The Research Of Media's Media Event Planning

Days up to now, the practice that the media plan and report media events positively has been already of common occurrence. From using it occasionally at the beginning to general application of it today, The prosperity of media's media event planning has complicated and deep social reasons.Although academicians have many discussion about the practice of media's media event planning,, the present academic theories have not renewed or perfected in due course along with the the development of practice, ignoring sorts of new situations and new tendency which appear in the media practice. In fact, in recent years, media's media event planning gradually brokethroughs the primarily early forms of public welfare activity, more and more media event planning which take media brand recommendation and marketing as their goals appears, however, related studies have not yet brought them into the framework of media event planning in theory.This article will study the current news practice on the basis of present academic achievements once again and research the media's media event planning with the aid of data collecting, summary, qualitative investigation and other methods, also, I attempt to analyze the media's media event planning with some principles in Communication. Concrete said that, first, this article will interpret the conception in the Public Relationship field and Journalism field. Next, analyze the internal incentives which facilitate the media's media event planning. Once more, generalize the common types of media's media event planning and elabrate the value standard and operating rules which the media's media event planning should persist. Finally, this article will introduce the "Agenda-setting" theory, the "Simulant Environment" theory, the "Gate-keeper" theory and so on to analyze the rationality and the limitation of the media's media event planning, interpret the positive effects and negative effects of the media's media event planning in current practice.