传媒经济学视角下的“张悟本事件”研究

发布时间：2018-12-10 14:14

【摘要】：所有传媒产品都是信息和物质载体的统一，版权赋予了它经济属性，在复制更加方便更加低廉的现代传媒时代，版权对它显得尤为重要。同一类传媒产品能够相互区别的特征是其所承载的信息不同，这也说明传媒产品的本质是信息。但信息无法提供商品化所需要的竞用性和排他性，版权恰能弥补这一缺憾。物质载体所蕴含的技术常常亦有此用。就像张悟本的养生知识若只散落在网络之中，其蕴含的经济因素就很难得以实现，集结出版之后则是另一番景象。注意力和影响力是传媒市场的两种稀缺资源，在传媒产品实现商品化进入市场后，传媒机构会以打造超级明星效应、寻找特色之路、增加接触行为发生等办法来集聚公众的注意力资源，同时塑造品牌提升自身影响力，，促使规模经济或范围经济的形成，即《把吃出来的病吃回去》畅销后带来的经济效益和张悟本衍生产业链的逐渐完善，这是传媒机构获得经济报偿的两个主要模式。受众对市场中传媒产品的选择，受品质和价格比例关系的影响，多数人都认为物美价廉是一个极佳状态。当从中能够获取的效用远高于为他所付出的代价，即物超所值时，在没有预算限制的情况下，购买行为就极易发生。所以，传媒机构要强化产品的价值链建设，力争在生产、传布、购买环节最大限度地为产品注入附加资源，提升价值，尽量满足受众提出的诉求，张悟本的成功就在于对这三个环节工作的重视。当大批受众对少数几类产品颇为热衷蜂拥而至时，再碰上市场外部性的作祟，市场失灵就出现了。这时，公众往往会寻求政府的行政干预，比如建立市场进入机制或加大行业查处力度等。具体到张悟本事件，就是尽量将审查工作前置，即关口前移，严格作者、选题审核程序，防治结合。但规制不一定总能产生良好效果，一些问题依然存在。这就是所谓的政府失灵。“俘虏理论”能够对此现象作出充分合理解释。传媒经济学科外的加强行业自律及提高媒介素养等方法能够有效预防政府失灵的出现。
[Abstract]:All media products are the unity of information and material carrier. Copyright gives it an economic attribute. In the modern media era where reproduction is more convenient and cheaper, copyright is particularly important to it. The distinguishing feature of the same kind of media products is that they carry different information, which also shows that the essence of media products is information. However, information can not provide the competition and exclusivity needed for commercialization, and copyright can make up for this shortcoming. The technology contained in material carriers is often also useful. Just as Zhang Wuben's knowledge of health preservation is scattered only in the Internet, the economic factors behind it are difficult to realize. Attention and influence are two scarce resources in the media market. After the media products are commercialized into the market, media organizations will create superstar effects to find the unique way. Increase contact behavior and other means to gather public attention resources, while shaping brands to enhance their influence, promote the formation of economies of scale or economies of scope, That is to say, the economic benefits brought by "eating out disease back" and the gradual improvement of Zhang Wuben's derivative industry chain are the two main models for media organizations to obtain economic rewards. The audience's choice of media products in the market is influenced by the relationship between quality and price, most people think that good quality and cheap price is an excellent condition. When the utility that can be obtained from it is far higher than the price paid for it, it is easy to take place in the case of no budget restriction. Therefore, media organizations should strengthen the value chain construction of their products, strive to inject additional resources to the maximum extent in the production, distribution, and purchase links, enhance the value, and try to meet the demands of the audience as far as possible. Zhang Wuben's success lies in the importance of these three links. When a large audience flocked to a few categories of products, market failure occurred again because of the externality of the market. At this time, the public often seek government administrative intervention, such as establishing market entry mechanisms or increasing industry investigation and punishment. In the case of Zhang Wuben, we should try our best to put the review work ahead, that is to say, to move the gate forward, strictly to the author, to select the topics and examine the procedure, and to combine prevention and treatment. But regulation does not always produce good results, some problems still exist. This is called government failure. The captive theory can fully and reasonably explain this phenomenon. Strengthening industry self-discipline and improving media literacy can effectively prevent the appearance of government failure.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206-F

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