中国新闻改革40年:以市场化为中心的考察——基于《广州日报》的个案研究

The 40 Years of Reform and Opening-up in China: An Investigation Centered on Marketization——A Case Study of Guangzhou Daily

中国的改革开放从十一届三中全会开始,40年来,作为改革开放有机组成部分的新闻改革取得了巨大成就,同时也正在经历严峻挑战。中国新闻改革40年进程中有一条突出的主线,就是"市场化"发展。研究与回顾这段新闻改革历程,《广州日报》具有很强的代表性。作者搜集和掌握了比较丰富的研究素材,在此基础上,进一步概念化和理论化,把《广州日报》40年的市场化发展划分为"企业化""工业化""集团化""资本化"与"多元化"五个阶段,描述和展现了一份报纸的市场化发展之路,同时也是中国新闻改革的一个缩影。不过,最近10年来,移动互联网以超常规的速度在发展,传统媒体读者流失、发行量下降、广告量下降,媒体的市场化发展遭遇重大挑战,甚至出现"非市场化"发展的迹象。虽然如此,中国的大部分媒体并没有完全回到改革开放之前的事业体制,在各自的实践中积极探索"二次销售"之外的更加多元化的盈利模式,"市场化"依然是媒体发展的一个核心词汇。

China’s reform and opening up began at the Third Plenary Session of the Eleventh Central Committee.In the past 40 years,press reform,as an integral part of reform and opening up,has made tremendous achievements and is also experiencing severe challenges.There is a prominent main line in the 40-years process of China’s news reform,that is,the development of'marketization'.The Guangzhou Daily has a strong representation in studying and reviewing the process of press reform.On this basis,the author further conceptualizes and theoretically divides the 40-year market-oriented development of Guangzhou Daily into five stages:enterprization,industrialization,collectivization,capitalization and diversification.The author describes and displays the market-oriented development of a newspaper,which is also China’s press reform.However,in the past 10 years,mobile Internet has been developing at an unconventional speed,with the loss of traditional media readers,the decline in circulation and the decline in advertising volume.The development of marketization has encountered major challenges,and even shows signs of'non-marketization'.Nevertheless,most of the media in China have not completely returned to the business system before the reform and opening up.In their respective practice,they actively explore a more diversified profit model besides'secondary sales'.Marketization is still a key word of media development.