Media management and operation

Author: Ling Haoying
Publisher:
Publish Date: 2002-05-01
Features: A series textbook for radio and television news. This book is divided into nine chapters, covering both macro theoretical foundations and micro operational techniques. It attempts to express a media operation model that can be referred to as the "dumbbell model." In this model, media market research and planning, as well as media promotion and management, are considered the two ends of the dumbbell, while media production and creation are seen as the middle. Since the two ends of the dumbbell represent the direct connection between media and the market, and the market is subject to change, the focus of media management should be on the two ends to seize more market opportunities and achieve greater market effects. The corresponding management of the production process emphasizes procedural management, which is also the structure of this book. This book is written for readers engaged in media management research and practice, providing fundamental theories and operational techniques in media management. It can also serve as a teaching reference for journalism and communication majors, offering a systematic and detailed introduction to the basic knowledge and concepts of media management.