The dual structure of global media networks in the communication and advertising industries: Interorganizational linkage and geographical dispersion

• Main Author: Chon, Bum-Soo
• Format: Dissertation
• Language: English
• Published: ProQuest Dissertations & Theses 01-01-2002
• Subjects: Mass communications; Mass media
• ISBN: 9780493531380; 0493531386

The purpose of this dissertation are (1) to describe the dual structure of global networks in three media industries; entertainment, telecommunication and advertising, (2) to examine the relationships between dual networks; interorganizational and geographical dispersion networks, and (3) to identify geographical, cultural and industrial factors that have contributed in shaping the structure of global media networks. First, using network analysis, this dissertation attempted to describe the structure of the global media networks in terms of interorganizational and spatial networks in three media industries. The results of the multiple network analyses revealed that (1) there were significant differences in the positional structures of global media networks among entertainment, telecommunication and advertising industries. Each industry has distinct structural patterns in terms of both interorganizational and geographical dispersion networks, and (2) each structure of the two networks in each industry were differently related to regional or cultural factors, and type of industries. Second, in the case of the relationships between the interorganizational and geographical dispersion networks in three media industries, the QAP analyses revealed structural similarities between both networks in the entertainment and advertising industries. The results suggest that there was a similar relationship between making linkages with other companies and the way in which they invest in other countries. In contrast, there were not any relationships between two networks in the telecommunication industry. Finally, the results of multiple regression analyses identified what kind of geographical, cultural and industrial factors have contributed in shaping the structure of global media networks. The effects of those factors on global networks in media industries were quite variable.