1) 3User-generated-content (UGC) is the professionally produced content that

is supported and sustained by commercial media businesses or public

organizations LOBATO.R, & THOMAS.J, (2011), Histories of User-Generated Content: Between Formal and
Informal Media Economies, New York Law School.

It’s used to describe any type of content produced by users or non-

institutional actors by the means of internet. User-generated-content is an
example of the democratization of content production.
Moreover, it shaped a threat to media institutions since it forms a new type
of competition for them besides that between media outlets.

2) New media has its own form and nature, in other words it requires a new
special management different from the traditional one. As new or current
media had arrived to the marketplace and gained publicity, it has affected
the traditional media from many sides.

The impacts of the current media landscape on media management:

- Competition between institutional and non-institutional actors.

- It affected the economical side of media institutions in a way that funds and
commercials have decreased.
- Media content became uncontrollable.
- Advertising market is unable to support this volume of output.
- Increasingly market and consumer oriented outlets are out tuned with the
values needed.
- Work on being more flexible and adapters to the fast moving market.
- Manager should try adapting to last longer in the competitive market.

3) John Thomas has argued that the media scene is developing at an

extraordinary pace. Any system therefore needs to be flexible enough to
accommodate rapid change (2009).
It’s illogical that with every change in the market each institution should
change its primary legislation that requires that approval of the “regulatory
bodies”. For this purpose, primary legislation is made flexible.

Each media institution is governed by regulatory codes (basic principles of

observing acceptable standards of taste and decency). Regulatory bodies
perform at arm’s-length from government and they prevent media from
becoming a tool in the control of politicians. In democratic countries, these
bodies perform as independent institutions that ensure equity of treatment.

Moreover, for media outlet to become legal it should register and get a
license. Registration is acceptable universally since its requirements do not
interfere with the freedom of press. Meanwhile it’s not the same case for
licensing, since it places ultimate control of periodicals in the hands of licenser
which is denial of press freedom. Licenser keeps media complaint and subdued
by the power of revoking licenses. But in the democratic countries regulatory
and licensing systems has developed and it’s able now to mitigate tendencies
to use the airwaves to inflame ethnic hatred.

Moreover, assuring media freedom is one of the main regulatory body’s

purposes. For this sake, they limited two kinds of media ownerships: foreign
ownership and cross-media ownership. Besides, there are two types of media:
public media and commercial media. Public service broadcasting is generally
funded by stationary levy and hybrid funding, but with increasing number of
media outlets this type of funding has made competitions.
Finally, media institutions are just like any other institution have hierarchy and job
description. For example, directors are the managers of the institution. Directors can be
executive (full-time employee responsible for management), non-executive (not full time
but his experience is beneficial), financial (deals with financial issues). And chief executive
(monitors of the content). (Thomas, (2009), Media Management Manual, Chapter 3)