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Massenmedien, Werbung und Märkte. Eine wirtschaftstheoretische Analyse

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Abstract

Dieser Beitrag untersucht die für die Medienwirtschaft relevanten Märkte mit einfachen Marktmodellen. Im Zentrum stehen die Interdependenzen zwischen Konsumgüter-, Werbe- und Medienmärkten, wobei die wichtige Rolle der Werbemärkte als ökonomischer Motor der Medienwirtschaft besonders hervorgehoben wird. Die Besonderheiten der Medienwirtschaft werden darin gesehen, dass alle Informationsgüter öffentliche Güter sind und dass in der Regel redaktionelle und werbliche Informationsgüter im Verbund vertrieben und konsumiert werden. Diese Spezifika führen sowohl bei werbe- als auch bei entgeltfinanzierten Medienunternehmen zu Allokationsverzerrungen, die einen medienpolitischen Handlungsbedarf signalisieren. Der primäre Zweck der sehr einfachen Modellanalysen dieses Beitrags ist es zu zeigen, dass auf diesem Wege wichtige Erkenntnisse über Wirkungszusammenhänge und (In-)Effizienzen in der Medienwirtschaft gewonnen werden können, und dass das Potenzial weiterer Einsichten durch realistischere Modellannahmen sehr groß ist.

Suggested Citation

  • Rüdiger Pethig, 2001. "Massenmedien, Werbung und Märkte. Eine wirtschaftstheoretische Analyse," Volkswirtschaftliche Diskussionsbeiträge 100-01, Universität Siegen, Fakultät Wirtschaftswissenschaften, Wirtschaftsinformatik und Wirtschaftsrecht.
  • Handle: RePEc:sie:siegen:100-01
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    Cited by:

    1. Thomas Christiaans, 2003. "Non-Scale Growth, Endogenous Comparative Advantages, and Industrialization," Volkswirtschaftliche Diskussionsbeiträge 113-03, Universität Siegen, Fakultät Wirtschaftswissenschaften, Wirtschaftsinformatik und Wirtschaftsrecht.
    2. Hagen Bobzin, 2002. "Fundamentals of Production Theory in International Trade. A Modern Approach Based on Theory of Duality," Volkswirtschaftliche Diskussionsbeiträge 104-02, Universität Siegen, Fakultät Wirtschaftswissenschaften, Wirtschaftsinformatik und Wirtschaftsrecht.
    3. Thomas Christiaans, 2003. "Aging in a Neoclassical Theory of Labor Demand," Volkswirtschaftliche Diskussionsbeiträge 112-03, Universität Siegen, Fakultät Wirtschaftswissenschaften, Wirtschaftsinformatik und Wirtschaftsrecht.

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