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首页> 外文学位 >Constructing the cable television market in Latin America: A structurational approach to organizational knowledge in United States cable networks.
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Constructing the cable television market in Latin America: A structurational approach to organizational knowledge in United States cable networks.

机译：构建拉丁美洲的有线电视市场：美国有线电视网络中组织知识的结构化方法。

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摘要

Scholars with a keen interest in the globalization of media content have examined trends in international entertainment flows, focusing particular attention on the market structures and business realities which sustain information disparities between the United States and other nations around the globe. However, few scholars have connected the operation of international media markets with the methods by which individuals within transnational media companies obtain knowledge about a foreign market for use in decision-making about activities in that market. This study takes a new approach, utilizing structuration theory by conceptualizing cable networks as knowledgeable, reflexive agents that make decisions within existing market and institutional structures. Using data gathered from trade publications, internal company communications, and in-depth interviews, this dissertation describes and analyzes how American cable networks gather information from a new market environment, how they process data into market knowledge, and how this information is ultimately utilized in making decisions about market activities.;The data were gathered through qualitative, in-depth interviews with 33 individuals working for seven different U.S. cable networks that have introduced new services in countries throughout Latin America. The qualitative data were supplemented with market data published in trade publications and with information from several cable industry observers.;Results suggest that the most important types of market information for U.S. cable executives were data from two quantitative, syndicated market research studies of audience/consumer behavior, which were particularly crucial for cementing financial relationships with advertisers and local cable operators. Executives attempted to compensate for information gaps by accepting these current gaps, by estimating certain numbers, and sometimes by investing in their own market research. Very little of the market information gathered was put to use for internal decision-making regarding programming choices. Instead, audience ratings data were used by executives to build their own market reputation and to differentiate their services from their competitors'. Analysis of market data suggests that cable networks owned by large U.S. media conglomerates have begun to far outpace their Latin American-owned competitors, partially by redefining the standards for market performance. The implications of these trends for structuration theory and media globalization are discussed.
机译：对媒体内容全球化怀有浓厚兴趣的学者研究了国际娱乐流的趋势，特别关注了维持美国与全球其他国家之间信息差异的市场结构和商业现实。但是，很少有学者将国际媒体市场的运作与跨国媒体公司内的个人获取有关国外市场的知识用于决策该市场活动的方法联系起来。这项研究采用一种新方法，利用结构化理论，将电缆网络概念化为知识丰富的自反主体，在现有市场和机构结构内做出决策。本文使用从贸易出版物，公司内部沟通和深入访谈中收集的数据，描述并分析了美国电缆网络如何从新的市场环境中收集信息，如何将数据处理为市场知识以及最终如何利用这些信息。做出有关市场活动的决定。；这些数据是通过对33个在7个美国有线网络中工作的人员的定性，深入访谈而收集的，这些人已经在整个拉丁美洲的国家/地区引入了新的服务。定性数据与贸易出版物中发布的市场数据以及一些电缆行业观察者的信息相辅相成；结果表明，对美国电缆公司高管而言，最重要的市场信息类型是来自两个针对受众/消费者的定量联合市场研究行为，这对于巩固与广告商和当地有线电视运营商的财务关系至关重要。高管们试图通过接受当前的差距，估计一定数量，有时通过投资于自己的市场研究来弥补信息差距。收集到的市场信息很少用于有关编程选择的内部决策。取而代之的是，高管们使用观众收视率数据来建立自己的市场声誉，并将其服务与竞争对手的服务区分开。市场数据分析表明，美国大型媒体集团拥有的有线电视网络已经开始远远超过其拉丁美洲拥有的竞争对手，部分原因是通过重新定义了市场表现的标准。讨论了这些趋势对结构化理论和媒体全球化的影响。

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  • 作者

    Sullivan, John Lawrence.;

  • 作者单位

    University of Pennsylvania.;

  • 授予单位 University of Pennsylvania.;
  • 学科 Hydrology.;Mass Communications.
  • 学位 Ph.D.
  • 年度 2000
  • 页码 367 p.
  • 总页数 367
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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