新闻执政:现代政府的媒体战略

Government's Media Strategies in a Changing Media Landscape

政府执政面临新的新闻环境:传统主流媒体的弱化与市场化媒体的兴起、新闻报道质量普遍低劣化、新闻一律与新闻同质化、传统新闻价值让位于新闻的生产价值、新闻报道的选择性与新闻偏见日趋严重、媒体在成为一种政治权力。在这种媒介环境中,一个现代政府应该采取一种新型的媒体战略:新闻执政,即变新闻宣传为新闻服务和新闻营销。

The government is faced with a new media environment ： the weakening of the main traditional media and the rising of the market -oriented media, the universal low quality of news and reports, news uniformity and identical quality, the traditional news value giving way to the production value of news, the selection of news to be reported and the increasingly serious prejudices against news, news media becoming a political right, etc. In this increasingly commercialized media environment of China, the Chinese government must take a brand new media strategy in handling the press ： governing with news instead of ruling by propaganda.