媒体参与公司治理的作用机理——基于双汇“瘦肉精”事件的案例研究

On action mechanism of media participation in corporate governance A case study of “Shou Rou Jing”incident of Shuanghui Company

采用"归纳式、理论构建型"案例研究方法,考察了双汇"瘦肉精"事件中媒体参与公司治理的过程,从理论上解释媒体"为什么"和"怎么样",揭示媒体治理的作用机理。研究发现,媒体发挥公司治理作用的根本原因是媒体报道给企业管理层带来压力。研究还提出媒体治理的法律机制、合同机制、主动调整机制以及混合机制,补充了市场压力机制,并证实已有文献提出的声誉机制、行政介入机制。

Using the case study method of ＂ inductive and theory building＂ , the paper examines the process of media participation in corporate governance during the ＂ Shou Rou Jing＂ incident of Shuanghui Company, reveals the action mechanism of media participating in corporate governance, and explains theoretically why and how the media plays the role of governance. The results show that the reason why media could play a role in corporate governance is the pressure on corporate management brought by the media reports, and the key lies in management＇s decision-making. The study also proposes the legal mechanism, contractual mechanism, active adjustment mechanism and the hybrid mechanism for media governance, complements the market pressure mechanism, and confirms the reputation mechanism and administrative intervention mechanism already proposed in the literature.