- Strategy is defined as a coherent set of actions, based on analysis, intended to achieve sustainable competitive advantage.
- External forces such as technological innovation, regulatory shifts, and changing consumer behaviour are the core drivers of media change.
- Strategic management involves three main levels:
1. Corporate-level strategy – defining the overall scope and direction of the company.
2. Business-level strategy – deciding how to compete in specific markets or sectors.
3. Functional-level strategy – ensuring activities in areas like production, marketing, and distribution support higher-level goals.
- Creativity and innovation are critical because *content is both the differentiator and the core value proposition* in media.
- Convergence of media platforms blurs traditional market boundaries, creating both opportunities and threats.
- Digital transformation forces organisations to rethink business models — moving from advertising-driven to hybrid or subscription models.
- Audience fragmentation requires more targeted and data-driven approaches to content creation and distribution.
- Leaders must balance the editorial mission with commercial imperatives while maintaining brand trust.
- The book argues that successful strategy in media depends on combining rigorous analysis with a deep understanding of audiences and an organisational culture that embraces change.
- Qualitative research is a systematic approach that aims to understand social reality by exploring the meanings and experiences people attach to their lives.
- It is rooted in interpretivist and constructivist traditions, focusing on how people make sense of the world.
- This book provides both a philosophical foundation and practical guidance for conducting qualitative studies.
- Qualitative research is essential when the goal is *depth of understanding*, not numerical generalisation.
- The author stresses *reflexivity*: researchers must be aware of their own role in shaping data and interpretations.
Page 2 – Key Features and Comparisons
- Unlike quantitative research, which measures variables, qualitative research seeks to explore processes, contexts, and meanings.
- Data types include interviews, observations, documents, and visual materials.
- Methods discussed in this edition range from grounded theory and ethnography to case studies and narrative analysis.
- Sampling in qualitative research is often purposive or theoretical, selecting cases that are most informative for the research question.
- Validity and reliability in qualitative research are reframed as credibility, transferability, dependability, and confirmability.
Page 3 – The Research Process
- The steps of qualitative research include:
1. Formulating a research question that addresses *how* and *why* aspects.
2. Selecting an appropriate qualitative approach based on the research problem.
3. Collecting rich, detailed data through methods like in-depth interviews or participant observation.
4. Analysing data by identifying patterns, themes, and categories.
5. Presenting findings with narratives, quotations, and interpretations that remain faithful to participants’ voices.
- Ethical considerations are central: informed consent, confidentiality, and respect for participants are non-negotiable.
- Qualitative research is an iterative process, where design and analysis often evolve together.
- Ultimately, the purpose is to generate meaningful, context-.sensitive insights that can inform theory, practice, and policy
1. **Strategic management is about aligning organizational objectives with changing environments.**
2. **Media organizations face a dual challenge: creativity and commerce.**
3. **Core competencies give a sustainable competitive advantage in media markets.**
4. **Strategic vision must balance editorial integrity with financial sustainability.**
5. **The media industry operates in a high-velocity, uncertain environment.**
6. **Convergence has blurred boundaries between different media sectors.**
7. **Digital disruption forces legacy media to rethink business models.**
8. **Audience behavior is shifting from passive consumption to active participation.**
9. **Brand identity is a strategic asset for media companies.**
10. **Diversification reduces risk in volatile media markets.**
11. **Strategic alliances can expand reach and capabilities without full integration.**
12. **Leadership in media requires both creative insight and managerial discipline.**
13. **Innovation is not optional; it is a survival imperative.**
14. **Globalization creates opportunities but also intensifies competition.**
15. **Content is the core product, but distribution determines impact.**
---
## 📄 صفحه 2 — An Introduction to Qualitative Research (Uwe Flick)
1. **Qualitative research seeks to understand meanings, not just measure variables.**
2. **Reality is socially constructed through interaction and language.**
3. **The researcher's role is active in co-constructing knowledge.**
4. **Sampling in qualitative research is purposive, not random.**
5. **Validity in qualitative research depends on credibility and trustworthiness.**
6. **Triangulation enhances the depth and accuracy of findings.**
7. **Interviews are the most common method of qualitative data collection.**
8. **Observation allows immersion into the participants' context.**
9. **Data analysis involves coding, categorizing, and finding themes.**
10. **Grounded theory generates theory from systematic data.**
11. **Case study research offers in-depth understanding of a specific instance.**
12. **Ethics in qualitative research focus on informed consent and confidentiality.**
13. **Reflexivity requires the researcher to examine personal bias.**
14. **Qualitative research values depth over breadth of information.**
15. **Interpretation is a central process in making sense of data.**
---
## 📄 صفحه 3 — Cross-cutting Key Phrases for Exam Recall
1. **Strategy links resources to long-term goals.**
2. **The media landscape is shaped by technology, regulation, and culture.**
3. **Qualitative inquiry explores the ‘why’ and ‘how’ of phenomena.**
4. **Sustainable advantage in media comes from unique, hard-to-imitate capabilities.**
5. **Research design must align with research questions.**
6. **Digital platforms redefine audience metrics and engagement.**
7. **Context is essential in interpreting qualitative findings.**
8. **Strategic flexibility allows adaptation to disruptive change.**
9. **Narratives and stories are both media products and research data.**
10. **Ethnography immerses the researcher in participants’ daily life.**
11. **Change management is critical in media transformation.**
12. **Qualitative validity emphasizes authenticity of participants’ voices.**
13. **Visionary leadership anticipates industry shifts before they occur.**
14. **Meaningful analysis moves from raw data to theoretical insight.**
15. **In both strategy and research, clarity of purpose drives success.**