Strong Media By Strong Culture

The mass media carries the responsibility of spreadingparticular culture and the concept of value while different mediumhas its own culture, which can be compared to the differentpersonalities of different people. This kind of culture isn't illusory,however, we can find its root in the organization entity of mediumand the representation in the media's particular organizationalstructure, particular management behavior and particular mediaproducts. We regard this kind of culture as media organizationculture. Along with the changing environment of mass media inChina and the objective request of the development, the focus ofmedia research has been moving from the content production, themicro aspect, to the media operation and management, the macroaspect. The organizational culture of the television medium of thisresearch can be regarded as a red line, which penetrates through allaspects of television including media content production, operationand management. The deeper understanding of the industrial natureof the television medium has been pushing innovations of televisionprogram styles and also reforms in operation and management inrecent years, but our country's television medium is still under dualattributes of the business enterprise and the political existence. Thelack of the compatibility of the both attributes of currentorganizational culture in the television medium has been the mainobstacle for solving some basic problems.This dissertation, through literature review and case analysis,tries to review the current situation of the organizational culture inthe television medium of China and puts emphasis on theorganizational culture in view of its strong influence to the survivaland development of the medium.