Munich 2022


Reorganization of Media Industries: Digital Transformation, Entrepreneurship, and Regulation

Date & location

15th -17th June 2022


Hosted by
Macromedia University of Applied Sciences


Important dates

7th of February 2022
Deadline for abstract submissions
14th of March 2022
Notification of acceptance; opening of conference registration; opening of full paper submissions
16th of May 2022
Deadline for full paper submissions to be considered for the emma2022 best paper award
24th of May 2022
Closing of conference registration
15th of June 2022
Pre-conference activities including evening reception
16th-17th of June 2022
emma2022 Annual Conference
18th of June 2022
Social post-conference activity

More information

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The 2022 Annual Conference of the European Media Management Association (emma) is organized under the participation of the Media Economics Division of the German Communication Association (DGPuK) and takes place at Macromedia University of Applied Sciences in Munich. The conference will take place physically in Munich and at least partly online. Details about the modality of the conference will be announced in due time. For the 15th of June a pre-conference programme is planned and a social post-conference activity on the 18th of June.


The conference theme: Reorganization of Media Industries: Digital Transformation, Entrepreneurship, and Regulation

Digital transformation of media and adjacent industries fundamentally changes the challenges managers face (Bartosova, 2011; Loebbecke, & Picot, 2015; Napoli, 2018; Noam, 2018; Will, Gossel, & Windscheid, 2020). To successfully develop and drive media businesses in the twenty-first century, media decision-makers increasingly need entrepreneurial thinking (Achtenhagen, 2017; Innerhofer et al., 2018; Whittington, 2018). Making sense of their audiences’ digital traces demands at least to some extent also an understanding of information technology (Gillespie, 2014; Kosinski, Stillwell, & Graepel, 2013; Liu, & Hsu, 2019; Napoli, 2018; Newman, 2021; Smith, & Telang, 2016).

Major international players like Amazon, Alibaba, Google, or Netflix have already embraced the new world of data at an early stage and established very successful business models. Scholars thus see it as one of the biggest requirements for media management to stay up to date with the dynamics of digital media markets and technological developments (Förster, & Rohn, 2015; Kolo, & Haumer, 2021; Noam, 2018). However, technological shifts have not only changed management practices, but also brought new approaches to regulation and policy (Budzinski & Mendelsohn, 2021; Donders, Raats, & Tintel, 2020; Donders et al. 2021; Doyle, 2020; Doyle, Paterson, & Barr, 2021) that differ across countries or regions like spanned by the EU. Furthermore, as the COVID-19 pandemic has hit the world, its potentially uneven and inequitable longer-lasting effects across different groups of individuals, industries, and nations have to be taken into account.

Business model and product innovation are driven by digital technologies (Villi, & Picard 2019), entrepreneurs, and intrapreneurs setting up new ventures, as well as changed media policies also blur or change boundaries between media industries, the structure within them, and the relation to other business sectors (Holt, & Perren, 2019). For the emma conference in 2022, we, therefore, focus on the reorganization of media industries driven by digital transformation, entrepreneurship, and regulation.

We particularly welcome submissions related to the conference theme including, but not limited to, the following questions:

  • Are there game-changing emerging media (technologies) ahead or already around? What drives their emergence? Who are the drivers/entrepreneurs? How are specific media industries affected (e.g., sports media or electronic games)?
  • How do incumbents implement/integrate them? How will emerging media change value creation and business processes respectively? Do incumbents develop/exhibit dynamic capabilities or ambidextrous leadership respectively to react?
  • How do structures of media industries change and challenge entire media systems? Are there new forms of symbiosis between start-ups and incumbents?
  • What kind of regulatory activities are beneficial (for whom?) and who drives them (which institutions?)? What is the role of public (broadcasting) services and media subsidies?
  • To what extent do regulatory shifts (e.g., GDPR or AVMSD) hinder or ease digital transformation? How can ethical standards keep up with new business models (e.g., data-driven ones)?
  • How can higher education institutions and their media management and economics programmes cope with the challenges posed by the reorganization of media industries? Which methods, formats, technologies, or tools ensure the employability of media management and economics graduates?

emma2022 also welcomes paper proposals beyond the conference theme that address theoretical reflections or empirical findings being of relevance to contemporary media management scholarship. A particular emphasis shall be given to media management education for which a dedicated panel is planned.

Click here for the Call for Papers and Posters 

Click here to submit your abstract

Annual Meeting of the Media Economics Division (Fachgruppe Medienökonomie) of the German Communication Association (DGPuK)

emma2022 will be hosted in cooperation with the Media Economics Division of the German Communication Association (DGPuK). Hence, we also invite submissions in German language and/or submissions explicitly focusing on media markets in German-speaking countries (in German or English). This shall facilitate the access of German researchers to the international academic community as well as give international researchers an overview of media in German-speaking countries.

Munich as the conference location

Munich is a traditional German media hub with important players or its subsidiaries across diverse media industries like ProSiebenSAT.1 Media, RTL II, Sky Germany, Sport1, DAZN, Hubert Burda Media, Bauer Media Group, Süddeutscher Verlag, Verlagsgruppe Ippen, or Sony Music. They are paralleled by many service providers to content creation, media production, distribution, and advertising. Also, major digital players like Amazon, Apple, Google, and Microsoft have their German base in Munich. Furthermore, there is a dynamic (media) start-up scene.

In Munich, the capital of Bavaria, tradition meets new trends and diversity. It is a cultural center for fine arts, music, theatre as well as for sports and other leisure activities. Moreover, Munich is a science hub with several universities (overall approximately 120.000 students) and major independent research organizations (e.g. Max Planck Society, Fraunhofer Society).

Macromedia University as the conference host

Macromedia University is the leading private university focusing on creative industries with the head office in Munich and seven other campuses in Germany (Berlin, Hamburg, Cologne, Freiburg, Leipzig, Stuttgart, and Frankfurt). Today, more than 4000 students are enrolled and taught by 125 professors with backgrounds from arts and design, journalism, technical media production via communication science and (media) psychology to diverse management topics. We want to connect media management research with current and future industry needs, constantly networking for exchange between universities and companies.