Balance Study On The Media Economic Effect And Social Benefit In China

In 21 century, the media industry is in monstrous shift. The firm merging generates large scales media groups, and new techs generate a great deal of contents, which are changing all the media industry in the future. But just as people said, medium has two faces: one is a angel, the other is a devilism. With sound development of the media estate and market, some mediums abandon their social benefit in order to economic effect. For taking the capita of existence and evolution, a few medium firms fall out of their social responsibility and professional ethics, and deliberately produce a great deal of false and erotic news for attracting more attention wills, but these appearances generate negative influence in our society. Facing the strong competition of media market, medium firms simultaneously get economic effect and social benefit, which is a focus point for the media and the essay.So, the article analyses the present situation, some problems and reasons of the media economic effect and social benefit, and make measures from our government, medium, people and journalist by the theory on social responsibility in news and the corporate social responsibility , continuance development and t brand strategy in economics. From analysis on the theory and cases, the "Brand" is the optimum way in the article, for example, the brand strategy of the Phoenix TV.