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ECONOMIC LIBERALIZATION AND POLITICAL CONSERVATISMAS REFLECTED IN CHINA’S MEDIA DEVELOPMENT(1978 - PRESENT)
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INTRDOCTION
During the past 20 years, China has been undergoing the greatest changes in its history, earmarked by rapid economic growth. In 1997, the annual income of Chinese residents reached an average equivalence of 660 US dollars, an annual increase of about eight times than that in 1990 (Xie, 1998). The increase, though low as compared with the western standard, is remarkable considering the fact that China has a large population base of more than 1.2 billion.
The rapid economic growth has not only boosted the whole nation but promoted the development of its media system as well. In 1978, China had only 32 television stations and 93 radio stations (Chan, 1994); the number has jumped to 2,000 and 1,416 respectively in 1997 while the regular audience size has increased from 36.1 % in 1980 to 84.2% in 1996 for radio and 30% in 1980 to 86.3% in 1996 for television (Xie, 1998) . The number of newspapers in China has also risen from 186 in 1978 to 2,163 in 1996, an increase of almost 12 times, while journals have also flourished in China, with its number expected to be 930 in 1978 up to 8,135 in 1997. Advertising, once considered the capitalist taboo, has also seen fast development during this period. Since its debut in 1979, the total ad income of the above four media has been increasing at a rate of ten times every five years, reaching18.28 billion RMB yuan in 1996. (Xie, 1998).
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