Understanding the ecomic paradigms at work in media industries and markets is vitally important for the analysis of the media system as a whole. The changing dynamics of media production, distribution and consumption are stretching the capacity of established ecomic paradigms. In addition to succinct accounts of neo-classical and critical political ecomics, the text offers fresh perspectives for understanding media drawn from two 'heterodox' approaches: institutional ecomics and evolutionary ecomics. Applying these paradigms to vital topics and case studies, Media Ecomics stresses the value - and limits - of contending ecomic approaches in understanding how the media operates today. It is essential reading for all students of Media and Communication Studies, and also those from Ecomics, Policy Studies, Business Studies and Marketing backgrounds who are studying the media.
Stuart Cunningham is Distinguished Professor of Media and Communication at Queensland University of Technology, Australia. Terry Flew is Professor of Media and Communication at Queensland University of Technology, Australia. Adam Swift is a Research Fellow at Queensland University of Technology, Australia.