Media Employees' Perceptions Of Organizational Culture, Job Satisfaction And Turnover Intention

In recent years, along with the media integration and the aggravation of the market competition, the media industry is facing great challenges.The phenomenon of brain drain has become more and more serious.Media organizations, especially the traditional media organizations need to diagnosing and change their organizational culture.In this context,it is particularly necessary to research on the organizational culture of media.However,there is still a big gap in the theory of media organization culture, especially those based on the study of media employees.Based on the Denison organizational culture model,this paper intended to develop scales for measuring media employees' perceptions of organizational culture from four culture traits : involvement, consistency, adaptability, and mission.The main purpose of this study was :1)to develop scales for measuring media employees' perceptions of organizational culture,job satisfaction and turnover intention; 2) to explore the difference of different media employees' perceptions of organizational culture;3) to examine the impact of media organization culture perception to job satisfaction and turnover intention;4) to provide a reference for media employees and media organizations to diagnose and change the media organizational culture.The data were collected through questionnaires from a sample of 262 media employees. The results show that : 1)There were significant differences in the external focused two traits of organizational culture between new and traditional media;2)The perceptions of organizational culture had a direct and positive impact on media employees' job satisfaction;3)The perceptions of employee orientation had impact on media employees' turnover intention.Although there were some limitations,this study filled in some of the gaps in research on media organizational culture,and provided a reference for media media organizations to construct and change the media organizational.