A Survey On The Development Of Media In Xiangxi Autonomous Prefecture

Along with the deepening of the reform of cultural system in recent years, culturalindustry has made great progress. The media industry as part of the cultural industry isalso to develop in the direction of industrialization. During the nationwide mediaindustry develops rapidly, the media of minority areas is also absorbing and digestingthe advanced media development experience in domestic areas for progress. Thejournalism of minority area is an important part of Chinese journalism, which is alsoan important part of the national party and government work, whose development isrelated to the ethnic minority areas and the nation’s stability and prosperity. Xiangxitujia and miao autonomous prefecture as the only one that is included in the nationalregional national within the scope of the western development in Hunan province, sothe main mass media will inevitably want to firmly grasp the opportunity ofdevelopment from the reality of their own search for self development. The author tookthe media development in Xiangxi autonomous prefecture as the research object, andmade an attempt to analysis its development course, development environment,audience,media contact, existing problems and development strategy comprehensively.In author’s opinion, the media development of Xiangxi autonomous prefecturecan be roughly three stages: print as the main body development from the period of1957to1983, there appeared the radio and television development during the period of1984to2000, and the old and new media development from2001to now. The threestages embody the development of Xiangxi autonomous prefecture structure fromsingle to multiple media hand in hand together. By the analysis of the externalenvironment of media development, the author found that in terms of macroenvironment, which the political environment is relatively stable and has multiplepolicy support, economic reality show the volume small and slow development of theeconomy as a whole, and the social structure by the multi-national construction,backward technology environment cannot be achieved with the outside world anddocking, developed in this environment in Xiangxi autonomous prefecture media interms of competition by central provincial media cross-regional competition, potentialinto the surrounding municipal media, unique way to substitute threat of masscommunication, audiences and advertisers bargaining, supplies technical equipmentsuppliers bargaining in the mountains. on the basis of comprehensive analysis the itsdevelopment and environment, and by setting the questionnaire the author knew the audience contact local media, the basic situation of the performance for the audience ofmedia contact directly affected by its cultural level living area the income situation,especially the culture degree of impact is most intuitive, comprehensive analysis ofaudience questionnaire and media staff are the result of the interview, the author thinksthat Xiangxi autonomous prefecture media own existence some questions like this:relying too heavily on the local economy, management consciousness, national cultureresource utilization, the old media technology, the market cultivation, etc, according tothe problems existing in the comprehensive consideration of Xiangxi autonomousprefecture development reality, the author puts forward the following policy which arechanging the management, optimizing the media content, cultivating market audience,and updating propagation technique. The change management needs to transfer themanagement idea to get rid of the psychological burden, including perfecting thesystem of capital operation to establish enterprises, optimizing personnel enrichmenttalent team, promoting the overall media fusion together, building regional brand toexpand influence, and paying attention to the non-market strategy practice of publicwelfare, etc.; while the optimization of media content mainly focuses on the use ofnational culture resources, the market audience needs to improve the cultural levelaudience, and grasp the national behavior characteristics, and promote regionaltransmission way, and establish audience interaction mechanism, then the propagationtechniques of updates need to focus on two aspects of both hardware and software.