Research In A World Of Expanding Media Options: Chicken Or Egg?
Rather than making the simplistic assumption that research is always passive and merely adapts to change, the reality of media research today is that there is an extreme interdependency between media and research. To illustrate this, I will talk about four different media environments and the evolution of research within those environments. These environments are: the domestic print market, the international print market, the domestic television market, and, finally, the domestic measurement of the World Wide Web.The conclusion is that if our industry, and we ourselves as researchers, constantly think of research as adapting, we will miss the opportunity to guide our industry away from evolutionary deadends. If, on the other hand, we think of our industry as a complex system, where nothing comes first, there is the opportunity for the development of radically different and potentially efficient marketing systems in the future.
Volume (Year): 36 (1996)
Issue (Month): 01 (January)
|Contact details of provider:|| Postal: |
Web page: http://journals.cambridge.org/jid_JAR
When requesting a correction, please mention this item's handle: RePEc:cup:jadres:v:36:y:1996:i:01:p:35-42_96. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Keith Waters)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.