A Systems Thinking Paradigm and “Think” Computer Simulation Model of Broadcast And Cable Television Industry Competition

Abstract

This study proposes a systems thinking paradigm as an alternative explanation for the mass media industry economic and competitive behavioral effects McCombs (1972, 1981, 1993), attributes to the Principle of Relative Constancy. Causal loop diagrams and Senge’s (1990), system archetypes are used to depict underlying positive and negative feedback structures operating in the broadcast and cable television competitive environment. Richmond and Peterson’s (1990), system dynamic algorithm, "ITHINK™," is used to model broadcast and cable industry competition.