영국 노팅엄대학에서 중국 저널리즘에 대해 공부하는 수업에서 최종 리포트로 제출한 자료입니다. 미디어 산업에 대한 개괄적인 소개에서부터, 특히 미래의 미디어에 초점을 두고, 인터넷미디어, 대안미디어 등의 미디어가 중국 정부와의 관계에서 어떻게 발전해나갈 것인지에 대한 예측까지 곁들여 내용을 전개해 나갔습니다.
교수님께서 중국인의 관계로 다소 과격한 중국 정부에 대한 일방적인 비판은 지양하고, 발전적으로 나갈 수 있는 미디어의 미래에 대해 구체적으로 서술해보았습니다.
II. Media Industry in China
1.general industries in China
2.Why is media different from others?
3.multinational companies’ approaches in China – Guanxi
4.the failure of foreign media’s strategy (Phoenix TV and the Rollingstone)
III. Internet Media
1.Why is new media?
2.Google Case – deal with the government
3.News through the web is blocked (BBC)
IV. The future of New Media
2.Blog with RSS technology – with Microsoft case
3.Web TV (Cool Streaming TV, Locationfree technology from Sony)
The way to measure the portion of media industry in one country is measuring by the total quantity of advertisement.
The advertisement industry was measured in 2005 as 126.4 billion RMB, 8.5 billion GBP, including 913,800 employments and growing by 17.2% comparing to the year of 2004. Advertisement industry is still 30% of Japanese Media Industry but as it holds Beijing Olympics and Shanghai Expo, it would be growing than any other countries in the world.
According to the research of CVSC (Central Viewer Survey & Consulting Centre), Chinese people generally spend their leisure time with reading newspapers and magazines. Especially urban people are high above the average. The percentage of pass-along readership of Shanghai’s Xinmin Evening News was 74.3%.
It is definitely true that not only Media Industry in China is growing but the loyalty of Chinese people to the media is quite higher than any other people.
This essay mainly focused on two parts, the first one is the present of Media industry, especially the internet media as a gateway to the new media and the second is about the rising of New Media and the government’s regulation based on the present.
China’s advertisement industry – Japanese Brics Economy Institute 2005
How the market economy re-define print media in China – Wang, Baodu 1997
China`s Media Market After WTO Entry – Lin, Mu 2004
Internet censorship in mainland China - Wikipedia
Blog terms – Kim’s Blog
The Google Story – David A. Vise
Chinese Media, Global Contexts – Chan, Joseph 2003
The Internet and Civil Society in China – Yang, Guobin 2003
Television in China – Zhao, Yuezhi 2005