Study On The Influence Of Humanistic Environment On The Development Of Changsha Film And Television Industry：a Relationship Embeddedness Perspective

Humanistic environment is the non-material results created by mankind in thehistory, covering the social culture, institutional policy and industrial competition etc.,and influences the development of cultural and creative industries. Relationshipembeddedness emphasizes on non-economic factors’ influence on the behavior ofeconomic agents. As an important concept of the new economic sociology, it has beenincreasingly applied to explore the mechanism of regional economic development inrecent years. With relationship embeddedness as a research perspective, this articleanalyses how the special regional humanistic environment functions in the televisionindustry of Changsha, making it a success while with no obvious geographicaladvantages. At first, this paper combs the related research in both domestic andforeign;Then, this paper defines the related concept, reviews the basic theories, andthe mechanism of humanistic environment influence on cultural and creative industrydevelopment is also discussed in this paper; On this basis, this paper analyses thepresent situation and characteristics of television industry development of Changsha.In the end, based on the data from field survey and questionnaire survey, this articleapplies relationship embeddedness to measure and present how the humanisticenvironment impacts on the development of television industry.Study shows that: First, the humanistic environment of Changsha televisionindustry development includes sociocultural environment, policy and institutionalenvironment and industrial competition environment, whose characteristics arerespectively “worrying about the world, dare to be the first” and “be tolerant todiversity and inclusiveness”, with strong innovation, openness and inclusiveness;“larger efforts to support, lower transaction cost, increasing protection of intellectualproperty and better supervision and incentive mechanism”; and “fierce but in healthyorder of competition”. These features of the development of television industry inChangsha play a greater role in promoting. Second, influenced by the uniquehumanistic environment, the relationship embeddedness of Changsha televisioncorporations shows features of high relationship longness, large relationship strength,good relationship quality and weak relationship diversity. The relationship longness,relationship strength and relationship quality produce a positive influence onChangsha television enterprise performance, while relationship diversity does no obvious effect. Third, Changsha humanistic environment promotes Changshatelevision industry by influencing the embeddedness characteristics of relationshipsbetween the television industry enterprises: Not only has it greatly improved theenterprise performance of enterprises subordinate to Golden Eagle BroadcastingSystem and Changsha Broadcast and Television Group, but also gave birth to the newtype television enterprises with strong vitality, such as Changsha Tianze MediaCorporation.