Media Management: Passing from organizational management to communication culture strategy --- :

In this paper, we pinpoint to media institutions which have traditionally, organizational structure. This structure makes the acquisition for organizational management which doesnt cover the socio-cultural functions of media. We notify these malfunctions by trend study & criticize these media trends for proper substitutes. We analyze the factors of media discourse as the materials of a scientific disciplinary whose output indicates the dimensions of a new discourse. This deduction promote the elements of a strategic plan (: media communication culture) to meet new needs. According to this new era, we trace three major functions: cultural reproduction, social computation & linguistical distillation roles for media. We propose a package of cultural & managerial regards to stabilize these roles.--- . . . . .