Management in the media industry of the Republic of Kazakhstan, Алматы

Management in the media industry of the Republic of Kazakhstan

Plan

Introduction

1 Principles and theoretical approaches of management in the media industry

1.1 Peculiarities of management process in the media industry as one of the youngest and important industries

1.2 Analysis of foreign countries experience in management in the media industry

1.3 Development of management in the media industry of the Republic of Kazakhstan

2 “Videostyle” production studio as an example of company operating in the media sphere

2.1 Analysis of “VideoStyle” production studio activity and the main characteristics of provided services

2.1.2 Analysis of technical and economical indicators of LLP “VideoStyle” production

2.2 The main features of management process in “VideoStyle” production studio

2.3 Disadvantages of management system in LLP “VideoStyle” production and methods of its elaboration

3 Perspectives of efficiency improvement of management in the media industry of RK

3.1 Existing Weaknesses and problems of management system in the media sphere

3.2 Recommendations for improvement of management in the media industry of the RK

Conclusion

List of the used literature

Introduction

Management in the media industry is one of the youngest branches of management. In order to understand the meaning management in the media and to identify peculiarities of management process in the media industry it is necessary to consider management and media industry separately.

Management is the act of getting people together to accomplish desired goals and objectives using available resources efficiently and effectively. Management comprises planning, organizing, staffing, leading or directing, and controlling an organization (a group of one or more people or entities) or effort for the purpose of accomplishing a goal.

Since organizations can be viewed as systems, management can also be defined as human action, including design, to facilitate the production of useful outcomes from a system. This view opens the opportunity to 'manage' oneself, a pre-requisite to attempting to manage others.

Media industry or mass media refers collectively to all media technologies that are intended to reach a large audience via mass communication.

Sophisticated societies are dependent on mass media to deliver health information. Marshall McLuhan calls media "extensions of man." G. L. Kreps and B. C. Thornton believe media extend "people's ability to communicate, to speak to others far away, to hear messages, and to see images that would be unavailable without media".

It follows that employment of mass media to disseminate health news (or other matters) has, in effect, reduced the world's size. The value of health news is related to what gets reported and how it gets reported. According to Ray Moynihan and colleagues:

“The news media are an important source of information about health and medical therapies, and there is widespread interest in the quality of reporting. Previous studies have identified inaccurate coverage of published scientific papers, overstatement of adverse effects or risks, and evidence of sensationalism. The media can also have a positive public health role, as they did in communicating simple warnings about the connection between Reye's syndrome and the use of aspirin in children.”

Despite the potential of news media to perform valuable health-education functions, Moynihan et al. conclude that media stories about medications continue to be incomplete in their coverage of benefits, risks, and costs of drugs, as well as in reporting financial ties between clinical trial investigators and pharmaceutical manufacturers.

The mass media are capable of facilitating short-term, intermediate-term, and long-term effects on audiences. Short-term objectives include exposing audiences to health concepts; creating awareness and knowledge; altering outdated or incorrect knowledge; and enhancing audience recall of particular advertisements or public service announcements (PSAs), promotions, or program names. Intermediate-term objectives include all of the above, as well as changes in attitudes, behaviors, and perceptions of social norms. Finally, long-term objectives incorporate all of the aforementioned tasks, in addition to focused restructuring of perceived social norms, and maintenance of behavior change. Evidence of achieving these three tiers of objectives is useful in evaluating the effectiveness of mass media.

Mass media performs three key functions: educating, shaping public relations, and advocating for a particular policy or point of view. As education tools, media not only impart knowledge, but can be part of larger efforts (e.g., social marketing) to promote actions having social utility. As public relations tools, media assist organizations in achieving credibility and respect among public health opinion leaders, stakeholders, and other gatekeepers. Finally, as advocacy tools, mass media assist leaders in setting a policy agenda, shaping debates about controversial issues, and gaining support for particular viewpoints.

List of the used literature

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