Prospects Of Chinese Media's Global Expanding Strategy In The Globalization Background

Reform of media industry since China joined WTO has always been the focus of attention in the academic world, and the area where China's media reform most likely to break through is media operation and management.As Professor Yu Guoming of Renmin University of China pointed out, China's media industry is at the "inflection point" of historical development. On the one hand, China's media industry has tremendous space and potential incremental for the further development; however, on the other hand, researches on development trend of China's media industry show that if we let the existing development frameworks, model and logics take their course, the space and potential may not be seized and the development possibility may be difficult to become development reality. Therefore, today's journalism and communication study needs to focus on media industry's choice of development path more than ever, which is also the research goal of this thesis.Methods of case study and literature analysis were used in this thesis, predicting Chinese media's "going out" strategy from the context of globalization, the experience and inspiration of foreign media groups' international expansion, searching for the necessity and possibility of this strategy, analyzing difficulties and summarizing countermeasures, and came to the conclusion that in the tide of globalization, China's media must actively "go out." This strategy will require the support of policy, updating philosophy and appropriate methods. The market potential of domestic media industry is attractive, but defending our international say can't be ignored. In contrary of sitting down and watching foreign media groups using China's rich information resources, we should take the initiative to communicate with the rest of the world.This thesis significance lies in: First, it systematically elaborated media's "globalization" tendency, and analyzed it using media economics theories and McLuhan's "global village" prediction combined with the phenomenon of foreign media groups' global expansion. Second, uses methods of case study and historical description, macroscopic profile and microscopic analysis, summarized western media groups ' globalization strategies for future reference. Most previous studies analyzed each case independently, but this thesis uses "globalization" strategy as glue to hold relative research results together. Finally, provide bigger picture for media industry's choice of development path. With foreign media groups entering Chinese market after China joined WTO, we should update our philosophy. On the one hand, we should speed up the industrialization process of media industry, integrate resources, and strengthen ourselves in the competition with foreign media groups. On the other hand, liberate ourselves from passive defense and take the initiative to "go out." Learn from overseas experience, use all kinds of resources to enhance international communication, compete for more international say international discourse, start with focusing on several media products, and ultimately crcate a global Chinese media group, which is perhaps a new path.