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Paper short abstract:

The 30-years transformation of the property rights of media system is a very important situation in China. In order to deepen media reform, it is of great importance to cultivate the innovative awareness of cultural property and to improve the relevant laws.

Paper long abstract:

The 30-years transformation of the property rights of media system is a very important situation in China. The relationship between Chinese media, especially official media and modern enterprise system reform is one of the greatest challenges of the 21st century. In order to deepen media reform, it is of great importance to cultivate the innovative awareness of cultural property and to improve the relevant laws.

The cross-disciplinary research methodology is a prevailing trend in the 21st century. There has always been a relative estrangement of academia, industry and policy-making departments in China's media researches.

Features of cultural property and cultural assets that they are mostly intangible assets determine that it is by difficult to successfully finance in the existing credit system. Due to the lack of financing, the development of cultural industries faces many bottlenecks. To break out these restrictions, one of the highlights of the cultural system reform is the establishment of the Cultural Assets and Equity Exchange which has built up a bridge between "culture" and "capital".

However, the imbalance of cultural reform level between different forms of media and different regions remains. The Internet is the sector with the highest degree of privatization while there are fewer success cases of ownership reform in television. Western China's reform of media ownership is much slower than other areas because of direct conflicts and confrontation between regional cultural rights and different ethnic identities. The research topic will witness some new changes in the 21st century.

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