Call for special issue contributions on Transforming Audiences and Transforming Media Management (Budapest Management Review)

Working Group 2 is pleased to announce the Call for Papers to a special issue on Transforming Audiences and Transforming Media Management in cooperation with the Budapest Management Review.

Transforming audiences and transforming media management…

How to manage media companies when audiences are under transformation?

Within the Cost Action IS0906, Transforming Audiences, Transforming Societies, Working Group 2 focuses on audience interactivity and participation. Cross media production and audience involvement belong to the main areas of interest, topics include, among others, the changing role of audiences influencing the management of media companies; media uses, appropriations that are challenging cross media production processes; trends of audience fragmentation and disappearing audience. The general trends of audience transformation are influencing the management and economics of media companies (including public and private media organizations) and it has to be understood and part of the academic research as well. On the other hand participating audiences are changing media market value chain; co-creators, produsers and prosumers as audiences appear, so the special focus on participation in managerial context is emphasized as well. We are facing organizational challenges in media companies in the era of transforming / disappearing / changing audiences. The usage of audience data and metrics beside traditional audience measurement information has to be handled and renewed; methodological innovations in audience research in use of better media / marketing management became crucial. There is a need to highlight and study the strategies of media companies when audiences become actors.

The special issue wants to give room for audience focused studies connected to media management literature. The first and wider aim is to have a general focus on audience transformation and media management, besides providing place and time to studies and articles with more targeted focus on audience participation and its effect on media management issues. Both theoretical and empirical papers are welcome if they provide managerial implications on audience transformation, participation and challenges of media market players in the era of mediatized public audience. Editors seek for contributions from academics in social sciences and the humanities, as well, drawing particular attention to social aspects of audience transformation, involvement and participation.

Important Dates:

Abstracts (600-800 words and to include author’s professional status and institutional
affiliation) submission: December 15th 2012
Notifications of abstract acceptance: 10th January 2013
Full manuscript submission: 30th March 2013

Submissions (abstracts and full manuscripts), in English, should be sent electronically as Word documents (Times New Roman, font size 12, line spaced 1,5) to Mihály Gálik (email: and Nóra Nyirő (email:

In case of any question please do not hesitate to contact the guest editors:
Nóra Nyirő:
Mihály Gálik:

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