The Dilemma Of Cultural Change In Traditional TV Under The Background Of Media Convergence

In august 2014,the government proposed the Media Convergence Strategy to guide the development of Chinese media in new period.Media Convergence has some fundamental requirements:encouraging the integration of traditional media and emerging media,promoting the influences of media groups,and creating new type of mainstream media groups.Under the background of Media Convergence,traditional TV corporations have been making some changes in organizational structures,technics and content production processes,however,the most important change is the reform of culture.Convergence Culture requires sharing,participation,and openness,but the requirements conflict with the one-way transmission mechanism of the traditional media.In this paper,the author takes Jiangsu Broadcasting Corporation as the research object.JSBC is the most powerful TV media in Jiangsu,it also has an influence on whole country.The author worked in JSBC as an intern,meanwhile,observed the working environment and had interviews with staffs.The author investigated the motivations of the cultural changes,and then,analyzed the status of organizational culture from four aspects which are core value,management style,sharing culture and strain gene.According to the investigation,we found the reform of organizational culture of JSBC emphasize the Ego-system which lead to the convergence is not successful.Ego-system awareness has two significant disadvantages:cultural lag and cultural resistance.In chapter five,the author analyzed the reason of the barriers:institutional inertia.As long as the traditional TV corporation's political attributes still dominate,and the role of the publicity mouthpiece remains unchanged,the development of media convergence will be in a rigid state.Under these circumstances,the internet thinking cannot be realized,and the organizational culture cannot be adjusted to the ideal state.Therefore,the road ahead of traditional TV group is to transform itself to a high-quality content provider.