Роль гнучких методологій управлін-ня медіапроєктами

• Veröffentlicht in: Управління економікою: теорія та практика
• Datum: 2025
• Hauptverfasser: Чернова, І.В., Олексієнко, С.М.
• Format: Artikel
• Sprache: Ukrainisch
• Veröffentlicht: Інститут економіки промисловості НАН України 2025
• Online Zugang: https://nasplib.isofts.kiev.ua/handle/123456789/212183
• Назва журналу: Digital Library of Periodicals of National Academy of Sciences of Ukraine
• Zitieren: Роль гнучких методологій управління медіапроєктами / І.В. Чернова, С.М. Олексієнко // Управління економікою: теорія та практика: зб. наук. пр. — К: ІЕП НАНУ, 2025. — С. 371-385. — Бібліогр.: 10 назв. — укр.

Стаття присвячена аналізу поняття, різновидів, класифікації гнучких підходів до управління проєктами в сфері медіа. На підставі аналізу наукових джерел встановлено детермінантну роль гнучких технологій у адаптуванні організацій у мінливому середовищі, запровадженні ітеративних циклів та прозорості процесів. Обґрунтовано чинники, що зумовили появу та розвиток Agile, Scrum та Kanban та інших гнучких методологій задля швидкої адаптації до мінливих умов та оперативно реагуванняя на нові виклики медіаіндустрії. Досліджено особливості застосування гнучких методологій управління у сфері медіабізнесу та їх вплив на ефективність реалізації медіапроєктів. The article is devoted to the analysis of the concept, varieties, and classification of flexible approaches to project management in the media sector. Based on the analysis of scientific sources, the determinant role of flexible technologies in adapting organizations in a changing environment, introducing iterative cycles, and transparency of processes is established. The origins and conditions for the formation of modern flexible methodologies as a business response to a dynamic environment are traced in order to achieve high product quality even with limited resources and in a short time. It is noted that the struggle for audience attention in the context of rapid technological progress indicates insufficient flexibility and effectiveness of traditional management methods. The factors that led to the emergence and development of Agile, Scrum, and Kanban and other flexible methodologies for rapid adaptation to changing conditions and rapid response to new challenges of the media industry are substantiated. The features of the application of flexible management methodologies in the media business sphere are studied and their impact on the effectiveness of media project implementation is determined. The media project is analyzed as a social-communication and production-organizational model on planning, production cycles, communication and the quality of which are directly influenced by the methodologies Scrum, Kanban, Lean, Agile, etc. The characteristics of media projects are based on their unique features compared to classic business, IT or social projects. The media product is presented as a final result, content that produces social value. It is proposed to assess the effectiveness of a media project in terms of compliance with journalistic standards, ethical norms and real impact on the audience, which expands the boundaries of the traditional system of success criteria. High requirements for team adaptability, speed of decision-making and flexible planning are justified by the extremely rapid change in the information context. The work pays special attention to the architecture of content and multiplatform, because the combination of text materials, videos, podcasts and the transfer of communication to social networks is complementary, which allows production cycles to work in parallel. It is proposed to embed fact-checking directly into the workflow, and not perform it as a separate stage. The possibilities of the Lean approach to test materials in real time and promptly make changes are noted, and Agile as an approach to promote the rapid implementation of technological innovations and adaptation of the team to new media operating conditions are noted. The choice of a specific technology is determined by the level of project dynamism, editorial structure, the need for experiments and the intensity of the workflow. To choose the appropriate technology, the article presents the strengths and weaknesses, as well as the features of the application of the most common technologies Scrum, Kanban, Lean, Scrumban, combinations of Scrum+Kanban, etc.