媒介转型时代的受众身份认知问题

The Cognitive Problems of Audience's Identity in the Era of Media Transformation

受众身份问题既关系到媒介自身定位,也关系到政府如何制定媒介产业管理规则。在媒介企业化转型和市场竞争中,受众的身份集中体现为"公民"与"消费者"两种身份。媒介能否恰当处理两种受众观在组织中的利益竞争关系,实现组织的认知协调,直接影响媒介的发展方向和运营效能,同时也深刻影响媒介转型与产业发展。

Audience＇s identity counts not only for media organization＇s orientation, but also for government＇s media industry regulation. During market competing, there is gambling between two audience identities such as ＂citizen＂ and ＂consumer＂ . How to assort with two audience＇s identities straightly determines the fundamental orientation and administrating efficiency of media organization, and will also profoundly influence the orientation of media transformation and media industry.