It gives me immense pleasure to present this textbook, “Economics of Mass Media,” designed specifically for the B.Com. Semester – II Open Elective Course under the NEP 2020. This book aims to bridge the gap between theoretical economics and its application in the ever-evolving field of mass media. As a discipline, the Economics of Mass Media explores the dynamic interaction between economic principles and the operations of media industries, providing students with a comprehensive understanding of topics such as media production, distribution, consumption, and the broader implications on society.
The subject matter has been carefully curated and organised to ensure that students can grasp fundamental economic concepts and apply them to analyse the media landscape. Key areas covered include the economic structure of media organisations, revenue models, the impact of technology and digital transformation, and regulatory challenges in media markets. Case studies and practical examples have been included to make the learning experience both engaging and relevant.
Contents –
Unit 1 Introduction to Mass Media Economics
1.0 Introduction to Economics
1.1 Microeconomics
1.2 Macroeconomics
1.3 Core Functions of Economics
1.4 The Role of Economics in an Individual’s Life
1.5 The Role of Economics at the Industry Level
1.6 Mass Media and the Weightless Economy
1.7 Definition of Mass Media
1.8 The Tools of Mass Media
1.9 Mass Media Functions
1.10 The Development of Mass Media Tools
1.11 Mass Media: A Component of the Weightless Economy
1.12 Economic Consequences of Mass Media in the Weightless Economy
1.13 Challenges of Mass Media in the Weightless Economy
1.14 Mass Media and Economic Development in India
1.15 Mass Media as a Driver of Economic Growth
1.16 Mass Media and the Digital Revolution
1.17 Challenges Facing Mass Media
1.18 Future Prospects and Recommendations
1.19 Mass Media Penetration
1.20 Growth of Mass Media Penetration in India
1.21 Factors Promoting Mass Media Penetration
1.22 The Spread of Information and Communication Technology
1.23 Impact of ICT on Different Factors
1.24 Media Economic Policies and Practices
1.25 Global Perspective
1.26 Advertising and Revenue Models
1.27 Technological Innovations
1.28 Indian Perspective
1.29 Major Impacts on Indian Media Economy
Unit 2 Current Trends of MassMedia in the Dynamic World
2.0 Digital Competencies
2.1 Key Areas of Digital Competencies in India
2.2 Challenges in Developing Digital Competencies in India
2.3 Digital Media Economy
2.4 Key Concepts in Media Distribution
2.5 Media Consumption
2.6 Media Revenue Generation
2.7 Economic Models in the Media Industry
2.8 Key Features of the Dual-Product Market Model
2.9 Emerging Trends in Media Economy Sector
2.10 Economies of Scale
2.11 Types of Economies of Scale in Media
2.12 Obstacles to Economies of Scale in Media
2.13 Economies of Scope in Media
2.14 Advantages of Media Economy of Scope
2.15 Challenges for Economies of Scope in Media
2.16 Laws and Ethics for Media Economies
2.17 Historical Context and Evolution
2.18 Media Laws in India
2.19 Ethics in Indian Media
2.20 Contemporary Media Laws and Ethics Issues
2.21 Judicial Interpretation and Freedom of the Press
2.22 These are Reforms and Future Directions
2.23 Regulation and Policies
2.24 Role of Regulation and Policies in Media
2.25 Important Areas of Media Regulation and Policy
2.26 Issues in Media Regulation and Policy
2.27 New Developments Required on Media Regulation
2.28 Current Trends of Mass Media in India: Growth and Market Dynamics
2.29 Pattern of Growth in Mass Media
2.30 Market Dynamics
2.31 The Challenges of Mass Media
2.32 The Economical Growth of Mass Media in India
2.33 Current Landscape of Mass Media in India
2.34 The Future Prospects of Mass Media in India
2.35 Government’s Role in Sustaining Growth
2.36 India’s Emerging Media Economy and Its Role in India’s Economic Development
2.37 Overview of India’s Media Economy and its Impact on Economic Growth
2.38 Contribution to Economic Development of India
