What Is a Media Market?

The media market is the sum of the economic relations formed by the various stakeholders during the exchange of media products in the market.

Media market

A fee from the audience for purchasing media products. The other is from advertisers buying time and space

Disadvantages of the media market

One. Due to the close connection with the market, the media can only directly or indirectly gain revenue after attracting a considerable number of audiences. This also led to the "kitsch" performance of market-oriented media. This "kitsch" performance is mainly reflected in the vulgarization of media product content and the entertainment of news.

The vulgarization of content is mainly reflected in the media's use of sex and violence as selling points to increase circulation or ratings in order to cope with an increasingly competitive competitive environment. The news entertainment is mainly reflected in the increase in the proportion of soft news, lace news, violent incidents, celebrity fun has become the main content.

Second. The marketization of media will lead to the emergence of excessive advertising implantation.

Media market benefits

First, the marketization of the media has promoted the transformation of the media from the communicator-based to the audience-based, and has proactively narrowed the distance between the mass media and the audience. Because it is market-oriented and audience-oriented, in order to meet the different needs of different audiences, the media pays more attention to the issues that the audience cares about, and focuses on reflecting the sufferings of the people. In this way, the content of the report is closer to the masses, closer to the reality, closer to life ^[1] .

The second marketization has promoted the prosperity of the media. Market-oriented media must meet the needs of the audience. The diverse needs of the audience have triggered the diversified development of the media. When a requirement becomes blank. Soon there will be new media fills. At the same time, the marketization of the media has also impacted the old management system of the media industry in China. Promote the further development and expansion of the media field.

Third, the marketization of the media has further strengthened the function of media opinion supervision. There is a famous saying in the western press. Bad news is good news. Social negative news is "good" news for the media. thus. In order to attract the audience, the market-oriented media will maximize its function of critical supervision within its "authority".

Fourth. The marketization of media will also promote the process of political democratization. Because the government is no longer fully responsible for the funding of the mass media. Cut off economic ties with the media.

Government control over the media has also weakened. Therefore, the Chinese media, which is subject to both government and audience constraints, is not just keeping up with calls from superiors. Began to really act as a bridge between the government and the people.