大众媒介的经济生存

Economic Surviving of Mass Media

大众媒介的社会价值对其经济价值的实现从多方面做出了内在限制。媒介的经济生存是以实现社会价值增长优势为理论前提的,同时,又以媒介社会价值与经济价值的合理分立为实践前提,因为两者在人力资源要素等主要方面是分立的,导致了成本和收益结构上存在相应的客观差异,需要以相对独立的组织形态来追求各自利益目标的更高一致性。媒介社会与经济价值合理分立的基本原则是确保社会价值的主导作用和交易成本的最小化。"超级女声"成为2005年我国媒介产业的焦点事件,根本意义在于它对合理分立媒介的社会价值与经济价值。本文对进一步完善我国国有媒介的经济生存进行了有益探索。

As the major point of this article that the social value is the real source of mass media＇ s economic value, but the win-win way for the growth of social and economic value is depended on two conditions. One is making sure that the growth of social value is dominant, the second is keeping them apart on organization in order to pursue higher consistence and lower transaction-cost. The most important meaning of the TV program Super-girl＇ s voice as focus event of Chinese media is its best trying to solve the big problem that how to separate the social value and economic value of state mass media.