ABSTRACT
The chapter takes a critical view on media management research and proposes a future research agenda. It suggests better bridging of management studies and media/communication studies as well as building theories unique to the field. It argues for moving beyond a descriptive mode and further engaging in critical research that places findings within the wider issue of sustainability and social responsibility. It suggests also studying the cultural, cognitive and psychological influences on decision-making in firms that may not always be rational and without any alternatives. The chapter calls for more research with an international scope as well as more longitudinal and time series studies. It emphasizes the need to move past a sectorial approach and the traditional definition of a media firm. It stresses the need for researchers to be in dialogue with policy makers and the industry. Topics of increasing relevance to the industry include entrepreneurship, audience behavior and demand, and big data. Ethically and socially responsible leadership regarding digital labor, social media, and fake news should be key concerns. In terms of assisting informed policy-making, intellectual property rights, artificial intelligence and single market initiatives, such as the Digital Single Market strategy in Europe, are areas for further study.
