Media management as a promising digital management tool

The issues of studying the concept of media management from the point of view of its use as a tool for managing the digital transformation of business processes and the economy as a whole are considered. Approaches to the definition and content of the term “media management” are analyzed, the specifics and conditions for digitalization of the media market are explored. The key factors determining the further active development of media management and the media environment are identified, and the content of the digital transformation of the media market is revealed. The most relevant models of modern media management in digital management have been identified. The attention is paid to the study of such issues as key factors in the development of media management; media management as an integrated management tool; media as a tool for managing the digital economy; trends in digital transformation and development of media tools. Scientific works devoted to this problem have been studied. The characteristic features of media management as a modern methodology for managing business development and list promising ways to organize the management process, types and tools for using media in digital management are highlighted. An analysis of the current state of the media market is carried out, as well as a forecast for its further development within the framework of the domestic digital economy. The most promising areas of media management are proposed and key trends in media management are listed. Media management at its core is a direction of the digital economy, the transition to which has received significant attention as part of the development of the domestic system of expanded reproduction. Media management as a modern management tool is a rather multifaceted concept that largely determines the trends in the further development of the domestic media market and the digitalization of the modern economy. The growth of the media market contributes to an even more active digital reorientation of basic economic and business processes.