The Media Economy analyzes the media industries and its activities from macro to micro levels, using concepts and theories to demonstrate the role the media plays in the economy as a whole. Representing a rapidly changing and evolving environment, this text breaks new ground through its analysis from two unique perspectives 1 Examining the media industries from a holistic perspective by analyzing how the media industries function across different levels of society global, national, household, and individual 2 Looking at the key forces technology, globalization, regulation, and social aspects constantly evolving and