THEORETICAL ASPECTS OF MEDIA MANAGEMENT: BASIC APPROACHES AND PROBLEM AREAS

The article presents the scrupulous analysis of theories in media management field. The author explores the main approaches to media management (strategic and newsroom ones) and marks their advantages and disadvantages. Basic definitions and terms in media management discourse have been clarified. On the basis of current meta-research of media management the author states that the most widely spread theories in scholar discourse are the strategic management ones. The main problem areas being important both for theory and practice have been detected. Particularly the author points out the lack of research on the journalists' labor given the spread of convergence. The author concludes that the development of model presenting the process of journalistic text creation could be extremely important.