超越传统 建构诚信的传媒体系

Surpassing the Traditional: Constructing the Credible Media

在全球化、信息化的今天,大众传媒的竞争日趋激烈,中国大众传媒面临严峻考验。但是,中国传媒影响国际舆论的能力非常有限,主要原因有四:一是缺乏对西方传媒制度与政策及西方受众心理的了解、研究;二是传媒议题生产能力弱,传媒内容生产落后;三是传媒文化产业机制落后,结构不合理;四是缺乏传媒内容的品牌意识和竞争意识。学界公认中国对外传播中迫切需要改进的问题是:首先,在重大突发事件及政治性很强的新闻报道错失良机并且不善于生产议题去引导境外舆论;其次,以"弘扬主旋律"、"以正面宣传为主"的宣传方针容易给国外媒体留下负面传播的机会;最后,无法针对不同文化背景的国家以开放的姿态开拓创新传媒内容、形式等。具体而言,中国大众传媒主要存在七个方面的问题:以宣传代替新闻传播,公信力低;政策及媒介经营理念滞后;媒介结构单一,制度供应不足;资源整合能力低,融资途径不足;面临国际国内多重冲击与压力;非理性的娱乐化倾向在膨胀;传媒的贵族化精英化趋势。为此,学界应该从四个方面展开研究:西方传媒发展的制度转型研究;中国对外传播的内容产业发展战略研究;内容创新研究;提高新闻公信力与传媒国际化水平研究。从而为中国传媒研究从全球化视野、多样化结构、大工业传媒产业等方面提供理论支持与政策借鉴。

Nowadays, with globalization and informationization, mass media is increasingly competitive, which gives China＇s mass media a severe test. But, however, for the influence on international public opinion, China＇ s mass media is very limited. There are four main reasons for this ： （ 1 ） lacking a understanding or analysis of media institutions and policies as well as audience psychology in the Western countries; （2） having a weak capacity of media subject and a backward production of media content; （3） possessing a backward media mechanism of cultural industry and an improper structure; （4） being devoid of the brand awareness and competition sense of media content. According to many scholars, there are such problems that need to be dealt with urgently in China＇s foreign dissemination： first, how to guide public opinion outside China＇s mainland so that the proper media subjects can be produced and opportunities can be seized to report highly political major-emergencies; secondly, how to avoid the nega- tive effect on foreign media for such propaganda policies as promoting mainstream values and emphasizing positive publicity; finally, how to create a new content or form in an open posture for different countries of cultural background. In detail, there are following six problems for China＇s mass media： credibility is so low that journalism is replaced by propaganda; policies and media philosophy lag behind; there are stereotyped structures and inadequate system supplies ; the capability of resource integration is very low, lacking financing channels; multiple impacts and pressures at home and abroad are faced with; the irrational tendency to entertainment is expanding. Therefore, it is necessary for scholars to make a research from the following four aspects ： the institutional transformation in the development of the Western media; China＇s development strategies in the content industry of foreign dissemination; content innovation ; the improvement of news credibility and media internationalization. All these have supplied a theoretical support and a policy reference for China＇s media development in such aspects as global horizon, diversified structure and large-scale industrial media.