بررسی رویکرد اقتصاد رفتاری در مطالعات رسانه: مروری نظام‌مند

هدف: رویکرد نوین اقتصاد رفتاری با بهره‌گیری از علوم روان‌شناسی و جامعه‌شناسی توانسته است با ارائه تصویری واقعی از رفتار انسان‌ها، تحلیل‌های واقعی از نحوه عملکرد مخاطب مصرف‌کننده ارائه دهد و به همین دلیل، در کانون توجه صاحب‌نظران شاخه‌های مختلف علوم‌ انسانی قرار گرفته است. پژوهش حاضر با نگاهی جامع به مفروضات و مفاهیم بنیادی مفهوم اقتصاد رفتاری در تحلیل رفتار انسان‌ها، در مقایسه با مکاتب اقتصادی پیش از خود، تلاش دارد به‌عنوان پژوهشی پیش‌گام در صنعت رسانه، افق‌های جدیدی را فراروی متخصصان رسانه بگشاید.روش: این پژوهش نوعی مطالعه مروری نظام‌مند است که در آن، جمع‌آوری اطلاعات از طریق جست‌وجو در پایگاه علوم وب آو ساینس انجام پذیرفته است. جست‌وجو در این پژوهش بدون محدودیت زمانی و با استفاده از املاهای متنوع مفهوم «اقتصاد رفتاری» در موضوع منابع (شامل عنوان، چکیده و کلیدواژه‌ها) صورت گرفته است؛ از میان مراجع، مقالات و کتب مرتبط، آن‌هایی انتخاب شدند که مولفان صاحب‌نام و مجربی داشتند و بارها مورد استناد قرار گرفته بودند.یافته‌ها: از میان تعداد منابع احصا شده در مرحله جست‌وجو، ده منبع با بیشترین ارجاع و مولفان صاحب‌نام در حوزه اقتصاد رفتاری انتخاب شدند که شامل پنج کتاب مرجع علم اقتصاد رفتاری و 5 مقاله علمی ‌پژوهشی با ارجاع بالا در پایگاه علوم بود. برای ارائه تصویری روشن از علم اقتصاد رفتاری، مفروضات بنیادین این حوزه با مکاتب پیش از خود (مکتب نئوکلاسیک و مکتب نهادی) مقایسه و بر اساس یافته‌های پژوهش، نقطه‌نظر این مکاتب به صنعت و اقتصاد رسانه به تصویر کشیده شد.نتیجه‌گیری: پژوهش حاضر با ارائه تصویری روشن از بنیان‌های نظری علم اقتصاد رفتاری و فهرست‌کردن تفاوت‌ها و تشابه‌های این رویکرد نوین در مقایسه با رویکردهای پیش از خود و همچنین، نوع نگاه آن‌ها به صنعت رسانه، به‌عنوان پژوهشی پیش‌گام، مسیر جدیدی را به روی پژوهشگران در جهت تحلیل رفتار کنشگران بازار رسانه گشوده است.

investigating the behavioral economics approach in media studies: a systematic review

objectivemedia economic studies consist of theoretical and practical research that has received attention since the end of the 20th century. primary studies in this field focused on issues such as the supply and demand in the media markets, content production and content distribution by using economic analysis models. and mainstream economics and especially neoclassical economics was a major paradigm that govern the research mentality. also, the distinctive features of this industry such as distinctive media products and the behavior of audience-customer challenge the mainstream economic theories and models in the media context. the importance of studying people’s behavior has grabbed attention since the beginning of the new century, and economic thinkers tried to provide a clear picture of people’s economic behaviors with inspiration from other scientific fields. as a result, the interdisciplinary field under the name behavioral economics emerged in the late 20th century. the new approach of behavioral economics by using other science like psychology and sociology has been able to provide real analyzes of audience-customer behaviors. therefore, it has attracted the attention of experts in different branches of human sciences. berg (2010) by introducing behavioral economics as a new stream in microeconomic studies, states that this new stream is a complement and not a substitute for its previous approaches, and tries to compatible them with reality as much as possible. so, the current study as a pioneer research in media studies tries to open new horizons about the application of behavioral economics in media economics for researchers in media studies with providing a comprehensive view of fundamental assumptions and concepts of behavioral economics compared to previous economics schools.research methodologyin order to provide a comprehensive formulation of studies in this field, this research used the methodology of secondary study, including a systematic review. the main sources of this research include all valid research articles indexed in the web of science (wos) as well as reference books published related to behavioral economics from 1990 to 2019. to find the desired resources, the advanced search method of wos was used in the following way: ts = (behavio$ral_econom*) which in this term (ts) includes the title, abstract, and keywords of all the resources on this website. as a result of searching the resources available in the wos and based on the method mentioned above, which was done on april 20, 2019; a total of 4509 items were found as a result of this search. then, in order to achieve the research goals, all of the articles obtained in the source search phase were listed based on the number of citations. among the sources listed based on the purpose of the research, ten sources with the most citation were selected to extract the required data, which includes 5 books and 5 articles. it should be noted that the reason why books are more popular is the rich and fundamental literature on the concept of behavioral economics that can be found in these sources. after selecting the desired sources based on the subjective criteria appropriate to the research topic, the selected sources were analyzed and the desired data were extracted.findingsin the search phase, 10 sources with the most citation and well-known authors in the field of behavioral economics were selected. in order to provide a clear picture of behavioral economics, the basic assumptions of this field were compared with the previous schools (neoclassical and institutional economics). the main finding of this research is the identification and presentation of the behavioral economics view of the media in comparison to previous schools. neoclassical economics, with a completely rational view, believed that media audiences rationally choose media products in order to maximize personal benefits.