基于政策工具与政策目标双重视角的我国网络视听产业政策分析

An Analysis of China’s Network Audiovisual Industry Policy from the Perspective of Policy Tools and Policy Objectives

本文通过考察政策工具的使用情况,掌握网络视听产业政策二十年来的特征与问题,为改进今后的网络视听产业政策治理思路与手段提供了方向。文中以60份网络视听产业国家政策文件为研究对象,建构政策工具和政策目标价值二元矩阵分析框架,对我国网络视听产业政策进行定量统计分析。研究表明,我国网络视听产业政策工具类型的运用不协调,不均衡,政策目标价值的设定存在明显倾向,缺乏灵活的政策工具手段来实现不同价值维度的政策目标。未来需要增强政策工具种类的均衡度,促进各类政策工具内部结构的协调度和提升政策工具与政策目标价值的匹配度。

By investigating the use of policy tools,this paper grasps the characteristics and problems of network audiovisual industry policy in the past 20 years,and provides direction for improving the ideas and means of network audiovisual industry policy governance in the future.Taking 60 national policy documents of network audiovisual industry as the research object,the paper constructs a binary matrix analysis framework of policy tools and policy target value,and makes a quantitative statistical analysis of China’s network audiovisual industry policies.The research shows that the use of policy tools in China’s online audiovisual industry is not balanced,there is an obvious tendency to set the value of policy objectives,and there is a lack of flexible policy tools to achieve the policy objectives of different value dimensions.In the future,we need to strengthen the balance of the types of policy instruments,promote the coordination of the internal structure of various policy instruments,and enhance the matching degree of policy instruments and the value of policy objectives.