Media Group In The Media Ecology Perspective Study

This dissertation is an attempt to analyze the media conglomerate from the perspective of media ecology, exploring the relations between media conglomerate and social environment, interior structure of media conglomerate and interrelations of media conglomerates, with the case of Viacom.With the definition of media population and environment, I develop a media ecosystem model and clarify some media ecology rules. Based on these, the third chapter discusses the polity factor, economy factor and technology factor for media conglomerate and their interaction in the media environment. The forth chapter analyzes the cause of formation for media conglomerate, as well as the structural characteristics of media conglomerate from the aspects of dominant species, food chains and coevolution. The fifth chapter employs the niche theory to explain the media conglomerates' competitions and relative strategies, and argues that the media conglomerate cooperate with other organizations according to mutualism. Finally, the thesis proposes some advices for the Chinese media conglomerates.