Mass Media Marketization and Media Reportage Reform in China

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In Mao's period, institutions of mass media were governmental organizations, most of which lacked consciousness of management and competition in media market, because governmental budgets provided full financial supports to them. Since 1980's, newspapers, television and radio stations have been asked to be profitable or self-reliance in finance, Chinese mass media began to consider needs of readers and audience, and had to make reportage reforms. Because institutions of mass media increased greatly, competition in media market become more and more intensive. As a result of the competition, the party organs such as people's daily have been declining, newspapers, magazines and programs of TV and radio which stress on needs of citizens become more and more popular and influential. The communist government still controls mass media by appointing cadres, restricting activities of the press. But on the other hand, the authority had to promote marketization process of mass media with conditions and expand reportage freedom little by little under the pressures from domestic and international society.