Media Monitoring Research On The Mechanism Of Corporate Governance

Management of the company has always been a popular academic research topic. With the continuous development and improvement of corporate governance theory, research focus gradually shifted from the internal governance mechanisms to external governance mechanism, while media monitoring as an external corporate governance mechanism, is playing an increasingly important role. The development of mass media and marketization of mainstream media has brought new vitality and research value to media supervision.This article aims to find whether media monitoring can play a complete effectiveness governance role in our country at present stage of economic, political and cultural environment, how to ensure the realization of media monitoring mechanisms, the way to conduct effective media monitoring of state-owned monopoly industries, and how to improve media monitoring mechanisms in order to improve the company governance.Firstly, this paper describes the background and significance of this research, introduces the importance of this research. The theoretical perspective of this article is extracted after reading a lot of literature, scholars reviews and understand those agreements and disagreements of academic researches, which are about the effectiveness of media supervision.Secondly, through the theory of corporate governance, the current status of corporate governance in state owned enterprise and introduction of media monitoring mechanism, this papers has a in-depth discussion about the effectiveness of media monitoring to corporate governance mechanism. Finally, the paper introduces a corporate governance case study of a typical state-owned monopoly- Anhui tobacco industry company, which gives a brief introduction of the company’s basic situation and the tobacco industry’s fundamental backdrop, then analyzes the tobacco company’s corporate governance structure and mechanism. It points out the problem and the sources which cause those problems.In addition, it points the weakness of state-owned company media monitoring mechanism with proposal of several measurements from this point of view,namely use of the media monitoring tools to improve internal and external corporate governance structure. Besides, it is proposed the innovative introduction of media executives as independent directors and board of supervisors members, analysis of two different roles will be played by media executives under two different mechanisms. In the end of the paper, a conclusion and suggestions have been drew to express the hope of media can act as an effective oversight of corporate governance reforms and expectations.