The Organizational Underpinnings of Contemporary Media Conglomerates

Synergy and related strategies have become major building blocks of the global mass media system as it moves into the 21st century. This article examines the architecture of that system, with emphasis on the United States. It describes the way that executives are responding to key changes that have affected the U.S. media system and others during the past couple of decades. Their activities are raising important challenges for members of the public as well as for their competitors.