媒体融合背景下的中国传媒产业规制转型——基于互联网媒体与电视规制效果比较的视角

发布时间：2018-03-19 12:21

本文选题：传媒规制转型　切入点：“寡头竞争-双层多元”市场结构　出处：《新闻大学》2017年05期 　论文类型：期刊论文

【摘要】：我国最初把互联网定位为信息产业而非媒体,采取了和传统媒体不同的宽松规制,形成了比电视更有效的市场结构、规模效应、市场行为,从而带来了更有效率的产业发展。互联网媒体市场结构呈"寡头竞争-双层多元"特征,迥异于电视市场"核-粒模式"结构;互联网媒体市场行为也更利于生产创新。这对我国传媒规制从"分立规制"向"融合规制"转型的启示是:融合媒体这个规制对象是融合了大众传播、组织传播、人际传播功能的"泛众传媒",还是"互联网+"时代产业融合的载体,我国融合规制决策需要拓展对社会目标内涵及其实现途径的理解;融合规制基本导向是有序放松结构规制、激活社会投资、形成有效竞争,规制方式由严苛的结构规制转向针对行为的规制。
[Abstract]:In our country, the Internet was initially positioned as the information industry rather than the media, and it adopted different loose regulations than the traditional media, forming a more effective market structure, scale effect and market behavior than TV. The structure of Internet media market is characterized by "oligopoly competition" and "two-tier pluralism", which is different from the "nuclear-particle model" structure of TV market. Internet media market behavior is also more conducive to production innovation, which is the inspiration for the transformation of Chinese media regulation from "separate regulation" to "fusion regulation": the regulation object of fusion media is the integration of mass communication, organizational communication, and so on. The "mass media" of interpersonal communication function is also the carrier of industrial convergence in the era of "Internet". The decision of integration regulation in China needs to expand the understanding of the connotation of social goals and the ways to realize them. The basic orientation of fusion regulation is to relax the structure regulation, activate social investment, form effective competition, and change the mode of regulation from strict structural regulation to behavioural regulation.
【作者单位】：上海师范大学人文与传播学院;
【基金】：国家社科基金一般项目《基于有效竞争理论的我国传媒规制绩效实证研究》(编号15BXW022)
【分类号】：G206-F

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