Application of Game Theory in Media Management

Game theory is a powerful tool for analyzing strategic decision‑making in competitive environments and, for this reason, has extensive applications in media management. The purpose of the present study is to examine the application of game theory in media management. The study is descriptive in nature and was conducted using a review method. Accordingly, several recent studies on game theory and its applications in media management were reviewed. The findings show that, similar to many other fields, game theory in media management can provide various strategies for the key actors in the media environment. Through these strategies, media managers can monitor audience behavior and, based on this understanding, select appropriate strategies to influence audiences. Competitive analysis, negotiation, content management, innovation, and advertising and marketing in social media are among the most important applications of game theory in media management.