Media Management Professionals In China

It has been more than 20 years since the Policy of Reform and Opening to the World, China's medias have also accomplished the transform from whole political enterprises to economic entities and profit-earning organizations and, some medias in authority have fulfilled the capital accumulation from smallness to greatness as well. Anyway, with much advance of the medias'attribute of corporation, the collectivization of medias is the medias'chasing and notarizing to the markets'commercial function in fact, which makes it necessary that the medias'management tend towards to professional and marketable in objectivity. It's with much more necessities, than ever before, for China's media properties to own the specialists and professionals excellent in commercial consciousness and media management. Therefore, the raise of "media management professionals"comes to true. With the unaccepted social status of media management professionals (MMP) in existence, the multi-ply influence of social environments and the stealthily restrict of China's special media system, the rational establishment of the MMP System is in great necessity. However, by contrast of the supposed premises of such systems in USA and Japan lying in profit and need, in the author's opinion, the cultural environment is the supposed premise to China's MMP System. And the establishment and perfect of the concrete functional mechanism of MMP System is quite necessary, in some way. The practical methods of developing China's MMP successfully include making rational comprehension of the raised issue firstly, seeking the right counterpoise of self-achievement and China's media systems, summarizing the experience and lessons of former media managers and putting more attention to the college education and practice accumulation. What we could forecast are that, specialization, profession and fluidness are the basic characteristics of the media management market in the future and, MMP will become an important standard of the China's market level as well.