capturing the volume of cross-border media communication · 2017. 10. 12. · capturing the volume...
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Capturing the volume of cross-bordermedia communication
Pamela Przybylski3, Funda Güngör2, Denise Voci1, M. Bjørn von Rimscha2, Matthias Karmasin1, 4, Klaus-D. Altmeppen3
1Alpen-Adria-University Klagenfurt, 2Johannes Gutenberg-University Mainz3Catholic University Eichstaett-Ingolstadt, 4Austrian Academy of Sciences
12th World Media Economics and Management Conference
New York, USA | May 2-6, 2016
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What we know and don‘t know
Previous studies focus on: Joint ventures
Direct investments
Case studies
Desideratum Comparative study analyzing multidirectional flows instead of bi-
national media trade
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How does a media product look like when it crosses a boarder?
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Background: The cbmc project
When,
How,
And Whyis media communication transcending national and cultural borders?
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Theoretic framework
Recursive media market-/media companies model
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Management analyses
Capturing import and export of media products
Identifying the structures of media companies
Analyzing strategies and actions of companies
Design and method
Triangulation of theories and methods
Methods: secondary analyses, document analyses, standardized survey, in-depth-interviews with media managers, case studies
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Organizational analyses
Market analyses
Germany
Austria
Switzerland
Netherlands
Spain
UK
USA
China
Mexico
India
Market analysis
Measuring the trade of goods and services that establish the specific dual value of media products
Print media: Newspapers, magazines, books
Audio(visual) media: Film, TV, radio
Online media
Trade in media good is more than import and export of final media products
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acquisitioncontent
productionrights trade packaging distribution
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What to capture?
material and immaterial goods by media type
specified alongside the media industry’s value creating process:
acquisition and production, trading of rights, packaging process
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Acquisitioncontent
productionrights trade Packaging Distribution
Books
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Royalties, translation rights
Rights to reproduce and distribute a manuscript
Design and layout services
E-books
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BooksManuscripts
Acquisitioncontent
productionrights trade Packaging Distribution
Newspapers & magazines
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royalties, news and information, photographs
Reproduction & distribution rights for texts and photo-graphs, title rights
Design and layout services
e-papers, e-magazines
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newspapers and magazines
manuscripts,photographs
Acquisitioncontent
productionrights trade Packaging Distribution
Film and TV
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royalties; license to use stories, formats
reproduction and/or distribution/ exhibition rights; retransmission rights for sports events
Screen design services
films and videos transmitted digitally
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film on a carrier medium
scripts, footage on carrier medium
costs for creative and technical personnel involved in production; post production services
Acquisitioncontent
productionrights trade Packaging Distribution
Radio
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news and information, royalties
royalties, reproduction& distribution rights; retransmission rights for sports events
audio design radio content transmitted digitally
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radio content on a carrier medium
text, manuscript; audio sequences on a carrier medium
Types of data sources
Who?
How?
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PublicGovernmental & official organizations
PrivateCompanies &
associations
InstitutionalIndustry based data structure
FunctionalMarket based data structure
Public data sources
Classification using universal or convertible nomenclature
Data available for Products (tangible or intangible)
HS, CN, BPM, EBOPS, CPC or CPA
Activities (≈Services)ISIC or NACE
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Private data sources
Non-profit organizations such as industry associations
Commercial data sources
Lack of transparency
Incomparable data
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Our approach
Measure media trade across various country
Expand bilateral perspectiveOfficial dataset
Data on both media goods and services UNCTAD Database
Relevant HS and EBOPSAudio visuals, publishing and visual arts
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Volume of foreign trade in Newspapers, journals and periodicals in 2014; HS-2012-Code 4902; in US$
Illustration
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Volume of foreign trade in „audiovisual services” in 2013; EBOPS-2010-Code 11.1.1; in US$
Illustration
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Conclusions
Data sources and limitations
Trade in (tangible) goods
Intangible value not represented value underestimated
Different valuation methods used for im- and export values (Δ up to 20%)
Use either import or export data
Trade in services
Data available on an aggregated level volume overestimated
Use mirror data
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Is it worth the effort?
Cumbersome and far from perfect
But the closest you can get on a quantitaive basis
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