The study uses a comparative-historical perspective to examine the practice of state advertising in the Hungarian media by looking at the relevant practices of three governments. Using previous economic and political theoretical assumptions and data on Hungarian state advertising between 2006 and 2017, we argue that state advertising is a powerful tool of political favouritism as well as an instrument of market distortion, censorship and building an uncritical media empire aligned with the government. This practice can be viewed as part of a broader set of instruments deployed by illiberal states and hybrid political regimes to consolidate their hold on power.
Mobile media are not a new phenomenon. In the media history consumers always searched for the possibility to kill time while they are mobile and certain products and devices were used for this purpose (printed media, portable radio, MP3, game consoles, etc.). But in the case of television mobility is not usual at all. Due to the technological deployment television services offered on mobile phones are already available, but the market potential is uncertain. There are different technologies and mobile operators try to find the business models that best fit these technologies. The supply chain of mobile television involves market players of different markets (e.g. content production, broadcasting, mobile market). The way and level of vertical integration depends on the ability of these companies to exploit theirs core competences. The real question if the consumers really need mobile television services or it is only just a new revenue-generating service pushed by the operators. Several findings of the pilot projects are available and there are some really surprising results. The main aim of the paper is to give an overview about the potential market demand for mobile television services. Even it is a new service, some speculative predictions can be made based on the current media consumption patterns. Although the business models and the technological background are also crucial, the real question is who, when, and where will watch television on mobile devices and which genres/programs will be the most popular.
No abstract
The study is based on data from a representative survey conducted in Hungary in 2020, which examined the public’s consumption of political and public information. Using the survey data, the authors attempt to map the consumption patterns of the Hungarian audience, with a special focus on the relationship between party preferences and the consumption of the various news sources with different ideological backgrounds. The research aims to better understand the phenomenon of polarisation, which is increasingly observed on both the supply and demand sides of the Hungarian news media. The focus of the study is to examine news consumption patterns in Hungary and the relationship between political polarisation and news consumption. The authors analysed the prevalence of information bubbles in the Hungarian public sphere, where consumers are only exposed to the views of one political side without being confronted with information or opinions that differ. Particular attention is paid to a special category of the Hungarian media system, the grey-zone media; they might seem to contribute greatly to the pluralism of the media system, but they are, in fact, strongly politically dependent. In addition to the identified news consumption patterns, the study aims to shed light on the importance and problematic nature of this grey-zone media category and to reveal how deeply the Hungarian public is actually dependent on the government.
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