The paper focuses its attention on an analysis of the Digital Economy and its industrial object – information, particularly through the discussion of social media. The social media is attributed to Web 2.0 – informational technologies, primal aspects of which can be described as a usage of an active user participation, collective intelligence. From the micro economical point of view, this distinctive feature of the media strongly distinguishes it from any classical economical goods, merging together producers and consumers of the content. Another difference, which can be observed in production of digital goods is their low cost of production, which leads to marginal costs of zero. This, and also no barriers of capacity, causes a high risk for a market entry and a strife for a market leadership in a respectful niche. For social media, in any according niche the benefit of a network raises accordingly to the rise in participants’ numbers. Differing medias in different niches are showing the character of natural monopolies, when inferior competitors lose their significance. These features illustrate a big difference to classical micro-economic theories. This work provides an explanation for the micro-economic classification of social media, but up to date the existing economic theory can provide no informed model for explanation.
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