"Balancing on the Wire" provides a synthesis of management, motivation and communication theory, and
techniques for advanced undergraduate and graduate students in journalism and mass communication courses in media
management.
"Balancing on the Wire" is designed to be the primary text for a course on media management or journalism
administration, as well as a supplementary text in other courses that include media management topics. The text
focuses on organizational management specifically within journalism producing mass media organizations. It brings
the dynamic world of media management to life for a very different audience -- students, both those who will become
managers and those who will be managed by them. Provides a wide range of in-depth material used by media managers
every day. No current text covers all that needs to be addressed in a course on managing media organizations. Media
Management does.
Table of Contents
Introduction
Part 1: The Media Industries: Their Rise and Management Environment
1. The Rise of the American Media Model
2. Managing in a Media Environment
Part 2: Individuality in the Organizational Context
3. Human Influences on Media Organizations
4. Equity, Expectancy, and Climate Factors
5. Media Organization Effectiveness
Part 3: Media Manager Skills Development
6. Communication and Power
7. Leadership
8. Understanding and Applying Strategy
9. Media Organization Finance
Part 4: The Business Strategic Side of Media Management
10. Audience Theory and the Concept of "Demassification"
11. Organization Decline: Causes and Remedies
Part 5: Law and the Media Manager
12. First Amendment, Libel, and Privacy
13. Advertising, Obscenity, Copyright, an News Gathering
14. Regulating the Electronic Media
15. Contract and Employment Law
