Mass Media Discussion On The Allocation Of Resources

How to dispose media resources is a new question in China. On the one hand, "due to regulatory, technological, and financial changes, media become the target of takeovers, breakups, merges, and acquisitions". On the other hand, China media markets, which is getting larger and larger day by day, impel us to change the outdated ideas of planning system. This thesis is designed to focus on the issue of constructing a new system for allocation of media resources.Chapter 1 of this thesis outlines the basic concepts of all sorts of media resources, particularly the special media system in China.Chapter 2 analyses the important status of media in social system. Not only in China, but also in any other country, media resources must be disposed by media system.In Chapter 3, this author holds that opening up new media market is the most important move in China. Up to now, several media entities got into capital market. More and more social capital will be invested in media industry. Chinese media groups have arisen.Chapter 4 provides a new point of view for understanding information as a media resource. Information producing should give consideration to both economic and social benefit.Chapter 5 discusses how to develop a diversified media economy.Chapter 6 analyses the origin of media resources waste in China.Chapter 7 makes a case study of Chengdu Economic Daily Agency, which headed by the daily and organized by other enterprises, formed a modern media structure.