大众传媒在市场运作中的角色定位问题

The Role of Mass Media in The Market-Oriented Economic System

在市场经济条件下 ,大众传播媒介可能采取二种定位策略 ,即“消费者角色”策略与“企业角色”策略。大众传播媒介应当摆脱以上两种依附性定位方式 ,将角度定位于经济运行 (广告运行 )的结构利益之上 ,即在市场化条件下 ,大众传播媒介应当服务于企业———消费者这一结构的运行 ,它的作用在于控制这一结构的运行状态 。

The article talks about two strategies_consumer role strategy and enterprise role strategy that the mass media might adopt in the market_oriented economic system.After critical analyse on the two strategies,I think that mass communication media should cling to the two affiliating methods but to the structural benefit of economic operation.That is to say,the mass media should serve the running of the structure of consumer and enterprise.Their function lies in controlling the running state of the structure and keeping balance between consumer and enterprise.