Format in mass communications: an industrial approach

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Mikhail I. Makeenko

PhD in Philology, Associate Professor at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia


Section: Media Economics

In this article the author presents the definition of concept and use of format with the so called industrial approach. Within this approach format is understood as mostly management and marketing instrument contributing to sales and promotion as well as organization of more efficient and higher-quality production of communication products and services.

Keywords: format, media industry, standards, differentiation