The digital transformation of media communication has significantly reshaped the relationships
between media outlets, advertisers, and users over the past decade. This master's thesis examines
the influence of digital advertising on the structuring of the media landscape in Slovenia, focusing
on the transformation of traditional media, the rise of digital platforms, and the shift in the
economic model of media content funding. The theoretical part outlines key concepts of media
economics, digitalization, advertising models, and market concentration. The empirical part is
based on the analysis of secondary data (Mediana IBO, TGI, IAB Slovenia, IAB Europe),
complemented by descriptive insights from an open-ended questionnaire among experienced
media and advertising professionals. The results show a marked decline in advertising revenue for
print media and a simultaneous strong growth of digital platforms, especially global ones (Google,
Meta). The analysis reveals that digital advertising is not merely a technical shift but a structural
force transforming power dynamics in the media space, influencing editorial policies and driving
content homogenization. The thesis concludes with reflections on necessary regulatory frameworks
and the future of media pluralism in the digital age.
|
