Ökonomie Der Medien Und Des Mediensystems: Grundlagen, Ergebnisse Und Perspektiven Medienökonomischer Forschung
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Medien und Kommunikation, so hie es Anfang der 80er Jahre, w�rden boomen. Heute, Mitte der 90er Jahre, kann diese Prognose best�tigt werden, nicht ohne den Zusatz jedoch, da es nun vor allem die Gewinnerwartungen der Medienunternehmen sind, die den Boom vorantreiben. Medien und �konomie bilden eine dynamische Triebfeder des gesellschaftli- chen Wandels. Insbesondere die informations- und kommunikationstechnologischen Entwicklungs- spr�nge katapultieren die kommunikativen M�glichkeiten in neue Dimensionen, und sie sorgen auch rur neue Formen �konomischer Koalitionen und Allianzen, zwischen den Me- dienunternehmen und l�ngst auch dar�ber hinaus. Wenn gegenw�rtig die gro en Medien- konzerne Bertelsmann und Kirch zusammen mit ARD und ZDP sowie der Telekom eine gemeinsame Gesellschaft gr�nden, um die k�nftigen Medienm�rkte zu gestalten, wenn Fernsehsender wie PRO 7 an die B�rse gehen, dann sind dies Themen der Medien�kono- mie. W�hrend jedoch einerseits die Umw�lzungen der Medienlandschaft gerade in �konomi- scher Hinsicht rapide voranschreiten, besteht andererseits noch erheblicher Bedarf, nicht nur die neuen Entwicklungen, sondern auch die grunds�tzlichen Ursachen und Folgen des Zu- sammenhangs von Medien und �konomie zu erhellen. Hierzu will der vorliegende Sammel- band einen Beitrag leisten. Im Vordergrund vieler medien�konomischer Analysen steht der Zusammenhang von publizistischer Vielfalt und Medienkonzentration. Ein ungel�stes Problem liegt darin, den wirtschaftlichen Freiraum der Medien anzuerkennen, zugleich aber die gesellschaftlichen Erwartungen an Medien durchzusetzen. Dieser Zusammenhang besch�ftigt viele wissen- schaftliche Disziplinen. Kennzeichnend rur diesen Band sind daher die Beitr�ge von Auto- rinnen und Autorenunterschiedlicher wissenschaftlicher F�cher; der gemeinsame Bezugs- punkt ist das Verh�ltnis von Medien und �konomie in vielen seiner Facetten.
Klaus-Dieter Altmeppen ist wissenschaftlicher Mitarbeiter am Institut für Journalistik der Universität Hamburg.
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