التباين والتكامل بين الإبداع والابتكار في بيئة الإعلام " دراسة تحليلية للمفاهيم ".

The mixture of news, entertainment, and other information on the Internet, has affected media institutions, which for decades have been on the throne of written, audio and viewer media. This change has been fuelled by the ease of disseminating information through various communication sites. This new pattern has produced a new type of audience that was born with smart devices within its reach. This new audience requires media institutions to have superior skills to ensure that their creativity and innovation keep pace with the economic aspirations of their owners and the rapid pace of growth in the technological means of communication. The desired aspects of media innovation also include professional media professionals, as they require them to master new skills, whether in gathering information and news or in editing, writing and presenting media content in order for their work to match the nature and characteristics of the new users. This paper discusses several overlapping issues and is linked by two questions: what do we mean by "media creativity" and "media innovation"? The paper seeks to understand the overlap between the two terms for practitioners and researchers in the media field. This paper also discusses the main influences on innovations in media, which include: (1) technology, (2) market opportunities and user behavior, (3) competitor behavior, (4) regulation and legislation, (5) industry standards, (6) organization strategy, (7) leadership and vision, (8) organizational structure, (9) capabilities and resources, and (10) culture and creativity. [ABSTRACT FROM AUTHOR]