****mdsa lecture 10 - ownership and economics of the media. Mainstream media companies are increasingly part of concentrated conglomerates, placing emphasis on revenue generation. Communications workers face a more competitive and precarious labour market as media companies rely increasingly on flexible contract work. Audiences have become even more active in the era of digital media, allowing consumers to become producers. Time: investment of time to create media content. Labour: number of people and the need for specialized skills. Capital: investments with the expectation of returns. Technology: equipment and the specific software applications required by media organizations. Material resources: the need for material resources links resources links media economy to other industries. The boundaries within which this offer takes place. Media markets serve two markets at the same time: Western democracies value freedom of the individual and freedom of the market. Even free markets are controlled to some degree by the government. Governments at all levels participate in the economy.