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Books > Business & Economics > Industry & industrial studies > Media, information & communication industries > General

News Ombudsmen in North America - Assessing an Experiment in Social Responsibility (Hardcover, New): Neil Nemeth News Ombudsmen in North America - Assessing an Experiment in Social Responsibility (Hardcover, New)
Neil Nemeth
R2,310 Discovery Miles 23 100 Ships in 10 - 15 working days

Nemeth (communications, Purdue U.) presents case studies, discussing such aspects as the news ombudsman as internal and external critic at the Washington Post and as complaint manager and weekly columnist at the Sacramento Bee, two approaches in the Twin Cities, the evolution of the first modern ne

Bridging Differences - Effective Intergroup Communication (Hardcover, 4th Revised edition): William B. Gudykunst Bridging Differences - Effective Intergroup Communication (Hardcover, 4th Revised edition)
William B. Gudykunst
R5,327 Discovery Miles 53 270 Ships in 12 - 17 working days

The Fourth Edition of Bridging Differences: Effective Intergroup Communication builds on the strengths of the previous editions and provides state-of-the-art knowledge about intergroup communication. This new edition brings a strong skills-oriented approach to improving communication effectiveness between people from different groups (e.g., cultures, ethnic groups, social classes).

 

Bridging Differences is based on the assumption that the processes operating when we communicate with people from other groups are the same processes operating when we communicate with people from our own groups. Author William B. Gudykunst has written this book from the perspective of "communicating with strangers" and addresses how factors related to our group memberships (e.g., inaccurate and unfavorable stereotypes of members of other cultures and ethnic groups) can cause us to misinterpret the messages we receive from members of those groups.

 

New to the Fourth Edition:

  • Expanded discussions of several topics such as changing intergroup expectations; cultural differences in attribution processes; cultural and ethnic differences in conflict; cultural differences in indirect messages; cultural differences in uncertainty management; empathy; ethnic and cultural identities; face and its relationship to conflict management; intergroup communication effectiveness; intergroup conflict; intergroup biases; negotiating means; perceptual processes; and prejudice
  • New material has been added on civic engagement; community in public life; diversity and community; the content of stereotypes; communication in romantic relationships; cultural differences in effective communication; and theoretical explanations for prejudice
  • Pedagogical features include end-of-chapter study questions, self-assessment questionnaires, open-ended questions to stimulate readers to think about their implicit theories, and written skill exercises to increase students? skill development

 

Designed for students taking courses in Intercultural Communication or Intergroup Communication, Bridging Differences is also useful for many courses in Cultural Studies, Anthropology, Sociology, and Management.


International Handbook of Broadcasting Systems (Hardcover): Philip T. Rosen International Handbook of Broadcasting Systems (Hardcover)
Philip T. Rosen
R2,572 Discovery Miles 25 720 Ships in 12 - 17 working days

This work treats an important segment of international communications, a rapidly growing area of scholarly and practical interest. Rosen has brought together survey essays on the major forces in world broadcasting. The contributors are either communication scholars witnessing the industry from within the country of which they write, or are students of international communication in American universities. Each essay covers the history of radio and television, government regulation policies and issues, economic structure of the industry, broadcast reform and alternative structures, new technologies, and a forecast. The writing is concise and the material informative. "Choice"

The Basis for Goal Setting The Goal-Setting Model Performance, Rewards, and SatisfactionCulture, Power, and Goal Setting Finding the Right Organizational Fit Organizational Goal Setting Strategic Management The Strategic-Planning Process Implementation (Execution) Team GoalsTeam Characteristics Team Leadership Building Teams B Individual Goal Setting Individual Needs, Motives, and Subconscious Values Goal-Setting: A System of Inducing Commitment Guidelines for Setting Goals and Objectives Information Management and Goal Setting Information and Goal Setting: An Overview Information Management: Organizations, Teams, and Individuals Change and Goal Setting Renewal and Change Teamwork and Change Individual Empowerment Results Attaining

Bylines in Despair - Herbert Hoover, the Great Depression, and the U.S. News Media (Hardcover, New): Louis W. Liebovich Bylines in Despair - Herbert Hoover, the Great Depression, and the U.S. News Media (Hardcover, New)
Louis W. Liebovich
R2,913 Discovery Miles 29 130 Ships in 10 - 15 working days

Through a long public life and short presidency, Herbert Hoover carefully cultivated reporters and media owners as he rose from a relief administrator to president of the United States. During his service to government, he held the conviction that journalists were to be manipulated and mistrusted. When the nation fell into economic disaster, Hoover's misconceptions about the press and press relations exacerbated a national calamity. This book traces the entire history of Hoover's relationship with magazines, newspapers, newsreel organizations, and radio, and demonstrates how an attitude toward the U.S. press can help or hinder a public figure throughout his career. The book draws upon diaries of Hoover aides, oral histories from journalists and other media figures, newspaper and magazine clippings, radio broadcasts, newsreels, public documents, archival manuscripts, and a plethora of published secondary books and articles. This may be the most complete and best-documented study of a single president and the media.

Media Policy and Music Activity (Paperback): Krister Malm, Roger Wallis Media Policy and Music Activity (Paperback)
Krister Malm, Roger Wallis
R1,209 Discovery Miles 12 090 Ships in 12 - 17 working days


How do people make music - and how does this activity relate to the policies of governments and the music industry? What is the relationship between live music and music we hear on the radio, or in music videos? How has the digital revolution affected music-making in industrialised and in developing nations? In Media Policy and Music Activity, Krister Malm and Roger Wallis look in depth at the relationships between policies governing the output of the music media and music activity in society. A practical base in case study material is combined with a broad theoretical framework for understanding the music media.

The Froehlich/Kent Encyclopedia of Telecommunications - Volume 6 - Digital Microwave Link Design to Electrical Filters... The Froehlich/Kent Encyclopedia of Telecommunications - Volume 6 - Digital Microwave Link Design to Electrical Filters (Hardcover)
Fritz E. Froehlich, Allen Kent
R9,874 Discovery Miles 98 740 Ships in 12 - 17 working days

"The only continuing source that helps users analyze, plan, design, evaluate, and manage integrated telecommunications networks, systems, and services, The Froehlich/Kent Encyclopedia of Telecommunications presents both basic and technologically advanced knowledge in the field. An ideal reference source for both newcomers as well as seasoned specialists, the Encyclopedia covers seven key areas--Terminals and Interfaces; Transmission; Switching, Routing, and Flow Control; Networks and Network Control; Communications Software and Protocols; Network and system Management; and Components and Processes."

Made Up - How the Beauty Industry Manipulates Consumers, Preys on Women's Insecurities, and Promotes Unattainable Beauty... Made Up - How the Beauty Industry Manipulates Consumers, Preys on Women's Insecurities, and Promotes Unattainable Beauty Standards (Hardcover)
Martha Laham
R913 Discovery Miles 9 130 Ships in 12 - 17 working days

Made Up exposes the multibillion-dollar beauty industry that promotes unrealistic beauty standards through a market basket of advertising tricks, techniques, and technologies. Cosmetics magnate Charles Revson, a founder of Revlon, was quoted as saying, "In the factory, we make cosmetics. In the store, we sell hope." This pioneering entrepreneur, who built an empire on the foundation of nail polish, captured the unvarnished truth about the beauty business in a single metaphor: hope in a jar. Made Up: How the Beauty Industry Manipulates Consumers, Preys on Women's Insecurities, and Promotes Unattainable Beauty Standards is a thorough examination of innovative, and often controversial, advertising practices used by beauty companies to persuade consumers, mainly women, to buy discretionary goods like cosmetics and scents. These approaches are clearly working: the average American woman will spend around $300,000 on facial products alone during her lifetime. This revealing book traces the evolution of the global beauty industry, discovers what makes beauty consumers tick, explores the persistence and pervasiveness of the feminine beauty ideal, and investigates the myth-making power of beauty advertising. It also examines stereotypical portrayals of women in beauty ads, looks at celebrity beauty endorsements, and dissects the "looks industry." Made Upuncovers the reality behind an Elysian world of fantasy and romance created by beauty brands that won't tell women the truth about beauty.

Manage IT as a Business (Hardcover): Bennet Lientz, Lee Larssen Manage IT as a Business (Hardcover)
Bennet Lientz, Lee Larssen
R4,155 Discovery Miles 41 550 Ships in 12 - 17 working days

Many IT projects fail to deliver the benefits to the business that were promised. Yet IT managers and staff work hard to meet the needs of the business: Systems are put in place; network operations are reliable and stable. The cause is usually a misalignment of IT with the business. In this book, Bennet Lientz and Lee Larssen present over 200 specific, practical guidelines and steps that show how to: align IT and the business, develop methods that make IT more proactive in helping the business, more effectively manage vendors, avoid negative surprises, ensure that more projects are completed on time and within budget, among other things. The techniques in this book have been implemented in over 60 organizations around the world and in over 20 different industries, and the authors include several examples in each chapter to illustrate their points. Follow these proven recommendations to manage IT as a business that adds value to the company.

Computer Assisted Writing Instruction in Journalism and Professional Education (Hardcover): Frederick Williams Computer Assisted Writing Instruction in Journalism and Professional Education (Hardcover)
Frederick Williams
R2,293 Discovery Miles 22 930 Ships in 10 - 15 working days

This incisive study examines the uses of computers and telecommunications in the teaching of writing in the fields of journalism and education. The research, based on the results of a questionnaire submitted to college journalism and communication programs in the United States, focuses on the current and projected use of computers and deals with such innovations as the use of online information services (newswires and archives, encyclopedias, statistical source), computer resident reference aids (thesaurus, dictionaries, style books), networking for instructor and student convenience, and software offering a variety of assists (spelling and grammar checks, readability analyses, stylistic assessments, minor editing suggestion, simulation of research for story writing, and instructor assistance in grading). In addition, the author concludes that desktop publishing will be the next technology-based expansion of communications curricula, in light of the recent availability of page design layout with provisions for type fonts, graphics, and bidirectional justification.

It is often said that the software industry will mature as developers improve in knowledge of their markets; "Computer Assisted Writing Instruction in Journalism and Professional Education" describes that market and concludes that computer assisted writing instruction is an integral part of professional writing programs with many applications yet to come. It will be of primary value to educators planning, managing, or teaching in computer assisted writing laboratories concentrating on professional training. It will also be immensely useful to educators developing beginning level writing laboratories, and those individuals and companies developing software for writing instruction or textbooks for computer-based courses.

India's New Independent Cinema - Rise of the Hybrid (Hardcover): Ashvin Immanuel Devasundaram India's New Independent Cinema - Rise of the Hybrid (Hardcover)
Ashvin Immanuel Devasundaram
R4,604 Discovery Miles 46 040 Ships in 12 - 17 working days

This is the first-ever book on the rise of the new wave of independent Indian films that is revolutionising Indian cinema. Contemporary scholarship on Indian cinema so far has focused asymmetrically on Bollywood-India's dominant cultural export. Reversing this trend, this book provides an in-depth examination of the burgeoning independent Indian film sector. It locates the new 'Indies' as a glocal hybrid film form-global in aesthetic and local in content. They critically engage with a diverse socio-political spectrum of 'state of the nation' stories; from farmer suicides, disenfranchised urban youth and migrant workers to monks turned anti-corporation animal rights agitators. This book provides comprehensive analyses of definitive Indie new wave films including Peepli Live (2010), Dhobi Ghat (2010), The Lunchbox (2013) and Ship of Theseus (2013). It explores how subversive Indies, such as polemical postmodern rap-musical Gandu (2010) transgress conventional notions of 'traditional Indian values', and collide with state censorship regulations. This timely and pioneering analysis shows how the new Indies have emerged from a middle space between India's globalising present and traditional past. This book draws on in-depth interviews with directors, actors, academics and members of the Indian censor board, and is essential reading for anyone seeking an insight into a current Indian film phenomenon that could chart the future of Indian cinema.

Media Moguls (Paperback, New): Michael Palmer, Jeremy Tunstall Media Moguls (Paperback, New)
Michael Palmer, Jeremy Tunstall
R1,177 Discovery Miles 11 770 Ships in 12 - 17 working days

The emergence of a few powerful individuals in control of large sections of mass communications industries has coincided with world-wide media deregulation. In this book, the authors take a close look at media moguls as a species, portray them as own-and-operate entrepreneurs who specialize in acquiring other media companies. They look at moguls based in France, Germany, Italy, Britain and the US - individuals such as Berlusconi, Hersant, Murdoch and Maxwell - and show how they adopt an idiosyncratic personal style involving the acceptance of risk and debt to retain control, and use political partizanship and alliances to further their business interests. The book considers other, non-mogul trends: the gradual integration of a world media industry, both across the Atlantic and the Pacific, the emergence of a west European media policy strongly influenced by the advertising lobby and other media industry lobbies and the transformation of Reuters into a super-agency handling both news and financial data. This book should be of interest to students and lecturers of media and communication studies as well as journalists and practitioners within the media industry.

Platform Papers 47: After the Creative Industries - Why We Need a Cultural Economy (Paperback): Justin O'Connor Platform Papers 47: After the Creative Industries - Why We Need a Cultural Economy (Paperback)
Justin O'Connor
R314 Discovery Miles 3 140 Ships in 12 - 17 working days
Bagehot - The Life and Times of the Greatest Victorian (Paperback): James Grant Bagehot - The Life and Times of the Greatest Victorian (Paperback)
James Grant
R547 Discovery Miles 5 470 Ships in 12 - 17 working days

As editor of The Economist, Walter Bagehot offered astute commentary on the financial issues of his day and his name lives on in an eponymous weekly column. During the upheavals of 2007-9, the chairman of the Federal Reserve had the name of this Victorian icon on the tip of his tongue. Banker, man of letters, inventor of the Treasury bill and author of Lombard Street, Bagehot prescribed the doctrines that-decades later-inspired the radical responses to the financial crises.

Glasnost, Perestroika and the Soviet Media (Hardcover, New): Brian McNair Glasnost, Perestroika and the Soviet Media (Hardcover, New)
Brian McNair
R1,053 Discovery Miles 10 530 Ships in 12 - 17 working days


Series Information:
Communication and Society

Public Opinion, the Press, and Public Policy (Hardcover, New): J.David Kennamer Public Opinion, the Press, and Public Policy (Hardcover, New)
J.David Kennamer
R2,893 Discovery Miles 28 930 Ships in 10 - 15 working days

This contributors' volume examines the ways in which public opinion affects public policy via the news media. Insofar as the media represent or characterize the public, they represent or frame policy questions and decisions. They convey--accurately or inaccurately--the overall climate of public opinion to policymakers, and are themselves used as evidence of public opinion by policymakers. This work draws together theory and original research concerning the role of the press in shaping public policy and links the fields of journalism, mass communications, and political science.

This work will be of interest to scholars and practitioners in journalism, communications studies, public policy, government, and political science.

Entrepreneurial Cosplay - Creating Identity, Building Identity, Brand and Business Acumen (Hardcover): Elizabeth Gackstetter... Entrepreneurial Cosplay - Creating Identity, Building Identity, Brand and Business Acumen (Hardcover)
Elizabeth Gackstetter Nichols, Amy C. Lewis, Dave Tomczyk
R4,129 Discovery Miles 41 290 Ships in 12 - 17 working days

Entrepreneurial Cosplay takes a comprehensive and insightful look at the business of cosplay, exploring the ways that artists and fans engage in entrepreneurial and intrapreneurial practices to gain personal and professional success. Centred around the concept of entrepreneurship and the newly emerging concept of intrapreneurship - using entrepreneurial principles to enhance or further an existing concept, organization or product - the book showcases the ways in which cosplayers create new ideas, new ways of working, and new ways of doing things, exploiting their knowledge to create new opportunities. By analyzing the numerous motivations driving cosplay behavior (self-expression, external recognition, and financial gain), this volume provides a unique view of current cosplay practice and its relationship to economic activity. Offering important insight into this emerging area, this book will be of interest to scholars seeking to learn how entrepreneurial and economic models may be used to understand the emerging field of cosplay studies, as well as students and scholars working in the fields of Entrepreneurship, Business, Fan Studies, Visual Art Studies, and Gender Studies.

Real-World Media Ethics - Inside the Broadcast and Entertainment Industries (Hardcover, 2nd edition): Philippe Perebinossoff Real-World Media Ethics - Inside the Broadcast and Entertainment Industries (Hardcover, 2nd edition)
Philippe Perebinossoff
R4,456 Discovery Miles 44 560 Ships in 12 - 17 working days

Is it ethical to pass yourself off as black if you are Caucasian, as Rachel Dolezai, the president of a local chapter of the NAACP, did in 2015? Was it ethical for Donald Sterling, the former owner of the NBA team, to use racially inflammatory language? Is it ethical to exaggerate or fabricate the importance of one's role, as Brian Williams apparently did when he anchored the NBC nightly news? Is it ethical for a journalist to pay a source for a story, tips, and photos, as TMZ, Gawker and others do regularly? The above questions as well as other questions definitely illustrate the need for studying ethics. Real-World Media Ethics provides a wide showcase of real ethical issues faced by professionals in the media field. Numerous case studies allow readers to explore multiple perspectives while using realistic ethical principles. This book includes the basics in ethical journalism, as well as the tools to navigate through the landscape of mass media such as public relations, entertainment and other forms of visual communication. The second edition has been updated to encompass globalization, new media platforms, current copyright issues, net neutrality, sports ethics, and more. An accompanying companion website provides additional interviews demonstrating ethical principles in practice. Being a former ABC executive, author Philippe Perebinossoff gives readers an inside look at circumstances with an ethical, experienced eye.

The Decline of Public Access and Neo-Liberal Media Regimes (Hardcover, 1st ed. 2020): Brian Caterino The Decline of Public Access and Neo-Liberal Media Regimes (Hardcover, 1st ed. 2020)
Brian Caterino
R2,663 Discovery Miles 26 630 Ships in 12 - 17 working days

This book examines the reasons behind the declining fortunes of public access channels. Public access, which provided perhaps the boldest experiment in popular media democracy, is in steep decline. While some have argued it is technologically outmoded, Caterino argues that the real reason lies with the rise of a neo-liberal media regime. This regime creates a climate in which we can understand these changes. This book considers the role of neo-liberalism in transforming notions of public obligations and regulation of media that have impacted non-profit media, specifically public access. Neo-liberalism has tried to eliminate public forums and public discourse and weakens institutions of civil society. Though social media is often championed as an arena of communicative freedom, Caterino argues that neo-liberalism has created a colonized social media environment that severely limits popular democracy.

The Communications Industries in the Era of Convergence (Paperback): Catherine E. A. Mulligan The Communications Industries in the Era of Convergence (Paperback)
Catherine E. A. Mulligan
R1,610 Discovery Miles 16 100 Ships in 12 - 17 working days

This book provides a unique view of the evolution of these industries, drawing out how technology and economic forces have worked together to create platforms around which different companies interact. Through identifying the key aspects of this evolution over the past decades, the author is able to put forward a unique view of the emerging industrial structure of the communications industries - the formation of an Information-Driven Global Commodity Chain, one that holds both incredible promise and challenges for our world.

The Language of ICT - Information and Communication Technology (Hardcover): Tim Shortis The Language of ICT - Information and Communication Technology (Hardcover)
Tim Shortis
R2,784 Discovery Miles 27 840 Ships in 12 - 17 working days

The Language of ICT: * explores the nature of the electronic word and presents the new types of text in which it is found * examines the impact of the rapid technological change we are living through * analyses different texts, including email and answerphone messages, webpages, faxes, computer games and articles about IT * provides detailed guidance on downloading material from the web, gives URLs to visit, and includes a dedicated webpage * includes a comprehensive glossary of terms.

Fan Phenomena: Disney (Paperback, New edition): Sabrina Mittermeier Fan Phenomena: Disney (Paperback, New edition)
Sabrina Mittermeier
R683 R636 Discovery Miles 6 360 Save R47 (7%) Ships in 9 - 15 working days

Fan Phenomena: Disney collects essays on Disney fans, spanning a variety of media (such as film, television, novels, stage productions and theme parks) and different fannish approaches (cosplay, fan art), as well as the company's reactions to them. It is a timely intervention that deals with crucial issues such as race and racism within the Disney fandom and in Disney texts, the role of queerness, the impact of the Covid-19 pandemic and the advent of the streaming service Disney+. The authors come from variety of disciplines, such as cultural and media studies, marketing and communications, cultural history or theatre and performance studies, and include both leading experts in fan and Disney studies, as well as emerging voices in these fields, plus interviews with fan practitioners. It will be popular with scholars of cultural studies, cultural history, media studies, fan studies; Disney fans, and students at any level

Story Money Impact: Funding Media for Social Change (Paperback): Tracey Friesen Story Money Impact: Funding Media for Social Change (Paperback)
Tracey Friesen
R1,296 Discovery Miles 12 960 Ships in 12 - 17 working days

Story Money Impact: Funding Media for Social Change by Tracey Friesen is a practical guide for media-makers, funders, and activists who share the common goal of creating an impact with their work. Today, social-issues storytellers are sharpening their craft, while funders with finite resources focus on reach, and strategic innovators bring more robust evaluation tools. Friesen illuminates the spark at the core of these three pursuits. Structured around stories from the front lines, Story Money Impact reveals best practices in the areas of documentary, digital content, and independent journalism. Here you will find: * Twenty-one stories from people behind such powerful works as CITIZENFOUR, The Corporation, Virunga, Being Caribou, Age of Stupid, and Food Inc. * Six key story ingredients for creating compelling content. * Six possible money sources for financing your work. * Six impact outcome goals to further your reach. * Seven practical worksheets for your own projects. * A companion website located at www.storymoneyimpact.com containing up-to-date information for those seeking the tools and inspiration to use media for social change.

Imperfect Union - A Father’s Search for His Son in the Aftermath of the Battle of Gettysburg (Paperback): Chuck Raasch Imperfect Union - A Father’s Search for His Son in the Aftermath of the Battle of Gettysburg (Paperback)
Chuck Raasch
R595 R487 Discovery Miles 4 870 Save R108 (18%) Ships in 9 - 15 working days

On the first day of the Battle of Gettysburg in July 1863, Union artillery lieutenant Bayard Wilkeson fell while bravely spurring his men to action. His father, Sam, a New York Times correspondent, was already on his way to Gettysburg when he learned of his son’s wounding but had to wait until the guns went silent before seeking out his son, who had died at the town’s poorhouse. Sitting next to his dead boy, Sam Wilkeson then wrote one of the greatest battlefield dispatches in American history. This vivid exploration of one of Gettysburg’s most famous stories - the story of a father and a son, the son’s courage under fire, and the father’s search for his son in the bloody aftermath of battle - reconstructs Bayard Wilkeson’s wounding and death, which have been shrouded in myth and legend, and sheds light on Civil War-era journalism, battlefield medicine, and the "good death."

Media Across Borders - Localising TV, Film and Video Games (Hardcover): Andrea Esser Media Across Borders - Localising TV, Film and Video Games (Hardcover)
Andrea Esser; Series edited by Daya Thussu; Edited by Iain Robert Smith, Miguel A. Bernal-Merino
R4,595 Discovery Miles 45 950 Ships in 12 - 17 working days

What happened when Sesame Street and Big Brother were adapted for African audiences? Or when video games Final Fantasy and Assassins' Creed were localized for the Spanish market? Or when Sherlock Holmes was transformed into a talking dog for the Japanese animation Sherlock Hound? Bringing together leading international scholars working on localization in television, film and video games, Media Across Borders is a pioneering study of the myriad ways in which media content is adapted for different markets and across cultural borders. Contributors examine significant localization trends and practices such as: audiovisual translation and transcreation, dubbing and subtitling, international franchising, film remakes, TV format adaptation and video game localization. Drawing together insights from across the audiovisual sector, this volume provides a number of innovative models for interrogating the international flow of media. By paying specific attention to the diverse ways in which cultural products are adapted across markets, this collection offers important new perspectives and theoretical frameworks for studying localization processes in the audiovisual sector. For further resources, please see the Media Across Borders group website (www.mediaacrossborders.com), which hosts a 'localization' bibliography; links to relevant companies, institutions and publications, as well as conference papers and workshop summaries.

Antitrust and New Media (Hardcover): Miguel De Avillez Pereira Antitrust and New Media (Hardcover)
Miguel De Avillez Pereira
R6,857 Discovery Miles 68 570 Ships in 10 - 15 working days

This is the first publication of AIJA's Antitrust Sub-Commission of the International Business Law Standing Commission. The book is the result of the reports from 20 different jurisdictions for the working session organized by the Antitrust Sub-Commission during the Annual Congress of AIJA in Sydney in September 1998. The reports were based upon a questionnaire prepared by the General Reporter and Editor and generally reflect legislation up until January 1999. The purpose of this book is to discuss the critical issues in applying antitrust laws to the media sector, having in mind three main issues, namely deregulation and convergence in the media industry worldwide, the effect of antitrust laws on the new media environment, and the balance between sector-specific regulation and antitrust rules.

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