Media Economics
A.Y. 2024/2025
Learning objectives
The course aims to provide students with an understanding of the economic behaviour of the media and the ability to analyze the economic dimension of a specific communication product. The mass media are an important industry and the main infrastructure for the dissemination of information, essential for the functioning of the economic and the political system. But at the same time they constitute markets and industries with specific competitive dynamics.
In the first part of the course some basic tools of economic analysis will be acquired, which will be used to analyze the specific dynamics of the communication industries.
The general objective is to provide students with the ability to analyze the specificities of information markets using relatively standard economic tools and then to integrate this economic dimension into the more general communication competences
In the first part of the course some basic tools of economic analysis will be acquired, which will be used to analyze the specific dynamics of the communication industries.
The general objective is to provide students with the ability to analyze the specificities of information markets using relatively standard economic tools and then to integrate this economic dimension into the more general communication competences
Expected learning outcomes
At the end of this course, students should have developed knowledge of the main economic dynamics in mass media industries; they should have developed the ability to identify the main economic dimensions of an information product, such as, for example, supply demand and type of competition .
At the end of the course the student will be able to recognize the main media markets, the most current costs, the mechanisms of consumer behavior, and the main regulation issues.
Critical and judgment skills will be refined through policy discussions and the analysis of specific cases. The ability to communicate what has been learned will be developed with the continuous alternation of different points of view and through practical exercises on the selection of relevant information.
At the end of the course the student will be able to recognize the main media markets, the most current costs, the mechanisms of consumer behavior, and the main regulation issues.
Critical and judgment skills will be refined through policy discussions and the analysis of specific cases. The ability to communicate what has been learned will be developed with the continuous alternation of different points of view and through practical exercises on the selection of relevant information.
Lesson period: First trimester
Assessment methods: Esame
Assessment result: voto verbalizzato in trentesimi
Single course
This course can be attended as a single course.
Course syllabus and organization
Single session
Responsible
Lesson period
First trimester
Course syllabus
Part of the course is dedicated to the presentation of some basic economic concepts, in order to acquire the tools that are used to illustrate the analyses of the sectors that characterize the most applied part. Consumer theory and demand analysis. Cost structure, production function and supply curve. Elasticity of supply and demand. Interaction between supply and demand: market equilibrium. Perfect competition. Monopoly as a limit to market power. Monopolistic competition and oligopoly.
The components of GDP. The different types of unemployment.
The markets of the main mass media will also be presented, analyzing competition in the different sectors. For each industry, the conditions of demand, the cost structure, the methods of competition, the structure of the market will be outlined.
Digital platforms in the Internet supply chain. Newspapers as a reference archetype. Cinema as a production model of the audiovisual. The transformations of television. Radio between local dimension and technological innovation. The recording industry and intellectual property rights. The paradigm of the two-sided market. Digitalization and globalization of information markets.
The components of GDP. The different types of unemployment.
The markets of the main mass media will also be presented, analyzing competition in the different sectors. For each industry, the conditions of demand, the cost structure, the methods of competition, the structure of the market will be outlined.
Digital platforms in the Internet supply chain. Newspapers as a reference archetype. Cinema as a production model of the audiovisual. The transformations of television. Radio between local dimension and technological innovation. The recording industry and intellectual property rights. The paradigm of the two-sided market. Digitalization and globalization of information markets.
Prerequisites for admission
There are no prerequisites for this course although an interest in the economic functioning of the media industries is helpful.
Teaching methods
The course is based on lectures, guided classroom discussions and exercises.
Teaching Resources
Acemoglu, Laibsion, List, Principles of Political Economy
M.Gambaro, Radio between Multimedia and Local Dimension
M.Gambaro, Policies to Support Audiovisual Production. The Risks of Possible Perverse Effects, Economia della Cultura
M.Gambaro, Radio between Multimedia and Local Dimension
M.Gambaro, Policies to Support Audiovisual Production. The Risks of Possible Perverse Effects, Economia della Cultura
Assessment methods and Criteria
The exam will be written with short open-ended questions.
The questions will cover all the materials and texts included in the exam program.
The questions will cover all the materials and texts included in the exam program.
SECS-P/06 - APPLIED ECONOMICS - University credits: 9
Lessons: 60 hours
Professor:
Gambaro Marco
Shifts:
Turno
Professor:
Gambaro MarcoEducational website(s)
Professor(s)