Promoting The Core Competence Through The Construction Of Media Culture

Since 1978, the year that the reform and open policy implemented, Chinese media industry has obtained a considerable development. At the same time, the competition in the media market is also getting intense day by day. With China's joining WTO in 2001, the domestic media also face the challenge from the powerful transnational media group specially. How can Chinese media strengthen their core competence as soon as possible? It has become a topic that both the Chinese media and the academic circle pay attention to.From the perspective of the media culture construction, this thesis has elaborated and analyzed the developing strategy of media core competence. Unified the practice of Chinese media industry, It also analyzed the connotation and the essential feature of media core competence. The thesis has discussed the methods of the development of the media core competence in the existing resources. At last, the thesis illustrates the important and realistic significance of the development of the core competence of the Chinese media development and the construction of the Chinese media culture with socialist characteristics.The first part of this thesis is an introduction. From thecharacter of current media competition, it proposes the key of the winning in media competition is promoted their core competence through the construction of the media culture. The introduction also has illustrated the present research situation of the domestic and foreign correlation topic and the research direction and the significance of this thesis as well.From the perspective of media culture and media competition, the second part has explained the discrimination and the relation between general media culture and narrow media culture. This part has also analyzed the decisive influence of the media culture to the media competition from the midia functions, the theories of communication, as well as the present situation of the media development.The third part has discussed the development and the promotion of media core competence from the construction of the media culture . In this part, the thesis has elaborated three points of the construction of media culture: Content is king, Encouragement of innovation and Humanistic concerns. It has analyzed the interaction relations between construction of media culture and the development of the core competence.The fourth part took the Phoenix TV as a document of theconstruction of media culture, and it inspected the methods of Phoenix TV increased the "the gold content" of culture in its media productions.In the conclusion, the thesis has pointed out the important and practical significance of the construction of socialistic media culture in the new pattern of the media competition of the collision between globalization and the localization. Meanwhile, it has analyzed the new strategy of the construction of the media culture with Chinese socialist characteristics from the perspective of promotion of the media core competence.