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К вопросу о трансформации классической модели медиаэкономики в контексте цифровизации и деглобализации
The nature of the media economy as an integrating unit in the system of media and journalism theories is considered theoretically. Provides a conceptual understanding of the process of deglobalization and the role of deglobalization in the media. Key, relevant works devoted to media economy and editorial management are reviewed, and the author’s reflection is given. The definition of the adaptive-digital paradigm of media economics is revealed in the optics of the author’s attitude to this subject field in the context of digitalization, digital transformation and deglobalization. The reasons for the formation of such a paradigm are explained. Some private concepts of the functioning of the modern economy of the media environment, united in the adaptive-digital paradigm, are singled out. The modern economy of the media environment in the context of digitalization and globalization appears to be significantly large in terms of financial flows and communication power in various areas of life. At the same time, such a media economy is a decentralized, glocalized, high–tech, dynamically changing phenomenon with an extensive system of completely dissimilar segments. In this regard, a new definition for the theory of media and journalism is proposed – the “adaptive-digital paradigm of media economics”. Firstly, this paradigm is connected with the digital turn – it is obvious that the ongoing processes of digitalization and the digital transformation itself will still affect the transformation of media markets. Secondly, such concepts and theories should not only reflect the essence of the media economic processes of today, but also try to transform themselves as a result of changes in the socio-political and socio-economic landscape of a particular media market. Thirdly, this paradigm should be based on completely new cultural, political, technological and economic aspects. Fourthly, the adaptive digital paradigm is, like media management, an integrating system, within the framework of such a paradigm, the interaction of different entities of this subject field takes place. Fifth, the mix of business models in the media business may become a specific characteristic of a new theoretical integrating phenomenon. An important point in the formation of such a paradigm is to take into account the political and legal specifics of a particular country or nation, as well as the inclusion of platform media in this authentic media economic model. New theoretical approaches to media economics provide a deeper understanding of the transformations taking place in the industry and offer tools for analyzing and predicting future trends in the technological and socio-cultural context.