The Study Of Media Incentive Mechanism Constructing Based On Psychological Contract

In recent years, the media industry is attracting world attention. With the graduate expansion of its dimensions as well as the increased competition in this industry, it is no doubt that the issue of improving competitive power of media industry is receiving wide public concern. Human recourse is one of the primary productive forces. Therefore, media incentives has attracted attention of the academic and practical circles and become a research spot。According to the psychological contract theory, this essay attempts to discuss the constructing media incentive mechanism at the new angle of psychological contract. First, the essay analyzes the current conditions of media incentive mechanism and points out its deficiencies. Then combining with the specialness of media workers'psychological contract, the essay analyses the requirements and principles of constructing media incentive mechanism based on psychological contract. On this basis, this essay analyzes and summarizes its constituent elements as well as designs the media incentive mechanism model based on psychological contract. and analyzes its mechanism.In order to successfully apply the psychological contract into the constructing media incentive mechanism, following requirements must be created: First, a psychological contract must be established between media enterprises and employees; Second, improve the government's media control policy to provide a relaxed external environment. In the process of constructing, we should follow some basic principles which conclude: the principle of human-oriented, the'just, fair and open'principle, the principle of harmonious development of material and the principle of spiritual encouragement, and the principle of diversities.There are 5 main constituent elements of media incentive mechanism model based on psychological contract. They are salaries,career development,work design,reputation and media culture. This model is based on the premise of psychological contract fulfillment. It is a progressive structure composed of the three levels of the five elements which are interactional. Needs for survival are the base; development needs are the core; spiritual needs are an important guarantee. All levels and their elements are progressive. The satisfaction of development needs is based on the premise of the satisfaction of survival needs; the satisfaction of spiritual needs is based on the premise of the satisfaction of development needs. At last, it can promote the psychological contract fulfillment to achieve an effective incentive. At the same time, various elements of hierarchy also is independent. They can promote the psychological contract fulfillment independently to achieve an effective incentive.