Research On Changes Of China's Radio Broadcasting Management: 1978～2008

The study, belonging to the category of media history, explores the history of radio broadcasting management in China from 1978 to 2008. style of History is adopted in writing and literature study and case study are the two main study methods in this paper.The paper consists of several parts:The introduction part exposes the background and significance of the study, and literature review.China's radio broadcasting has changed a lot in 30 years reform and opening-up. So, it is necessary to study the gains and losses of broadcasting management in this process.The first chapter combs and analyzes the changes of China's broadcasting management policies in these 30 years and presents that the broadcasting management policies are designed to remove all sorts of institutional chains for broadcasting industrialization in general. Specifically, there are different policies for advertisement management, programming, diversifying management, capital working, and technical reform.The second chapter is the further study, description and decipherment on the practical broadcasting management including advertisement management, programming, diversifying management, capital working, and technical reform.The third chapter makes the case study on the broadcasting management in Guangdong People's radio station and Beijing People's radio station. Both radio stations did well in advertisement management, programming and diversifying management.The fourth chapter introduces an influential figure for the broadcasting reform: Wangliang. His contribution to the reform and his way to success are emphasized in this part.The fifth chapter generalizes the experience and lessons broadcasting management in China from 1978 to 2008. The author holds that the main experience for the broadcasting management reform includes: first, forming a notion of audience-orientation and serving audience; second, making use of the core competitiveness of radio broadcasting to make brand management, and the main lessons include that the management model is monotonous and the industrial chain is incomplete. There are many causes leading to them. Broadcasting industry entering the declining phase, its paradox double identity, and its localization cause the unachievable national broadcasting network, the incomplete legal system, and the negative influence brought by collectivization.