Media Economics - Principles and Practice in China

Author: Song Jianwu
Publisher:
Publish Date: 2006-12-01
Features: This series of books covers two major disciplines—journalism and communication—as well as three specialized fields: journalism, radio and television, and advertising. It is a series of textbooks for journalism and communication studies in the 21st century. This series of books covers two major disciplines—journalism and communication—as well as three specialized fields: journalism, radio and television, and advertising. The 21st century has arrived, and it has become a consensus to gather strength and rewrite a complete series of journalism and communication textbooks that can serve the journalism education and talent cultivation of the new century. Based on this, China Renmin University Press organized the writing of this series of 21st-century journalism and communication textbooks. The compilers are experts in their respective teaching fields, many of whom are academic leaders in related disciplines. The textbooks included in this series include national key textbooks, ministerial key textbooks, and other high-quality textbooks that have been strictly selected, fully guaranteeing their quality and authority. The characteristics of this series of textbooks are as follows: First, the content is new and covers a broad scope; second, the writing style is innovative; third, the author lineup is strong. In summary, the publication of this series of textbooks can better meet the needs of teaching development in journalism and communication studies in the new era. On the macro level, it enables students to grasp the basic theories of journalism and communication studies and become familiar with their overall framework; on the micro level, it allows students to gain a specific understanding of the practical business knowledge of journalism and communication studies through teaching. Media economics is a discipline that is both highly practical and theoretical. The author's research approach and methods involve borrowing analytical tools from multiple disciplines such as economics to delve into practice, identify problems, understand them, and solve them. In this process, the author seeks to find the unique development patterns and characteristics of this industry and discipline, thereby constructing a unique theoretical system and analytical methods for this discipline. Following this approach and methodology, the author established the Institute of Communication Media Management at Renmin University of China. Through relentless efforts, the institute has established extensive connections with relevant departments of the Party and government, industry organizations, and the industry, making it one of the important platforms for communication and interaction among media professionals, especially in the domestic newspaper industry. With the strong support of industry professionals, the author and his graduate students have also developed a "social science laboratory-style" graduate training method. For each graduate, his or her teachers and students work together to collect information on the latest changes in the industry and academia, jointly study the significance of these changes, and provide consulting services to the industry with the strength of the team.