MEGATRENDS AND MEDIA

MEGATRENDS AND MEDIA
CURRENT TRENDS IN MEDIA ENVIRONMENT
TRANSFORMATION
Jozef Matúš – Jana Galera
ABSTRACT:
The paper investigates the issue of the transformation of the media environment
in a growing new economy. The impact of digitalization, transformation of media
ownership, media history and social media entering status quo in this ield are
discussed in the paper. Economic approach to media studies is emphasised as it
focuses on the position, economic structure and dynamics of media enterprises
behaviour on one hand and the content of offered media products, on the other
hand. Characteristics of media institutions, their diversiication, developing
competitiveness at the media market are discussed in the paper. An analysis of
the current situation in the media market, a structure of the media ownership
and the role of media form an important part of the paper.
KEY WORDS:
media environment, globalisation, information, transformation, economy of
media, media ownership, commercialisation, media market
1 Introduction
Current growing trends in the ield of entrepreneurship, in opening
new businesses, in entertainment industry and media can be observed.
The trends are developed by the process of globalisation of media and
its transition into digital formats. Tackling the above mentioned issue
successfully needs understanding the megatrends and media and it
is conditioned by a scientiic discourse on this topic in professionals´
circles.
We are convinced that also in Slovakia there are specialists and experts
who are interested in scientiic work and in gaining scientiic knowledge
that is useful for individuals and for the companies they work for and
for general public. Science (from Latin scientia, meaning „knowledge“)
was based on freedom and critical thinking that were developed in the
Ancient Greece philosophy. These are the facts people often forget about.
In a dificult situation of establishing and growing a new modern
economy we are interested in tackling in a responsible way the issues of
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