Concept of the Digital Media Business Model in Scientific Understanding


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Concept of the Digital Media Business Model in Scientific Understanding

Artur Shkilevych, Master of Journalism Institute of Journalism, National Taras Shevchenko University of Kyiv 36/1 Illienka St., Kyiv, 04119, Ukraine


The article deals with the notion of a business model of digital media explored by the scholars. The objective of the study is to explore the concept of a business model of digital media in scientific understanding. The main tasks of the study proceed from its objective and topic which are the following: 1) to analyze the approaches to definition and content of the concept of a business model; 2) to outline the scholar ideas and views on existence and essence of media business models; 3) to highlight the possible types of business models of digital media that have proven themselves in practice and are characterized in authoritative scientific research; 4) to investigate implementation of certain business models in the concrete cases of foreign and Ukrainian media. To achieve the aforementioned tasks of the article, the certain methodologies are used. It is the general methods of analysis and synthesis for holistic understanding and evaluation of facts, a bibliographic method for investigation of all available relevant works by reputable scholars who were involved with the issues close to the topic of the article. We use both diachronic and synchronous methods for simultaneous analysis of business models of digital media in chronological and modern (actual) dimensions. Exploring the notion of a business model, the elements of a system method for getting the systematic results and capturing the whole set of connections of the object with other phenomena is used. On the stage of analysis of an existing media business model, the case study and the elements of a content analysis are used.

As a result of the research it is proved that there are numerous types of business media, which are broadly used in the whole world. Despite many Ukrainian media are still using a traditional business model or are still owned by oligarchs, many digital media use actively the new perspective models. It is most often different versions of the paywall model (Krytyka), crowd funding (Hromdaske TV), a model of public television (UBC:UA), sale of joint products (it is most often collectibles) etc.

To summarize the foregoing all media that care about their image, development and profitability, seek for themselves for a right business model and change it if necessary.

KEYWORDS: mass media business model; digital media; paywall model; crowd funding.


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