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Perspectives on economic conduct in South African media: A case study

This article provides a broad analytic perspective of media economic conduct in the South African media. Although media economics comprises the three main areas of economic conduct, performance, and structure, emphasis is placed on the latter and how it inhibits or enables competition. The article does not imply that the distinction between the areas of economics has to be sharply drawn, as it is quite difficult to deal with media economics without involving ownership. The latter is important for shedding light on the power that media companies wield in the market, hence their conduct or behaviour.

Keywords: Conduct, economics, media, ownership, performance, South Africa, structure industry