The Research On Organizational Conflict Of Broadcasting Media System Reform In Our Country And Its Resolving Way

The reform and opening-up in the late1970s, provided an unprecedentedopportunity for development to our country’s media industry, also laid the Basis forcultural system reform began in2002. The reform of cultural system is enterpriserestructuring, Separating the government functions from enterprise management in themedia industry, Formation the separation of production and broadcasting. can moreeffectively to complete the party and the government propaganda work and facilitatethe development of the media industry and management, to make it more adapt to thedevelopment of the modern market economy environment. Most foreign scholars’research of conflict of media system and its solution way, started on these microlevel of Management decision, excitation, media organization structure, marketanalysis, for our organization offers many cases reference of conflict mediaorganizations, but because of our country’s special conditions and media industry inparticular, the special status of radio and television industry in our country, manycountermeasures we can not copy. But the organizational conflict of mostly domesticacademic research from the perspective of performance, analysis of whether improvedperformance of the media reform organization, but lack the empirical perspective ofempirical issues related to organizational conflicts of specific analysis.As the cultural system reform,the media industry has made great achievements,but with the functioning of the media organization, organizational conflicts stand outslowly, From the pattern perspective, Scattered phenomenon is serious, thedevelopment space is saturated, Organization contradiction; from the view ofmanagement system, regardless of political affairs, poor management, unknownPoints, inefficient; In terms of organizational structure, inadequate of incentivemechanisms, unclear division of work, employee sabotage phenomenon is serious andcan not provide support to the media industry towards industrialization andmarketization, Urgent need the reform measures implemented, change the status thatthe media industry moving in a better direction. Firstly, this paper elaborated the media system reform process and itsmarketization process, Pointed out that our country has gone to the stage to promotethe cable network integration, inter-regional cooperation and capital operationphase.and this article then use the pest analysis method, from the four aspects ofpolitical,economic,cultural, media technology to analyze the background environmentof media industry in the reform of cultural system in our country. This paper arguesthat the government reform to establish the combination of cultural industry andcultural undertaking of socialism cultural power strategy, this strategy is a politicalfactor that promote cultural reform of the media industry. With the rapid developmentof economic globalization, the foreign media impact of our local media industryrapidly, this is a economic factor that promote cultural reform of the media industry.People’s growing spiritual and cultural needs, social and economic development, theimprovement of public cultural consumption level, this is social and cultural factorsthat promote cultural reform of the media industry. The development of financialmedia era technology, media industry and the development of information networkingbecome to the background of cultural system reform.At the same time, the paper taking the sichuan radio and TV station, forexample, combined with the reality of the media reform and development of mediaindustry, using media conflict management theory,combining qualitative andquantitative research,And analysis of the media organization’s internal conflict fromseveral aspects of the main body, content of propagation，form of propagation，channel of propagation and audience level of propagation. This paper, also throughthe questionnaire survey and in-depth interviews, field trips and sampling analysis tounderstand the basic basic situation of sichuan TV and its cause of organizationalconflict. This paper has analyzed the the cause of organizational conflict from theenvironment, Organizational structure (system), incentive and promotion and personalfactors in these four aspects.Finally, the paper separately from four aspects of the transmission system, the mainbody, content of transmission and other aspects, puts forward some suggestions andimproved measures for solution of the media organizational conflicts. In the mediasystem, it should build the market economy system that matches the media system.Inthe main body propagation, need to improve media governance mechanism, equalattention collecting and editing, operation and management, build scientific andrational organizational structure, and establish effective incentives and evaluationmechanism to improve the human resource management system.In the dissemination of content, need to strengthen the social responsibility of media organization, andresolutely resist dissemination of content like excessive entertainment, vulgarization,kitsch and etc, safeguarding the information security of the country. In thedissemination of content, need to strengthen the social responsibility of mediaorganization, and resolutely resist dissemination of content like excessiveentertainment, vulgarization, kitsch and etc, safeguarding the information security ofthe country, construction of socialist cultural power.