Study On The Phenomenon Of Media Organization's Transgressive Management Under Diversified Business Structure

Under the new media environment, media ecology is going through an unprecedented overthrow and reinvent. The traditional media grows slowly, and thus has always been dampened down, worse still, its business model and foundation of existence are being threatened by media predicament, and are in great need of being optimized and remoulded. At the moment, media organizations on behalf of newspapers depend most on diversified management, setting foot in non-media industry. However, the blind radical attitude plus unlimited business operations continuously push traditional media move into a dangerous territory.By applying the theory of media ecology and Journalistic professionalism, this paper creates the concept of "transgressive management", and explores a whole new perspective of "enterprise medialization" in analysis, interpreting media organization's transgressive management from the view of history and standpoint of journalism.Through a diachronic observation of media's diversified business structure, this study finds that cross-border business has long been conducted in media industry in China, but traditional media industry's diversified business activities have mutated in the current situation. News media organizations'"cross-border business" have already rushed out of its fixed scope, and transfer its focus on non-information service instead of core media businesses, what's more, the firewall between news collecting and operating division has also been broken down, which leads to media rent-seeking, corruptions and other behaviors against journalism ethics and news regulations, this is what is called "transgressive management". The reasons behind this phenomenon include extending the value chain and the force of both financial distress and the trend of "enterprise medialization".This paper holds that the transgressive management will not only lead to alienation of media, damage of journalistic professionalism, but will also cause unfair competition to other non-media enterprises, in consequence, it is an urgent to build up the awareness and prevention of transgressive management. In addition to policy supervision, the effective implement and maintain of media industry's exit mechanism, walking out of wrong way also demands media return to its core news business, reinforce the scope of core business, what's more, it also requires joint effort of the news profession to abide strictly by the journalistic professionalism, making media industry regain its public service functions.This paper directly attacks the current chaos of traditional media's transgressive management, issues the appeal of alert on the in-depth analysis of causes and hidden danger. At the same time, this paper also makes some reasonable advices on the strategic transformation of traditional media according to current situation, hoping to contribute to the back on track and sustainable development of media business.