Textbook and learning app by Prof. Dr. Christoph Zydorek
Prof. Dr. Christoph Zydorek of Furtwangen University has published a new edition of his textbook “Introduction to Media Economics” with Springer Gabler. At the same time, he is introducing a new “Media Economics Learning App” that offers students an innovative way to engage with the book’s content.
The textbook is aimed at undergraduate students in media studies programmes providing a systematic introduction to the central issues of media economics. It covers fundamental concepts − ranging from media platforms and content, to value creation and goods, as well as the satisfaction of needs and media as economic and cultural goods. A central focus of the work is the question of what media-economic connections students have as today’s users and future producers of media content. Building on this practical perspective, Prof. Zydorek describes the three most important types of actors in media markets: audiences, media companies, and the advertising industry − each with their specific motivations for action and the key characteristics of media goods.
The new edition places special emphasis on the growing importance of artificial intelligence and social media for media value creation − two developments that are fundamentally transforming the media economic landscape. The new learning app, which was developed as part of a student project at HFU, complements the textbook and allows students to explore the content interactively and reinforce their learning.