大众传媒的企业与产业特征

The Enterprises and Industrial Characteristics of Mass Media

大众传媒是一种利益组织,它的硬件、运转和发展都必须有资金作后盾。大众传媒的企业化组织、规模生产、产品商品化和企业化管理等都说明大众传媒具有明显的企业特征。从运作模式、产品用途、生产规模等方面考察,大众传媒也已经具备了明显的产业特征。大众传媒产业主要是生产信息或知识产品,它是社会价值与经济价值的统一体,是精神生产与物质生产的统一体,是受众市场与广告市场的统一体,是垄断经营与竞争经营的统一体,是重复生产与变化生产的统一体。

The mass media is a profit organization, and its hardware, operation and development must have the backing of funds. The corporatization of mass media, the scale of production, product commercialization, and enterprise management all makes the mass media enterprises. From the mode of operation, product use, the scale of production and other aspects of view, the mass media also have obviously industrial characteristics. Information or knowledge is the product of the media industry; it is a whole of social value and economic value; a whole of spirit and material production, a whole of audience and advertising market, a whole of competitive and monopolistic business and a whole of repetitive and changeable production.