商品詳細

This textbook offers a comprehensive introduction to the dynamic and rapidly evolving field of media entrepreneurship. Media entrepreneurship involves envisioning, producing, and launching meaningful and innovative - often digital-first - projects and ventures that create value through content, platforms, and audience engagement. The identification and management of entrepreneurial opportunities, risk-taking, and innovation-oriented mindsets and behaviours drive these activities. This book introduces readers to foundational concepts and theoretical approaches that define media entrepreneurship, describing its many facets as both an academic field of study and a real-world social practice. It also shows how creators and entrepreneurs develop ideas, grow audiences, and generate revenue in today's digital media economy.
Designed for students, innovation-oriented managers, and aspiring founders, the book fosters critical thinking and problem-solving while helping readers anticipate and prepare for the unique challenges and experiences they will encounter in their future careers as media professionals and potential entrepreneurs.