Changing the Rules of the Game: Strategic Institutionalization and Legacy Companies’ Resistance to New Media

Heidi Tworek · Christopher Buschow

13 citations0/0 files storedInternational journal of communication

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Media Studies and Communication Media and Digital Communication Intellectual Property Rights and Media

Abstract

Drawing from communication research, history, and organizational studies, this article uses a new, interdisciplinary approach to study how legacy media companies-understood as established players in a specific media sphere-respond to the emergence of new media. The article examines the example of copyright legislation in news, using two case studies from Germany on radio in the 1920s and online news aggregators today. The article combines historical archival research with other qualitative research methods to explore when and why contemporary transitions follow similar patterns to the past. Our results show that legacy media companies frequently engage in what we term "reactive resistance" to reconstitute their media environment. Rather than just fighting new media companies on their own turf, legacy media pursue what we call "strategic institutionalization" to consolidate their business models.

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References

2004The iron cage revisited institutional isomorphism and collective rationality in organizational fields 2020Capital: A Critique of Political Economy 2008Qualitative Content Analysis 2008The Political Economy of the Rent-Seeking Society 1985Of strategies, deliberate and emergent 2006Institutions and Institutional Work 2007Institutions and Organizations: Ideas, Interests, and Identities 2014The SAGE Handbook of Qualitative Data Analysis

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