title: Analysis of the media advertising market in the context of P. Bourdieu’s theory of capital
metadata.name: dc.contributor.author
metadata.value: Tereschenko, Maria S.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2019-07-17T18:16:51Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2019-07-17T18:16:51Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2019-06
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Tereschenko M. S. Analysis of the media advertising market in the context of P. Bourdieu’s theory of capital. Vestnik of Saint Petersburg University. Sociology, 2019, vol. 12, issue 2, pp. 188– 199.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu12.2019.206
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/15981
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: The media advertising market, its main actors, their interaction and the role of information in this interaction in terms of Pierre Bourdieu are presented in this article. The media advertising market is described as a field where advertisers, media buying and selling agencies, as well as the medium, operate. It considers the decision-making process in this market, as well as the types and role of the information is circulating on it. The amount of available human and social capital in the form of experience and qualifications of employees, availability of necessary skills and reputation necessary for a successful negotiation is also important for success achieving of the subject in the market. A special place in this series is occupied by the data of studies of audiences — ratings, coverage, shares, etc. The work also states the exceptional importance of media measurements in the processes of conversion and exchange of cultural and economic capital. In particular, such levels of participation of information in these processes are considered: the absence of data influence on the market; indirect data impact on the market through demand; direct conversion of capital through ratings; capital conversion through various target actions of the audience. The types of conversion available in a particular market depend on the level of development of audience research in a given market. Thus, information becomes one of the main resources of the media advertising market. The analysis carried out in this article showed that the information capital obtained as a result of media measurements should be considered as specific industrial capital circulating in the media advertising media market.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Sociology;Volume 12; Issue 2
metadata.lang: -
metadata.name: dc.subject
metadata.value: media measurement
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: media advertising market
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: market participants
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: information
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: media audience studies
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: industrial capital
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: quality of information
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Analysis of the media advertising market in the context of P. Bourdieu’s theory of capital
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 188-199.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/15981/1/188-199.pdf
resources.format: Adobe PDF
resources.size: 769,91 kB