Abstract
Media industry went through two crises in XXI century and the last one is labeled as “structural”. Firstly it concerns the print media which have to develop a new business model in the Internet age. The owners, editors and researchers suggested several concepts how the print media industry could override the crises. While the print media in Western countries mostly declines the ethno-cultural media feel more stable but still face the challenges of the Internet age. Despite increased scholarly attention to ethnic media, the management of ethnic media has not been explored in a comparative way. In this article we discuss the complex of problems the owners and editors of Russian-language newspapers published in modern Germany handle with and compare their view of media crises with the discussion within editors of national print media. The study based on semi-structured interviews with publishers of Russian-language print media points at similarities and differences between national and ethno-cultural press. The ethno-cultural print media particularly face similar problems, hence, the specific nature of this segment of the media market influences decisions made by media managers. DOI: 10.5901/mjss.2015.v6n6s2p68
Highlights
Ethno-cultural media today occupy an important place in the media market in many developed countries
The management of ethnic and cultural media, to which we refer all the different types of media to the audience segmented along ethnic, linguistic, cultural principle – diasporal, immigrant, minority etc. – studied to a lesser extent, in relation to European cases (Knobloch-Westerwick & Coates 2006, Jin & Kim 2011, Moran 2006)
Media producers are explored in the context of institutional structures and main scholar attention is paid to the media content; ethnic media users; and the societal context of audiences and producers (Johnson, 2010)
Summary
Ethno-cultural media today occupy an important place in the media market in many developed countries. In some cases researchers have ever stopped talking about them as minority media. The management of ethnic and cultural media, to which we refer all the different types of media to the audience segmented along ethnic, linguistic, cultural principle – diasporal, immigrant, minority etc. Media producers are explored in the context of institutional structures and main scholar attention is paid to the media content; ethnic media users; and the societal context of audiences and producers (Johnson, 2010). Ethnic marketing forms a separate research field and represents Economic studies rather than Media studies (Block & Kouba 2006; Kumanyika 2008; Korgaonkar, Petrescu & Karson, 2015)
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