Responsibility and profit. Values in media management

Media management is facing the need for change. Representatives of various circles, within management and beyond, are posing questions: development or growth? responsibility or profit? generating economic value or fulfilling social needs? The paradigm of continuous growth, profit maximization, vested interests are familiar imperatives of the ‘old’ world – modern media management demands something different. Perhaps a sustainable value orientation is a sensible proposition, since they have ethical as well as economic  connotations. The purpose of this paper is to provoke a needed debate on new possibilities, orientations of media management. Seeking new media management orientations and scientific perspectives, the author points to the presence and potential of the axiosphere. The adopted research objective was to verify the assumption of the existence of the axiosphere in business and to verify whether (and to what extent) it includes the ethical paradigm and the economic paradigm. The research conducted made it possible to verify four research hypotheses and answer the research question. The obtained results of the conducted content analysis of ‘Harvard Business Review’ articles from 2011–2020 prove that the value space is the one that has the opportunity to combine ethical and economic perspectives in media management. It was recognized that: values can be managed, they can be measured and prioritized; values are the bridge, the glue between the ethical paradigm and the economic paradigm; values remain in relevant, relevant transfer; values form a community of values and a space of values shared by people If man is the measure of all things – as Protagoras of Abdera claimed and to which the personalist norm refers – then perhaps values are the measure of man and the safeguard of his future?