文化体制改革、市场化进程对媒体的影响研究

On the Influences of Cultural System Reform and Marketization Process on the Media

随着信息渠道的多样化,媒体面临巨大挑战,探究媒体发展的关键因素显得尤为重要。作为推动媒体改善经营效率的重要举措,文化体制改革对媒体发展产生了深远影响,市场作为报道的收益来源也显示出了自身活力。文章以"三聚氰胺事件"后报纸对乳业公司的报道为样本,首次实证分析了文化体制改革和市场化进程对媒体报道的促进作用。研究发现,文化体制改革推进更为深入的全国性报纸和非政府机关报分别比地方性报纸和政府机关报原文转载通报类信息的倾向性要弱;此外,报社所在省份的市场化程度越高,报纸报道的态度和内容越多元化。文章指出,进一步改善内部经营效率、推动市场化进程是媒体行业发展的关键。

With the diversification of information channels, the media is facing great challenges. So it is of great importance to discover the key factors of media development. As an important measure advancing the media to improve business efficiency, cultural sys- tem reform has a far-reaching influence on media development. Besides, market as the ori- gin of report returns shows its own vitality. Using newspapers＇ coverage account of dairy industry after melamine incident, this paper empirically analyzes the promotion role of cul- tural system reform and marketization process in media coverage for the first time. It shows that national and nonparty newspapers with more thorough cultural system reform have weaker tendency to reproduce notification announcements than regional and party newspapers respectively. Besides, higher marketization degree of newspaper location re- sults in the diversification of attitude and content of newspaper coverage. This passage em- pirically testifies that further improvement of internal operating efficiency and the promo- tion of marketization process are the key to the development of media industry.