Questioning media management scholarship: four parables about how to better develop the field. Issue 2 (2nd April 2016)

• Record Type: Journal Article
• Authors: Picard, Robert G.; Lowe, Gregory Ferrell
• Is Part Of: Journal of media business studies. Volume 13:Issue 2(2016)
• Page Start: 61
• Page End: 72
• Publication Date: 2016-04-02
• Subjects: Media management -- scholarship -- multidisciplinary -- theorisation -- methodology -- intellectual development; Mass media and business -- Periodicals; Mass media and business; Periodicals; 302.23
• DOI: 10.1080/16522354.2016.1176781
• Languages: English
• ISSNs: 1652-2354

Abstract

ABSTRACT: Media management scholarship has achieved increasing maturity in recent years. While acknowledging significant accomplishment, the essay provides a critical assessment to stimulate discourse in the field about what is needed to achieve next stage development in theorisation and relevance for practice. The authors present four parables to illustrate the importance of what they suggest: (1) benefitting societies as well as media industries, and thus more carefully considering our intended role as researchers and educators, (2) building theory that is multidisciplinary and of broader relevance in the social sciences, (3) broadening the methods we employ in research, and (4) challenging ourselves and our students to be more ambitious in our commitments and intentions.