La nueva red de valor de los medios digitales: propuesta de un modelo interactivo para el análisis de las actividades de valor de los medios digitales

Contenido del artículo principal

Sylvia Chan-Olmsted
Ronen Shay


El estudio examina la actual naturaleza dinámica de los mercados de los
medios de comunicación utilizando un marco de análisis de las actividades de
valor añadido para evaluar el suministro y consumo de productos de medios de
comunicación. El enfoque propuesto, centrado en el usuario, introduce la noción
de que las acciones de los usuarios externos, las redes sociales, y las propias
interfaces afectan a las actividades de valor internas de las empresas de los
medios de comunicación a través de un circuito que se retroalimenta, pudiendo
ser consideradas, en sí mimas, actividades de valor. El modelo ofrece también
un listado completo de indicadores para la evaluación del valor de los medios


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Detalles del artículo

Cómo citar
Chan-Olmsted, Sylvia, y Ronen Shay. 2016. La Nueva Red De Valor De Los Medios Digitales: Propuesta De Un Modelo Interactivo Para El Análisis De Las Actividades De Valor De Los Medios Digitales. Revista ICONO 14. Revista Científica De Comunicación Y Tecnologías Emergentes 14 (2), 46-74.
Biografía del autor

Sylvia Chan-Olmsted, University of Florida College of Journalism and Communications

Sylvia Chan-Olmsted teaches brand management, consumer and audience analytics, media research, and media management at both graduate and undergraduate level. Her research expertise includes digital/mobile media consumption, branding, and strategic competition in emerging media/communications industries. Her current studies involve the development and marketing of mobile media content, cross-platform media strategy and audience behavior, mobile apps usage, and branding via social/mobile media, especially in the context of young adult consumers.

Ronen Shay, Visiting Assistant Professor of Media and Communication at St. John Fisher College

Dr. Ronen Shay is a Visiting Assistant Professor of Media and Communication at St. John Fisher College. He completed his Ph.D. studies in Mass Communication at the University of Florida, under the supervision of Dr. Sylvia Chan-Olmsted. His current research is focused on contemporary challenges in the field of media management and includes papers written on: windowed distribution strategies for substitutive television content, audience perspectives on the perceived quality of pure play distribution, factors affecting tablet adoption, the relationship between social media metrics and brand equity, and factors affecting cable television churn.


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