Re-productization of media
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Journal Title
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School of Business |
Master's thesis
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Authors
Date
2022
Department
Major/Subject
Mcode
Degree programme
Information and Service Management (ISM)
Language
en
Pages
71
Series
Abstract
During the past 20–30 years, all relevant forms of consumption and production of media content have been digitised. As a result of digitalization, the historical products that originally were physical, tangible media formats, such as music records (LP, CD), printed newspapers, movie records (DVD, BlueRay) and printed books have, by and large, been replaced by intangible services, in which content is distributed and consumed digitally. Using the concept launched by Vargo and Lusch, the media industry has shifted from a Goods-Dominant Logic to a Services-Dominant Logic during a lifetime. The aforementioned physical media formats have not, however, disappeared altogether. For example,the sales of vinyl music records have been growing during the past few years, and this development is not based on nostalgia, as the customers are younger generations. So what is it that explains the comeback of old, technically inferior formats? This study aims to identify reasons that may explain why the development has taken a reverse direction. Through the concepts of services, servitization, productization and tangibilization the author analyses what kind of developments that have taken place in the media industry during the last 30 years. Subsequently, the study shows that the aforementioned have gained little attention in media studies even though they have been fruitfully utilized in the research of many manufacturing industries. Some fresh research has, however, been conducted on the motivation factors that make some people buy vinyl records, and some non-academic writers have speculated on how physical products simply make better gifts. Studies in the fields of webshops and of hospitality services also indicate there are findings that can be applied when we want to understand what kind of a role physical products may have in an intangible, digital media environment. According to this piece of research, Construal Level Theory, a psychologial theory that emphasizes the perceiced psychological distance, may well explain why physical products still have a role in a largely digital media landscape.Description
Thesis advisor
Tuunainen, VirpiRossi, Matti
Keywords
media, services, servitization, productization, tangibilization