A Study On Orientation Of Chinese Media Policies In The Social Transformation Period

During the period of social transformation while Chinese society has been transforming from the planned economy system into a market economy system, the whole Chinese media industry has been accelerating its market-oriented transition as well, which requires the orientation of Chinese public media policies keep abreast with the times.In the 30 years of China' reform and opening-up, great development has been achieved with the continuous improvement of the public policies on Chinese media field, but some problems have been existing owing to the unclear orientation of the media policies. This thesis will concentrate on how Chinese media policies' re-orientation should be made to break away from the disadvantages brought by the planned economy system; and on how to improve the clarity, accuracy and fitness of Chinese media polices. All these aspects not only should be considered when the government positions the media polices in the period of social transformation, but also are the logical starting point for us to analysis the public media policies.This thesis starts from the perspective of public policy-targeted, based on the actuality of Chinese public media policies in the backgrounds of social's transformation. On the one hand, it would try to indicate the history of Chinese public media policies' targeting; on the other hand, it would try to reveal how the policies' orientation changed to keep abreast with the times, and, therefore, to reveal its inevitability or motivation. The thesis also indicates the media policies' orientation should focus on the changing ecological environment, on the unification of the two benefits which are respectively called as "economic benefit" and "social effect" and on the "three changes" .The theory of media ecology will also be introduced in this complementary and inseparable system in the formulation of media policies. Then we could coordinate the various elements and eventually make them become the organic integration of the overall media resources which are called as the "Golden Triangle" . We also should abide by the rules of economy while we allocate optimally all kinds of resources in the media industrial chain as much as possible.