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Market for Loyalties Theory is a media theory based upon neoclassical economics. It describes why governments and power-holders monopolize radio, satellite, internet and other media through censorship using regulations, technology and other controls. It has also been used to theorize about what happens when there is a loss of monopoly or oligopoly. ==History and elements of the theory== The theory was originally developed in the 1990s by Monroe Price,〔Monroe E. Price, ''Television: The Public Sphere and National Identity'' 67 (1995); Monroe E. Price, ''Law, Force and the Russian Media'', 13 Cardozo Arts & Ent. L.J. 795 (1995); Monroe E. Price, ''The Market for Loyalties and the Uses of Comparative Media Law'', in ''Broadcasting Reform in India: Media Law from A Global Perspective'' 93 (Monroe E. Price & Stefaan G. Verhulst Eds., 1998); Monroe E. Price, ''Media and Sovereignty: The Global Information Revolution and its Challenge to State Power'' 32 (2002); Monroe E. Price, ''The Market for Loyalties: Electronic Media and the Global Competition for Allegiances'', 104 Yale L.J. 667 (1994); Monroe E. Price, ''The Market for Loyalties and the Uses of "Comparative Media Law"'', 5 Cardozo J. Int’l & Comp. L. 445 (1997); Monroe E. Price, ''The Newness of New Technologies'', 22 Cardozo L. Rev. 1885 (2001).〕 professor of law at Cardozo Law School and professor of communication studies at the Annenberg School for Communication at the University of Pennsylvania. His theory explains media regulation in terms of a market with an exchange, not of cash for goods or services, but identity for loyalty. Price describes sellers as: "Sellers in the market are all those for whom myths and dreams and history (identity ) can somehow be converted into power and wealth—classically states, governments, interest groups, business and others."〔Monroe E. Price, ''Market for Loyalties: Electronic Media and the Global Competition for Allegiances'', 104 Yale L.J., at 669.〕 Price illustrates buyers, medium of exchange, and their relationship: The "buyers" are citizens, subjects, nationals, consumers—recipients of packages of information, propaganda, advertisements, drama, and news propounded by the media. The consumer "pays" for one set of identities or another in several ways that, together, we call "loyalty" or "citizenship." Finally, the concept of identity consists of a party platform, ideology, or national ideals and aspirations. It may be as ephemeral as the hope for a better future or as concrete as the desire for a national homeland. Identity is valuable to buyers as it contains both the legacy of their past history and the promise of their dreams for the future (whether it is for wealth, a better life, or an education). The central idea is that governments and power-holders act in such a way as to preserve their control over the market. The theory was applied with respect to markets offering identity through various media—radio and satellite broadcasting and the internet. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Market for loyalties theory」の詳細全文を読む スポンサード リンク
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