走向均衡:对中国媒体融合政策工具运用的考察

Toward Equilibrium:An Investigation into the Application of Media Convergence Policy Tools in China

政策工具是政府治理的手段和途径。中国的媒体融合由政府主导,研究媒体融合政策工具的运用情况可以发现政府推进媒体融合的行政手段样态,反思提升媒体融合效果的政策路径。本文基于政策工具理论,通过构建基本政策工具、政策目标和媒体融合发展阶段三个维度的分析模型,对20种中央层面的媒体融合政策进行了内容编码、归类和统计分析。研究发现,中国媒体融合政策工具使用不均衡,环境型工具占据主导,需求型工具使用严重不足。政策工具在政策目标上的运用“头重脚轻”,存在结构性失衡现象。从时间变化趋势上看,政策工具的使用正呈现出由失衡向均衡发展的态势。

Policy tools are the means and approaches of government governance.Media convergence in China is led by the government.Researc on the application of policy tools for media convergence can provide us with insights into the administrative means by which the government is using to promote media convergence,and help us rethink about the better policy path to improve the effect of media convergence.Based on the policy tool theory,the content coding,classification and statistical analysis of 20 national-level media convergence policies were conducted by building an analysis model from the dimension of basic policy tools,policy objectives and the development stage of media convergence.The study found that the use of media convergence policy tools in China is imbalanced,with environment-oriented tools dominating and demand-oriented tools seriously insufficient.The use of policy tools in policy objectives is“top-heavy”,resulting in structural imbalances.However,from the perspective of time-change trend,the use of policy tools is showing a trend from imbalance to balanced development.