Media Governance: A Comparative Study Of The Theory And Practice

This thesis mainly dicusses corporate governance of China media. Since the opening policy, China has taken on a great change, and the media industry, as subsystem of the social macro system, needs to adapt to external envioronment accordingly. In the90s of last century, China media was deemed to have dual attribures, namely as public institution adopting enterprise management. With the great information needs brought by market economy, our media, running in the market-oriented way and making gradual storage reforms, has made great progress.,As state-owned media’s reforms touching no heart of the system, it not building up complete corporate governance according to modern enterprise system, and lacking of sound incentive mechanism, competition has become more and more fierece with private capital stepping into media market through new media. As a consequence, the growth of media industry transits into incremental development, and many further problems lagging our media behind have come to surface, the main of which lies in corporate governance.Clear property right is the core of modern corparation system. Property right has functions of stimulation, restriction and resource allocation. But due to policy restrictions in stated-owned media, employees cann’t be encouraged effectively in property way. In this knowledge-based economy age, the key capital of media sector is intellectual capital. It means that corporate compitition counts much on elite-stimulation, and property stimulation works best at this point.Facing up to the actual problems existing in China media, the academic circles has put forward plenty of resolutions, but in practice, many of them are not adopted, and even some practical experience is not spreaded satisfactorily. At this background, this paper, by listing transitions of corporate governance modes, making a summary of the main patterns and a comparison of fruits in academia and experience in practice, tries to seek for the factors which restrict the devlopment of our media. Further more, by making reference to the newly issueded media policies and experience of modern corporate governance centering on property right, it concludes that we should motivate intelligent capital effectively and explores growth routes for media indusry in China as well.