论传媒产品消费的排他性

On the Exclusiveness of the Consuming of Media Products

传媒产品因为价格机制的非正常运行和社会经济活动的相关性而存在外在性。消费权的排他性失效是传媒产品消费活动的外在性的深层次原因。只有通过正式的或者非正式的制度安排,界定传播者与受众、受众与受众之间的权责利关系,才能消除外在性,使传媒产品的生产和消费实现有效配置。发展广告产业和技术进步有利于重建和强化传媒产品消费的排他性,促进传媒经济快速发展。

Because of the abnormal operation of price mechanism and the relevance of social economic activity, media products have a kind of external feature. A deep reason why media products have this feature is that the exclusiveness of consuming right becomes invalid. Only through formal or informal arrangement of systems and the definition of the right and obligation relations between disseminator and receiver and among receivers themselves will there be an effective allocation of the producting and consuming of media products.