中国媒介多元效益趋势论

On the Multiple-benefit Trend of Chinese Media

中国媒介在改革进程中既带集权化烙印,又彰显着市场化理念的事企业双重体制,一方面促进了中国媒介经营管理的规范化,另一方面也制约和阻碍着媒介产业走上发展的快车道,无法与国际传媒集团同台竞争。中国媒介"二元运作"体制的弊端在于政商联姻导致媒介集体失重、产权模糊导致媒介发展进退失据、效益模式僵化导致媒介的多元价值观失声等。通过对中国媒介的二元效益理念的经济学观照,不难得出媒介发展多元效益走向的结论。

In its reforming process, while marked with centralization of authority, Chinese media manifests a dual character of a public institution and a business enterprise, which both helps to normalize its operation and management and meanwhile hinders its rapid development to compete with international counterparts on the same stage. Chinese media suffers from its dual character. The joint adventure of government and business distorts its social value orientation. Fuzzy property relations further undercut its development and rigid benefits distribution modes undermine its multiple-value principle. Based on an economic analysis of the dual-benefit principle of Chinese media, we predict a multiple-benefit trend of its future development.