A Study On The Cultivation Pattern Of Professional Media Managers In China

The modern media industry demonstrates the main characteristic of marketization and industrialization. Entry of the foreign capital, and our facing the challenge of the international media groups after joining into WTO, not only accelerate the transformation of the media industry in China, but also put forward much higher demand on the management and administration of the media industry. Nowadays, the shortage of the professional media managers, as specialized and professionalized managerial talents of the media industry has already become a bottleneck to the media development. So the cultivation of the professional media managers has become very urgent. However, the past researches on the cultivation pattern of this group are so deficient that it is necessary to launch a study into the factors which have great impact on the cultivation of professional media managers.The article has constructed an analysis model-the cultivation pattern of professional media managers in China. Using this model, the article has done a research into the current status of the cultivation of professional media managers, and has drawn some conclusions as follows: (1)Generally speaking, the talent group in the media industry is of a high quality, yet the talent structure is not very rationalized;(2)Most of the media administrators were born in such media industry as marketizational and open to the outside. They grew up through internal training and practicing, and have not experienced a full competition;(3)The environment in which professional media managers exist is insufficiently harmonious, as well as the higher education and social training lag behind. Besides, the true value of professional media managers has not been widely approved.In the end, according to the present cultivation situation and those problems existing in the cultivating process, the article has proposed some suggestions and recommendations, so as to promote the betterment of the cultivation pattern of the professional media managers. The suggestions and recommendations are: setting up the market rules of the professional media managers, making the courses about managing the media in higher education more sound and practical, establishing the database of talent group in the media industry and strengthening the relevant encouragement system, etc.