Study Of The Mass Media Industry

The twentieth century witnesses the vigorous growth of the mass media industry in the world. A major factor of the economic growth in the century is to use information, including knowledge and technology, to make profit. The cultural and information industries, including the media industry, have been outshining other ones and providing valuable information and intelligence, which greatly changes thought, behavior, and economic decision of the human beings.In the twenty-first century, many recently-minted terms are introduced into China, such as the World Trade Organization, knowledge economy, and globalization. Especially, the term, media industry, has become increasingly familiar to the Chinese public. This phenomenon implies that the Chinese public has gradually realized the marketing characteristics of the media. It is undoubted that the industrialization of the mass media in China is accelerating. With the industrial features of the media emerging, experts say the media industry may be the last one with colossal profits. If it can be ignored theoretically or practically in the past five or six years due to various reasons, the industrialization of mass media is undeniable because of the reality in the market after China entered the WTO. The media industry in China is facing more and more competition from all over the world. A dangerous signal to China is that powerful media companies from oversea have been in the lead in the market in China. The well-known media magnates in the world have never been so close to us.During such a period of time, the Chinese media industry is confronting the rigorous challenge and the historical opportunity. Therefore, to study the national industry of mass media on a more advanced and more .practical level is not only the responsibility of media researchers but also the obligation of economic researchers, especially national economic researchers.The study of media industry in China started in the 1990s and is still waiting for the systemic and comprehensive research. However, the plentiful practice of national mass media has activated the corresponding theoretical research. A distinguishing theory of Chinese media industry is expected to lead the development of the media industry in China, to strengthen the national media industry under the process of globalization, to defend the cultural identity, to introduce the excellent national tradition to the world, and to reflect the development of the advanced socialistculture. This thesis contributes to the theoretical base of the research on media industry.The main subject in this research includes the traditional mass media, such as newspapers, TV, radio, journals, etc., and the recently-invented internet. The study begins with discussion on whether these media have industrial characteristics. The thesis discusses three issues: first of all, whether the mass media in China have industrial characteristics, form an industry, and what the situation and features are in the industry; secondly, a comprehensive study of the mass media industry, stressing the operational situation of industry in the market economy, including the analysis of media management, media brands, media market entry, media capital management, media internal interaction and integration, and revealing the internal rule of media industry; thirdly, a pioneering discussion on challenges and opportunities to Chinese media industry in current national and international situation, providing strategies to accelerate the development of the national media industry and furthermore the national economy and culture.The mass media industry covers various fields and assumes diversity and complexity. Therefore, the thesis is built on an extensive base, using national economics, industrial economics, regional economics, communication, journalism, politics, sociology, culturism, anthropology, and studies on industrial policies. At the same time, the thesis introduces modern media theories, uses scientific methodology, analyzes the mass media industry from a new...