Strategic Trends of the Ukrainian Media Products Intervention to the European Market
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Date
2019-11
Journal Title
Journal ISSN
Volume Title
Publisher
Economics in Bratislava
Abstract
The proposed article defines the peculiarities of the development of the
domestic display market. The theoretical analysis made it possible to determine the main
trends of market transformation by studying the peculiarities of the redistribution of the
share of each sector. The authors pay special attention to the nature of the modernization
of the domestic media environment, its striving for corporatization, technologicalization
and growing regulation. The main determinants of the Ukrainian media space
(oligopolization of the media market, multilevel technopolisation, imperfection of the
indicative base, multidimensional acceptance of information, possible clustering,
integration into the global media networks, collaboration with leading European media
corporations) are established. In order to objectify the study, the authors conducted a
cluster analysis of the media in the context of the Ukrainian regions and constructed a
dendrogram using the Ward's method. The importance of the sectoral media was revealed
and the positions of each of them were clarified, which made it possible to contact, on the
one hand, the dominant positions, the capitals of Ukraine, on the other - the sectoral
leadership of the Internet, whose share in the structure of views usually exceeds TV. The
established strategic trends allow us to harmonize the main directions of convergence of
the domestic and European media environment.
Description
Keywords
media, cluster analysis, diffusion of innovations, Behavioral economics, media communication
Citation
Fedirko O. Strategic Trends of the Ukrainian Media Products Intervention to the European Market / Oleksandr Fedirko, Andrii Chuzhykov // International Relations 2019: Current issues of world economy and politics : proceedings of scientific works from the 20th International Scientific Conference Smolenice Castle 28th – 29th November 2019 / Economics in Bratislava, Faculty of International Relations ; [ed.: Andrianna Baleha et al.]. – Bratislava : Publishing Ekonóm, 2019. – P. 256–265.