Theoretical approaches to the management of the public service media firm

This article argues the need for a theory of the media firm. Universal theories of management and context-dependent contingency theories of management control are identified. Other theoretical approaches to media organizations are reviewed: media management, theories of not-for-profit organizations, and theories of political management. The contribution to the theory of the media firm by 2 French scientists is analyzed-Bourdieu and Debray. This article concludes that a theory of the public service media firm needs to use several building blocks, some with relatively well-known sources, some with more recent origins. Avenues for further research are indicated, which may add angles to the development of a theory of managment in the public service media firm.