The Effect of Commercialization on Broadcast Management in the 21st Century

Broadcast media is a prolific industry with vested interests in commercial success. However, there are both problems as well as challenges with how people consume this commercialism and for how this is reflected throughout an increasingly global society.

Theories

One of the foundational studies on the relationship between broadcast media and consumption was done by German scholar Jürgen Habermas in "The Structural Transformation of the Public Sphere" (1962). Habermas argued that the public phenomena of critical thinking and political debate have given way to a private consumption of culture and commercialism. Broadcast analyst and consultant Gareth Price identifies this as a crucial problem for how managers provide accurate, substantive and educative content through broadcast media.

Globalization

In the 21st century, heightened focus has been given to globalization. In this regard, commercialism has expanded to include the interests, expectations and preferences of many world cultures. As a commercial enterprise, broadcast management has had to conform to these trends through market development, courting international partners and developing media content.

Channels

Another aspect of 21st century broadcasting is a proliferation in channels offered. Due to this trend, viewers have more options in their consumption patterns. Broadcast managers have to balance quality of programming with advertising dollars more effectively to maintain that income, retain viewers and compete with other entertainment options.

References

• Broadcast Management
• "The Structural Transformation of the Public Sphere"; Jürgen Habermas; 1962