MEDIANOMICA – A DYNAMIC INNOVATIVE SECTOR OF THE GLOBAL ECONOMY

Abstract

B a c k g r o u n d . The issue of media economics is considered – the field of production, distribution and consumption of media products, which is identified by the term "medianomica" to prevent tautology and confusion with the scientific discipline of media economics, the name of which is often used in the meaning of a branch of economics. Medianomica attracted the attention of researchers in the second half of the twentieth century, when, thanks to the introduction of information and communication technologies, it began to transform into a dynamic innovative branch of the economy. The purpose of the study is to characterize the essence of medianomica, its specifics, meaning, structure, scale, trends and development forecasts.

M e t h o d s. Systems and analytical methods and conceptualization provided a comprehensive approach to considering the economic and institutional aspects of medianomica.. The comparative method, analysis and generalization of data from scientific sources, materials from analytical centers, expert assessments were used to collect empirical data and formulate conclusions.

R e s u l t s. Medianomica, its structure, the specifics of the media market as a dual market of goods and services are described. The role of digital and communication technologies, artificial intelligence in the transformation of medianomica, its sectoral structure are considered, and the leading companies of the world medianomica are characterized. Descriptions of trends and forecasts of the development of medianomica are given as well as factors of the success of actors in this digitalized innovative sector of the global economy.

C o n c l u s i o n s. Medianomica in the 21st century is one of the key areas of the global economy in terms of scale and technological progress. The development of technologies has become the basis for the evolution of medianomica which leads to changes in consumer preferences, ways of obtaining information and its quantity in the media space, and media companies are forced to change the methods and formats of production and distribution of their product. Over the past half century, medianomica has grown up to the largest sector of their global economy with a market capitalization of media companies in trillions US dollars. The success of medianomica actors depends on the ability to flexibly adapt to technological changes, ensure ethical standards and copyright protection, effectively manage information resources, maintain content quality, and find new forms of commercialization. Technological innovation has become a precondition for the competitiveness of media companies, the challenges for further growth of which may include the reduction of the advertising market, disinformation attacks, and the lack of media management competencies.