Introduction: What's So Special About Media Management?
This chapter introduces the edited collection and highlights treated dimensions from the varied contributors. Taking a critical perspective on the status of this young field, the author encourages development of a broader, deeper and richer discourse that is vital for advancement in scholarly results and for practical application. Avenues for achieving that are discussed. Proposing a four part heuristic that is comprised of products, people, environment and consequences, this chapter grounds the book's thematic focus. The author addresses what is special about media management in practice and as an academic field of specialisation. Caveats are treated, as well, to clarify important limitations as a basis for future hoped for development. The chapter concludes with an overview of the editorial process.