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首页> 外文期刊>International Journal on Media Management >Brand Identity-Driven Decision Making by Journalists and Media Managers—The MBAC Model as a Theoretical Framework
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Brand Identity-Driven Decision Making by Journalists and Media Managers—The MBAC Model as a Theoretical Framework

机译：新闻工作者和媒体经理的品牌身份驱动决策– MBAC模型作为理论框架

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Commercialization of the media refers to the increasing importance of market considerations in the daily work of media professionals. Media organizations need to find ways to maintain the quality promise of their brands as an economically successful business. The increasing market orientation of media companies challenges their dedication to good journalism. The media brand identity approach is a good starting point from which to analyze this decision making in a commercialized and complex environment. By introducing the MBAC (“media, brands, actors, and communication”) model, a new approach is offered toward better theoretical understanding of brand identity-driven decision making. Responsibilities and tensions between the journalistic and the business side of news production are presented, and the complex environment in which decisions are made, implemented, and defended are elaborated on.View full textDownload full textRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/14241277.2010.545363
机译：媒体的商业化是指市场考虑因素在媒体专业人员的日常工作中日益重要。媒体组织需要寻找方法来维持其品牌作为经济上成功的企业的质量承诺。媒体公司日益增长的市场定位挑战了他们对优秀新闻事业的奉献精神。媒体品牌标识方法是一个很好的起点，可以从该起点分析在商业化和复杂的环境中做出的决策。通过引入MBAC（“媒体，品牌，演员和传播”）模型，提供了一种新方法，可以更好地从理论上理解品牌身份驱动的决策。介绍了新闻工作者和新闻制作业务部门之间的责任和紧张关系，并阐述了决策，实施和捍卫决策的复杂环境。查看全文下载全文相关的var addthis_config = {ui_cobrand：“泰勒和弗朗西斯在线”，services_compact：“ citeulike，网络振动，微博，technorati，美味，linkedin，facebook，stumbleupon，digg，google，更多”，发布号：“ ra-4dff56cd6bb1830b”};添加到候选列表链接永久链接http://dx.doi.org/10.1080/14241277.2010.545363

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