Document Type : Research Paper
Authors
1
Ph.D Student in Media Management, Department of Culture and Art of the Islamic Revolution, Islamic Revolution Comprehensive University, Tehran, Iran
2
Assistant professor, Department of cultural and artistic management, University of Science and Culture, Tehran, Iran
Abstract
Extended Abstract
Introduction
In recent decades, data has become a central resource in contemporary economy and culture, and the media industry is no exception to this transformation. Among various types of data, geospatial data—which refers to a specific location on the Earth’s surface—has gained a significant role in the production, distribution, and consumption of media content.
Recent research indicates that digital platforms cannot be analyzed without considering physical infrastructure (such as servers and networks), local markets, and power relations (Maalsen, 2024). Furthermore, economic studies show that the geographical location of firms and users directly influences economic behavior and income distribution (Redding, 2024).
The integration of location-based technologies with media systems has enabled more precise audience segmentation, local targeting, and location-based storytelling, thereby transforming the traditional logic of media economics (Goodchild, 2007; Batty et al., 2012). Geojournalism, through GIS tools and interactive maps, provides a deeper understanding of issues (de-Lima-Santos & Mesquita, 2024). The primary question of this research is: How does the geographical distribution and dispersion of information play a role in “locative media economics”? Specifically, how can digital media leverage the capacity of spatial data for economic development, promoting equity in access, and designing new revenue models, particularly in the field of digital marketing? Adopting a review and analytical approach, this paper seeks to clarify these concepts by reviewing existing literature and presenting a conceptual framework, while outlining paths for future research in locative media. This approach emphasizes a location-based analysis of media economics and recognizes the role of geography and spatial information in shaping 21st-century communication markets. Within this framework, in addition to technologies, legal requirements, ethical considerations, and infrastructural constraints are addressed as determining components of locative media economics.
Methods
This study adopts a structured review approach, utilizing the general principles of the PRISMA guidelines (Page et al., 2021) to organize the literature review.
Research concerning the interaction of spatial information with media systems can be summarized into three categories: technical, communicative, and economic. While each category addresses an aspect of the role of geographic data in media, fewer studies have systematically linked the spatial dispersion of data to media economics. In this paper, the conceptual framework is built upon three key concepts: “spatial information,” “geographic distribution,” and “media economics.” These three elements, in interaction with one another, form a chain of innovation, analysis, and value reproduction in today’s digital media landscape. In the following sections, each concept is examined individually, followed by the presentation of the proposed locative media value chain model.
Results & Discussion
This paper demonstrates that the distribution and geographical dispersion of data have transformed the traditional logic of media economics. In the classical model, media primarily relied on mass broadcasting, attracting a nationwide audience, and selling general advertising space. In such a paradigm, geographical differences among audiences were only viewed in a general sense (e.g., national or provincial), and the possibility of precise targeting based on users’ place of residence, work, or movement was limited. The expansion of spatial data (via GPS, mobile applications, and online platforms) has changed this situation, making “geographical location” one of the primary dimensions for defining the audience and designing business models. In this new framework, the most successful media outlets are those that can utilize spatial data to understand content consumption patterns, shape local markets, and design advertising products tailored to customer needs.
The evolution of media economics in recent decades can be reinterpreted in line with the localization of data and spatial analysis. Goodchild (2007), by introducing the concept of Volunteered Geographic Information (VGI), refers to the democratization of spatial data production as a turning point in the transformation of information infrastructure—a shift that has enabled user participation in data production and redefined the audience’s role in the media value chain.
For policymakers, these results mean that designing media and data policies without considering the geographical dimension is no longer sufficient. Policies must simultaneously pursue three goals: strengthening the capacity of media to use spatial data creatively and responsibly; robust protection of privacy and users’ “right to location”; and reducing spatial inequality in access to data-driven infrastructure and services. For the scientific community, the current discussion shows that studying media economics in the data age requires an interdisciplinary approach that links digital economics, information geography, and media studies. Future research can help deepen this conceptual framework by empirically measuring the spatio-temporal patterns of media consumption, quantitatively measuring the impact of location-based advertising in different contexts, and analyzing policies for the equitable distribution of infrastructure.
Conclusion
The analyses of this research show that spatial data has shifted media economics from a mass-audience model to a spatial-audience model; a transformation centered on the transition from media concentration to Spatial Intelligence. Empirical results from the Location-Based Advertising (LBA) market, featuring a significant growth rate compared to general advertising, indicate the formation of a sustainable competitive advantage for data-driven media. However, geographic inequality in access to data and digital infrastructure remains a fundamental challenge for media justice at both global and national levels.
From the risk analysis, three key pillars were extracted:
1. High Initial Investment: Developing GIS/LBS infrastructure requires significant financial and technical capital.
2. Legal and Data-Driven Considerations: International regulations such as GDPR have increased the legal sensitivity of spatial data, underscoring the need for transparent data consent frameworks.
3. Structural Market Competition: Market share concentration in the hands of major global players (such as Google) creates challenges for entry and sustainability for local media.
Accordingly, three policy orientations are proposed for the transition to a locative media economy:
1. Formulating a national legal framework for spatial data, emphasizing informed consent and the protection of sensitive data.
2. Providing infrastructural support for local media by facilitating access to GIS systems and affordable spatial analysis tools.
3. Enhancing spatial data literacy through specialized training for media professionals to utilize the capacity of spatial data for economic development and communicative justice.
Ultimately, it can be concluded that targeted investment in spatial data is a necessary condition for the sustainable growth of media economics in the data-driven era; growth that can only be realized if risks are managed and spatial justice is guaranteed.
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