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Media is an unique industry, as no other industry serves such a foundational role as one of the cornerstones of democratic societies. However, the commercial media of today operate with a clear business logic, and can be assessed from the perspective of sustainable business.

Studying the media industry has been at the blind spot for business sustainability scholars for long time, but not anymore. It's time to look at media, their responsibilities as businesses and their role in society with a holistic approach, writes Researcher Laura Olkkonen from LUT School of Business and Management.