Linkage Study On Media Industry And Other Related Industries:from An Input-output Perspective

As part of superstructure and participant of market-oriented economy as well, media industry is closely bound up with development of national economy. At present, scale of Chinese media industry enjoys considerable expansion with increasingly high developing rate. However, driving force of media industry has failed to arouse universal attention from the theoretical horizon where scholars haven’t conducted any systematical or quantitative studies in to what extent the media industry can affect other industries and how to enhance the coordinated growth of media industry and the national economy. As a result, explicating interacted relations between media industry and national growth in a theoretical and macroscopic way is of great importance to coordinated development of both sides; what is of special significance in the relations is linkages between media industry and relevant others and exploring the problems in media industry development from the perspective of inter-industrial linkage.This thesis builds its arguments under the guidance of industry economy theory and media economy theory. On the basis of defining key concepts like media industry and industry association, this study carries on calculation and analysis on forward, backward and circular correlation degree between media industry and others by applying input-output model and Chinese input-output table in2007, so as to illustrate the relevancy characteristic of media industry and its coupling induction with others and clarify major types of industry related to media industry in national economy. This thesis also discusses the bystander effects of media industry towards social employment, environment and regional value. Last but not least, based on deliberate inspection and analysis, the writer puts forward several issues against development of Chinese media industry:over-investment, low intensive and commercialized degree, enterprise investment and financing difficulties, lack of R&D of information and communication technology, weak recycling capacity, onefold profit pattern and comparatively strong dependence on advertising. Accordingly, the thesis suggests Chinese media industry should alter growing pattern, turn material capital pull industry to information pull industry and replace the extensive "quantitative growth" model with intensive "qualitative growth" model in order to urge the coordinated development of media industry and other industries.