Institutionalized Path Of Electronic Media Research

As the development of modern society, it is necessary to "regular" or"nonregular" for electronic media. This phenomenon has complex backgroundinvolving the differences of management theory and model caused by politics,economy, and culture. In our country, the development of media, especiallyelectronic media require more appropriate system to protect.Media Industry in China involves Information Service Industry and cultureindustry which make it have double functions: economic organization and humanservice. Now, media industry develops rapidly and has taken shape in a certainextent. So far, media and culture industry has become the fourth large industryand the most profitable industry.The electronic media market in China will enlarge in the future, at the sametime, lots of problems exist. Administrative and public institution is overproportion in media industry, especially in electronic media industry. Social fundsand offshore funds are not allowed to invest in media industry. Media industrycould not adopt shareholding system and get list on the stock market. So it not thetrue enterprise and it still work for the party and government only. Media iscontrolled by the entrepreneur and authorities. Radiated television is controlledby administrative institution. Public institutions is overproportion in impersonalentities which causes that the media products are in lower level and lacked variety.At the same time, there is not enough funds invested so that the profit is not ideal.It does not develop in balance between the west and the east of China.Otherwise, media industry is controlled by several parts. The policy is notcarried out fluently, and coordinating system is not perfect. The industrialstructure is imbalanced, and supervisory system is in vacuum for a long time.Corporate organization on the stock market in not reasonable and this causes theopposing benefits between different departments. Many nationalized mediabusiness monopolize resources so that some enterprises listed on the blockmarket are limited. So it is important for the government introductory policy toallocate resources rationally, build a specified and standard market system whento tap production potential and increase enterprise' s quality. The key to solve theproblems is to introduce appropriate market competing and orderly environments.The paper is on the planning structure, planning subject, planning target,planning content and planning value. Because the different situations in differentcountries, we can not evaluate which is better. But as the largest socialist country,we have no precedent and successful model to obey. We have to explore adeveloping road fit for ourselves and face the challenge bravely, in spite ofdifferences of politics and ideology. Advanced theories can help us clear ourchain of thought and draw lessons from others. Now, the development of sciencechallenges the traditional media field. There is no clear boundary betweentelecom and media which is require to relieve the government regulation ofmedia. And the government regulation must be appropriate to the scientificprogress. The law is what we need to adjust these complex social relations. Theappropriate law must be draw up to electronic media.