跨国媒体,国际贸易与文化多样性观念

Transnational Media,International Trade and the Idea of Cultural Diversity

本文旨在追溯关贸总协定和贸易服务总协定中有关传媒和文化产品流通的重要国际规则,并讨论争议的焦点。本文认为,在有关传媒和文化表达的国际协定中,最重要的原则是表达自由和多样性。争议聚焦在如何界定并促进多样性。一种观点认为,我们应当珍视并促进的文化多样性是传统的和以民族性为中心的。另一种观点则认为,应将保护和促进个人表达置于文化多样性之上。这些观点并非完全不相容,但确有冲突,尤其当涉及具体的规制类型时。本文认为,单靠解放市场不足以促进广泛的表达多样性,公共政策能纠正市场失灵。将来要做的是强化程序的重要性而不是结果。我们要更多地关注为个体和集体表达创造条件,而不是保护某些特定文化。那些促进传媒和文化多元化的规则应获允许和鼓励,而那些控制和干扰它的规定则应被限制。

The aim of this paper is to trace the emergence of some of the more important elements of the international regime for trade in media and cultural products under the GATT and GATS,and to outline the key elements in the emerging debate over what might come next.This paper is more than descriptive.In brief,the argument is this:in the design of international agreements that cover media and cultural expression,the principle to be valued above all others is diversity of speech and expres- sion.This is hardly a contentious view.Where the contention begins is over how to define and pro- mote diversity.One view holds that we should value and promote the diversity of cultures,tradition- ally conceived and mobilized along the lines of nationality.The other view holds that we should val- ue and promote individual self-expression,over and above cultural diversity.These views are not necessarily mutually exclusive,but they do come into conflict,especially once discussion turns to the types of regulatory or legal instruments that might be used to ensure and promote diversity.The author believes that the liberalization of markets alone will not provide the conditions for the widest possible diversity of expression.Public policy is a necessary corrective to the imperfections of the market.The way forward is to emphasis the importance of procedural rather than substantive ends.