The Research On The Collectivization Of Media Under The Background Of Media Convergence

Nowadays, because of the rapid development of the information technology, media convergence has become a trend in the media industry. In this paper, combining with the related theory of economics and management, the writer discuss the present situation and future trend of the media collectivization in our nation under the background of media convergence from five chapters.The first chapter summarizes the new trend of the media convergence in the media industry through the interpretation of the concept of media convergence and the practical management of those domestic and foreign media groups. In the second chapter, the writer first expounds the related concepts of the media group and media collectivization, and explains the three types of scale expansion of the media group, then introduces the development of the international media collectivization, and points out that the media collectivization is the surest way to be a strong media group. The third chapter analyses the economic cause of the scale expansion of the media group and alerts the inefficiency of the scale expansion by the economics model. The fourth chapter analyses the common problems of the media collectivization under the background of media convergence, such as the incompatibility of the profit model, the lack of specialty after convergence, the abatement of benign competition, the convergence of the substance, and the raising risk of the interaction due to media convergence. The last chapter is the key part of this paper, at first analyses the special problems of the media collectivization existing in our nation, namely, the defects of the state-owned system, the chaos of the manage structure, the weakening of the incentive mechanism, then it forecasts the development trend of the Chinese media collectivization, namely, the acceleration of the regulatory change, the deepening of the convergence, and the innovation of the management system.