The Ecological Orientation Of Media Sustainable Development

Media industry develops rapidly in recent years, the good momentum and the prospects that in national economy occupy an important position. As the further deepening of economic globalization, competition between the media industry is becoming stiffer, large-scale international media groups have grabbed the international media markets in the way of intermedia and extermedia in markets abroad. Once media group get in the foreign media markets, it will have to assimilate into the local media ecology environment and into the local political, economic and cultural and institution except its inter-media is coordinated and rational. Thus demand that media cannot get in a new market without closely examine. Therefore, paying close attention to the ecological environment which condition the sustainable development of media is particularly important during the process of development of the media.The article line of research is first analyses ecological factors which influence the development of media industry; then discussed the ecological factor for the sustainable development, and revealed ecological laws exist in the media industry ; and the establish a model from the dimension of ecological resources and estimates the media industry existing resources, last, it come up with the sustainable development of ecological orientation of china’s media industry from the perspective of sustainable development strategy.The main points have the following four :( a) Taking the media as an independent ecological system in the perspective of ecology, divide the media ecological factors which play an important role of the survival and development of f media as the internal and the external environment;( b) A complete the ecological system of media demand the interaction of the internal and external environment media, thus can guide the healthy development of the media industry;( b) This article mainly starts from the dimensions of the resources niche, and draws lessons from the ecosystem suitability model of ecology, and proposed the media resources suitability. According to the realistic media resources niche and media the most suitable media resources niche, we can investigate the capacity of sustainable development of media resources by establishing model, thus can conducive to the media to have clearly organizations in their own development potential, and the media can improve the behave of the overextension of resources in the process of development(; d)Recognize the china media industry what ecological environment is faced with, we need coordinate the relations between the mass media、social、natural world、mankind , and take appropriate ecological orientation for the sustainable development of media and promote china’s media industry to do and efforts to globalise.