新媒体公共文化服务合作供给的博弈策略及保障机制

Game Analysis and Guarantee Mechanism for the Cooperative Supply of Public Cultural Services by New Media

在理论和实践层面上,新媒体具有公共文化服务功能应该可以形成共识。在当今公共管理实践中,以网络治理理论为依据的公共服务合作供给模式也备受实践推崇。新媒体公共文化服务合作供给是顺应时代发展的必然选择,政府、新媒体企业成为新媒体公共文化服务供给的主要主体并形成合作关系。运用演化博弈工具分析了新媒体公共文化服务供给过程中,政府与私人举办的新媒体企业以及新媒体企业之间的合作可行性,研究这些主要供给主体在博弈中的策略选择,得出在提供新媒体公共文化服务时,它们存在广泛的合作供给现象的结论;并针对合作关系面临的实践挑战,提出了信任、协调适应、整合、维护等保障机制。

It is generally believed that new media can provide public cultural services at the theoretical and practical levels. Nowadays,a cooperative supply model of public services based on the theory of network governance has been widely applied to our public management practices. The cooperative supply of public cultural services by new media corresponds with the development trends of the era. On this basis,the government and new media enterprises should play a key role in supplying such services and a cooperative relationship should be established between these two types of suppliers. This paper adopts the evolutionary game theory to analyze the feasibility of cooperation between the government and privately-held new media enterprises and cooperation among new media enterprises themselves in the process of supplying public cultural services. Also,it investigates the strategies they select in the game process,leading to the conclusion that those main suppliers have cooperated with each other extensively in offering public cultural services. Finally the paper proposes that a guarantee mechanism be constructed on the basis of trust,coordination and adaptation,integration and maintenance to meet the challenges different suppliers face when they cooperate with each other in practice.