The Organizational Change Of Broadcasting Group In The Context Of Media Convergence:a Case Study Of JSBC

Media convergence has been widely discussed in the field of journalism and communication recently.According to the concern of the national level,convergence now is not only a concept of academia,but also the ongoing practice of the traditional broadcasting corporation and organization.In recent years,they have already done so much exploration in the methods by which they can converge the traditional media and the new media together.In order to develop the business of new media developed,the traditional broadcasting organization should trigger an organizational change to fit the tendency of media convergence.In this paper,the theory of organizational change was used to discuss a case study of the media convergence practice in Jiangsu Broadcasting Corporation(Group)from three dimensions which are the change of technology and process,strategy and structure and the change of member and culture.Through participate observation and depth interview,this paper attempted to present the whole picture of the organizational change that JSBC made to promote the media convergence,and hope to provide a case of practice value for traditional media who wants to media convergence.The paper was divided in five chapters.The first chapter introduced the research background,questions and the methods,through the literature review of media convergence and organizational change,the author developed the dimensions to do the research.Chapter two focused in the agent of organizational change from both inside and outside reasons.The third chapter was used to introduce the case of JSBC from three dimensions.And the forth discussed the problems and the resistance in the change which based on the case study,and then proposed an assumption in the last chapter.The research found:The traditional broadcasting organization had made great effort to change both technology and process,strategy and structure,member and culture to fit the new business of new media and the convergence,but the change was not so successful as it encountered with resistance.It was main because the great difference between the traditional media and new media,so that they should be fitted with different organization element.So the traditional broadcasting organization should make a balance between the exploitation activity in the traditional media business and the exploration activity in the new media business to make the maximum performance by construct the ambidextrous organization.