| Introduction | | | | conglomeration" as he states: "The central |
| Having a cross-disciplinary approach, as Lindhoff and | | | | government's analysis of the operation and |
| Rydholm believe, the transforming of media in global | | | | transformation of the broadcasting system was |
| age in china, leads us to look over the whole process | | | | insufficient because it failed to consider local |
| during the time. Apparently, the concept of | | | | conditions." |
| ownership is a significant prerequisite to discuss about | | | | (Su, 2006:43) Among a case study of Whitecanal |
| the media. Although "ownership" seems, somehow, | | | | town, a small city in northern part of China, Su |
| unclear in a socialist culture, Lindhoff and Rydholm use | | | | emphasizes on a discreet confirmation of this claim |
| the term transition which discloses a gradual | | | | through the conflict between city bureau and town |
| converting process from dominant political ownership | | | | television station. (Su, 2006) |
| to a market economic dependent one.( Lindhoff and | | | | Accordingly, China integration with the global capitalist |
| Rydholm,2007) As Xin's argues what has taken place | | | | market after the WTO admission, is seen as a Big |
| in China is rather 'commercialization without | | | | "paradox" by Ekecrantz, as the continuous |
| independence' or 'liberalization without political | | | | authoritarian political rule by the party and state. |
| democratization'.(Xin,2006) | | | | (Ekecrantz,2007) |
| Ownership of the media | | | | "Another major development in Chinese television |
| When it comes to ownership of the media, (it should | | | | that has attracted scholarly interest is the so-called |
| be kept in mind that most of the time the media has | | | | government led drive towards 'industrialization'" |
| been considered as a core political resource since | | | | (Zhang,2006:28) |
| 1949) two outlooks seems more probable: firstly, to | | | | In the year 2002 the ministers of SARFT, announced |
| watch over from economic market dependencies and | | | | a plan for future broadcasting development in China in |
| secondly, unresolved contradiction between "freedom | | | | the so called 'media industrialization' policies .Zhang's |
| of speech" and "censorship" or on the other word, | | | | prediction is that with applying these policies the |
| between "press freedom" and "party-state control". | | | | broadcasting structure will change to a two central |
| In the next step, this transition of cultural reforming | | | | and provincial levels. She delicates industrialization |
| as Lindhoff and Rydholm refer to Zhengrong and | | | | reform as a new opportunity to create integrated |
| Yunhong , can be seen in three levels: marketization, | | | | media groups, both in producing and broadcasting |
| conglomeration and capitalization. In the first step, | | | | radio and television programs, and spreading their |
| marketization announces that financial incomes from | | | | business into wider areas.(Zhang, 2006) |
| advertising and audience fees make certain | | | | Ekecrantz, with putting emphasize on the role of |
| party-state media independent from state support. In | | | | media in what he calls" in other worlds" believes that |
| the second step we are dealing with the concept of | | | | the media can contribute to a particular modernity, "a |
| media-market oligopoly that declares a transition in | | | | society's particular institutionalization of the processes |
| investment of foreign media. Eventually, in a greater | | | | of modernization and globalization." ( Ekecrantz, |
| step, capitalization may lead to an integration of | | | | 2007:117) Zhang conclusion indicates a delicate point |
| Chinese media as a capital based one. Besides, in the | | | | that in the case of China,( in contrary to Islamic |
| case of China because of state domination, it is | | | | countries that globalization is seen as a cultural threat) |
| controversial to say that the media are going to join | | | | workers in a local television channel "describe |
| global markets, as much disputable as to believe that | | | | globalization as a commercial reality", thus, "foreign" ,in |
| authoritarian regime can reach the pace of global | | | | this case, does not have any thing to do with cultural |
| developments. | | | | matters.(Zhang , 2006:38) |
| In the other side, some scholars believe that | | | | Conclusion |
| marketization has nothing to do with reduction of | | | | There is no doubt that in party-state countries as |
| party-state domination. Brady in her delicate analysis | | | | well as China, politics have essencial role in social life. |
| on the role of CCP, central propaganda on Chinese | | | | Hallin and Macini believe that in these group of |
| media, states that it seems to be no contradiction | | | | countries the influence of the political field on the |
| between a market economy as practiced in China | | | | media should be strong. (Hallin and Macini,2005). But |
| and the continuance of the one-party state.(Brady, | | | | some others, more than state, blame the Western |
| 2006) | | | | world which is "possesses or controls almost all of |
| Major changes in Chinese Media toward globalization | | | | the world's media and they mostly show the |
| As mentioned above, it is controversial to say that | | | | negative side of China to the Western audiences." |
| the media in china, certainly, is getting commercialized. | | | | (Brady,2006:71) |
| But, there are some changes which should take into | | | | Even though some western scholars state that |
| account. Many scholars point to Chinese entry to | | | | Chinese media are strongly under state domination, |
| World Trade Organization as the main development | | | | some Chinese scholars challenge their claims. For |
| toward commercialization. " China's WTO entry has | | | | instance Brady states that the content of the |
| accelerated the structural reforms".(Ekecrantz,2007) | | | | Chinese visual and print media is increasingly similar to |
| Zhang also points out that China's entry into the | | | | that found in most other countries in the world, with |
| World Trade Organization has made researchers | | | | a focus on mass consumerism and entertainment |
| more and more interested in the interaction between | | | | although the effects of political propaganda on the |
| Chinese television and the rest of the world (Zhang | | | | media is undeniable, but encouraging |
| 2006). | | | | Chinese people to make money and spend it in large |
| Within the analysis of institutional changes in Chinese | | | | quantities has been one of the key propaganda |
| television, in the context of decentralization, Su claims | | | | messages coming from the central government inthe |
| the same idea as Zhang about the changes in | | | | post-1989 period.(Brady,2006) With taking account all |
| Chinese media and specifically local television after | | | | these ideas, it seems we are going to see a kind if |
| joining WTO, but he continues this argument by a | | | | pluralism in China which in terms of Nederveen |
| critical viewpoint about the action applied by state | | | | Pieterse means political strategy for incorporating |
| (State Administration of Radio, Film, and Television | | | | alternative representations, (Nederveen Pieterse, |
| (SARFT) in 2003) to stop several broadcasting | | | | 2004) while state may survive by accepting most of |
| groups or generally stop "a policy of media | | | | these pivotal changes. |