Media oligarchs and the attention economy: ownership dynamics in Slovenia’s media system

Abstract

This study examines the transformation of the Slovenian media field from the press crisis of the early 2010s to the present, focusing on horizontal and vertical integration strategies employed by media entities and their effects on public communication in an increasingly competitive attention economy. The research situates Slovenia’s media system within broader regional trends, including de-Westernization characterized by Western media disinvestment, the emergence of domestic oligarchs acquiring foreign ownership, and the proliferation of politically instrumentalized media networks (party press). Conceptually, the study contrasts the political economy of “hybrid” media companies—shaped by technological advancements, competitive pressures, and profit-driven imperatives—with the normative role of media as a democratic pillar that ensures credible information and fosters public participation. This tension highlights the inherent conflict between commercial priorities, which emphasize revenue and market dominance, and democratic ideals, which envision the media as a watchdog and a forum for public debate. Employing social network analysis—an underutilized method in media ownership research—the study reveals a highly concentrated media market with significant shifts in ownership over the last decade. Findings show a decline in print media, substantial growth in online media, and increasing ownership consolidation around a small number of individuals, resulting in a more centralized media landscape. By comparing data from 2010 and 2022, the study identifies key media clusters that dominate the field, including local conglomerates, regional media giants, and politically affiliated media networks, emphasizing their visibility and influence in shaping the Slovenian media landscape.