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Managing Media Work

机译：管理媒体工作

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Most communication students, even those study ing the more applied areas like journalism, video pro duction, or web design, get very few courses, if any, on the business or management side of their chosen areas. In introducing this collection, Mark Deuze writes, "One of the most problematic results from this curious phenomenon is that students who enter media industries may understand the impact this industry has on audiences and politics (as these are the domi nant areas of media and communication research and teaching), but generally they are not empowered to understand how and why the industry works the way it does or how contemporary worldwide social and technological changes and challenges—such as glob alization, individualization, convergence, and frag mentation—affect the everyday managerial and cre ative practices throughout the industry" (p. x). The book provides a corrective by bringing together 24 essays by managers and management scholars. Each received a simple charge from the editor: "how they see their work contributing to a critical understanding of the management of media work" (p. ix). The emphasis here includes managing people, managing business, and managing content. The book divides the responses, then, into four sections: "management and the creative industries"; "media work, policy, and economics"; media professions (subdivided into jour nalism; television and film; advertising, public rela tions, and marketing; and new media); and "future perspectives."
机译：大多数交流专业的学生，​​即使是那些学习新闻，视频制作或网页设计等应用更为广泛的领域的学生，也很少在所选领域的业务或管理方面获得任何课程（如果有的话）。马克·迪兹（Mark Deuze）在介绍该收藏时写道：“这种奇怪现象带来的最成问题的结果是，进入媒体行业的学生可能会理解该行业对受众和政治的影响（因为这是媒体和传播的主要领域研究和教学），但通常他们无权理解该行业的方式和原因，以及当代全球范围内的社会和技术变革和挑战（例如全球化，个性化，融合和碎片化）如何影响日常工作整个行业的管理和创意实践”（第x页）。该书汇集了管理者和管理学者的24篇论文，提供了一种纠正方法。每个人都从编辑那里得到一个简单的指示：“他们如何看待他们的工作，从而对媒体工作的管理有了批判性的理解”（第ix页）。这里的重点包括人员管理，业务管理和内容管理。本书将回答分为四个部分：“管理与创意产业”； “媒体工作，政策和经济学”；媒体专业（细分为新闻业；电视和电影；广告，公共关系和市场营销；以及新媒体）；和“未来观点”。

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