Building Theories of Creative Industry Managers
Building Theories of Creative Industry Managers
Challenges, Perspectives, and Future Directions
This chapter addresses the challenges in developing broad theoretical paradigms for studying media managers, given scholars' lack of access to these professionals, the role of “spin” in framing managerial decisions, and the ever-shifting nature of cultural production. Project-by-project changes in players, objectives, and pitfalls require managers to adopt new managerial strategies in each new context. As a result, the chapter struggles with media studies' need to develop a coherent set of meanings for media management. It recognizes that while this goal is often hindered by the managerial cultures scholars seek to explain, the project itself can still be productive in terms of generating multiple discourses about media management. The chapter challenges media scholars to go beyond individual case studies and identify the broader applicability and significance of their findings.
Keywords: media managers, managerial strategies, cultural production, media studies, media management, media scholars
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