2004亚洲传媒论坛Asia Communication & Media Forum 2004

帅哥

德国广播电视的收费情况

Hans Buchholz

 

一、          德国广播电视系统

二、          融资

三、          收费机构

四、          欧洲邻国的情况

五、          法律依据

六、          收费方法

七、          GEZ的EDV系统

八、          有待改进的前景

 

　

 

Hans Buchholz   Chief Executive Officer in Licence Fee Authority Centers / GEZ, Germany He has been the head of administration, general administration, real estate security and specialist /consultant successively in West-German Broadcasting Corporation Cologne/WDR from 1977 to 2001.

 

 

License Fee Collection in Germany

Hans Buchholz

 

l         Broadcasting systems in Germany

l         Funding

l         Institutions for the collection of fees

l         European perspectives abroad

l         Legal basis

l         Procedure for the collection of fees

l         The GEZ EDP system

l         Perspectives on anticipated adjustment

 

 

 

 

 

　

 

张海潮   中国国际电视总公司副总裁，高级编辑。   大型系列片《共和国之恋》总导演、获国家大型系列片特等奖 《东方时空》、《焦点访谈》总制片人 长江三峡大江截流48小时直播总导演 中央电视台广告经济信息中心负责人：主管CCTV广告和CCTV—2 中国国际电视总公司副总裁：主管电视剧生产、CCTV—12   论著： 论文：《中国新闻栏目制片人运作的理论思考》获CCTV、广电总局、中国记协优秀论文一等奖 著作：《电视中国——电视媒体竞争优势》广播学院出版社出版 著作：《广告竞争》广播学院出版社出版

 

 

变革中的中国电视市场

张海潮

 

 

　

 

Zhang Haichao   Deputy General Manager, China International Television Corporation, Senior editor He is in charge of the production of TV drama and CCTV-12 in CITC.   Publications: Books: Television China: Competetive Advantage of Television Advertising Competition Paper: Theorising the operation of the news programme producer

 

 

China Television Market in Change

Zhang Haichao

 

　

 

喻国明 中国人民大学新闻学院教授，副院长 中国人民大学舆论研究所所长 1979年—1989年就学于中国人民大学新闻系，先后获得学士（1983年）、硕士（1986年）博士（1989年）学位。 研究领域：发展传播学理论、新闻体制改革和新闻传播效果理论、中国民意测验的理论与方法；中国新闻传播实践应用。 学术著作：《中国新闻业透视：中国新闻改革的现实动因和未来走向》（1993）、《中国民意研究》（1993）、《嬗变的轨迹：社会变革中的中国新闻传播和新闻理论》（1996）、《媒介的市场定位:一个传播学者的实证研究》（2000）、《解构民意:一个舆论学者的实证研究》（2001）、《解析传媒变局：来自中国传媒业第一现场的报告》（2002）、《传媒影响力：传媒产业的本质与竞争策略》（2003年）。

 

当前中国传媒业发展客观趋势解读

喻国明

中国传媒业正处在深刻转型的关键点上，本文对中国传媒业发展大势作出如下判断。

首先，从“喉舌论”到提供社会信息安全保障：我国传媒体制正酝酿着重大调整。

这是基于我国传媒体制改革的社会现实基础及其特点而作出的判断，传媒体制的基本价值支点从“喉舌论”到“知情权保障”的转移与社会发展的要求以及我们党所确定的政府角色从“全能政府”到“有限责任政府”转型的改革目标是完全一致的。

其次，新闻传播的价值诉求将发生两大转型：资讯提供——构建保障社会安全的“网”；意见表达——构建活跃的公共话语平台。

资讯提供从营造“点”的精彩到追求“面”的严整；环境守望由社会的“微观层面”转至社会的“宏观层面” ；话语表达从一元的宣导性到多元的沟通性；话语空间从街谈巷议的琐碎到“击中社会绷得最紧的那根弦”。

最后，我国媒介经营模式正在发生的嬗变与市场发展战略的重点转移。

传媒市场评价指标体系的变革从追求规模扩增到追求效益提升：从重“量”到重“质”，从“地缘”、“业缘”或“人缘”式的市场评价体系扩张到“需求缘”、“趣味缘”式的市场评价指标体系；传媒产业经营重点从“单点式”的经营到传媒产业价值链的经营；传媒产业经营模式从“粗放式”经营到“专业化”经营。

　

 

Yu Guoming   Professor & deputy dean of Journalism College of Renmin University of China Director of Public Opinion Institute of Renmin University of China BA(1983), MA(1986), PhD(1989), Journalism, Renmin University of China Research Interests:Theory on Communication & development, reform of Journalism system, and effects of communication Theory and method of China public-opinion poll Application of Communication theory to the practice of China Main Works:The Transforming Tracks: China Journalism Theory and Practice during the Social Transforming (2000) Anatomy of China Public Opinion: A Demonstrational Research by A Scholar of Public Opinion(2001) Parsing Media Transformation: A Report from the Very Front Scene of China Media Industry(2002) The Force of Media: the Essence and Competing Strategies of China Media Industry(2003)

 

Reading the Tendency of China Media

Chinese media are on a key point of profound transformation. This paper points out their tendencies.

Firstly, transfer from “The Mouthpieceology” to provide information of social security: a great change in China media system is being brewed.

This trend is based on the social practice of the reform of Chinese media system. And the transfer mentioned above is absolutely consistent with the social development and the target of our government’s reform which is to transfer from the all-powerful government to the government with limited liability.

Secondly, two great changes have taken place in value-orientation of communication: information supplying—to structure a net to protect social security; opinion expressing— to form an active public press platform.

Information supplying transfers from the highlight of spot to the integrity of surface. Envioronment watching transfers from social microcosmic side to macroscopical side. Public press transfers from unitary propaganda to pluralistic communication. Press space transfers from bits of news to the most pivotal news to the society.

Thirdly, the management mode of Chinese media is changing and the emphasis of market strategies is transferring.

The pursuit of the transformation of the index system of China media market evaluation shifts from the scale to the benefit. The emphases of media industry management transfers from the “single-spot” mode to the “value chain” mode. The mode of media industry management transfers from the extensive to the specialized.

　

 

Yong Jun, Jung 韩国全北国立大学新闻放送学科教授 博士(1995),硕士（1989），学士（1985），韩国汉城国立大学大众传播系 研究领域：传媒和新媒体政策（卫星广播） 研究成果：《关于90年代韩国传媒结构公共利益的研究—聚焦国家，市场和民间社会的关系》（博士论文1995）、《全球数字卫星广播》（专著1998）、《大众媒介与民主》（译著1999）、《数字卫星广播与民主》（专著2000）、《韩国传媒政策与民主》（论文2000）。

帅哥

东亚地区广电市场的开放战略分析

Yong Jun, Jung

一直以来出于对民族国家(利益)认同和安全的考虑，广电市场被看作是保护的对象而不是自由化的产物。然而，从20世纪90年代开始，亚洲国家广电市场的自由化初现端倪。2001年11月在第四届世界贸易组织部长级会议上，新一轮的多哈发展议程谈判中，广电市场的自由化已经被提上了议事日程。

在90年代广播、电视多渠道传播的背景下，日本传媒进入了亚洲市场，催生了开放型市场开发战略，也称为“安全竞争”战略。中国作为世界贸易组织的新成员，正在致力于解决中央电视台和人民日报向多媒体综合集团转型的问题，及通过有线电视而不是卫星电视实现有限自由化的问题。

与日本和中国不同的是，以前一直坚持保护传媒市场战略的韩国最近突然转向了激进的自由化战略。

鉴于韩国外传播媒体如中国中央电视台，日本放送协会和美国有线电视新闻网的传送能力的逐步提高与传送平台的不断扩展，韩国广播频道和有线电视方面的外国投资比重已经由33%上升到了49%。韩国要求这些国家，尤其是中国大陆，同等地开放自己的传媒市场。

尽管外国在韩国的投资不断扩大，但是韩国得到的回报并不多。韩国在转收中国中央电视台的信号，与此同时中国却不允许韩国广播、电视媒体进入中国市场。而且韩国的付费传媒市场太小，难以对外国资本产生足够的吸引力。因此，慎重考虑国外资本在韩国地面广播电视媒体的投资和进一步扩大节目份额的问题是十分必要的。在这一自由化政策的基础上，韩国，中国和日本的传媒交流可能会更加活跃，并且有助于改善三国之间的关系。为了达到这一目的，我们认为无论是日本大胆进入亚洲传媒市场的激进战略还是中国的有限自由化战略都必须加以改良。

　

 

Yong-Jun, Jung   Dept. of Mass Comm, Chonbuk National University. Ph. D (1995), MA (1989), BA (1986), Dept of Mass Comm, Seoul National Univ Research Interests: Broadcasting and New Media Policy(Satellite Broadcasting) Publications:A Study on the Public interest of the Korean Broadcasting Structure in the 1990s -focused on the relationship of the state, market, civil Society(1995, Ph. D. Dissertation)   Digital Satellite Broadcasting in the Worldwide (1998, Book) Mass Media and Democracy(J. Keane’s Publication, translation, 1999) Digital Satellite Broadcasting and Democracy(2000, Book) Broadcasting Policy and Democracy in South Korea(2000, Dissertation) etc.

 

 

The Open Strategy of Broadcasting Market in the East Asia

Yong Jun, Jung

Traditionally, broadcasting market is considered as an object of protection rather than liberalization, because of national identity and security.  Since the 1990’s, however, the liberalization of broadcasting market in Asian countries has gradually appeared. In November 2001, the new round negotiation table, DDA (Doha Developing Agenda) started in the 4th WTO cabinet meeting 

In the multi channel broadcasting era in the 1990’s, Japan made inroads into the Asian market, which drove the open strategy of broadcasting market, namely ‘safeguard in competition’ strategy.  China, being WTO treaty members, coped with the transition of the CCTV and People’s Daily into multi media complex group and restrictive liberalization through cable TV rather than satellite broadcasting.

Contrary to the cases of Japan and China, South Korea, which had stuck to the protection strategy of broadcasting market, recently changed it into radical liberalization one

The foreign investment in cable TVs and broadcasting channels has enlarged into 49% from 33%, considering the enlargement of the broadcasting platform transmission capacity of foreign broadcasting channels such as CCTV, NHK and CNN. South Korea requested those negotiation states, especially Mainland China, to open their broadcasting at the same level. 

Despite of the recent enlargement of foreign investment, South Korea does not obtain much in return. In contrast with the retransmission of CCTV in South Korea, Mainland China does not permit South Korea’s broadcasting. Also, a pay broadcasting market of South Korea is too small to be attractive to foreign capital. Therefore, it is necessary to consider foreign investment in terrestrial broadcasting and enlarge programme quota. On the basis of this liberalization policy, broadcasting exchange among South Korea, China and Japan can be more active, which helps the improvement of relations among those countries. In order to do this, it is thought that both Japan’s aggressive strategy into the Asian broadcasting market and China’s restrictive liberalization broadcasting policy should be modified.

　

 

麦莉娟   北京师范大学珠海分校传播学院副院长，中国科学院心理研究所研究员，英国伦敦威斯敏斯特大学传播学博士。曾任台湾铭传大学传播学院副教授。   研究方向：媒体经营管理。曾先后在美国、加拿大、英国、瑞典、芬兰、德国、西班牙、韩国等国参加国际会议发表论文。

 

全球化的媒体环境与多元的企业文化

--台湾地区卫星电视频道公司之研究

麦莉娟

 

台湾地区的卫星及有线电视产业在开放外资进入之初, 吸引不少境外的投资者, 产生了全球化的效应与影响。本研究的主要宗旨在于了解台湾地区卫星频道公司企业文化, 研究不同所有权结构的公司之企业文化, 进而分析境外投资的频道公司是否会因资金来源的国家或区域不同, 影响了公司内部的企业文化特质, 并比较不同型态的公司其企业文化的差异。

过去研究企业文化大多采用质化的探讨或是论证, 缺乏实证研究的支撑。本研究采用量化的研究方法,来比较不同所有权结构、不同国家或区域所投资的卫星频道公司之企业文化特质。本研究问卷是以Hofstede的企业文化模式为测量基础, 修正后针对台湾地区卫星电视频道公司进行调查。本研究发现, Hofstede的企业文化模式与台湾地区的企业文化无法契合, 本研究利用因素分析将台湾地区卫星电视公司企业文化重新界定,共十二个企业文化面向。本研究将公司所有权结构定义为“家族”、“跨国集团”、“多角化”、“独家”、“外商”等五种型态, 公司资金来源分为 “台湾”及“香港”地区、“日本”、“美国” 与 “新加坡”等国, 共五种资金。将所有权结构不同、资金来源不同的公司企业文化作一比较。

研究结果显示, “结果倾向” 与“专业考虑”两个企业文化面向, 在不同所有权结构的公司中有明显的差距。家族企业较重视结果、考虑员工背景及规避风险,跨国集团较重视风险规避, 跨国公司较倾向是规范的社会、有专业及福利责任的考虑, 外商较重视客户需求, 专业考虑, 但也重视结果。同时, 资金来自不同国家及地区的外资公司, 有着不同的企业文化,尤其是在 “专业的考虑”企业文化面向上有着特别显著的差异。

本研究结果说明, 外资公司具有不同于本地的企业文化特质, 此种企业文化与境外投资者的国家文化息息相关, 国家文化影响着企业文化。随着全球化的发展, 外资的进入所带进的不只是资金, 连带着公司企业文化也深受该国家或区域文化的影响, 最后与本地文化融合成为另一种文化, 形成一种多元的企业文化环境。

　

 

Li-Chuan Evelyn Mai   Deputy Dean, School of Communication, Beijing Normal University, Zhu Hai Ph.D., School of Media, Arts and Design, University of Westminster, UK She taught at Ming Chuan University, Taiwan from 1987 to 2003. Her research interest is in the filed of media operation and management. She has attended international conferences in many countries, such as the USA, UK, Canada, Sweden, Finland, Germany, Spain, Korea.

 

Globalization of Media Environment and Diversity of Corporate Culture

――A Study on Taiwanese Satellite TV Channel Companies

Li-Chuan Evelyn Mai

 

Since foreign investments were allowed in the Taiwanese Satellite and CATV industry, this sector has been very successful in attracting foreign investors, and their presence and influences have translated the industry into a global environment.  The aim of this research is to understand the corporate culture of Taiwanese satellite channel companies and to analyze corporate cultural characteristics with different ownership structures and national origins of investments.

Previous research on corporate cultures mostly based on conceptual discussions or qualitative approach that was not conclusive and lack of empirical support. In this paper, quantitative research was employed to compare cultural characteristics in companies with different ownership structures and investment origins of ownership. Hofstede’s cultural model was applied to this research.  The results show that Hofstede’s cultural model does not fit the corporate cultures of Taiwanese satellite channel companies.  Factor analysis was employed to reclassify the cultural orientations and the underlining factors were renamed into twelve new categories.

This research found that ‘result orientated’ and ’professional consideration’ are the two types of Taiwanese media organizational cultures. The two types display significant differences in companies with different ownership structures. Cultural characteristics in companies with the family type of ownership tend to emphasize ‘results’, consider ‘employees’ background’ and ‘avoid risk’. Companies with the multinational type tend to ‘avoid risks’, with the diversified type tend to be ‘normative societies’, ‘have professional’ and ‘welfare responsibility’ consideration.  Foreign companies that emphasize ‘customer needs’ tend to have ‘professional consideration’ and ‘result orientated’.  Furthermore, companies with different investment origins lead to different organizational cultures. In particular, on the cultural characteristics of ’professional considerations’, they are significantly different.

The results implicate that corporate cultural characteristics in foreign companies are significantly different from the local ones and the corporate cultures are related to national cultures. Not only do foreign investors bring investments into satellite channel industries but also national or regional cultures.  These foreign cultures combined with local cultures become a new type of cultures that lead to diversities of a corporate cultural environment. 

　

 

周鸿铎   教授，中国传媒大学传媒经济研究所所长、网络经济研究所所长   研究成果：我国最早研究传媒经济的学者之一，著作有《广播电视经济学》、《中国广播电视经济管理概论》、《市场营销策略》、《中国实用广告知识手册》、《电视节目经营策略》、《广告策划》、《传媒产业经营实务》、《信息资源开发利用策略》、《网络经济》、《网络媒体管理》、《网络传播与知识经济》、《传媒经济丛书》（1～8卷）和《媒介经营与管理》（上、中、下辑，共12卷）以及其他相关著作五十余部。

帅哥

电视节目市场体系研究

周鸿铎

 

随着文化产业的发展和我国电视媒介“制播分营”制的实施，一个完整的电视节目市场体系将要形成。目前，已具有电视节目市场雏形的市场类型主要有：电视节目制作（生产）者市场、播出者市场、代理者市场、政府机构市场、投资者市场等。电视节目市场体系中的每一个分市场都有自己的独有优点，这是它们能够成为一个独立市场的根本原因。电视产业的经营者在进行产业化运作过程中，一定要注意两个重要问题，即要注意对电视节目市场整体的研究和对电视节目分市场的研究，并把二者科学地结合起来。

电视节目制作者是电视节目市场体系形成的前提和基础；播出者市场是电视节目（产品）价值和使用价值实现的条件；代理者市场是受众市场、广告投资市场、政府机构市场发挥作用的重要环节或渠道；投资者市场是电视节目市场体系发挥整体作用的经济保障。所以，要发挥电视产业的作用，必须建立科学的电视节目市场体系。

　

 

Zhou Hongduo   Professor, Head of Media Economy Institute, Head of Internet Economy Institute at Communication University of China Research interests: He is one of the scholars who very first devoted into the study of media economy in China. His main research at present focuses on the system of media economy, management as well as estimation. Publications: His main writings are below: Radio &TV Economy, Introduction of Chinese Radio &TV Economy, Strategies of Market Sales, etc.

 

 

A Study on Market System of TV Programs

Zhou Hongduo

 

With the development of the culture industry and implementation of the “single-handed management in program making and broadcasting” in media of television, an intact market system of TV program will be formed. At present, the market type already with rudimentary form of TV program market has mainly: TV program-producer market, broadcaster market, agent market, government organization market, investor market etc.. Every market of TV program market system has advantages alone one's own. This is the basic reason that they can become an independent market. In the course of carrying on industrialization, the operator of the industry of the TV should pay attention to two important problems. One is the research on whole TV program market and the other is the study on subsidiary market of TV program, and combines the two together scientifically.

The TV program producer is prerequisite and foundation that the market system of TV program forms; broadcaster market is the condition that the value and use-value realizing of TV products. Agent market is the important link or channel among audience market, advertising investment market and government organs market. Investor market is the economic guarantee that the market system of TV program plays a whole role. So, it must set up scientific TV program market system to give play to the role of industry of the TV.

　

 

杭  敏   瑞典延雪平大学传媒管理与变革研究中心博士候选人   教育背景：工商管理博士候选人，欧洲工商管理与法律硕士，管理学硕士   研究领域：传媒行业中的跨国管理、战略与市场差异 研究成果：《媒体多样化产品的跨境和跨文化管理议题及战略》、《产品多样化传媒公司的国际化》、《瑞典媒体广告业支出垄断分析：1980-2003年关键媒体资源的变化》、《2+2=5：在中国实现兼并与收购的协同》、《人力资源管理中互联网/内部局域网就业中心的战略角色》等。

 

跨国传媒公司管理中的人力资源问题

杭  敏 

    过去几十年中，国际性的放松管制和私有化的结合加上通讯技术的进步导致了传媒业在全球市场的整合。媒体领域内兼并和收购方兴未艾，跨国传媒公司不断发展。鉴于其在媒体经济产业中的重要性，跨国传媒公司激起了很多大众传媒学者的研究兴趣。然而时至今日，大部分的研究仍然集中跨国传媒发展战略和市场准入策略方面，而对于具体性的管理领域，譬如人力资源管理则重视不够。

毋庸置疑，传媒行业是一个人员密集型的行业。人是成功的关键。传媒公司的高效运营很大程度上有赖于其人员所拥有的知识和经验以及人们在组织中的有效合作。人力资源管理对企业的成功至关重要。对于跨国传媒公司来说，人力资源也是它成功实施和持续其全球扩张战略的一个要素。

考虑到人力资源管理对于跨国传媒公司的重要意义以及对其有效关注的缺乏，本文因此致力于探讨跨国传媒公司中的人力资源管理问题。在跨国环境下人力资源管理具有二重性：既需要本土化又需要全球化。这种二重性也是跨国人力资源管理的核心。运用贝塔司曼和索尼公司的案例，文章考察了跨国传媒公司人力资源管理在应对本土的需求和面向全球的挑战时面临的问题。同时文章也探讨了如何从人力资源管理方面帮助跨国传媒公司掌握和协调其所面临的问题的二重性。在文章最后作者列出了其它若干在跨国传媒公司管理中富有挑战性的人力资源管理问题，为下一步的研究定下议程。

　

 

Hang Min Ph.D Candidate of Media Management and Transformation Centre Jönköping University, Sweden Research Interests:Cross-national Management, Strategy and Market Differences in the Media Industries Publications and Articles: Issues and Strategies in Managing Media Portfolios across Borders and Cultures The Internationalisation of Product-diversified Media Firms Dominance over Swedish Advertising Expenditures: Changes in a Crucial Media Resource 1980-2003 2+2=5: Pursuing M&A Synergy Realization in China

 

Human Resource (HR) Issues in Managing

the Transnational Media Corporations (TNMCs)

Hang Min

The past decades have witnessed a rapid growth and expansion of media business. The combination of international deregulation and privatisation coupled with advancements in information technology has led to a consolidation of media players in the global market. With the boom of M&As the transnational media corporations (TNMCs) have been emerging, developing and transferring; there is no doubt that they have increasingly become salient features of global economic landscape.

The transnational media expansion and its implications have attracted many research interests from media scholars. However, to date, studies on transnational media organizations have tended to only cluster around strategic issues and market entry strategies, leaving functional questions such as human resource management (HRM) insufficiently addressed.

Nevertheless, the media industries represent a subset of people-intensive industries. People are the key of success. The efficient operation of a media company is highly dependent on the knowledge and experience possessed by its personnel, and the cooperation between people among the organization. Managing human resource (HR) to enable success is vital important. For transnational media corporation, people are even a critical component for the successful implementation and attainment of its global expansion strategies.

In view of the significance of HRM and the little attention paid yet, the author thus makes an endeavour in this paper to explore HRM in the TNMCs. HRM in the transnational context is characterized by contradictions that include a duality of being both locally and globally oriented. The duality is the heart notion of the transnational media management. Applying the Bertelsmann and the Sony cases, the paper examines the HR issues for the TNMC to experience the two forces of the duality: local responsiveness and global integration. HRM implications in steering the tension arising from the duality are also discussed. At the final part of the paper, an agenda for the next step of study is set to further approach the sophistication of HRM challenges facing the TNMC in a dynamic transnational environment.

　

 

基于跨学科研究范式的传媒产业前沿探讨

——论作为战略观念和竞争工具的传媒价值链

王斌

中国人民大学新闻学院硕士生

 

近年来传媒业的社会资本和经济实力都有长足增长，在本行业现有发展模式没有重大突破的情况下，传媒业内的力量频频关照业外的理念和经验，产业经济学和战略管理学中的方法大量引入，综合多种研究范式的“价值链”模式所倡导的多点支撑、优化流程、降低风险、增强整体竞争优势等正是传媒组织面临的问题。尽管“价值链”经常出现在媒体管理层的各种文本之中，但含义比较模糊，本文试图从媒介组织战略的角度对价值链进行定位，将其同时看作一种进行战略思考的工具和一种执行管理策略的工具，并介绍以这种价值链思维来整合各种组织战略模式的“战略矩阵”分析法，提供媒介战略得以落地的途径。

目前在传媒业流行的竞争战略以波特的分析工具为基础，行业市场结构分析已经在传媒业得到修正和应用，通用竞争战略如差异化、专一化等也渗入媒介的日常管理活动中。但该竞争理论面临新的挑战，一是该分析框架的假设前提发生了潜在变化；二是该分析框架不适用于实施多元化经营的组织。本文提出，当我们同时考虑产业变革和媒体行为时，可以将传媒竞争分为三个阶段，即产业先见之争、核心能力之争与市场地位之争。竞争者应适时跳出现有格局，做产业先见之争，即考虑媒体如何以最快最经济的途径将产业的概念转化为现实的竞争，这将决定未来产业的竞争格局与竞争规则。

价值链的思维越来越影响到媒体发展的决策层，作为战略思路价值链看起来简洁明了，但作为管理工具应用时很难操作。因为传媒业还处于初级市场化状态，公共竞争秩序仍不健全，许多行业数据没有或不真实（如市场占有率、行业集聚度）；作为市场竞争主体的媒体组织随动性强，不能一如既往的坚持市场身份，媒体行为不能紧随媒体战略，而经常顾及行政力量，成为传媒体制不畅产生的信息成本和管理成本的负担者。传媒业的战略对媒体经营实践缺乏牵引，战略和经营两张皮，这是当前传媒实践中潜在的问题，随着市场化进程加快，对战略问题的把握将更加突出。

价值链思维需要借助更细化的中间工具与传媒管理实践发生互动。在系统思考媒体战略时，由价值链和战略形态构成的“战略矩阵”是比较适用的分析工具：一是促进战略思考，系统思考媒体的治理结构、人力资源、财务、业务等各个战略单元，将诸多战略思潮和理论用工具化的办法梳理，厘清不同层次的战略要素；二是帮助战略执行，加强战略制定的可行性，细化战略内容，联结产业整体和媒体的微观运营。

　

 

Formation and Transition of Media Value Chain as a Strategic Conception and

A Competition Tool: Study of China’s Media Industry Advancement

Based on Multi-perspective Research Paradigm

Wang Bin

M.A. Student of Renmin University of China

 

Referring to the great development of China’s media industry both in social capital and economic aspect, managers face strategic challenge to improve the current business model. Value chain theory which is grown out of the multi-perspective research paradigm hits the right problem in face of the media organizations because the term advocates optimizing procedure, lowing risks and building up the whole competition advantage.

Applications of the Media Value Chain (MVC) has been blurring in description and meaning, from the point of media organization strategy, the author will position the MVC considering its origin and evolvement and give precise definition regarding it as a strategic combination tool both for planning and executing. Furthermore to put the media strategy into effect, he will induct the Strategy Matrix method which is born with the integration of several strategic models by the value chain thinking.

While interpreting Michael Porte’s classical competition theory proverbially applied by media industry this paper argues that the framework is confronted with two challenges. Thinking over the industry transformation and media behavior, the author advances the media competition into three stages: Industry Prevision Competition, Core Ability Competition and Market Status Competition.

It’s still difficult to handle the application of MVC into practical management. The vital question is the separation of media’s strategy and its management practice. Especially in China frequent alteration and shift of vision and management as a result of the government administrative policy hurt the market identity of media organization and increase the information cost and management cost. Success in competition lies on the unique strategy of media and perfect integration of strategy and practice. Rapid progress in marketilization requests China’s media urgent employment and acquaintance to strategic thought and tools such as MVC.

 

　

 

	中外新闻传播学学科建设专场 目  录
1	试论我国新闻学的学科地位及学科发展	郑保卫
2	谈谈“中国新闻史”理论架构的建立	吴廷俊
3	试析新闻心理学的研究取向与研究方法	刘京林
4	西方媒介生态学研究的现状及意义	单  波，王冰
5	自我民族志方法与亲近性新闻	Carolyn Ellis
6	芝加哥学派：传播思想和影响	陈红梅，严三九
7	中国传播学的文化根源 ——孔子群体网络的传播学意义	沙莲香

帅哥

主持人

 

雷跃捷 博士，教授，中国传媒大学新闻传播学院副院长，新闻系主任 中国新闻教育学会副会长 研究方向：新闻学理论、传播学理论、广播电视理论、舆论学、大众文化研究。 主要著作：《社会主义市场经济与新闻舆论》、《新闻理论》、《邓小平新闻宣传思想研究》、《网络新闻传播概论》、《网络传播与社会发展》。

 

　

 

	Chinese-Foreign Journalism & Communication Subject Construction Index
1	Discussion on Status and Development of Journalism in China	Zheng Baowei
2	On the Theoretical Structure of Chinese Journalism History	Wu Tingjun
3	On the Perspective and Methodology of Journalism Psychology	Liu Jinglin
4	Analysis and Appraisal of Western Media Ecology	Shan Bo, Wang Bing
5	The Ethnographic I and Intimate Journalism	Carolyn Ellis
6	The Communication Ideas and Impacts of Chicago School	Chen Hongmei, Yan Sanjiu
7	The Cultural Origin of Chinese Communication Theory ――Communicational Meaning of Confucius’ Group Network	Sha Lianxiang

 

 

Chair

 

Lei Yuejie   Ph.D, Professor, Deputy Director, School of Journalism & Communication, Communication University of China Vice-chairman of China’s Journalism Education Society, Deputy Chief-editor of China’s Broadcasting Yearbook. Publications: 8 books including News Theory, Socialist Market Economy and Press (co-writer,), Prospect on Web News Communication (chief editor), Internet Communication and Social Development (chief editor) and Studies on TV News Channels (chief editor). Textbook including Textbook of News Theory, Textbook of News Professional Morality and News Theory.

 

 

　

 

郑保卫 中国人民大学新闻学院教授、新闻与社会发展研究中心主任 本科和研究生均就读于中国人民大学新闻系，1981年研究生毕业，获硕士学位。曾在国际政治学院和中国新闻学院任教。 研究方向：新闻理论 代表性著作：《新闻学导论》、《马克思恩格斯报刊活动与新闻思想研究》、《当代新闻理论》等。

 

 

试论我国新闻学的学科地位及学科发展

郑保卫

 

在今年初中共中央通过的《关于进一步繁荣发展哲学社会科学的意见》中，新闻学被列为国家重点发展的九大哲学社会科学学科之一，这是自1998年新闻学被国家批准为一级学科以来，其学科地位又一次被国家权威确认的有力证据。

但是近年来在学术界也出现了一些对新闻学的学科地位和学科发展十分不利的观点。例如有人认为我国新闻学还没有形成自己的理论体系；也有人认为我国新闻学研究水平低下，许多理论著述缺乏学理性；还有人干脆提出要用传播学来代替新闻学等等。

对新闻学研究的状况和水平进行评价，这原本无可厚非。但是一些过低的、不实事求是的评价及言论，则会对新闻学的学科研究与学科发展产生消极影响，并使新闻学面临新的问题和挑战。

新闻学的学科发展当前虽然面临一些困难，但笔者认为，新闻学有自己的理论内涵，有自己的学术积累，有自己的发展基础，只要学界同仁重视并加强新闻学的理论研究，坚持不断创新，新闻学就一定会获得新的发展。

本文将对新闻学的学科性质、地位、内涵及范畴，以及学科的创新与发展展开论述，并对如何建立有中国特色社会主义新闻学理论体系阐述自己的见解。

 

 

 

 

 

Zheng Baowei   Professor，School of Journalism; Director of the Research Center of Journalism and Social Development, Renmin University of China MA, Journalism, Renmin University of China (1981) Research Interests: Theoretical Journalism Publications: Guiding Theory of Journalism; Researching on Newspaper Activities and News Thinkings of Karl Marx and Friedrich Engels; Journalism Theory at Contemporary Era, etc.

帅哥

Discussion on Status and Development of Journalism in China

Zheng Baowei

 

Journalism has been ranked as one of the nine key branches of philosophy & social science set by authoritative institution of China at the beginning of 2004, which demonstrates its important status after it had been approved as first-rate school subject in 1998.

But a lot of negative viewpoints have arisen in recent years, e.g. journalism hasn’t had its theoretical system; the academic research of journalism has remained at a low level; moreover, someone even argued that journalism could be replaced by communication. All these have put new questions and challenges to our researchers of journalism, esp. theoretical journalism researchers.

This thesis will take up the following aspects of journalism: its characters, status, connotations, categories, innovation and development, and will pose suggestions on how to build a complete theoretical journalism system in China.

　

 

吴廷俊   华中科技大学新闻与信息传播学院教授、院长 1969年毕业于武汉大学中文系   研究领域：历史新闻学、网络新闻学和新闻教育学 研究成果：《中国新闻传播史稿》、《新记大公报史稿》、《科技发展与传播革命》、《网络新闻传播导论》等学术专著8部。

 

 

谈谈“中国新闻史”理论架构的建立

吴廷俊

 

文章针对中国新闻史研究中存在的主要不足，提出了建构中国新闻史的理论架构任务，并认为中国新闻史理论架构的要素，主要包括本体、分期和范围等。

关于本体问题，文章指出，中国新闻史的本体是中国新闻事业发展演变的过程及其规律。由于种种原因，中国新闻史研究中出现严重的本体缺失现象，把新闻史写成政治斗争史和宣传斗争史，改革开放以后，中国新闻史的研究人员在不断寻找本体回归。关于分期问题，文章认为，中国新闻史研究过程中出现过三种分期模式，第一是媒介技术与媒介形态模式，第二是媒介体制与媒介经营模式，第三是政治斗争与媒介政治功能模式。这三种模式都有一定的合理性，也都存在历史局限性，因此文章提出建立一种新闻事业发展与社会变革互动模式。关于范围，文章指出，以往，中国新闻史研究的范围过窄，一部中国新闻史主要写中国共产党报刊史。在改革开放后，中国新闻的史外延在不断扩展，但是还很不够，还应该适度拓展。第一，要确立“全”的观念，全面研究中国新闻史。确立“全”的观念，就要破除“以我为主”思想的影响，破除“大汉族主义”的影响，破除“唯大陆”观念的影响，还要破除畏难情绪，鼓足学术勇气，加强当代新闻史的研究。第二，树立“整体”观念，深入研究中国新闻史。树立“整体”观念，就要加强对新闻事业外部形态发展史方面的研究，要继续加强对新闻事业的内容发展史的研究，还要加强对新闻界著名人物重要新闻活动和新闻思想的研究。

文章最后指出，为了建构起中国新闻史的科学理论架构，还必须有正确的研究思想，主要指历史唯物主义、辩证唯物主义和系统论方法在中国新闻史研究中的运用。

　

 

Wu Tingjun   Professor, Dean, School of News and Information Communication, Huazhong University of Science & Technology BA, Chinese literature，Wuhan University (1969) Research interests：historical journalism, online journalism and journalism education. Publications：8 books including: History of Chinese Journalism, Historical Study of New Dagong Daily, Technical Development vs Communication Innovation, Introduction to Online Communication.

 

 

On the Theoretical Structure of Chinese Journalism History

Wu Tingjun

 

This paper poses the task of the establishment of theoretical structure of Chinese journalism history contra posing the flaws of Chinese journalistic research. It points out that the structure of the Chinese journalistic history should mainly consist of ontology, periods of time and scopes.

Regarding the ontology, the paper points out that the ontology of Chinese journalistic history is the developing process and laws of Chinese journalistic courses. Concerning the marking of the journalistic history, the paper reckons that three models appear in the research process of Chinese journalistic history. The first model is media technology and media conformation, second is the media system and media management model, third one is the model of political struggle and political functions of media. There is a certain rationality of these three models as well as historical limitation. So this paper brings forward an interactive model between the development of Chinese journalistic history and the social changes.

In the end of this paper, the author points out that in order to establish the theoretical structure of Chinese journalistic history, we should adopt a right researching methodology, which emphasize the use of the historical materialism, dialectic materialism and systematic approach in the research of Chinese journalistic history.

　

 

刘京林   中国传媒大学新闻传播学院教授   研究方向：新闻心理学、传播心理学   主要著作：《新闻心理学概论》；《大众传播心理学——从现代心理学视角看大众传播》；主编《新闻心理学论文集》、《传播.媒介与心理》、《新闻心理学原理》、《新闻心理学》。

 

 

试析新闻心理学的研究取向与研究方法

刘京林

 

本文分两部分：从方法论角度探究新闻心理学的研究取向和新闻心理学具体的研究方法。

    根据新闻心理学偏于人文科学的性质,其研究取向应坚持依重人文主义，辅以科学主义的研究方法，坚持多元性与互补性，理解性与解释性相结合的原则。

所谓人文主义的研究取向包含两层意思：其一，强调新闻主体“人的本性”、潜能、价值，探索其存在及生活的意义，关注新闻主体个体的自我理解与主观体验，反对对新闻主体作“非人化”的认识和理解。其二，强调新闻主体具有主动性、创造性、自我实现的愿望，反对对新闻主体心理现象作“物化”的认识和理解。

所谓科学主义的研究取向指用实证的方法寻求人的心理的共同规律。一是新闻主体的心理现象（如感知觉、记忆、态度等）。如中国青年报记者陆小娅和北京大学光华管理学院的彭泗清博士曾就学者（属于受众）与媒体的关系进行调查。该文探索学者与媒体互动的情况。包括学者与媒体交往的频率、意愿、目的、满意度以及影响学者与媒体交往的因素等。对如何促进两者关系的改善提出建议。二是人的心理和行为的生理机制。如从脑电波的变化、眼球活动的方式、左右脑的主导机制等方面研究观众的接收行为。

所谓多元化的研究取向指把科学精神和人文精神结合起来，并促使这两种取向的结合，将客观实验范式与主观经验范式整合的多元研究取向。

新闻心理学具体的研究方法包括新闻心理学的定量（量化）研究，其中有实验法、调查法、内容分析法；新闻心理学质（质化）的研究，包括访谈、焦点团体访谈、观察法、实物分析法；新闻心理学的定性研究及以问题为中心的研究方法。

　

 

Liu Jinglin   Professor, School of Journalism & Communications, Communication University of China Research interests: Journalism Psychology, Communication Psychology Publications: An Introduction to Journalism Psychology; Psychology of Mass Communication—Seeing Mass Communication from the Angle of Modern Psychology; A Collection of Thesis of Journalism Psychology; Communications, Media and Psychology; Principles of Journalism Psychology; Journalism Psychology

 

 

On the Perspective and Methodology of Journalism Psychology

Liu Jinglin

 

This article is composed of two parts: one is to make a thorough inquiry to the studying directions of journalism psychology by the way of methodology; another is to probe into the specific studying methods of journalism psychology.

Since the journalism psychology has an inclination of the humanities, the directions of our study, based on the ground rules of the humanism and accomplished by the methods of scientism, adhere to principles of connecting pluralism with mutualism and relating understanding to interpretation.

The so-called humanistic direction include two kinds of meaning. Firstly, emphasizing the natural character, potentiality and the value of news subjects; exploring the significance of their being and living; paying close attention to the self-comprehension and the subjective experience of them and strongly against the idea of recognizing and realizing the new subjects as non human beings. Secondly, it is emphasizing on the initiative, creativeness and the wish to self-realization of news subjects and strongly objecting the idea of recognizing and realizing their psychological phenomenon as materiality.

The so-called scientific direction means to deplore the common psychological rules of human beings by the way of positive methods. In terms of the study, one is the psychological phenomenon of news subjects, such as feelings, consciousness, memory and attitude; another is the mental mechanism of human’s psychology and behaviors. For instance, we can make a detail study of the receiving behaviors of the recipients by the changes of their brain waves, the movements of their eyeballs, the dominant mechanism of two brains, and so on.

The so-called pluralistic studying directions aim at connecting scientific spirit with humanistic one and realizing the merging of objective experimental patterns with subjective ones.

The specific studying methods of journalism psychology is composed of quantitative analysis, such as the Experiment Tradition, Survey Methods, Texts Analysis and qualitative analysis, such as Interviewing, Focus Group, Observation, Discourse Analysis, and any other qualitative analysis on solving problems.

　

 

单  波   武汉大学新闻与传播学院副院长，教授 文学硕士（新闻学专业）、哲学博士   研究方向：新闻学，中西新闻比较   主要著作：《20世纪中国新闻学和传播学·应用新闻学卷》，复旦大学出版社2001年版；《心通九境——唐君毅哲学的精神空间》，人民出版社2001年版

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西方媒介生态理论评析

单 波   王 冰

 

本文通过对西方媒介生态理论源与流的考察，从科技生态思维，文化生态思维，生态伦理思维三个维度，选取若干典范命题，试图全面评析西方媒介生态理论的学术图景。本文认为作为一种观察和生存的新方式，媒介生态理论以西方媒介生态学者对宇宙秩序和人类生存的根本信仰为基础介入当代冲突。它从生态想象的语境内部，透视人、媒介和社会各种力量的共栖关系，以期望在复杂的社会生态系统中达到生态平衡，体现了强烈的文化伦理意味。媒介生态学假定传播媒介在信息传递过程中并不是中性、透明或无价值的渠道，其特定的物理和符号特征带来了偏向，并促使各种不同的物质的，知觉的、社会的、经济的、政治的和文化的因果关系，具有批判的意义和反思的力量。它开辟了在结构和互动关系中考察媒介的视野，是一种动态的研究方式，意味着思维方式的转变，是方法论上的突破。然而思想根源的矛盾和逻辑推导的漏洞，带来了理论的迷途；科技话语的过多呈现掩盖了社会政治经济因素的分析，缺乏对本土特殊因素的考虑，使理论出现失衡，并导致了其诠释现实时的乌托邦色彩。如何在矛盾冲突中建构媒介生态？能否在未来的发展中对不同利益群体的环境关怀进行综合，从而导向一种真正的全球性实践？是西方媒介生态学的理论难点。

　

 

Shan Bo   Professor, Deputy Dean, School of Journalism & Communication, Wuhan University   MA of literature（journalism），PhD of Philosophy

 

 

Analysis and Appraisal of Western Media Ecology

Shan Bo, Wang Bing

 

The paper comprehensively evaluates and analyses the intellectual terrain of media ecology of the West by taking some examples from ecology of techniques, ecology of civilization and ecological ethics. It holds that it is of critical significance and reverse thinking capability that the media ecology of the West gets involved in communication studies from ecological imagination, sees in perspective the symbiosis relationship between human being, media and various forces in society and so to reach the balance of ecology. The study of media ecology opened up the field of vision for media observation and studies in structure and mutual movement. It is a developing way of studies, which means the change of the way of the thinking and is the breakthrough of methodology. However, the contradiction of the ideological roots and the loophole of logical conjecture caused the losing in theory; the frequent appearances of scientific and technical words concealed the analysis of social political economy factors. The shortage of consideration of native particular factors caused the losing of balance in theory, which led to Utopia when the reality is explained.

　

 

Carolyn Ellis 美国南佛罗里达州立大学传播学系教授   研究领域：主要研究人们怎样确认各自的身份并找到认同、人类的情感、以及通过人际关系进行的意义生产过程。 主要著作：其著述广泛涉及了自我民族志学、文学以及社会/文化学分析的研究领域。近期著作包括：《民族志学系列之一：一部关于自我民族志学的方法论小说》（2004）；《以研究者为研究目标的研究：自我民族志学、自我叙述和自反性》（2000，合著）；与亚瑟.P.包切尓在《当代民族志学》期刊上共同发起和展开了一系列关于民族志学的议题，同时共同收录和编辑了《解构民族志学：定性写作的两种可选方式》一书（1996）。

 

自我民族志方法与亲近性新闻

作为一个人类学学者，我致力于通过观察一种具体的生活来理解一种生活方式。从我个人经历来说，我曾试着调查非主要身体障碍、个人和集体损失、家庭关系、亲属传播、情绪性和老化等问题。另外，我摸索出了一种研究方法，这种方法试图反映鲜活的生命而不是遵循特定的抽象原则和刻板的步骤。“亲历人类学”是学界喜欢用的一个术语，来表示把自传体的、个人的东西与文化的、社会的、政治的东西联系在一起的定性研究、写作、故事和方法。亲历人类学通过对话、场景、人物塑造和情节来描写具体的行为、情感、具体化、自我意识和内省，这是它的特色。因此，自我民族志要求遵循文学的写作惯例。这一方法在我最近的著作《自我人类学方法：亲历人类学的方法论创新》（阿尔塔米拉出版社，2004）里有深入的描述。

亲历人类学与沃尔特·哈灵顿所使用的名词——亲近性新闻、第一人称新闻或者创造性非虚构新闻相似，意为“日常生活的深入的、叙事性纪录的、贴近性的”书写。亲近性新闻的作者使用实际生活的对话、内心独白、第一人称语态、场景描写，并且像讲故事一样展开情节。通常作者是站在故事主角的角度，以便使读者感觉到作者是如何经历事情的。读者进入了作者的内心、身体和情感世界，被赋予一种身临其境之感。哈灵顿说，亲近性记者的目标是内在地理解他人的世界，按照他们理解自己的方式来理解和描述。如果你远离于自己写作的故事，或者努力地要显得客观，那就达不到这个境界。你必须完全在场，融入你所写的故事的情境以及它将来的发展之中。

哈灵顿提倡用自己的生活作为探索别人的工具。你成为主角，行为的施动者和承受者。你从人类学的角度探索自己和相关的主题。这意味着从不同角度提问、录音、转录不同的访问、拍照、作系统的参与性的观察和内省。另外，你还要全面地研究这些主题，看看前人已经做了些什么。要试着做出符合生活真实的描述。在这个过程中，你不得不处理一些伦理问题，诸如获得参与者的允许，获得对所发生事情的不同意见，以及人物应当怎样被表现等等。

在陈述中我将把重点放在我的新书《自我人类学方法》上，把书中涉及的问题和关注点与亲近性新闻的关注点联系起来。这本书是亲历人类学课程的教材，讲述亲历人类学项目的故事，这个项目学生们也曾参与其中。我们揭示人物，强调讨论和对话，情节都围绕亲历人类学书写中产生的问题展开。在教学的过程中我向学生展示制作和写作亲历人类学的过程。通过对课堂上的情况的展示，我想激发读者们来体验亲历人类学的力量，在获得相关知识的同时感知它的真理性。

　

 

Carolyn Ellis   Professor in the Department of Communication at the University of South Florida Research Interests: Her research centers on how individuals negotiate identities, emotions, and meaning making in and through close relationships. Publications: She explores these themes by writing at the intersections of autoethnography, literature, and socio/cultural analysis. Recent books include The Ethnographic I: A Methodological Novel about Autoethnography (2004) as well as Final Negotiations: A Story of Love, Loss and Chronic Illness (1995). Together with Art, she published “Autoethnography, Personal Narrative, Reflexivity: Researcher as Subject” (2000) Carolyn and Arthur also edited a special issue on ethnography in the Journal of Contemporary Ethnography as well as AltaMira’s Ethnographic Alternatives Series, including the edited collection Composing Ethnography: Alternative Forms of Qualitative Writing (1996).

 

 

The Ethnographic I and Intimate Journalism

Carolyn Ellis

 

As an ethnographer, I have been committed to understanding a way of life by exploring a particular life. Starting from my own experience, I have sought to investigate such issues as minor bodily stigma, personal and collective loss, family relationships, relational communication, emotionality, and aging. Additionally, I have developed and explored methodological approaches that attempt to reflect life as lived rather than follow a particular set of abstract principles or rigid set of steps. “Autoethnography” is the preferred term used by ethnographers in academia to denote qualitative research, writing, story, and method that connect the autobiographical and personal to the cultural, social, and political. Autoethnographic forms feature concrete action, emotion, embodiment, self-consciousness, and introspection portrayed in dialogue, scenes, characterization, and plot. Thus, autoethnography claims the conventions of literary writing. This approach is described in depth in my recent book, The Ethnographic I: A Methodological Novel about Autoethnography (AltaMira Press, 2004).

Autoethnography is similar to intimate journalism, first person journalism, or  creative nonfiction journalism, terms used by Walt Harrington (1997a; Scanlan 2000) that mean to write “in-depth, narrative accounts of everyday life, lived up close” (Denzin and Lincoln, 2000, p. 899).   Writers of intimate journalism use real-life dialogue, interior monologues, first-person voice, scenic descriptions, and develop the plot as a story. Often authors stand in as main characters in the story

　

so that readers get a sense of how the author experienced the events. The reader is taken into the mind, body, and emotions of the writer and given a sense of how it “feels to be present in a world” (Denzin and Lincoln, 1997, p. 900). As Harrington (1997b, p. xxv) writes, the goal of intimate journalists is to understand “other people’s worlds from the inside out, to understand and portray people as they understand themselves.” You cannot accomplish this if you write from a distance, leave yourself out of your text, or strive to appear to write objectively from nowhere. You must be fully present, while participating in the context you write about as well as in the story you write about it later.

Harrington (Scanlan, 2002) advocates using your own life as a vehicle for exploring others.  You become the main character, the person “to whom the action happens” (p. 3),  the person who is changed by the action (p. 4). You explore yourself and the subject ethnographically. This means you ask questions, tape and transcribe multiple interviews from various perspectives, take pictures, do systematic participant observation and introspection. Additionally, you fully research the topic to find out what has been done before. You attempt to produce an account true to life as lived. In the process, you must deal with ethical issues of getting permission from participants and disagreements about what actually happened and how characters should be presented.

In this presentation, I will focus on my recent book, The Ethnographic I, and connect the issues and concerns discussed there about autoethnography with the concerns in intimate journalism.  This book is set in a class on autoethnography and tells the story of the autoethnographic projects in which the students were engaged. Characters are developed; discussion and dialogue are emphasized; and the plot revolves around the issues that arise in doing autoethnography. I showcase the process of doing and writing autoethnography as I teach students about it. In showing what happens in the classroom, I want to provoke readers to experience the power of autoethnography, to feel its truths as well as come to know it intellectually.

　

 

　

 

	陈红梅 华东师范大学传播学系讲师 2000年毕业于复旦大学新闻学院，获硕士学位。   研究领域：网络传播传播 研究成果：主要论文有《大众媒介与社会边缘群体的关系研究》、《BBS中的宝马撞人案》等。
	严三九 华东师范大学传播学系副系主任，教授。 毕业于复旦大学新闻学院，获博士学位。   研究方向：广播电视新闻学，媒介经济学 主要成果：发表论文近40篇，出版著作6部。

 

芝加哥学派：传播思想和影响

就传播学在美国的发展渊源来说，芝加哥学派的思想和研究占据着重要地位。最为人们强调的是四人：米德、杜威、库利和帕克。他们从社会的整体过程角度来考察传播，在探讨有机体与其环境之间的关系时，赋予传播（交流）以极端重要的地位。米德的符号互动论中关于交流的思想体现了芝加哥学派对于传播的基本立场和理解方式，而帕克对于移民报纸的研究则是第一次具体探讨了现代大众媒介在社会中的作用机制。实用主义取向和进化论信念使芝加哥学者对于传播技术带来的“新世界”抱有乐观的期望。他们没有从经济和体制的角度来探讨媒介技术发展所受到的操纵和影响，对于那个时代的新技术是怎样从人们的乌托邦理想演变为商业机器的过程也视而不见，这使他们对于现代传播技术的乐观期望多少有些禁不住推敲。但是，对于宏观的社会传播过程的重视使他们的思想极具启发性，其实是开启了媒介与社会关系研究的宽广空间。

美国现代传播学的发展并没有遵循芝加哥学派的传统。从1930年代起，媒介的实证研究兴起，很快形成极盛之势，取得传播研究的统治地位。但芝加哥学派的传播思想传统并没有真的消失，在经历冲击和沉寂之后，我们仍然可以在传播学后来的发展中找到它长久的印记。拉扎斯菲尔德认为，传播不仅仅是行为，传播学也不仅仅是研究行为的科学，而是应该有着更为宽广的社会视野，尽管他本人在这一点上做得并不让人满意。墨顿和拉扎斯菲尔德的研究组合也是一个证据。信息理论的滥用助长了主流的实证研究态度，但美国知识界对于信息理论的热情并不为信息科学家们所认同。维纳认为社会信息的流动不仅是技术的问题，他分析权力制度的口吻与现代批判理论家几无二致。从1960年代中期以后，美国社会学理论发生分化，新的研究方法和研究角度被采用，更为激进的理论得到发展。

总起来看，芝加哥学派作为美国传播学思想的源头，既敏感于现代传播在社会系统中的价值和意义，又不同于法兰克福学派的批判理论，不是从先验的理想社会和完美人性出发对现有体系进行批判，而是体现出强烈的实用主义传统，重视实践意义上的功用。对于意义和实践的双重重视，这可能是尽管拉扎斯菲尔德式的行为研究一度极盛，但芝加哥学派生命力仍能顽强延续的原因所在吧。

　

 

Chen Hongmei   Lecturer, East China Normal University MA. Journalism School of Fudan University (2000) Research interests: CMC (computer-mediated-communication) Papers: The Relationships between the Mass Media and the Marginal Groups, A Case Study on Reporting Mobile Labor Hand’s Payment in Arrear, The 10.16 Northeast China Traffic Accident in BBS, etc.

Yan Sanjiu   Professor and vice director of Department of Communication of East China Normal University Ph.D. Journalist College of Fudan University Research interests: Broadcasting and Television Journalism, Media Economics; Publications: about 40 thesises and 6 books

 

 

The Communication Ideas and Impacts of Chicago School

Chen Hongmei, Yan Sanjiu

 

Chicago School had made great contribution to the development of communication study. They see communication as a social process and try to understand communication activities under the social enviromnments. Their theories opened for us the wide field of relation study between media and society. Since the rise and prevalence of positivism approach study in 1930s, the communication idea of Chicago School became unknown to many people, but it didn’t dissappear, after all the pinches and strikes. We can still find its long impression on the development of communication studies.

　

 

沙莲香    中国人民大学社会学系社会心理学研究所教授  个人简历： 1982-1984年，东京大学文学部进修社会心理学及传播学 1989-1993年，前后任日本一桥大学社会学部、关西学院大学社会学部、 东北大学文学部的客座教授 1986年, 创建中国人民大学心理科学研究中心暨心理咨询室    1993年,创建中国人民大学社会心理学研究所 1994年,创建中国人民大学女性研究中心 研究方向：社会心理学，中国文化与中国人研究 主要成果：《社会心理学》（著）、《传播学》（主编）、《中国民族性》（一）（二）、《 中国人100年——人格力量何在》、《外国人看中国人100年－怎样看人看我》（主编）、《中国人素质研究》（合著）。

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中国传播学的文化根源

——孔子群体网络的传播学意义

沙莲香

 

1.传播学作为一门学科，诞生在西方的社会生活土壤，有深刻的社会发展基础和文化根基。这个传播学的基本理论和研究方法，至今仍然是世界各国传播学研究与教学的主流文本。

从傅播与传媒的关系、从它对社会生活的推动、从它对全球化与民族化的关系处理上看，“传播（communication）”这种社会现象在实际上是带着本国本地的生活特点而起作用，这表明“传播”现象有着“本体性”社会性格，“传播学”有“本土化”的自身要求。随着中国传播事业的发展，己出现了比较符合中国市场经济规则与社会需要的传播操作实践与理论1，表明“传播学”中国化或者说创建中国传播学的责任己迫在眉睫。

2.从传播学中国化的角度看，孔子群体关系及其游说活动，是中国传播网络的雏型，隐喻了中国传播学的文化原生态。

　

孔子弟子号称三千，又云七十二贤，被记录于《论语》的有二十又七，是与孔子直接对话或弟子之问直接对话的主要参与者，孔子思想的直接传播者。这里分析的孔子群体即以《论语》对话为主轴的群体网络（见图）2。

 

 

政 事                                            言语

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                    子羔                     子禽

                          樊迟                                                                               

              子羽                                   司马牛

                 子华                              宰我

         孟懿子      冉有                       子张

                         子路               子贡

                                  

               冉雍                孔子

         冉伯牛             颜回

           子贱        曾子                  子夏

        公   曾点   有若                                     子

          皙   颜路     原宪                 子游          木

            哀     公冶长    子骞       

       　　　德 行            南宫适             子开       文 学

 

              

 

 

 

 

 

3.孔子群体网络的传播学意义

    从广义上说，孔子群体网络（以下简称网络）包括群体内部的关系和群体外部的游说活动，以及孔子弟子的弟子网络,就是司马迁所云“弟子三千”的网络。这个层层相连的庞大的知识人群体，是一个（物质.地位）资源匮乏的流动群体,他们身上携带的“言语.文学.德行.政事”知识（当时的治国百科），是用以周游列国，充当谋士的特有社会资源，广泛而又有意识地传播知识，从传播者到传播对象选择、从传播意图到传播效果反馈，可以说,在很多方面都具有传播学意义，让我们今天思考中国传播学问题时，启开思路。

    这个网络具有结构功能特点，其成员的地位与角色使孔子思想能够有效传播；这个网络及其传播活动有着明显的治治国使命感,其成员中多人在诸侯仕家为宰，参与政事，蕴育了中国知识人传播知识的参政习惯。

　

 

Sha Lianxiang Professor, Social Psychology Institute at Sociology Department, Renmin University of China She has had attended in a advanced study on social psychology and communication in Tokyo University(1982-84) and been visiting professor in several Japan universities(1989-93). She was a founder of Psychology Institute& Psychology Consultation Center(1986), Social Psychology Institute(1993) and Female Research Center(1994) of Renmin University of China. Research Interests: social psychology, study on Chinese culture and people Publications: Social Psychology, On communication(chief editor), Nationality of China(I, II)，100 Years for Chinese, Foreigner’s sight on Chinese with 100 Years (chief editor), Study on Chinese Diathesis.

 

 

The Cultural Origin of Chinese Communication Theory

――Communicational Meaning of Confucius’ Group Network

Sha Lianxiang

 

Communication study was established within western social life.Till now, its basic theory and research methods have been framed as the main text for study and teaching on communication all over the world. It shows that communication just makes its effect consistent with the local social feature on the aspects of the relationship between communication and media, its force to promote social life and its use on balancing the globalization and nationalization.With the development of communication cause, communication study in China itself has a need to be “localized” .

Insight to the chinese oriented shift for communication study, Confucius’ group relation and his social activity of canvass is the embryo of Chinese communication network, which implies the original cultural state of Chinese communication. In a broad sense, Confucius’ group, Confucius and his disciples, constitutes a network to communicate knowledge consciously. The original communication has covered many dimensions of modern communication, including the communicators, the chosen target, the purpose and feedback. As for as it goes, study on Confucius’ communication practice can provide a key to open our minds when we think of Chinese communication.

　

 

	宣传与传播效果研究专场 目  录
1	2003伊拉克战争中的传播 ——对军事公关、新闻实践与媒介报道的理论探讨	Terry Threadgold
2	主流媒体传承主体文化	张子扬
3	黄金时段电视剧中的暴力内容分析——兼论中国大众传媒的涵化功能	龙  耘
4	广告信息传播的重复暴露效应探讨	马谋超
5	软控制——西方新闻自由的背后	吴庚振，周远帆
6	国家形象与外交政策：一个分析框架	倪建平
7	文艺传播亟需强化人文理性精神	张  翼

 

 

主持人

 

涂光晋 中国人民大学新闻学院教授 中国人民大学新闻与社会发展研究中心执行主任 1982年1月毕业于北京大学中文系新闻专业，获文学学士学位。 研究方向：新闻评论学、公共关系学、广播电视新闻学。 代表性成果：《广播电视评论学》、《中国新闻评论发展研究》（合著）、《新闻评论教程》等。

 

　

 

	Publicity & Communication Effects Study Index
1	Communicating the Iraq War 2003: Theorising Military Public Relations, Journalistic Practice and Media Outputs	Terry Threadgold
2	Mainstream Media Inherits Main Culture	Zhang Ziyang
3	Violence Analysis on Prime Time TV Series: Exploration of Cultivation Functions of China Mass Media	Long Yun
4	Studies on Repeated Exposure Effect of Advertisement	Ma Mouchao
5	The Soft Control :　The Backside of Western Press Freedom	Wu Gengzhen, Zhou Yuanfan
6	National Image Building and Foreign Policy: A Framework of Analysis	Ni Jianping
7	Literature Transmission Desiderating the Strengthening of Sprit in Humanitarian Sensibility	Zhang Yi

 

 

Chair

 

Tu Guangjin Professor, School of Journalism at Renmin University of China Executive Director of Journalism & Social Development Research Center at Renmin University of China BA, Journalism, Peking University (1981). Research Interests: Journalism comment, Public relations and Broadcasting journalism Publications: Broadcasting Comments, Study on the Development of China Journalism Comments (co-authored), Textbook of Journalism Comments etc.

 

 

　

 

Terry Threadgold 传播与文化研究教授，英国卡迪夫大学新闻、媒介与文化研究学院主任 研究领域：后结构女性主义话语分析、语言表现研究、女性法律研究、多元文化语境下的种族、认同与国家等。 出版著作：《女性主义诗学：诗歌、表现、历史》(1997)；近期主要关注庇护所的媒体呈现问题。

 

 

2003伊拉克战争中的传播：

军事公关、新闻实践与媒介报道的理论探讨

Terry Threadgold

 

2003年，作者与卡迪夫大学新闻、传媒和文化研究学院的其他成员一起为BBC完成了一个关于伊拉克战争中嵌入式记者的研究项目。这个研究项目采用了创作－文本资料－观众的研究方法。研究者访谈了广播电视新闻记者和新闻编辑，对英国和美国的24小时电视频道的战争报道进行了内容分析，并做了一个全英范围内的小组访谈和舆论调查。他们对半岛电视台的新闻记者和报道也进行了研究。研究结果以总结报告形式发表。但是从理论上讲还有大量遗留问题。嵌入式战争报道的经验有待回答以下问题：关于新闻和公共关系之间日益模糊的界线，关于媒介/军事关系，关于电视新闻报道的变化，新技术所带来的对“新闻”的重新定义，以及新闻实践和“观众所想要的”之间的差异问题。此论文中，作者尽力将去年的研究项目置于今年伊拉克局势的背景中，以此质疑现有媒介和传播理论，并探讨了它对未来新闻实践的影响。

　

 

Terry Threadgold Professor of Communication and Cultural Studies, and Head, School of Journalism, Media and Cultural Studies, Cardiff University Research Interests: poststructuralist feminist discourse analysis, performance studies, feminist legal studies and on race, identity and nation in multicultural contexts Publications: Feminist Poetics: Poiesis, Performance, Histories (Routledge 1997); Her most recent research has been on media representation of asylum.

 

 

Communicating the Iraq War 2003:

Theorising Military Public Relations, Journalistic Practice and Media Outputs

Terry Threadgold

 

In 2003, I will other colleagues a the Cardiff School of Journalism, Media and Cultural Studies, carried out a research project for the BBC on the embedding of journalists in the Iraq war. The project involved a production-text-audience study in which we interviewed broadcast journalists and news editors, undertook content analysis of TV coverage of the war by all terrestrial and 24-hour channels in the UK and by 24-hour channels in the US, and carried out focus groups across the UK as well as a large public opinion survey. We also did some work with Al Jazeera journalists and coverage. The research has been published as a summary report. However a great deal remains to be done in terms of theorising what this whole experience of 'embedding' in war has to tell us about the increasingly  blurred lines between journalism and public relations, about media/military relations, about the changes to television news coverage and to the very definition of 'news' being brought about by new technologies,  and about differences between journalism practice and 'what the audience wants' . In this paper I will endeavour to re-contextualise last year's research project in the context of this year's troubled events in Iraq (post-embedding), to think through the ways in which this project challenges much existing media and communication theory and to ask questions about what it means for journalism practice in the future.

　

 

张子扬 高级编辑，国家广电总局电视剧管理司副司长 1984年本科毕业于中央戏剧学院导演系；1998年研究生毕业于中国社会科学院研究生院新闻系。1984年至2004年在中央电视台在文艺中心、文艺部、国际部、影视部任导演、副主任、主任、中心副主任。 研究方向：跨文化传播、传媒教育功能、电视剧特性特质及发展前景 研究成果：个人学术专著两部：《感悟荧屏》、《视境心语》；主编“电视丛书”十五卷。

帅哥

主流媒体传承主体文化

张子扬

 

作为覆盖面与想象化最具优势的电视媒体，在卫星频道空前发展的今天，如何在其内容的品质上，继承与延续本土文化的优良传统与本民族的时代精神，是每个民族面对信息传播全球化的一个重要选择。

重视电视传媒的教育功能，除了对在校青少年的影响外，更应注重它对成年人“继续教育”的功能与作用，除新闻节目之外，更要强化娱乐、戏剧（电视剧）、专题等电视节目文化传承的使命。强化与重视“文化版图”的理念，处理好本土文化与外来文化的作用。如何界定“主体文化”，如何关注电视之外的新媒体（网络、IP电视、手机电视的出现）的作用及瞻望，也是本论文探讨的内容。

作为“后戏剧”的电视剧节目选题的组成、题材领域的分配主流媒体都应强化文化自觉的理念。重视“市场份额”与“文化份额”的辨证关系，研究文化产品的引进及文化资本的进入等文化现象，也是对本土主体文化传承的有益思考。

　

 

Zhang Ziyang Senior Editor, Deputy Director of TV play Management Department at State Administration of Radio, Film and Television MA, Journalism, Chinese Academy of Social Science (1998); BA, directing, China Drama Institute (1984) He had worked as director, dean in different sectors of CCTV from 1984 to 2004. Research Interests: Intercultural communication, educational function of media,  characteristic and prospect of TV play Publications: Thoughts on Screen, Reflecting on Screen; Chief-edited 15 books of TV Series

 

 

Mainstream Media Inherits Main Culture

Zhang Ziyang

 

With rapid development of satellite channels, it is important for TV, the most preponderant media, to improve the quality of its content in order to inherit elite national tradition and its time spirit.

An emphasis should be put on the educational function of TV. Besides its effect on teenagers at school, more attention should be paid to its continuing education on adults. The task of passing on culture for TV program should also be consolidated, including entertainment program, TV drama and documentary. TV organization should think more of the concept of cultural domain to deal well with the relation between local and exotic culture. Media itself also has the duty to explore how to define “local culture” and how to cognize the function and prospect of the new media, including Internet, IP TV and mobile phone.

TV play, as “post-drama”, should carefully choose theme and subject with cultural self-consciousness. Two more aspects should also be considered: a dialectic relation between market share and cultural share, research on the imported cultural production and capital investment.

　

 

龙 耘 副教授，北京广播学院亚洲传媒研究中心副主任 1986年毕业于北京广播学院新闻系（本科）；1993年毕业于北京广播学院新闻研究所，获硕士学位；2002年毕业于复旦大学新闻学院，获博士学位；2003年9月至2004年8月访学于韩国高丽大学言论学部（KFAS国际交流学者） 研究方向：新闻理论、理论传播学、媒介文化、传播效果等。 代表成果：《中国大陆黄金时段电视剧中的暴力现状素描》《电视研究》2003年第8期；《从新<东方时空>看中国电视新闻走向》《中国广播电视学刊》2001年第5期；《传播学在中国——传播学者访谈》（合作主编）北京广播学院出版社2001；《传播学在中国20年》《现代传播》2000年第3期；《大汇流——整合媒介、信息与传播》（译著）华夏出版社2000；《走向21世纪的中国电视—台长、专家访谈录》（主编）北京广播学院出版社1998

 

 

黄金时段电视剧中的暴力内容分析

——兼论中国大众传媒的涵化功能

龙  耘

 

本研究从涵化理论得以生发的一个重要来源——电视暴力入手，着重分析中国大陆省级以上电视台黄金时段电视剧中的暴力内容，勾勒出中国大陆电视暴力的基本素描，并在此基础上对中国大众传媒的涵化功能进行了初步探讨。

 

　

 

Long Yun   Associate Professor, Deputy Director of Asian Media Research Center, Communication University of China Ph.D. Communications, Fudan University (2003); MA (1993), BA (1986), Journalism, Beijing Broadcasting Institute   Research Interests: Communication Effects, Media Culture, Journalism Theory, Communication Theory   Publications: Papers: Scans the TV Series Shown in Different Provinces in China: a Sample Analysis and Outlines of Screen Violence in China (2003), China TV News’s Trends Shown by Oriental Horizon (2001), 20 Years’ Communication Studies in China (2000), Unitary Consciousness of Research-about Media Research Method (2000); Books: Communications in China—Interviews with Scholars of Communications (1999), Television Industry in China towards 21st Century—Interviews with Presidents of TV Station and Experts (1998); Translation: Two Decades of Cultivation Research: An Appraisal and Meta-analysis (2002), Convergence: Integrating Media, Information and Communication (2000)

 

 

Violence Analysis on Prime Time TV Series:

Exploration of Cultivation Functions of China Mass Media

Long Yun

 

This paper focuses on screen violence, an important origin of cultivation theory. Based on a cross-regional survey and content analysis on screen violence shown in prime time TV series on provincial TV stations, this paper outlines the status quo of TV violence in Mainland China and provides an initial exploration on the cultivation functions of China mass media.

 

　

 

马谋超 中国科学院心理研究所研究员   研究领域：经济心理学领域的广告心理、消费心理和市场心理研究 研究成果：《广告心理学》、《广告心理学：理论与应用》、《消费与广告心理学》、《消费者心理学》、《心理学中的模糊集分析》等11本消费与广告领域的心理学书籍。此外，还参与撰写了《中国大百科全书·心理学卷》、《心理学辞典》、《心理咨询百科全书》的条目和《实验心理学》等心理学分支学科。

 

广告信息传播的重复暴露效应探讨

大众传播是现代信息传播的有效手段。然而，即便是电视广告传播也不可能指望一次暴露就会达到预期目标。鉴此，广告重复暴露策略被广泛采用。近年来电视媒体的广告“标王”以其频繁重复的暴露优势，吸引了大量广告主和广告人参与竞标，致使标额不断攀升。与其密切关联的一个科学问题是，重复暴露是否越频繁越好？如何解读秦池现象？

有关重复暴露效应的研究在国外至少有几十年历史。这些研究揭示了如下一个基本特征：随着重复次数的增加，其效应曲线上升，然后，经历一个拐点（downturn），呈现出犹如例U曲线。一种称为双因子理论对此作出了科学说明，在传播过程中存在着两个相对的因子制约着受众对重复刺激的态度，两者互动导致了倒U曲线。

新近的研究资料近一步揭示，消费者对所暴露的信息加工水平的差异将引起重复效应的不同特性。所说的消费者“深加工”水平是指暴露的信息具有语义内容，且有精细加工的机会或条件；而“浅加工”水平是处于观看条件或机会受限，只能对广告表面特征作反应。为什么在难以看清暴露信息场合下重复效应呈单调上升呢？一种解释是此前出现的一系列极短的时长暴露使知觉的流畅性提高了。

据此见解，把电视广告标王纳入“浅加工”是适宜的。秦池首当标王时，作为一个新品牌对消费者近乎是个无语义的简单刺激时，频繁暴露促成单调上升效果是符合上述“浅加工”重复效应特征的。转过年来，耗资亿余元第二次当上标王后，随之引发了各种议论这时它就从当初那个简单的刺激物变成了有着各种评论和联想的对象了，即有了语义内容。于是，在经历了一个大转折（拐点），重复暴露的效果便急往直下，终于导致秦池从标王下野了。

由于实验室的实验情境同现实情况相差甚远，对其结果不宜深搬硬套。即便如此，也不会因此而失去启发价值。

在现实中，广告都是经过创意、策划、制作而成，有着丰富语义内容，且现存的媒体时长远比实验室的时限充分得多，符合深加工条件，也就是说，它的重复效应符合倒U曲线特征，如果确定如此，势必引出以下科学问题：

1、引出拐点的暴露频率（重复次数）这涉及到重复的积极价值问题。

2、现存的广告传播效果的操作定义（收视率×暴露次数）如何改善。

3、跟第1点相关联，重复次数与现行电视广告时长的结合效应。

4、广告重复暴露效应还与暴露密度有关。

上述问题不仅反映在电视媒体的传播上，同样，也存在于广播媒体，报刊媒体上。鉴于它们之间因媒体特性的不同，具体结果很可能有所差异。解决这些问题直接关系到媒体经营、广告主和广告人的广告选择与安排。它已经不仅属于有关传播科学化的一般问题，而且变成日益迫切的现实需求了。

　

 

Ma Mouchao   Research Fellow, Psychology Research Center of Chinese Academy of Sciences Research Interests: advertising psychology, consuming psychology and marketing psychology. Publications: 11 books on consuming and advertisement psychology such as Advertising Psychology, Theory and Practice of Advertising Psychology, Consumption and Advertising Psychology, Consumer Psychology, Fuzzy Set Analysis in Psychology. Contribute to several dictionaries on psychology: Chinese Encyclopedia----Psychology, Dictionary on Psychology, Psychology Consultation Encyclopedia and Experimental Psychology.

 

 

Studies on Repeated Exposure Effect of Advertisement

Ma Mouchao

 

In recent years，with the advantage of repeated exposure，the “King of CCTV Advertising Tender”（the enterprise who bid the highest price amongst the submissions of tender for the golden time Ad in CCTV）is widely known and frequently mentioned. So, a scientific question is raised: Does the high frequency of repeated exposure imply the better effect?

Many researches indicate that, such effect curve is of an inverted U-Shaped, which first rises with the increases of repetition frequency, then decreases after a downturn. The very recent findings further state that the consumer’s difference in information processing results in the different property of repetition effect: an inverted U-shaped pattern and a monotonically increasing pattern.

In reality, of course, which mechanism can account for the repeated effect of TV Ad becomes the key question. If it indeed is of an inverted U-shaped, then the following scientific questions might be put forward:

1. What is the repeated exposure frequency corresponding with the downturn point;

2. How to improve the existing operative definition of the advertisement communication effect, i.e., reach rate×exposure frequency;

3. What is the integrated effect of repeated exposure frequency and the exposure durations;

4. What is the relation between repeated exposure effect and exposure density;

All above-mentioned questions not only exist in the communication of TV, but also in the communication by broadcast ，newspaper and other media. The answer to these questions will influence the advertisers and Ad clients directly on the media operation strategy，and the advertising executions. This issue is fundamental to the communication science, as well as the urgent demand from practice.

　

 

	吴庚振 河北大学新闻传播学院教授 1962年毕业于河北大学中文系，同年留校任教至今。曾任河北大学中文系主任、新闻系主任。 研究领域：新闻评论和新闻传播理论研究 研究成果：出版论著（含主编）17部，其中《新闻评论学通论》一书在学术界产生较大影响。
	周远帆 河北大学新闻传播学院2003级新闻学研究生 研究方向：新闻评论和新闻传播理论。

帅哥

软控制：西方新闻自由的背后

吴庚振，周远帆

新闻控制是社会组织、社会势力，通过各种手段，对新闻事业实施监察，施加压力和影响，使之所传播的内容符合控制者的利益和愿望的行为。古往今来，中西各国，无不对新闻传播行为实施必要的调控。只是由于各国国情不同，新闻控制呈现出不同的形态和特点。 就控制手段而言，新闻控制主要有法律控制、行政控制、经济控制等几种模式。这几种手段可以归纳为两种基本的模式：一种是“软控制”模式，另一种是“硬控制”模式。法律控制、行政控制属于“硬控制”模式，它是带有强制性的。而经济控制属于“软控制”模式，表面看来往往是非强制性的，但控制力非常强大。西方国家以“软控制”为主，辅之以“硬控制”。我国则以“硬控制”（行政控制）为主，辅之以“软控制”。

西方对新闻传播事业的“软控制”手段具有多样性。首先是资本控制。其次是广告控制。第三是垄断新闻源。垄断资本家通过种种手段垄断新闻源。除了上述三种基本的操控手段之外，政府还拥有直接调控信息的多种手段。如通过控制记者控制新闻传播，再如通过控制社论控制媒介观点。此外，在西方，社会集团调控传媒的力度日益强大。

上述我们列举的做法虽然在形式上有所不同，但有一个共同的特点：都是“软”性的。这种 “软控制”，具有隐蔽性，但力量非常强大。因为，“软控制”是一种利益控制，资本控制，是一种价值观念控制，规律控制，因而它是从内部控制媒体的新闻行为，使之自觉自愿地按照资本的意愿行事。《光明日报》驻罗马记者穆方顺撰文指出，迄今为止的历史经验表明,西方的资本主义民主在本质上比任何其他制度都更加虚伪。在这个制度下,起主导作用的力量是资本。也正如美国传播学家赫伯特•席勒所说：操纵需要一种假象，就是否认操纵的存在，就是千方百计让善良的人们相信，新闻工具是中立的，是置身社会冲突之外的。这是现代文明社会中的一种神话，而政府，特别是中央政府，始终是制造这种神话的中心。

　

 

Wu Gengzhen Professor，School of Journalism, Hebei University He graduated from Chinese literature Department of Hebei University and has been teaching there till now. He was director of Chinese literature Department of Hebei University, director of the Department of Journalism. Research Interests: news comments, journalism and communication theories Publications: 17 authored and edited books, including the influential News Comments Theories.

Zhou Yuanfan Graduate student of grade 2003, School of Journalism, Hebei University Research Interests: news comment, journalism and communication theories.

 

 

The Soft Control :　The Backside of Western Press Freedom

Wu Gengzhen, Zhou Yuanfan

 

Communication controlling is the conduct that social organization or influence supervised and imposed on news institutions so that the expression and communication adapts to the interests and desirability of the controller.

So “Absolute freedom” of Journalism which is called by western countries doesn’t exist. Regarding the control method point of view, news control mainly includes legal control, administrative control and economic control. Legal control and administrative control belong to the pattern of Hard Control and economic control belongs to the pattern of Soft control. Hard Control is obligatory. Soft Control isn’t obligatory, but it has colossal power.

Western countries adopt the soft control. The means of the soft control is various, including capital control, advertisement control, monopolizing news sources and so on. soft control is a kind of interests control, capital control and values control which is obeyed by news media consciously. This control roots in the capitalism, in which capital takes the leading effects for ever. So pressmen can’t get the freedom and democracy which is flaunted by the capitalist society.

　

 

倪建平 复旦大学新闻学院博士后，上海美国研究所副研究员 复旦大学法学博士（国际关系）（2001），解放军国际关系学院研究生毕业（1990），解放军外语学院本科毕业（1982） 2001-2003 浙江大学国际关系研究所副教授 1995-2001 浙江亚太研究所副研究员 1982-1995 在军队从事研究和教学工作    研究方向：国际传播与国际关系；大众传媒与外交政策 学术成果：近期译作有《议程设置》（罗杰斯；迪林）（复旦大学出版社）

 

 

国家形象与外交政策：一个分析框架

倪建平

 

国家形象是国家对外政治传播和外交政策综合作用的结果。本文从国家形象的基本概念及其规律性分析入手，通过梳理国际传播学和国际关系学中的相关论述，从理论诠释和案例分析两方面来说明国家形象与外交政策的相关性问题。

　

 

Ni Jianping Research Fellow, Shanghai Institute of American Studies; Postdoctoral Research Fellow, School of Journalism, Fudan University Ph.D., Fudan University, China, 2001; M.A., PLA Institute of International Reations, 1990; B.A., PLA Institute of Foreign Languges, 1982 Research Interests: international communication and international relations, mass media and foreign policy

 

National Image Building and Foreign Policy: A Framework of Analysis

In today’s world, where democratization and the telecommunication revolution have greatly expanded the flow of information, national governments everywhere are even more attentive to their national images. For a nation to have a preferred image in the world community, the nation must be able to orchestrate effective media diplomacy as well as a complementary foreign policy. A major variable in the effectiveness of a nation’s media diplomacy is its ability to use mass communication media to assert its version of international image. And the international image of a nation as articulated in the international media is an important assessment of the acceptance or impact of a nation’s foreign policy in the global arena.

While national image building has long been an integral part of foreign policy, theorists of international communications and international relations have not paid systematic attention to this subject. The existing literature offers scattered insights into the topic, but leaves us with an incomplete understanding of the correlation between national image building and foreign policy. Nevertheless, whether deliberate national image building endeavors actually shape the images of a country is not clear and requires far more empirical investigating than has been done so far.

In this paper, the author first takes a conceptual look at the national image from the theoretical perspective of foreign policy process, taking into account the complex intermingling of foreign policy and communications media, before he makes an integrated review of some of the traditional perspectives on the correlation between national image building and foreign policy, then applies these perspectives to the national image building experience of the U.S. in the Mid-east. America's image has become "dangerously" negative throughout the Arab and Muslim world. Ironically, this follows an intensive media diplomacy initiative aimed specifically at the region. The American case demonstrates why their best efforts were failing and America's image was spiraling downward and suggests new hypotheses regarding the political motivations, sources and consequences of national image building. 

What are the policy implications of this study? One implication has to do with what impact national image building can have on a nation’s foreign policy. As this study argues, projected national images can have constraining or constitutive effects on foreign policy behaviors and vice versa. The dynamics between international communications and world politics must be examined in the context of national image building and foreign policy. In this sense, international communication is indispensable to foreign policy because of the power of the media to shape the international image of a nation.

 

张翼 太原师范学院中文系副教授   1984年7月毕业于山西师大中文系，获文学学士；1991年7月结业于西南师大研究生主要课程班；2002年9月—2003年8月为浙江大学博士生导师邵培仁教授指导下的访问学者，做传播学的访问研究。   研究领域：文艺学与文化传播 主要成果：《〈水浒传〉的道路型结构与电视剧改编》、《90年代国产影视的性感场面与庙堂意识》、《90年代文本传播效果的急剧衰落与不良炒作现象分析》等20余篇论文。浙江大学传播研究所〈2001—2002中国传播学发展报告〉课题主要执笔人之一。

 

文艺传播亟需强化人文理性精神

张翼

 

目前我国的文艺传播秩序，仍然靠集中整治解决问题，“治”与“乱”的起伏变化很大，反映了我国文艺传媒异变，而新的约束机制匮乏和乏力的状况。这种状况长此以往，将扩大对社会转型期价值观念重建的负面冲击，不利于“经济社会和人的全面发展”。因此，文艺传播亟需强化人文理性精神，在新的传播环境中，尽快克服“路径依赖”带来的监管困境。于是，这个强化一方面是尽快制定、完善和落实行之有效、便于操作的相关法律、法规，包括《传媒管理法》等等，对文艺传播实行程序性监管，并鼓励文艺受众对违法、违规的文艺传播举报起诉，以尽量减少大起大落性的行政干预；另一方面是调整文艺批评运行机制，在将“学院派批评”拉出“象牙之塔”的同时，以各级各类文艺科研机构为中心，整合壮大正派的文艺批评阵营，倡导理性务实的文艺批评，以削弱进而消除各种“炒作”加剧的浮躁、投机现象，从而，以强制性法律手段和理性务实的文艺批评，强化人文理性精神的弘扬。

尽管学界对人文理性的界定不尽相同，而且还有人文理性的所谓新旧之辩。但一般说来，所谓人文理性，应该指相对于工具理性而言，以人文社会科学为基础的一种人类理性。这种理性和以自然科学为基础的工具理性相辅相成，是人类发展进步的双翼之一。而所谓人文理性精神，是指植根于人文理性之中的，体现人文理性价值取向的社会意识、社会意志以及相应的人的思维方式和行为准则。人文理性精神，应该有它的历史继承性和与时俱进的理论发展。今天看来，人文理性精神在新世纪的理论进展和社会影响，又体现着以民为本，强调人文关怀，重视交往对话的主体间性哲学理念。

需要指出的是，以法律手段对文艺传播实行程序性监管，与“精神气候”不正常时期把文艺传播仅仅看作意识形态斗争工具，从而借助政治高压手段，对文艺传播严看死守，具有本质的不同。因为法律关系和法律精神同样属于相应的人文理性范畴，而人文理性精神在新世纪的理论进展和社会影响，又体现着以民为本，强调人文关怀，重视交往对话的主体间性哲学理念。而且，以法律关系调控的公平、公正的市场交换理性，同样属于新世纪的人文理性范畴。因此，与工具理性精神相对而又相辅相成的人文理性精神，在强化中弘扬，将有助于文艺传播浮躁、混乱现象的克服，以“促进经济社会和人的全面发展”。

　

 

Zhang Yi Associate professor, Teachers’ College of Taiyuan, Shanxi Province BA, Chinese Department, Shanxi Normal University (1984); Completion of major graduate study courses from Southwest Normal University (1991); Visiting scholar doing research on communication, Zhejiang University (2002-2003) Publications: Over 20 papers including The Road-like Structure of Waterside Heros and its Adapt to TV Series,Sensual Scenes in China’s Visual Programs in the 90s and Genteel Awareness, Analysis on Drastic Decline of Text Transmission Effect in the 90s and the Phenomenon of Detrimental Marketing; One of the main writers of Report on China’s Transmission Development 2001- 2002, organized by Communication Institute of Zhejiang University

 

Literature Transmission Desiderating the Strengthening of

Sprit in Humanitarian Sensibility

Zhang Yi

 

At present, the order of China’s literature transmission still depends on centralized measures. The waving ups and downs in “control” and “chaos” are a reflection of changes in China’s literature transmission and of the lack of and weakness in new mechanism of restraints. The prolonged existence of such a status will enlarge the negative impact against value reconstruction in the social transferring period, and will be harmful to the “overall development of economy, society and man.” Therefore, literature transmission desiderates the strengthening of sprit in humanitarian sensibility, to overcome “route dependent” dilemma in monitoring, in the new transmission environment. To effect the strengthening, firstly it is necessary to draft and perfect and implement efficient and operational relevant laws and rules, including “transmission administration law”, so as to give process monitoring on literature transmission, and to encourage receivers to sue against violators in literature transmissions, thus the ups and downs from administration interference may be reduced; secondly, it is suggested that operations of literature critics be adjusted, to let the “academic critics” go out of “ivory tower” and to conform decent critic forces centering on every level of literature research institutions, and to sparkplug sensible and practical literature critics, to the effect that the phenomenon of fickleness and speculation in all sorts of marketing being reduced, sprit in humanitarian sensibility being enhanced by enforced legal measures and sensible and practical literature critics.

 

　

 

	媒介体制与政策专场 目  录
1	国家与市场：媒体在两者之间有选择吗？	Robert G. Picard
2	透视公共广播和新时代的全球挑战： 对世界主要公营媒体BBC、PBS、CBC、NHK以及ABC的比较研究	洪浚浩
3	全球资本主义下的另类媒体——理论和实践	成露茜
4	市场、国家和非官方机构——广播电视节目的三种提供者	Manfred Kops
5	论我国有线电视法规中法律秩序的价值追求	肖燕雄，尹  熙
6	浅谈大众传媒在公共政策问题认定中的作用	郑保章，程佳琳
7	“政治媒体化”：媒体政治新空间	徐国源
8	中国传媒经济增长的制度分析	郭鸿雁
9	利益博弈与身份呈现 ——媒介组织作为经济组织的可能性与约束条件	刘年辉
10	市场经济条件下我国政府对媒介管制的必要性	李  娜

 

 

主持人

 

孟  建 教授，复旦大学新闻学院副院长，复旦大学视觉文化研究中心主任，复旦大学信息与传播研究中心研究员。 研究方向：新闻传播学研究，广播电视学研究 出版成果：专著、编著10余部，如《媒介经营管理丛书》（4部）、《网络传播丛书》（8部）、《冲突与和谐》、《中国当代美学思想概观》、《现代广告学理论》、《广播电视新闻评析》等。

帅哥

Media Institution & Policy Index
1	The State and the Market：Do Media Really Have a Choice Between the Two?	Robert G. Picard
2	Public Broadcasting and New Global Challenges:A Comparative Study of the World’s Major Public Broadcasting Services BBC, PBS, CBC, NHK and ABC	Junhao Hong
3	Alternative Media in Global Capitalism: Theory and Practice	Lucie Cheng
4	The Market, the State and the Voluntary Sectoras: Alternative Institutions for the Provision of Broadcasting Programmes	Manfred Kops
5	On Values in Law Order in Cable TV Regulations of China	Xiao Yanxiong ，Yin Xi
6	On the Funciton of Mass Media in Public Policy's Maintain	Zheng Bao-zhang， Cheng Jia-lin
7	Medialized Politics: New Sphere for Politics	Xu Guoyuan
8	The Institutional Analysis of China’s Media Economy Growth	Guo Hongyan
9	Competition for Profit and Identification: Possibility and Restrictions for Media Organization as Economic Ones	Liu Nianhui
10	The Necessity of Regulating Media by the Government in the Market Economy	Li Na

 

 

Chair

 

Meng Jian Professor, vice dean of Journalism College, Director of Vision Arts Studies Center, Research member of Information and Communication Studies Center, Fudan University.   Research interests: Communication research (emphasis on visual culture communication); Journalism research (emphasis on broadcasting news) and Broadcasting Arts (emphasis on visual arts). Publications: Contribution to books: “Outline for Cyber Culture”, “Broadcasting News Writing”, “Analysis for Broadcasting News”, “Introduction to China’s Present Aesthetic Thinking”, “Theory of Modern Advertisements” and so forth.

 

　

 

Robert G. Picard 瑞典延雪平大学国际商务学院经济学教授，媒体管理和改革中心主任。 研究领域：媒介市场的经济结构、媒体产业与公司、市场对媒介产品和服务的需求、媒体运营中的运行模式和决策机制、媒介公司的生产力、财政运营状况、政府政策对媒介经济的影响等等各个领域。 主要著作：《数字地面电视》、《媒介市场变化的对策》、《媒介公司的经济运作与理财》、《媒介公司的理论、应用和成果》、《媒介市场的进化：经济和政策变化带来的影响》、《报纸出版业》、《媒介经济：概念与案例》、《有线电视网手册》、《印刷媒介的集中与垄断：以新视角透视报业所有权和经营》。

 

 

国家与市场：媒体在两者之间有选择吗？

Robert G. Picard

 

本文探讨了经济转型期媒体的私有化问题，以及围绕国有和国家控制或私有和市场控制的优点所产生的争论。政治经济中的重大变化已经并且正在使得很多不同类型的国家改变其国家政策，开始朝着更加开放的政治和经济系统发展。作为这些变化的一部分，国家媒体政策的实行当中允许新的所有制形式，并且传统的政治控制体制也有所改变。

在政策选择的争论中，一些市场化的支持者认为应该全盘自由化，所有的媒体都应私人所有，不应该有国家控制和国家影响。而保守派则反对这些观点，他们认为国家应该保留大部分的媒体所有权，强有力的政治控制对于实现服务公众的目标是必要的。

这些争论当中的观点都比较极端，他们没有认识到自由化也能够以混合形式出现，部分或大多数媒体可以向私人投资开放，参与竞争，国家控制的性质和程度也可以多样化。

本论文的观点是西方市场经济下的媒体的经验表明媒体的选择并不一定是在国家和市场间的一个简单选择。虽然转型经济下的政策倾向于更加自由，但是即使是发达的市场经济国家也需要对媒介产品的生产和分配进行干预和协调；他们的市场是建立在政治、经济、法律的功能和程序之上的，其产生和运作都不能独立于国家，媒体是协调政治与经济的机构，传播系统和媒体的权力逐渐扩大，改变着生产、市场、消费及整个经济、社会和政治生活。

媒体和传播市场的市场失灵在市场经济内是可以接受的，这需要由国家干预手段来解决。经济上的约束可以限制市场满足所有媒体需求的效力。这些约束包括制约媒体发展的资本短缺（或者对可用资本的导向控制），受众平等消费商业媒体的权力受到经济发展不充分或财富分配不足的影响，对于那些对媒体内容有兴趣的财团的过分依赖可能会限制媒体内容

　

和报道的范围，而规模和范围的劣势可能会阻碍小媒体与享有成本优势的大媒体间的竞争。

随着全球社会正由工业社会转向后工业信息社会，这些经济问题变得越来越尖锐。这一变化使得媒体的商业模式由很少的用户直接付费和媒体低成本运作转向用户付费和相对高成本运作的模式。其中一些变化的发生是因为技术的变化允许电话、计算机和录像技术的融合，改变了信息的生产和分配方式。灵活的，综合的和多渠道能力的发展作为国际电讯系统的一部分，改变了传统上国家完全控制传播政策的能力，提出了需求、传播的社会影响、传播服务和产品的有效性等一系列新问题。

市场的扩大和新的产品及传播技术的出现使得全球范围内的媒体竞争更加激烈，更多的媒体参与了争夺受众注意和消费的直接竞争。信息和传播全球化塑造了这个社会，其结果是增加了对媒体的资本需求，对不同类型规则的需求，并需要做更多的努力去协调不同类型媒体和传播服务的政策，同时，市场成为现存媒体的支配因素。

在这样的环境下，越来越清楚的是，市场经济的合作本质需要各机构和各环节的通力合作，国家和经济主体在未来媒体的实用性、准入和效用上将会继续扮演重要角色。

　

 

Robert G. Picard   Hamrin professor of economics and director of the Media Management and Transformation Centre, Jönköping International Business School, Jönköping University, Sweden Research interests:Economic structures of media markets, media industries and firms, demand for media products and services, business models and strategies of media operations, productivity of media firms, financial performance, and government policies affecting economic aspects of media. Publications:Picard is author and editor of eighteen books, including Digital Terrestrial Television in Europe, Strategic Responses to Media Market Changes, The Economics and Financing of Media Companies, Media Firms: Structures, Operations, and Performance, Evolving Media Markets: Effects of Economics and Policy Changes; The Newspaper Publishing Industry; Media Economics: Concepts and Issues, The Cable Networks Handbook, and Press Concentration and Monopoly: New Perspectives on Newspaper Ownership and Operation.

 

 

The State and the Market：Do Media Really Have a Choice Between the Two

Robert G. Picard

 

This paper explores the context of privatisation of media firms in transitional economies and debates over the merits of state ownership and control or private ownership and market control. Significant changes in political economy have and are leading a broad variety of countries to alter national policies and begin moving toward more open political and economic systems. As part of these changes, national media policies are being implemented that allow new forms of ownership and alter traditional mechanisms of political control.

In debates over policy choices, some proponents of market approaches argue for full liberalisation of policy in which all media are privately ownership of all media and state control or influence is absent. These views are countered by conservative voices who argue that the state must maintain ownership of large portions of the media and that strong political control is a necessity to serve public goals.

These arguments cast the options in polar terms and do not recognize mixed approaches to liberalization in which some or most media can be open to private investment and competition reflects and in which the nature and degree of state control varies.

This paper argues that the experience of media in Western market economies indicates that the choice is not a simple one between state and market. Although policies tend to be more liberal than in transitional economies, even well developed market-based nations have require state intervention to coordinate production and distribution of media products, that their markets are

　

built upon political, economic, and legal functions and processes and can not be created or operate independently of the state, that media are institutions that help coordinate the economy and politics, and that communication systems and media are increasingly gaining power and changing production, markets, consumption, and all economic, social, and political life.

Market failures in media and communication markets are recognized within market economies and addressed by state intervention. It has bee shown that economic constraints can limit the effectiveness of markets in meeting all media needs. These include the lack of capital (or the directional control of available capital) that constrains the development media, insufficient economic development or distribution of wealth to permit equal consumption of commercial media by audiences, dependence upon sources of revenue that are interested in the content of the media and can limit the range of content and expression, and disadvantages of scale and scope can hinder competition by denying smaller media the cost advantages enjoyed by larger firms.

Such economics problems are becoming more acute as global society is shifting from industrial to a post-industrial information society. This shift is changing the business models of media from few direct user payments and low costs for media to the norm of user payments and relatively high costs. Some of these changes are occurring because changing technologies have allowed the integration of telephone, computing, and video technologies and altered the ways in which communications can be produced and distributed. The development of flexible, integrated, multi-channel capability as part of an international telecommunication system has changed the historic abilities of nation-states to fully control communication policy and raises new questions about issues of demand, social impact of communications, and availability of communication services and products.

The expansion of markets and the emergence of new production and distribution technologies have intensified competition among media worldwide by bringing more into direct competition for audience attention and expenditures. The results of the creation of societies based on information and the globalization of communication have been increased capital requirements for media, demands for different types of regulation, efforts to co-ordinate policy for multiple types of media and communication services, and the market becoming the predominate determinate of available media.

In this environment it is becoming increasingly clear that the collaborative nature of market economics requires significant coordination of institutions and processes and that the state and economic actors will continue to play a significant role in the availability of, access to, and use media in the future.

　

 

洪浚浩   美国布法罗纽约州立大学传播系副教授，中华研究中心执行副主任 1995年获美国奥斯汀得克萨斯大学传播学博士。 2002--2004年任国际中华传播学会副会长兼研究主任；2004--2006年当选为国际中华传播学会会长。 研究领域：国际传播、国际广播电视电影、跨文化传播和媒体与社会发展等；近年来致力于全球传播体制和媒体的研究。 研究成果：在美国出版了专著《中国电视的国际化》，并在多种有影响的国际学术刊物上发表研究文章。