市场的社会建构与行动者的逻辑：对上海电视剧市场的研究

Social Construction of the Market and the Logics of Actors:A Study on the Market of TV Drama Series in Shanghai

近年来,随着中国经济社会结构的快速转型,广播电视制度也正在经历着快速变迁,促使电视剧的制作、交易与播映等日趋市场化。面对来自政治和社会的双重作用,围绕电视剧及其运作过程中的不确定性,参与其中的制片公司、电视台以及政府管理部门都试图策略性地主导权力关系的运作。区别于以往"网络结构分析"与"政治文化分析"的市场社会学传统,本文引入了"行动者分析"的视角,将市场视为一种不同行动者参与的社会建构过程。通过分析上海电视剧市场运作的实证资料,本文阐明了行动者的策略性行动及其身处的结构性制约,并对市场秩序的建构性与变动性特征进行了讨论。

In recent years,with China's rapid socioeconomic transformation,the radio and television broadcasting systems are undergoing rapid changes,all of which have stimulated the marketization of the production,trading,and broadcasting of TV dramas series.Confronted with the dual pressure from politics and society and due to the uncertainty in the operation of TV drama series,the involved producers,television stations and administrative departments are all trying strategically to control the operation of power relations.Unlike the two traditional approaches of 'Network Structure Analysis' and 'Political Culture Analysis' in the sociology of marketing,in this paper,the author adopts the perspective of 'Actors Analysis' that views the market as a socially constructing process in which various actors partake.With the empirical data of how the market of TV drama series in Shanghai operates,this paper explains the strategic actions of the actors and the structural constraints upon them and discusses the characteristics of the construction and variability of the market order.