3. Management of Media Organization
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This chapter deals with different dimensions of media organization management. The transfer of successful managerial practices from the private to the public sector is an important approach used by modern media organizations. Media management is distinctive also in ethical dilemmas that are obvious also in television organizations.
Any organized community of people (organization) needs to be constantly administered and managed, regardless of its formal structure (private or public corporation, institution, association) or its size and the socio-political arrangement in which it operates and develops. This fact has never been disputed. However, most of those who have studied organizational issues from a scientific or political point of view paid most attention to the analysis and content of two primary organizational functions, that is, management and administration of organizations in concrete political and economic circumstances. Studies of management and administration date back to the golden age of classical scientific management, to the time of the development and use of classical administrative management, and the period of bureaucratic and organizational models based on behavioural science. They also continued at the time of the emergence of modern organizational structures based on the system theory, cybernetics, logistics, ergonomics, sociology, psychology, praxeology, information theory, and computer technology (Albarran, 2002; Pringle, 1999; Anželj, 2002).
There exist various definitions of management. For the study of management in electronic media, Pringle (1999: 3) uses a definition that describes management as »the process of planning, organizing,...
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