chapter  9
20 Pages

MEDIA MARKETS AS TIME MARKETS: THE CASE OF SPAIN

WithAlfonso Nieto

Time is one of the few things that we all possess (Seneca, 1982). We are all granted 24-hour days, 7-day weeks, 12-month years. But one question haunts us: How much time do we really have? It is difficult to define something so common and universal and, at the same time, so uncertain. Saint Augustine’s perplexity persists in our time. “What, then, is time? If no one ask of me, I know; if I wish to explain to him who asks, I know not” (St. Augustine, 1995, p. 14).