Roli i Administratorit të mediave lokale mbi sfidat e konkurrencës dhe menaxhimit të mediave

Abstract

Although the problems are inherent, as for the functioning of the media market, as and to produce quality journalism, the fact is that local media is now an important actor in the country, which has its own importance and deserves a detailed study. Nowadays, local media is faced with a number of challenges, as the economic difficulties, facing the new technological developments, confronting local government or politics, lack of professionalism, and the resistance of media owners to journalists control. At first, small markets create significant difficulty in consolidating media businesses since the cost of the products of these businesses is almost the same as that produced in the media working for major markets, while gains are much smaller. Government intervention trends are somewhat obvious and direct, but the legal framework does not apply, as well as for copyright. These are the problems facing the local media administrator. We examine the relationships between administrator‘s personality, his flexibility (ability to adapt quickly to environmental changes), and firm performance. We have observed cases of local media management in Shkodra, and we think that strategic flexibility mediates the relationships between administrator‘s personality and firm performance of his media (TV, newspaper or web). Our results extend previous research by not only highlighting the importance of administrator‘s personality in driving the flexibility and being competitive, but also indicating how each facet of administrator‘s personality either enhances or inhibits the media efficiency.