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К вопросу выбора подходов к экономико-социологическому анализу медиакоммуникационной индустрии
The rapid advancement of technology and social changes brought about by digitalization and mediation have resulted in the emergence of a deeply integrated media communications industry. As this industry becomes increasingly intertwined with the national and global economy, it interacts with diverse sectors and plays a pivotal role in shaping the global media landscape. Within this context, the analysis of media economics emerges as a pivotal area of research.
Despite the evident importance of this task, the existing approaches to studying media economics remain scattered, heterogeneous, and lacking a cohesive methodological foundation. This paper aims to address this gap by summarizing some of the existing approaches, with the objective of establishing a common methodology for analyzing the economics of the media communications industry.