nep-cul New Economics Papers
on Cultural Economics
Issue of 2014‒01‒10
eight papers chosen by
Roberto Zanola
Universita' del Piemonte Orientale Amedeo Avogadro

  1. The dilemma of electronic books in the mobile age in Taiwan By Tseng, Kuo-Feng
  2. Properties of the addressee In the speech genre “reader’s letter to the newspaper” By Elena A. Nikishina
  3. From hybrid TV towards transmedia: Recent marketing advances of the New Media developments By Hsu, Wen-yi; Shih, Stone
  4. Complement or substitute? The internet as an advertising channel, evidence on advertisers on the Italian market, 2005-2009 By Gambaro, Marco; Puglisi, Riccardo
  5. Opportunities and challenges for converged platform for audio-visual and data services in 470-790 MHz UHF broadcasting band By Shi, Lei; Sung, Ki Won; Zander, Jens
  6. The role of ICT and mass media in post-disaster restoration and recovery progress: A case of the Great East Japan Earthquake By Mitomo, Hitoshi; Otsuka, Tokio; Jeon, Stefan Y.; Cheng, John W.
  7. The media and ICT industries meet the new normal: Resilience lessons for high uncertainty By Longstaff, P. H.
  8. The digital complexity in destination branding: the case of Portugal as tourism destination By Oliveira, Eduardo

  1. By: Tseng, Kuo-Feng
    Abstract: As the voice profits of the mobile phone companies continuously decline in Taiwan, they need to find other revenues from the digital contents to survive in the mobile age. The mobile phone companies had created several online platforms to sell digital video, music and books. Especially in the past two years, as more and more customers had the big screens of portable tablet PC or smart phones, the sale of the e-books becomes the major marketing strategy to promote the penetration of smart phones in Taiwan. However, few e-books were available in the mobile online platforms in the past few years, so this study conducted the survey of the book publishing industry to understand the major factors. The results show: first, few copyrights of the popular oversea books are available; second, only the book conglomerate are willing to take the risk to launch the e-book services; third, currently the sales of the e-books are not able to compensate the costs; fourth, there is no such a platform to let all kind of e-books available in Taiwan. --
    Keywords: e-book,digital book,business model,industry survey,mobile device
    Date: 2013
  2. By: Elena A. Nikishina (National Research University Higher School of Economics)
    Abstract: In the article, properties of the addressee in the genre “letter to the newspaper” in the Soviet Union and in the emigration society are considered. As the data show, the most important for the issue under analysis is to distinguish the following three types of the addressee: the mass addressee, the formal addressee, and the principal one. The mass addressee includes the whole readership of the newspaper. The formal one is the editor-in-chief of the newspaper who the author of the letter addresses just to observe the courtesy norms. By the principal addressee I mean the person or the group of people whose attention or reaction is really important for the author and who are mentioned in the body of letter. Throughout the article I show in which manner these three types of the addressee interact and which language mechanisms serve to introduce them, the particular attention being given to the differences between the letters to the Soviet and to the emigrate newspapers. One of the important conclusions I draw in the end of the article is that the presence of the mass addressee in letters to newspapers leads to substantial shifts in communicative purposes of specific types of letters
    Keywords: letters to newspapers, properties of author and addressee, indirect addressee, illocutionary purpose, genre of discourse, linguistic properties of letters to newspapers, mass communication, courtesy forms
    JEL: Z19
    Date: 2013
  3. By: Hsu, Wen-yi; Shih, Stone
    Abstract: Large broadcasters and independent media companies are already aware of the global developments in transmedia storytelling and understand that this is the trend (Gambarato, Renira R., 2012). In Taiwan, the HwaCom New Media project started with a government funded HbbTV development project, and then turned into a transmedia trial. The Fun Travel infrastructure has been built since June, 2013. The HwaCom Systems, Inc. establishes alliances to gain access to other firms' valuable resources. This study focuses on single case and tries to provide an exploration of how strategic alliances help the HwaCom New Media project achieve resource combinations through the resource-based theory of strategic alliances. To facilitate this study, direct observations and a focus group interview were conducted to explore some insights of this trial case... --
    Keywords: complementary resources,Hybrid Broadcast Broadband Television (HBBTV),resource-based theory of strategic alliances,The HwaCom Systems,Inc.,transmedia storytelling (TS)
    Date: 2013
  4. By: Gambaro, Marco; Puglisi, Riccardo
    Abstract: During the last decade the internet has been the fastest growing segment in advertising. Exploiting Nielsen data, we analyze the advertising pattern displayed by the population of organizations (i.e. companies, non-profit institutions and public entities) that were active on the Italian national market during the period 2005-2009. Some reduced form evidence shows that - during this time period - smaller firms increased their ads investment on newspapers, magazines cinema comparatively more than larger firms. Radio and the internet display an opposite pattern, whereas are larger firms increasing their expenses more than smaller firms. In the lack of firmspecific output data, we also estimate a homothetic advertising cost function for different subsets of the sample. We find that media segments are (loose) substitutes, in that the estimated cross-price elasticities are positive but decidedly less than one. --
    Keywords: Advertising,Internet,Media Substitution
    JEL: L2 L82 L86
    Date: 2013
  5. By: Shi, Lei; Sung, Ki Won; Zander, Jens
    Abstract: In this paper, we will investigate the potential opportunities and challenges for deploying a converged platform in the UHF Broadcasting band (470-790 MHz) to replace the legacy systems and provide terrestrial audio-visual and dataservice. As recent development shows, both mobile broadband and terrestrial broadcasting (DTT) now overlap to offer audio-visual services to customers. Whereas DTT is designed only for audio-visual content, mobile broadband systems are converged all-IP platforms that may carry a multitude of services in unified and device-agnostic way. DTT used to be highly effective, when the task was to distribute a few TV channels to large audiences. However, for the rapidly increasing long-trail of niche television channels, each with diminishingly few viewers, DTT is no longer an efficient way of using the spectrum. Progressively re-farming of the UHF broadcasting band for more flexible and efficient use, is high on the list of discussion items in the upcoming World Radio Conference 2015, it is highly relevant to evaluate this option with a holistic view. This paper will present findings from the analysis of the inherent strengths and weaknesses of mobile and broadcasting industries in their new roles in the converged ecosystem. Detailed discussions are focused on identifying the possible benefits and threats from the perspectives of the broadcasters, mobile network operators, digital terrestrial network operators and the society as a whole. Overall we consider such a converged platform is a win-win solution for most of the stakeholders thanks to the increase in spectrum and network efficiency and flexibility improvement in the all-IP network. Nevertheless, there are still challenging issues to be addressed, such as the compensation and new business model for the digital terrestrial network operator and ensuring the quality of service for audio-visual content delivery in cellular network. --
    Keywords: Convergence,DTT broadcast,mobile broadband,UHF broadcasting band
    Date: 2013
  6. By: Mitomo, Hitoshi; Otsuka, Tokio; Jeon, Stefan Y.; Cheng, John W.
    Abstract: The aim of this study is to investigate how the use of Information and Communication Technology (ICT) and mass media can motivate people in the disaster area to recover from the Great East Japan Earthquake with empirical data. Both ICT and mass media have played an important role after the disaster. While ICT has provided an effective way for information collection and dissemination, at the same time, the mass media has provided a reliable information source. Therefore, in order to examine the effects from the perspective of both the ICT and mass media, two different models are used. The first model examines the role of online civic participation driven by the use of ICT and mass media to see if it can create benefits offline from the perspective of social capital development. The second model investigates the effects of the use ICT and mass media on people's perception on the disaster and their intension on future recovery actions from the perspective of the cultivation theory from mass media studies. --
    Date: 2013
  7. By: Longstaff, P. H.
    Abstract: This paper puts together some of the author's previous work on the concept of resilience. It is appropriate for general readers with no background in the topic. It provides abbreviated theoretical foundations for business resilience, including a brief discussion of business organizations as complex adaptive systems and lists their important attributes. This is followed by a short discussion of resilience characteristics that are seen in multiple systems and are an important for systems that must operate under high uncertainty. Resilience strategies are distinguished from resistance strategies, the costs and benefits of both are discussed. Two different types of resilience are identified: static resilience and adaptive resilience. The paper concludes with strategic and tactical recommendations for communication businesses. --
    Date: 2013
  8. By: Oliveira, Eduardo
    Abstract: Tourism destinations are demanding strategic thinking and dynamic methods to address the contemporary digital challenge. The application of information communication technologies (ICTs) by tourism destinations, when correctly articulated with a destination branding strategy, could be a driving force to improve their strategic positioning, competitiveness, image and to optimise the benefits they derive from tourism. The novelty of this paper lies in the strategic approach to the digital complexity in destination branding by researching developments in branding Portugal as a tourism destination. A content analysis and text mining were applied as research methodology. Perceive how tourism-oriented promotional channels characterize destination Portugal, and further discuss the best branding strategies, is a central element along the study.
    Keywords: content analysis, destination branding, digital, Portugal, strategy, text mining
    JEL: M31
    Date: 2013–12–10

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