"СМИ и группы специальных интересов" (научный семинар ЛИА)
Докладчик: М. Петрова (Гарвардский университет)
Media revenues are an important determinant of media behavior: news coverage depends on the preferences of subsidizing groups. I develop a theoretical model of the interaction between advertisers, special interest groups, and media outlets. Media outlets face a trade-off between, on the one hand, a larger audience and less biased content (and thus lower contributions from special interest groups), and, on the other hand, a smaller audience and more biased content. I find that high advertising revenues decrease political media bias, as in this case media can rely.on advertising revenues, not on the subsidies by political parties or special interest groups. To illustrate theoretical findings, I provide empirical analysis of political affiliations of the American newspapers in XIX century. The results confirm that the development of advertising had a positive effect on the growth of independent press.
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