我国传媒界人士对传媒规制绩效的认知调查

A Cognitive Investigation of Media Regulation Performance in China's Media Industry

本研究以产业规制理论为调查框架,以传媒业界人士为调查对象,发现在传媒市场结构方面,多数受访者认为我国传媒市场竞争激烈,但竞争并不充分且公平不足。竞争压力首要来自于市场变化而非政策管制,激励创新成为提高传媒产业效率的最大共识而非传媒机构产权改革。经营行为上,多数受访者认为新兴媒体在研发、人力资源等生产性投入方面高于传统媒体,行政成本则相反。传媒绩效上,八成从业人士肯定了我国传媒宣传党政政策对社会发展的积极作用,国有传媒企业的社会效益认可度高于非国有媒体企业,经济效益则相反,预示着我国未来传媒规制创新将面临异常复杂的权衡与决策。

Taking the industrial regulation theory as the research framework and the practitioners of media industry as the interviewee, this study finds the majority of interviewee believe China＇s media market is highly competitive in the market structure, but the competition is not sufficient and fair enough. The competition pressure mainly comes from market changes rather than policy controls, and incentive innovation has been the consensus to improve the efficiency of the media industry rather than the property tights reform. In terms of management behaviors, the majority of interviewee believe that the research and development, human resources and other productive inputs in new media are higher than traditional media, while administrative cost is opposite. In media performance, 80% of interviewee affirm the media＇s positive effects in disseminating public policies on social development. The recognition of the social benefits of the state- owned media is higher than that of the non-state media, but the economic benefits is opposite. China＇s media regulation innovation will face complex trade-offs and decision-making in the future .