Media management is an increasingly growing area of research that has yet to establish a universally accepted set of theoretical foundations. Notwithstanding its strong growth in academic teaching and scholarly output, it remains a rather confused field. Some of this confusion comes from lack of scholarly agreement as to its scope and purpose. Multiparadigmatic research communities shape its scope of research. Media economics, studies in political economy, media studies, mass communication and journalism studies, and business administration and management studies, to name but the most influential, make any universal agreement on a common phenomenon of interest in issues of media management difficult. This is a problem, for this fragmentation into many, often unconnected, perspectives and paradigms makes the field less influential and of limited value ...