广播医药广告的路径依赖及其伦理思考

Path Dependence and Its Ethical Reflection of Radio Pharmaceutical Advertisement

在事业单位企业化经营的二元体制决策下,我国广电机构既要服从党管媒体的行政约束,又要自寻财路、自收自支,由此走出了一条靠医药广告创收的道路。这不仅使广播公共服务的职能变得扭曲,也使得广播行业在长期的路径依赖作用下难以延展活力。广播的宣传事业属性及其实质上的无主性造成产权的模糊,进而使广播进入了一个行政和权力垄断的空间。广播时段虽然作为一种商品进入了流通环节,但由于垄断和人情关系的存在,市场竞争机制并没有在此流通环节得到充分发挥,而处于失灵状态。与此同时,整个广播行业出于广告创收的压力而不能直面医药广告所造成的传播伦理问题,而是以一种道德上的"集体无意识"将医药专题视为常态和必备。

The research placed an emphasis on the penetration of pharmaceutical advertisement into healthcare ratio program and analyzed the manifestations,causes and self-rectification of broadcasting industries,by adopting an approach of case study. Research believes that pharmaceutical advertisement penetrates intoprogram elements and routine operations of broadcasting stations,which created huge economic benefits,as well as a series of negative effects,for the stations. In recent years,some radio stations began trying to get rid of pharmaceutical advertisement by making amendments from different aspects of the current operation model. However,it appears that such rectification will lead to new problems in practice. Research suggests that since mid-1990 s the broadcast industry have gradually embarked on an operation model in which public service programs are subsidized by pharmaceutical advertisement.Such model has largely become a consensus among the industry players. However,this requires the sacrifice in time slots of public serving programs for pharmaceutical advertisement. The pressure of growing revenue on broadcasting stations made it even more difficult to reduce the time slots allocated to pharmaceutical advertisement. Therefore part of the public resources were appropriated by pharmaceutical advertisement,rather than routine programs serving public interest,such as healthcare radio programs,leaving limited room for the growth of healthcare radio programs.