity of different program types. The International Journal of Media Management, 7(1), 39-54 第五周(4/9)：媒介消费/使用 ◇Chyi, H. (2005). Willingness to pay for online news: An empirical study on the viability of the subscription model. The Journal of Media Economics, 18(2), 131-142. ★Hoskin, C., McFadyen, S., & Finn, A. (2004). Media economics: Applying economics to new and traditional media. London: Sage. Ch.4 ★Picard, R. G. (1989). Media economics: Concepts and issues. Newbury Park, CA: Sage. Ch.3 第六周(4/2)：TBA 第七周(4/9)：政治经济学观点 ★Graham, P. (2006). Issues in political economy. In A. B. Albarran, S. M. Chan-Olmsted, & M. O. Wirth (eds.), Handbook of media management and economics (pp. 493-519). Mahwah, NJ: Lawrence Erlbaum Associates. ★Mosco, V. (1996). The political economy of communication. London: Sage. Ch.2&3 ◇罗世宏（2003）。〈广电媒体产权再管制论〉，《台湾社会研究季刊》，50，页1-49。 第八周(4/16)：阅听人与媒体经济 ◇Buzzard, K. S. F. (2002). The peoplemeter wars: A case study of technological innovation and diffusion in the ratings industry. The Journal of Media Economics, 15(4): 273-291. ★Napoli, P. M. (2003). Audience economics: Media institutions and the audience marketplace. NY: Columbia University Press. Ch.1 & 4 ★Yim, J. (2003). Audience concentration in the media: cross-media comparisons and the introduction of the uncertainty measure. Communication Monographs, 70(2), 114-128. 第九周(4/23)：广电产业 ◇Bae, H. S. (1999). Product differentiation in cable programming: The case in the cable national all-news networks. The Journal of Media Economics, 12(4), 265-277. ★Doyle, G. (2002). Understanding media economics. London: Sage.Ch.4 & 5 ★Waterman, D. (2005). The economics of media programming. In A. B. Albarran, S. M. Chan-Olmsted, & M. O.Wirth (eds.), Handbook of media management and economics (pp.387-416). Mahwah, NJ: Lawrence Erlbaum Associates. 第十周(4/30)：电影产业 ★Doyle, G. (2002). Understanding media economics. London: Sage.Ch.6 ★Litman, B. (1999). The motion picture mega-industry. Boston: Allen & Bacon. Ch.10 & 12 ◇Oh, J. (2001). International trade in film and the self-sufficiency ratio. The Journal of Media Economics, 14(1), 31-44. 第十一周(5/7)：平面与电子出版产业 ★Cohen, E. L. (2002). Online journalism as market-driven journalism. Journal of Broadcasting & Electronic Media, 46(4), 532-548. ★Doyle, G. (2002). Understanding media economics. London: Sage.Ch.7 ◇Lacy, S. et al. (2002). Competition for readers among U.S. metropolitan daily , nonmetropolitan daily, and weekly newspaper. The Journal of Media Economics, 15(1), 21-40. 第十二周(5/14)：文化经济与创意产业 ★Flew, T. (2004). Creativity, cultural studies, and service industries. Communication and Critical/Cultural Studies, 1(2), 176-193. ◇Garnham, N. (2005). From cultural to creative industries: An analysis of the implications of the “creative industry”approach to arts and media policy making in the United Kingdom. International Journal of Cultural Policy, 11(1), 15-29. ★Hartley, J. (2005). Creative Industry. In J. Hartley (ed.), Creative Industries (pp.1-40). Blackwell Publishing. 第十三周(5/21)：网路媒介与分享经济 ★Chang, B., Lee, S., & L, Y. (2004). Devising video distribution strategies via the Internet; Focusing on economic properties of video products. The International Journal on Media Management, 6(1), 36-45. ◇Doyle, G. (2002). Understanding media economics. London: Sage.Ch.8 ★Leyshon, A. (2005). On the reproduction of the musical economy after the Internet. Media, Culture & Society, 27(2): 177-209. 第十四周(5/28)：市场规范与管制 ★Cherry, B. A. (2005). Regulatory and political influences on media management and economics. In A. B. Albarran, S. M. Chan-Olmsted, & M. O.Wirth (eds.), Handbook of media management and economics (pp.91-111). Mahwah, NJ: Lawrence Erlbaum Associates. ★Doyle, G. (2002). Understanding media economics. London: Sage.Ch.9 ◇Hoskin, C., McFadyen, S., & Finn, A. (2004). Media economics: Applying economics to new and traditional media. London: Sage. Ch.13 第十五周(6/4)：期末论文口头报告& 讨论（I） 第十六周(6/11)：期末论文口头报告& 讨论（II） -- 「所谓历史，并不是在过去就完全结束了，它将种下日後的种子，终於有一天 开花结果」-----杨威利 《银河英雄传说外传》 ~ --

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