Media Governance Structure And Process

Mass media regulation policies focus on that how to eliminate interest conflicts and promote positive social functions in media operation. Governance Theory has carried weight in western academic circle and deeply affected regulation concept in western countries since it springing up in 1990s. Although Governance Theory is still some obscure, it provides a preceding visual angle for understanding how to assort with the interest conflicts between media, government, market organization and Civil Society Organization in complex circumstance.The thesis use Governance Theory for reference in the research area of media management from the research approach of cooperation-network Governance, which is based on the three-dimension social background of government-market-civil society and television medias in Western Europe and America. And discuss how Media Governance as a new managing mechanism eliminates interest conflicts caused by excess marketization and maximum public interests through media structure arrangement and function promotion.The research regards interest conflicts, benefit check and balance in media operation as starting point of analysis, and discuss some basic problems including that what is Media Governance, how it operates and why fails from three respects as the structure, models, predicament and failure in media governance. The theory and case research is given to Media Global Governance in globalization background.The thesis hold the view that in the three-dimension society of the government-market-civil society, media governance, as a open managing mechanism characteristic with public-private cooperation, harmonize benefit conflicts and achieve public interests through benefit check and balance, equal negotiation in cooperation network.Media governance is composed of inner structural governance and outer functional governance. The structural governance with the core of power distribution, expects to form the media structure in the system of different interest directions, which check and balance each other, and provide various media products. Meanwhile, contributes characteristic organization structure. The functional governance with the target of function promotion, expects to eliminate the negative externality in media operation and compass the stipulated functions through the participation of government, market organization and CSOs. The subjects are diversity in Outer governance, and the approach shows to the combination of arrangement and restriction in and out the system.In the course of media governance, there produce four models: government-domination, civil society-domination, market-domination and mixing-domination. The models form a kind of complementation on governance concept, the understanding of public interests and realizing routes. They also have distinguished characteristics in inner and outer governance, as well as corresponding media organization types. There will be a kind of flexible governance pattern when the media ownership and right of administration is in separation.Media global governance require the participation of international organizations and sovereignties, and a shared goal comprising the demands of integrating benefits as well as a binding global regimes are the premise to the effective global governance. The research on the media governance in unification Process of Europe reveals that there are some special conditions and characteristics in media global governance. Effective media global governance appearance easily in the national alliance that have close value orientation and development level; media governance in national alliance is the flow-out of political and economic area; and is colligated with the governance in political and economic area.Media governance is confronted of the predicament of selection ascooperation or competition, open or closing, receiving governance or remaining agility, responsibility or efficiency. The possibility of failure also exists as in government management and market adjusting. The reasons lie in the followings: benefit check and balance not formed in cooperation network, CSOs' validity crisis, organization reason breaking through critical level, the system foundation of cooperation gamble not maintained well and so on. The problems as hidden government, hegemonism and the complex relationship between government-market-civil society also latent during media governance.Media governance that re-built the media managing mechanism through social participation and public-private cooperation, enlighten the media system reform in transformation period in China. The suggestions includes changing the government functions, managing in law, transferring media system according to the multi-property, and developing the authoritative non-government organizations of media field, encouraging communal participation, establishing mechanism of responsibility and benefit share.