摘要
In this paper, the resaerchers analyze phenomenology of competitiveness in media communication market which is being observed as a theoretical, cultural, communicative, and social process of relationship of mass media industries and profit-oriented economy. The impact of globalization, government regulation, and technology has put attention to the importance of media not only as information and entertainment resources but also as economic units. The objective of economic units is to maximize profit; production costs must be lower than income from sales. Also, media must cover their costs and create returns to be able to develop respectively invest in new sources like employees, technology, marketing, etc.. In the article we will focus on economic problems which are specific for mass media, media industry, and media market. We define factors that significantly influence the reasoning behind profit orientation of institutions in public interest.
