媒体发展与政策回应

Media Development and Policy Responsiveness

本文讨论了居民如何借助媒体来影响公共政策制定问题。在传统媒体时代,由于媒体选择报道主流群体利益诉求的效益大,因此对媒体的市场收益贡献小的居民群体,其利益诉求常被传统媒体所忽视,难以获得公共政策回应,成为影响政策制定的弱势人群。增加媒体数量来促进竞争也无法改变这种状况,从而形成政策“回应陷阱”。在社交媒体时代,由于媒体的进入成本较低,普通居民可以直接向公众表达利益诉求并有机会获得公共政策回应,从而有助于上述居民群体走出政策“回应陷阱”。社交媒体的快速发展为居民利益诉求带来了长尾效应。本文的研究表明,推动媒体市场发展,建立有效的居民媒体利益诉求回应机制,培育壮大中产阶层,可以更好地实现社会的包容性发展。

This paper discusses how residents influence public policy making through media.In the era of traditional media,because the great benefit of media choosing to report the interests of mainstream groups,residents who contribute litle to the market income of the media are often ignored by the traditional media,and it is dfficult to obtain public policy response,and become the vulnerable groups that influence the policy making.Increasing the number of media to promote competition will not change this situ-ation,creating a policy"response trap".In the era of social media,because of the low entry cost of media,ordinary residents can directly express their interest demands to the public and have the opportunity to obtain public policy response,which helps res-idents to get out of the policy"response trap".The rapid development of social media has brought long tail effect to residents'in-terests.This study indicates that promoting the development of the media market,establishing an effective mechanism for respon-ding to residents'interests,and strengthening the middle class can better achieve inclusive social development.