The Research On The Media "Economic Man" From The Point Of View Of The Property-rights

China has been persisting in the theory of Lenin's liberty of the press from a period of long time, and the media system practises the properties of all the people. Consequently, the economic attribute of the media has been neglected, and the phenomenon is ubiquitous that abandon the economic profit without right reason only for the social public benefit of the media. The research is lacking in theory circles that the quest for releasing the vigor of the management of capital and remedying the deficiency of"the practice the management as a company, but of a public service enterprise". Researches the management of capital of Chinese media and the others economic campaign, and consider the sticking point of that the management of media capital is difficult to obtain the substantive effect is the absence of the rational of"economic man".The hypothesis of"economic man"is the basic precondition of economic analysis. The key proposition of this theory is that the free deed which"Economic Man"seeks himself maximal benefit will inconsciently and efficiently promote the public benefits under the guarantee of the right law and system. Under the condition that the problem of the economic attribute of the media can not be parried, it will effect a radical cure on the severe illnesses of the media that the rational absence and will also probably push the media rational having a wizardly rebirth and activezed the strong motivity that research the economic deed of the media according to the theory of"economic man".The goals of this paper are, to better explore and explain the micro power-mechanism of the management of capital Chinese media under the real historical circumstances, to reveal the basic characteristic of media economic activities on the market economy condition, and to eliminate the media and the government's perplexities brought by the uncertainty and complexity, making the scientific media economic analysis become possible, all of which are able to guide the people by means of adopting the reasonable institution arrangement to make the media self-interest behavior to promote the entire media industrial development and the realization and increase of the social public interest objectively.For what the medium can carry out the demand of the"Economic Man", it must go the route of the clearly established property right. The clearly established property right includes two aspects: On the one hand, it requires a clearly established exterior property right, namely clearly establish relation between the media and government and also between the media and media. There are three routes on innovation of property right, namely improves the dualistic system of the"vest in enterprise, and manage as a corporation"and develops commercial media and transform public media to apply in China. On the other hand, it requires a clearly established interior property right. The decision-making of the group of operator is related to the life and death of the medium. Yet, it require what the maximize benefits of the group of operator is consistent with the maximize benefits of the medium and supervises the decision-making of the group of operator that the decision-making of the group of operator is for the benefits of the medium.