| Taking Phoenix Satellite TV as a case, the dissertation studies its evolution of role from "overseas media organization based in Hong Kong"(ascribed role)to "Chinese connection"(achieved role)based on the research of the "process-event" composed of its news production, history-humanity production, and omni-media production against the background of its 15-year history. The author attempted to reveal the principle of the practice of media production mechanism, the rule of the making of media role, and the relationship of both. Moreover, the author intended to provide a vision of the relationship between the evolution of media organizations and the change of media institution in a period of China's social transition.To provide answers to the above, the dissertation follows a main line of role theory, and two other sub-lines of organization theory and media production sociology. During the six months field study in Phoenix Satellite TV, the author mainly used in-depth interview, and other qualitative research methods such as participant observation and archival research to present theoretic interpretation based on thick description.The introduction of the dissertation lists out research questions, related theories and methods, and briefly illustrates how the structure of the dissertation was designed.The first chapter looks back upon the development of production mechanism and the evolution of role of Phoenix Satellite TV in its initiative period, development period and mature period that provide a historical venation to the "process-event" of news production, history-humanity production and omni-media production.Chapter two to chapter four is the main body of the dissertation which thick described the situation, subjects and activities of three kinds of productions that are crucial to Phoenix Satellite TV's role-making.Based on but not restricted to a perceptive of professionalism, the second chapter focuses on news production mechanism and presents how the journalists in Phoenix Satellite TV actively put professionalism into production activities.The third chapter focuses on history-humanity production mechanism from a perceptive of culture production. It analyzes the production activities of Phoenix Satellite TV's producers of history-humanity programs, and explains how the role making activities on an alternative path could "influence people that have great influence on others". The fourth chapter focuses on omni-media production mechanism centering on ifeng. It interprets how Phoenix Satellite TV seeks technological breakthrough within the institutional restriction and enlarges the stage its role plays in.The conclusion points out that the practices of media production mechanism don't only produce content products, but also make the role it plays. As a part of the "piecemeal social engineering", the practices of production mechanism and role making activities of Phoenix Satellite TV have influenced the evolution of the media institution in China's transition period outside-in with an approach of "one standpoint, various voices". Meanwhile, it also provides several examples of production mechanism for reference to China's state-run media organizations. |
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