The Research Of Media Publicity

This study attempts to reveal the media structure features of its publicity and discuss its publicity plight in China and discuss the interaction between media publicity and media structure.The article takes sociological analysis methods which regard the mass communication behavior and media hierarchy as the subordinate of social behavior and social systems. From this point of view, we can use the conceptual tools of sociology and theoretical system such as structural functionalist model, AGIL model, social development theory to analyze the mass communication behavior and its system. The structure and function of selected sociological theory and method come to a theoretical paradigm of the research to the overall structure of the media analysis since 1979. Because the media is not only the nature judge but the function judge, the functional judgments and Investigation of the media comes to determine exactly what kind of role play, produced any results.From the perspective of structural functionalism, mass communication can be divided into the following research topics, namely:(1) communication behavior, (2) communication system structure and function, (3) changes in the structure of communication system. The subject of this study consists of four parts:The first part inspects the nature and function of media and establishes the basic framework of the mass media in view of the structural system.Critique of structure and function is necessary to reveal the conditions of social life and a necessary prerequisite for social life; the second is trying to explain the cause of a social action or the effect of the functions;the third is to explore how to coordinate the various elements together and make structural functionalist approach to social systems as a must have to meet certain basic requirements for the structure function analysis of structure and function. The media and the public nature of the problem of structural functionalism on the logical consistency:Media structure and function of public analysis and Marxist analysis is to start from the behavior analysis;media publicity of analysis and structural functionalism theory to be in exchange for thought core; both are using the generalized system analysis method.Since the concept of structure and function are in accordance with the doctrine, we want the mass media can be understood as the institutionalized structure to regulate the mass-based allocation of resources. If this understanding of the structure of the media system of institutionalized meaning, we can put modern society has towards the formation of the media industry is divided into three main types of institutional structure that is, marketing principles, organizational theory, and public works. It is discussed in this study which focuses on structural changes in the Chinese media adjustment. This is how the three types of structure formation, function and development. The study try to dig within the structure of mass media, especially the analysis of the nature of a media industry group after the reform the structure of the media in order to torture the Chinese media of public issues.The second part of the study investigates the Chinese media change and the media structural adjustment in this process. The Chinese media experience two important shifts since 1979:The first period was from 1979 to 1990 when China’s media resources spread from the central to local government and society to the market. The second period was the late 1990s when the media resources refocus to the central level and provincial-level, refocus from the social to the government and the market.In the press structure, study the decline of the industry report, transfer and market transformation, the development of social groups reported difficulties and market transition, as well as differentiation of the internal structure of party newspapers. In the restructuring, the two forces in the continuing strengthening-political and market, and formed a main organizing principle and the principle of the newspaper market structure, while the party newspaper and the party newspaper-based newspaper group became the focus of this structure expression. Our Newspaper Group both political and economic advantages, these two competing forces, the game, but cooperate with each other, and to some extent, the political advantage (monopoly) into economic advantage. Finally, the Chinese press flat structure, then the vertical distribution of China’s media resources, unequal, the media resources are further to the city to focus on the so-called mainstream crowd.Structure in the radio and television media, the first major structural change is the structure of radio and television media, organizational principles from conversion to market principles, performance for the media resources from the political to the market spread. Adjustment of the vertical structure of radio and television has undergone two changes, the first is from 1983 years ago to do the central and provincial radio and television into a second central, provincial, municipal, county pattern of four to do radio and television. The second was from the four restructured into a secondary structure. Newspapers, radio and television the same point of structural adjustment and the result is both political and market power of both the industry group, the final point of the flat structure of resources is the media elite to the urban concentration, and the political elite, has become the dominant economic elite media development and pattern of change in two core strength.Changes in the structure of the media system is one of the focuses of this study, it reveals the structure of today the formation of the Chinese media and political and market shows how the two forces constantly enhanced.The third part looks through the Chinese media conglomeration to analyze the structure and function of Chinese media. Restructure features of Chinese media since the reform is to strengthen the market principles but also continuously consolidate the organization principle, to refocus centralization in the process of decentralization and incremental reforms. After two rounds of media restructuring, the party newspaper groups become bigger and stronger, the central level, provincial radio and television media group also completed a national and regional layout. As a prelude to China’s Media conglomeration, Media groups become the major component units and the main body of market competition, the media groups should be the main investigation object of the study object.To party newspapers as the leading newspaper group building mode and broadcast television group in the formation of the organizational principles are the organizational principles reveal the power of the media logic of the structure. The media group’s market-oriented reform within the market principle is reflected in the capital structure of logic. Whether principles of the organization or the market principle, there is government failure or market failure issues, which took place the interests of the sector to the market instead of the interests of the public interest or public interest instead of the situation. Organizational theory and marketing principles to form the structure of dual media dual attributes of the media identified as the beginning of the media industry in the process of the Group continued to consolidate power and capital both growing and thus the logic of social rights violations, it is from this sense of power and capital formation of public nature of the dual domination of the media.The fourth part discusses the function of media publicity from the perspective of civil society. Structural functionalism attaches importance not only to structure research but also to functional analysis. Functional analysis makes it clear to us that the media publicity may play a positive, anti-function, function and potential function role and reveals the importance of initiative for the positive functioning of public media. The public media is not only determined by the media structure, but also by the government, institutions, civil organizations, and joint promotion of the whole society, in particular, is dependent on citizens and civil society organizations to intervene actively to the media which urge the mass media to take its public responsibilities, to strive for and maintain public interests. Citizens and civil society organizations participate in the media is to ensure the positive function and inhibit of anti-functional role of public media.Based on case study, this part focuses on interact of the citizens, civil society organizations and mass media to reveal domestic violence, gender equality and explores the performance of various functions of the mass media and the possibility of civil organizations involve in the media. The academic reaches consensus that the main body of civil society is social organization which consists of citizens in the pursuit of common interests. With the development of Chinese society, mass media publicity will become increasingly positive to the participation of citizens and this chapter tries to reveal the possibilities and mechanism of their participation.