The Study About Media Ecology Of City TV Station Which Focus On The Civic Journalism

The media ecology starts from the assumption of the life organism to focus on the media and the process of communication; and it put the media in the whole social system, to study the interaction mechanism about how it affect and influent with relevant social elements. The City TV station (refers to the TV station at city level on concept) has its own media ecology: The interaction between city TV station and social system forms the system and policy environment; and interact with the economical circles forms industry's environment ; and the competition among the national TV stations and the provincial TV stations forms the industrial ecological environment; and the interaction with the people constructs the viewer ecological environment; These relations influent each other, interact with each other, and has a complex internal relation, and form the ecosystem of the city TV station altogether. The state-run TV system and the special role in the ideology make the management system of TV of our country actually confined by china's actual conditions and the rigidity of the political cultural system and elastic range. The city TV station has an asymmetric policy and responsibility, and under such system the city TV station undertakes double administration of the provincial and city municipality; city TV station is in the bottom most in the three level structures of "Chinese Central TV station, the provincial TV station and the local TV station ". This kind of Management sacrifice the efficiency and make the city TV station and provincial TV station coexist and compete under such unfair state. The city TV station is enslaved .on the system aspect, and doesn't possess the environment of fair competition. In the initial stage of this century, after the industry attribute of the TV trade is clear gradually, the industrial environment of the City TV station has three characters: fierce competition, the weak status that can't be changed in short-term; the great potentials. Its industrialization process far lags behind broadcast and newspaper. In the process of the industrial policy adjust course, bear more propaganda function and the distribution of the profit hasn't changed; as the root level media the City TV station bears more and more propaganda assignment, but no dividend from the upper advertisement profit. The economical contradiction gets gradually incisive. The essence of the competition in the industrial ecological environment composed by the city TV station and the central TV station and the Provincial level TV station is the competition of the viewers, it is a competition to advertising actually. The city TV station has a direct competition with ground channel of the Provincial level TV station, and has the same rival advantage; The Provincial TV station's satellite channel becomes the industrial oligarch; CCTV is in the monopoly position. The audience of the City TV station demand many, desire many, and has little time; the audience are captious to choose the media, assemble highly and high scattered. Compared with the TV channels of magnanimity, audience resources are limited. The news, the information, and the specials must close to and needed by the local audience. The local audience has natural sense of belonging andacceptance to the local TV station. To Occupy and develop the local communication resources and audience resource is the key competitiveness of the city TV station. The person who gains the audience gets the world, whether or not gain the local audience resources is the most important thing in the establishment of the competition advantage of city TV station , it has the gaming relationship. It is easy to find in the practice of the TV media in recent years, civic news has become the breakthrough for the city TV to improve ecological environment already. At January 1 2002 The Nanjing zero distance of Jiangsu TV station start broadcasting, by now it's the symbol of the Local TV station civic news's rise. And it is known as the third change of the Chinese TV news. In fact the civic news has not changed the attribute of the social news in the content aspect. But it do change the narrate way and form of TV news; Shown as the accumulation of a large amount of similar homogeneity news. As regard to its essence, the TV civic news is such type of TV program: It has the characteristic of the closeness and timing of the TV news, fully consider audience's demand, realize mass culture and consumption culture in the news media, can make audiences produce sense of ownership and position on the region and culture, setup a public space for people to discuss, and promote social democratic process. In the transformation period of the Chinese society, the media of the TV changed the attitude like in the past which attempted to educate and guide the audience in a commanding position. The major streamvalue which TV developed now are the respect the existence of the people, the respect to the people's subject status and creativity, the respect to the relationship among people and the interdependent relationship between people and society. Audiences has already changed from object to subject. The news from the root of society, no longer as the supplement and minor as in the traditional news, and become the protagonist of the news report. In certain society, space and resource that media's population need to perches are limited, under such condition only bear a certain amounts of media, because of these same kinds of individuals share common resources so that the competition is fiercer. The question existing in the competition of the news of city TV station will evolve into a media exorcises: the propaganda environment demonstrate the situation that "information overloads"and "the news is redundant";The omission of supervision by public opinion, with coexisting of off-side; the contradiction between vulgar report and the humane caring; the marketization and commercialization of the news program cause city TV station in a ecological crisis state, and it make an disequilibrium between objective fact and media fact, make the audience misunderstand the world, all of the above directly weakened the existence meaning of the TV media. But to the city TV station it can get first report right of information expediently, because the information source are relatively concentrated; and has the agility In the system personnel aspect ; and the strong local color and regular audience group enable it to orient program more accurately and properly. The characteristics of the civicnews ,the closeness interaction and the service and opening,are the most important advantage to attract the local audience. Compared with traditional news, the civic news demand the city TV station has the ability to possess persevering operation and judgment ability; with these it can construct the harmonious society, practice humane care, and promote the community responsibility of the cultural construction. The civic news advocates one's own closeness of reporting and the subject of report, but this does not mean the news is confined to local news and social news. Civic news is often being treated as the citizen news and city news. And the judgment that lock subject of the report to the city resident is questionable. The pressing close to and service of the civic can't only stay on the surface described in dynamic report , phenomenon , focus on the construction and responsibility , enrich one's own social function , practice the humane care of the news media. According to the current situation and characteristic of the city TV civic news, city TV station need to establish the view of media ecological interaction, and adopt the fresh new exist and development strategy; coexist and accrete strategy; equality and innovation strategy; and so called the "green"multi-strategy. The ecological balance of media need the coordination among politics, economy, culture and media, audience; this not only can make the media itself prosperous but also can promote the whole society developed harmoniously, so in the information age the media must pursue the media ecological balance. It is the realities who compel the city TV station improve one's own ecological environment via civic...