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

帅哥

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

 

公共广播作为一个整体在发展与演进的过程中总是自觉或不自觉的受到特定历史环境的影响，这些影响来自全球媒介环境以及政治、经济和社会状况等方面。尽管如此，在过去的二十年中，尤其是近几年来，政治、经济和文化的巨变使得世界传媒格局发生了翻天覆地的变化，进而导致全球范围内的公共广播遇到了许多新的且更加棘手的问题和挑战，特别是来自于跨国的、国际的全球性商业广播公司。不同的公营媒体采取了不同的应对措施。目前，他们中的一些能够在本土和国际上保持自己的成功地位，另一些仍然在寻找摆脱困境的出路，还有一些则持续下滑，逐渐失去了竞争力和重要性。

本文通过比较分析的方法，探讨了近年来公共服务广播所遇到的问题与挑战以及世界强势广播公司的应对策略和运营现状。具体来说，这项研究分析了包括英国广播公司（BBC），美国公共广播公司（PBS），加拿大广播公司（CBC），日本广播协会（NHK），澳大利亚广播公司（ABC）在内的五个主要的公共广播公司。全文重点讨论了各个国家的总体传媒环境，不同的媒介政策，这些公共广播公司的生存策略以及对各自传媒产业产生影响和推动其转变的相关的国内和国际政治、经济、社会因素。结论部分试图对这个研究结果的意义作一个描述。

　

 

Junhao Hong   Associate Professor at the Department of Communication, State University of New York at Buffalo, and Executive Associate Director of Center for Greater China Studies.   Ph.D. in communication，University of Texas at Austin (1995) He is President (2004-2006) of Chinese Communication Association (CCA).  He also served as Vice President & Research Chair, CCA (2002-2004). Research Interests: international communication, intercultural communication, global media system, and media and social change. Publications: He has published one authored book The Internationalization of Television in China (1998, Praeger) and more than one dozen of book chapters and numerous research articles in various international referred research journals.

 

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

Public broadcasting as a whole has always—willingly or unwillingly—developed and evolved responding to the world’s media environment and political, economic, and social situations in different historical periods. However, in the last two decades and particularly in the past several years, due to the unprecedented changes in the world’s media landscapes that have been caused by the drastic changes in political, economic, and cultural factors, public broadcasting across the globe has encountered many new and much tougher challenges and problems, especially the challenges from transnational, international and global commercial broadcasters. Various public broadcasting services have responded in various ways. Today, some of them are able to maintain their successful status both domestically and internationally, some are still struggling to seek a way out of dilemmas and difficulties, and some are continuing to decline and become less and less competitive and significant.

Using a comparative analysis approach, this study examines the recent challenges and problems public service broadcasting has encountered, how the world’s leading public broadcasters have responded, and what the current situations of the leading public broadcast services are. Specifically, this research analyze five major public broadcasters: the British Broadcasting Corporation (BBC), the Public Broadcasting Service (PBS) of the United States, the Canadian Broadcasting Corporation (CBC), the Nippon Hoso Kyokai (NHK) of Japan, and the Australian Broadcasting Corporation (ABC). The key issues discussed include the overall media environment of the respective countries, the various government policies on public broadcasting, the competition and surviving strategies of these public broadcasting services, and the relevant national and international political, economic and societal factors that have influenced or altered the respective media industries. A conclusion section attempts to draw the implications of this study’s findings.

　

 

成露茜 博士，世新大学新闻传播学院院长 《台湾立报》暨《破周报》发行人兼社长；传记文学出版社社长 美国加州大学UCLA社会学终身教授 曾任世新大学社会发展研究所创所所长(1997-2002)，香港城市大学评议委员 (1995-99)，美国社会学学会亚洲及亚裔研究会主席 (1990-95)，U.C.L.A.环太平洋研究中心创办主任 (1985-1990) 等职务。出版中英文书籍及学术论文60余篇。

 

 

全球资本主义下的另类媒体——理论和实践

成露茜

 

当媒体企业变得益加全球化和集中化，另类（或激进）媒体也变得更加活跃和更多见。然而，媒体学者却还未特别将另类媒介当作一个严肃的课题来研究，那些研究批判媒体领域的人也倾向忽视它，至为可惜。从历史角度看来，另类媒体在社会运动中扮演不可忽视的角色，而且持续作为异议和抵抗的代表，他们是另类全球主义的一大动力。

在这篇文章里，我将引用当前具体个别媒体的实践例子去检验另类媒体理论与概念的发展。我将讨论另类媒体何以另类，他们的政治经济和文化，以及他们在全球化中的角色。

　

 

Lucie Cheng   Ph.D. Dean and Professor, College of Journalism and Communications, Shih Hsin Univ., Taipei Publisher of Taiwan Lih Pao Daily, Pots Weekly, and Biographical Literature Monthly Professor Emeritus, University of California, Los Angeles She has been the Founding Dean, Graduate School for Social Transformation Studies, Shih Hsin University, Taipei, 1997-2002; the External Examiner, City University of Hong Kong, 1995-1999;  Chair, Asia and Asian America Section, American Sociological Association, 1990-1995; and the Founding Director, Center for Pacific Rim Studies, UCLA, 1985-1990, etc. Up to now, she has published more than 60 scholarly articles and books.

 

 

Alternative Media in Global Capitalism: Theory and Practice

Lucie Cheng

 

As media corporations become more global and centralized, alternative (or Radical) media have also become more active and visible. Yet, media scholars have not paid much attention to alternative media as a topic of serious study. Those who engage in critical media studies tend to ignore them as well. This is unfortunate. Alternative media have historically played a significant role in social movement, and continue to be representations of dissent and resistance. They are a driving force of alter-globalism. In this paper, I will draw on contemporary practices of specific media to examine conceptual and theoretical formulations of alternative media.  I will discuss what makes alternative media alternative, their political economy and culture, and their role in alter-globalism.

   

 

 

　

 

Manfred Kops 博士，德国科隆大学广播电视经济学院院长 个人简历： 1993年至今担任德国科隆大学广播电视经济学院院长。此前，曾作为访问学者在德国特里尔大学工作。 1984年毕业于德国科隆大学，获博士学位。早期曾在德国的科隆大学、波恩大学及美国宾西法尼亚州立大学进行经济学、社会学及应用计算机科学的研究和学习。

 

 

市场、国家和非官方机构——广播电视节目的三种提供者

Manfred Kops

 

国家（政府）、市场和所谓的“志愿”（非官方、非盈利）部门是提供产品的三种主要机构。每种机构都有自己的优势和劣势。因为这些正反两面的特点，在既有的各种经济体中市场、国家和非官方机构都占有一定的比例。但是在不同的国家，这三种机构的规模和重要性各不相同。

广播和电视节目也是产品，市场，国家和非官方机构同样各有优势和劣势。本文将予以具体的分析。所有的国家都必须在其经济，政治，文化和社会的特殊性的基础上，通过对比和权衡这些利弊来优化其传播系统。出于这一目的，比较世界范围内的现行传播体制是十分有益的。

德国传播体制在文中也有具体论述，称为“二元秩序”。它包括两种几乎同等重要的成分：公共广播公司和商业广播公司。德国没有国有广播公司。

中国现在正在反思和重组自己的传媒系统。以前的国有传媒机构正逐渐走向市场。这种变革的步伐和强度仍待商榷，其他国家的经验可能会有所帮助。中国的许多问题都可以在这篇论文中找到适当的答案。因为，中国同样必须考虑到世贸组织的相应要求。

中国传媒大学，德国科隆广播经济研究所和德国学术交流中心的一个联合研究项目深入分析了这些问题。该项目的初步报告将在今年年底发布。

　

 

Manfred Kops General Manager of the Institute for Broadcasting Economics, Cologne University, Germany Dr. Manfred Kops has studied Eonomics, Sociology and Applied Computer Science at the Universities of Cologne and Bonn, Germany, and at the Pennsylvania State University, USA. He received a PhD in economics in 1984 from Cologne University and has worked as a visiting professor for Public Finance at the University Trier, Germany, before he became General Manager of the Institute for Broadcasting Economics, Cologne University, Germany, in 1993.

 

The Market, the State and the Voluntary Sector

as Alternative Institutions for the Provision of Broadcasting Programmes

In general there are three alternative institutions by which goods can be pro­vided: the state (government), the market, and the so called “voluntary” (non-govern­men­tal non-profit) sector. Each of these institutions has advantages and dis­ad­van­ta­ges, capa­bilities and weaknesses. Because of these pros and cons, the market, the state, and the voluntary sector are combined in all existing economies. The size or rela­tive importance of the three institutions in such “mixed economies” varies, however. In “capitalist eco­no­mies” the market dominates, and the state and the voluntary sector are of relatively little importance; in “centrally planned economies” the state domi­na­tes, and in many traditional or “less developed” economies the voluntary sector domi­nates.

Also radio and television programmes are goods, for which the market, the state and the volun­tary sector have special advantages and disadvantages; they are described in the paper in greater detail. By comparing and weighting these pro and cons with regard to countries eco­no­mic, political, cultural and social peculiarities, all coun­tries have to optimise its broad­casting systems. For this purpose it is instructive to compare the existing broad­casting systems world­wide. It unveils a wide spectrum of solutions, ranging from countries where state broadcasting still dominates, via countries where volun­tary broadcasting and public service broadcasting is most important, to countries where mainly or exclusively commercial broadcasters exist.

The German broadcasting system that also is described in the paper in greater detail is a so cal­led “dual order”, consisting of two (almost equally important) elements: public ser­vice broad­casters, mainly financed from a license fee, on the one side, and com­mer­cial broad­casters, mainly financed from advertising and sponsoring, on the other side. State broad­casting does not exist in Germany.

China at present reflects and rearranges its broadcasting system substantially. The former state broadcasters gradually have been released into the market, with the general advantages and disadvantages of commercial broadcasting men­tion­ed above. The pace and the intensity of this transformation process still have to be deter­mined, though; a brought academic and political discourse about these issues has not started, yet. Experiences from other countries may help China, to find appro­priate answers to the wide spectrum of questions that have to be answered in this discourse, e.g. with regard to the appropriate revenue system, to the organisational structure of the broadcasters, and to the purposes and forms of broadcasting regu­la­tion. Also the requirements of the World trade organisation, which China entered in 2001, have to be taken into account here.

In a joint research project of Communication University of China, and the Institute for Broad­casting Economics, Cologne, Germany, which is supported by the German Academic Exchange Service (DAAD) these questions are investigated in detail. A report on the preliminary results of this project will be published by the end of this year.

　

 

肖燕雄 副教授，湖南师范大学新闻与传播学院新闻系主任 北京大学文学硕士，中国传媒大学（原北京广播学院）新闻学专业博士生 研究方向：新闻理论、大众传媒法规与道德

 

 

论我国有线电视法规中法律秩序的价值追求

肖燕雄 尹  熙

 

秩序被视为法律的基本追求，法律秩序的价值内涵表现为多层级性。我国有线电视法规的法律秩序价值追求是单一的。而今有线电视的发展出现了许多新情况、新问题，法规制度在建构秩序时需要有新的突破。本文通过对有线电视法规制度发展的梳理和比较后提出：追求政治秩序、保护公民利益、保障经济竞争是有线电视法的立法宗旨。本文着重强调竞争秩序的重要性。

　

 

Xiao Yanxiong   Assoc. Professor, Dean of Journalism Department, Journalism & Communication School, Hunan Normal University Peiking University M.Litt, CUC Doctor Candidate. Research Interests: Journalism Theory, Mass Media Law & Ethic

 

 

         On Values in Law Order in Cable TV Regulations of China

Xiao Yanxiong  Yin Xi

 

Order is regarded as the basic pursceit of law. Values in law order show ideas of multi-levels. The value of our cable TV rules is single. Meanwhile, many new problems have arisen in our cable TV. Regulations must construct new orders and make a breakthrough.. By arranging and comparing, the article reaches a conclusion: the purpose of the cable TV law is pursuing political order, safeguarding citizen right and protecting economic competition. The later is underlined in the article.

 

　

 

郑保章 大连理工大学人文社会科学学院新闻与传播学系系主任，副教授 1986年毕业于河北建筑科技学院，获学士学位，1996年毕业于天津大学，获硕士学位； 1986至1998年在媒体一线从事新闻实践工作；1999年转为新闻传播学的教学工作。 研究方向：新闻传播理论及实务、媒介经营与管理。 研究成果：《全球化与大众传播》等专著及教材7部   程佳琳 大连理工大学人文社会科学学院行政管理方向硕士生

 

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

 

大众传媒作为传播消息和思想的工具，其内在的及它与社会互动中的独特功能，使其在整个社会结构中占据着显著地位，并在公共政策分析的过程中具有越来越重要的地位和作用，甚至它的政治功能已经影响到公共政策的形成，并且有时这种功能是不可替代的。

分析大众传媒在公共政策问题认定中的作用并加以利用，是新时期公共政策制定中不可忽视的问题。大众传媒在公共政策问题认定中的作用主要表现在以下三个方面：发现问题，引导讨论；借助典型，分析问题；影响政府，进入议程。现代传媒在政府与公众之间起到一种联系纽带的作用，政府需要借助传媒获悉公众对政府各项工作的态度和反应、意见和建议，并以此作为参照，改进或改善工作，达到为公众和社会提供良好完善服务的目的。传媒把少数人发现的问题广泛传播，争取到多数人的理解和支持，同时制造了强大的舆论压力，也促进政府决策系统接受来自公众的愿望和要求。而且传媒通过广泛征求公众的意见和建议，使公众参与决策，也为政府认识和解决公共政策问题提供了大量重要的信息。

由于传媒在公共政策问题认定中的作用越来越大，所以传媒自身在影响公共政策问题的认定中也需要处理好几个问题：一是客观良性引导，设置媒介议程。媒体要在“客观、真实、公正”的前提下，保持理性思考，切忌盲目跟风或夸大不实信息，同时引导公众了解事实真相，使社会舆论良性发展。二是避免“不作为”，积极参与舆论。大众传媒最重要的功能是社会雷达的功能，它监视社会环境，向公众提供与经济、公众和社会生活密切相关的重要新闻，或者向公众传送和描述社会的或公共的问题。受众对传媒具有强烈的依赖感，同时公众也把传媒作为政府的代言人来获取与自身相关的各类信息，所以当某些问题出现时，传媒的“不作为”，往往会使事态扩大，无法控制。三是掌握平衡，兼顾上下各方利益。公共政策问题不是简单的，它具有客观性、人为性的特点，同时它也有动态性和不确定性。故而，传媒只有提高自身素质并把握住处理问题的“度”，才能在公共政策问题认定中发挥良好作用，并达到最佳的传播效果。

　

 

Zheng Baozhang   Associate Professor, Direct of Department of News and Communication, School of Humanist and Sciences, Da lian University of Technology. BA, HeBei College of Architecture Technology (1986); MA, Tianjin University(1996) From 1986 to 1998, He worked at news organizations. Research interests: News communication theory and practice, Media operation and management. Publications: 7 books including Globalization and Mass Communication   Cheng Jialin   Graduate of Public administration, School of Humanist and Sciences, Dalian University of Technology

帅哥

On the Funciton of Mass Media in Public Policy's Maintain

Zheng Baozhang   Cheng Jialin

 

As a tool of spreading news and ideas, mass media has an important position in the whole social construction, for immanency and the special function in interaction with society. And it has a more and more important action in the process of public policy's analysis. Even its political function  has already affected public policy's maintain , and is particular on occasion.

Today, it can not be slighted problem to analyze and use the function of mass media in public policy's maintain. The function in confirming public policy mainly is three: finding issue and leading discuss; drawing support from typical case and analyzing issue; affecting government to put it on the agenda.

Media plays a more and more important role in confirming public policy. However, there are still something for media in public policy's maintain: firstly, objective and benign guide for setting media agenda; secondly, participating in public opinion to avoid "don't do"; last, balancing to meet everyone's interest. The problem of public policy is not simple, but objective and contrived, at the same time, it is also dynamic and uncertain. So only if enhancing its quality to deal well with the problem’s limit, media would do better in public policy's maintain and get the best effect.

　

 

徐国源 博士，苏州大学文学院新闻传播系副教授 研究领域：主要从事媒介理论与实务研究 主要著作：《新闻采访与写作》、《新新闻导读》、《中国朦胧诗派研究》、《北岛评传》、《丰子恺传》、《寂寞的乌篷船——周作人》等。

 

 

 “政治媒体化”：媒体政治新空间

徐国源

 

政治媒体化是当今媒体社会的一种重要现象，它揭示了新闻媒体与政治治理中不可分割的关联。本文阐释了政治媒体化的含义，进而从政治逻辑下的媒体与媒体逻辑中的政治两个层面，深入分析了“政治媒体化”的内涵和表征。最后，论文对现代传媒在政治生活中的作用，以及政治媒体化本身做出了客观的评价。

　

 

Xu Guoyuan   Ph.D., Assistant professor, Journalism & Communication Department, Literature School of Suzhou University. Research Interests: media practice and theory Publications: Interviewing and News Writing, Guide of New Journalism, Study on Chinese Misty Poetry, Commentary Biography of Beidao, Biography of Feng Zikai, A Lonely Boat In Shao Xing--Zhou Zuoren.

 

 

Medialized Politics: New Sphere for Politics

Xu Guoyuan

 

Nowadays, medialized politics has become an important phenomenon, indicating the indisceptible connection between media and politics. The paper aims to explain the implication of medialized politics, meanwhile, to analyze the meaning and representation of medialized politics on the two aspects: the media within the political logic and the politics within the media logic. In the end, the author tries to make an objective value on medialized politics itself and the role of modern media in political life.

　

 

中国传媒经济增长的制度分析

郭鸿雁

中国传媒大学2003级博士生

 

作为信息产业的重要组成部分，传媒产业在近年来经济增长率持续高于国民经济增长率，成为促进中国经济高速发展的重要力量。本文运用新制度经济学分析方法，提出中国传媒经济增长的一个理论模型，指出媒介制度安排是影响传媒经济增长的重要因素。在理性人假设和产权形式多样化的假设前提下，假定生产要素投入量、媒介经营规模等其他因素不变，传媒产出最大化取决于不同制度安排下由于交易成本节约而带来产出增长的比较。

进一步地，本文采用历史的、辨证的分析方法，剖析了“事业单位、企业化经营”对中国传媒经济增长的重大贡献，指出中国媒介产权制度变迁是由单一产权结构向产权主体多元化和产权界定细分化不断迈进的连续、渐进和不均衡的发展过程。“事业单位、企业化经营”通过赋予媒介经营者较大程度的生产经营自主权，推动了媒介生产力的大幅提高以及产业结构的调整与升级。

在此基础上，本文认为作为一项制度创新，构建多元化的媒介产权结构、重构传媒管理体制是中国传媒业产权制度改革的趋势和方向，并对传媒经济增长具有重大意义。首先，当前中国媒介产权结构总体上呈现高度的封闭性和单一性，媒介产权的模糊性和非流动性已经严重影响传媒产业组织优化，构建合理有效的媒介产权结构、重构传媒管理体制势在必行。其次，“事业单位、企业化经营”在媒介产权方面存在缺陷，这些缺陷的长期积累必将导致已有制度均衡被打破。最后，构建多元化的媒介产权结构满足传媒经济增长模型中的约束条件，能够有效克服“事业单位、企业化经营”在媒介产权方面的缺陷，更好适应外部非制度因素的变化，从而更有利地推动传媒经济增长。

结语部分，本文就中国传媒经济增长，特别是构建多元化媒介产权结构提出进一步分析与建议。即：在实现形式上，应尽快明晰媒介产权，重组媒介国有资产权力结构，通过国资管理机构授权，以资本为纽带，建立现代企业制度的传媒企业；而在实现途径上，则应政府与市场并重。

　

 

The Institutional Analysis of China’s Media Economy Growth

Guo Hongyan

PhD. Student of Communication University of China

 

As an important part of the information industry, the media industry has always kept a higher economic growth rate than that of the nation in recent years, and become a significant power which is propelling the China’s rapid economic development. Applying the analysis method of the new institutional economics, this paper puts forward a theoretical model of China’s media economy growth, as well as points out that the arrangement of media system is a significant factor affecting the media economy growth. Under the hypotheses of the rational man and the pluralistic property right forms, the maximum of media industry outputs is decided by the comparison between different outputs growth owing to economization in transactions costs under different media systems, if other factors including the input quantity of productive factors and the scale of media business are constant.

Further, by the historical and dialectical research methods, the paper analyzes the important contribution of“the institution, business management”system to China’s media economy growth, and points out that the changes of media property right system in China is a continuous, incremental and non-equilibrating course from the single property right structure to the pluralism of property right subject and the segmentation of property right definition. By enlarging the decision-making power of media enterprises in management,“the institution, business management”system has raised the media productivity by a big margin and propelled the adjustment and upgrade of industry structures.

On the basis, the paper indicates that as an institutional innovation, to build the pluralistic media property structure and rebuild the media management system is the trend and direction of China’s media property right system reform, and has the great significance to China’s media economy growth. Firstly, the current media property right structure in China has presented the highly closed and simplistic nature as a whole, and the ambiguity and non-mobility of media property right have affected the media industry organizations seriously. So it is necessary for us to build the pluralistic media property structure and to rebuild the media management system. Secondly,“the institution, business management”system is defective on the media property right, which must lead to the destroy of existing system equilibrium. Finally, to build the pluralistic media property structure can accord with the restriction of media economy growth model and effectively overcome the defects of“the institution, business management”system, so it is more beneficial to propel media economy growth.

In the last part, the paper puts forward further analysis and suggests on China’s media economy growth, especially on the pluralistic media property structure, i.e. on the detailed forms, we should clarify the media property structure as soon as possible, realignment the media stated-owned assets authorities and build the media enterprises under modern enterprise system by the grant of stated-owned assets management authorities; as to the detailed way, we should play the roles of the government and the market equally.

　

 

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

中国社会科学院博士生

 

作为大众传播媒介，媒介组织可以在不同的条件约束下呈现出不同的面貌与角色特征。本文开发了“功能——利益相关者——目标”模型，认为媒介基本功能——媒介产品生产，决定了媒介组织内在的经济利益诉求；媒介产品的多种性质决定了媒介组织身份的复杂性。而媒介组织外在的主导身份的呈现，取决于媒介组织利益相关者特别是核心利益相关者利益博弈在何处达成目标的均衡。

　

 

Competition for Profit and Identification

----Possibility and Restrictions for Media Organization as Economic Ones

 Liu Nianhui

PhD. Student of Chinese Academy of Social Science

 

The paper provides a model named Function-Stakeholders-Goals to explain the various probabilities of status of a media organization in society. The characteristic, status and role of a media organization in the society are restricted by the structure of stakeholders, especially by that of its core stakeholders.

 

　

 

市场经济条件下我国政府对媒介管制的必要性

李 娜

中国传媒大学2003级博士生

 

在我国，传媒业作为生产信息产品和精神产品的特殊产业，相对于其他产业而言，一直是党和政府严加管制的重点。传媒业的管制有其经济学成因，即现实的媒介市场是一个不完全竞争的市场，完全竞争的媒介市场在现实世界中并不存在，现实中媒介市场对完全竞争模式的背离有两个主要原因：信息不对称和外部性问题，信息不对称是由媒介市场的垄断性造成的，媒介市场的参与者在交易的过程中与所交易的对象并不拥有相同的信息。拥有较多信息的一方可能会利用自己的信息优势而获取不应有的利益。信息不对称会降低市场效率，导致市场失灵。媒介市场的外部性表现为信息产品的市场价格并没有反映全部的成本和收益：或者社会公共成本（收益）大于受众、媒介等市场参与者的成本（收益），或者社会公共成本（收益）小于受众、媒介等市场参与者的成本（收益）。媒介产品的负外部性——负价值的信息产品没有被定价的一个最重要的情况是在没有政府管制，这是需要媒介管制措施进行干预的重要原因。同时，媒介产品是一种公共产品，具有消费上的非排他性和非竞争性，会导致公共产品消费上的“搭便车”（free-riding）现象。这在客观上要求市场以外的力量来对传播资源的配置进行弥补，这种力量主要来自政府等公共机构。政府对媒介的管制主要有三种方式：前端管制、中端管制和后端管制。本文重点阐述了在我国较为普遍的进入管制和内容管制。最后，对于中国媒介市场的监管而言，一个合理的设想是按照媒介市场的垄断性程度、外部性存在与否实行差别待遇，按照双轨制的模式监管。

帅哥

The Necessity of Regulating Media by the Government in the Market Economy

Li Na

PhD. Student of Communication University of China

 

Media industries are always strictly regulated in China. It can be analysed in the method of economics, that media markets are imperfect competition markets in real-life, which result in asymmetric information and externalities. The asymmetric information is due to the monopolies, which weaken the market efficiency and caused the market failure. The externalities show that the market prices of media products are not all of their cost and profit. On the other hand, media products are public goods of non-excludability and non-rivalness, which will make for free-riding. All of these demand media markets should be effectively controlled by something from out of the market, that is the government. Government regulation system include three process:  forepart, middle-part and back-end. With the development of media industrialization and commercialization, Chinese government have relaxed the right of entering to media markets and perfect the regulation mechanism, while issued orders to strengthen the regulation of media contents. Finally, the perfect future is to establish double track regulation system, which on basis of the difference about monopolies and externalities in media markets.

 

 

 

　

 

	新闻传播学前沿思想专场 目  录
1	荧屏和网络：广播电视及创造性公共领域	Graham Murdock
2	以外来威胁呼唤国内变革 ——世贸组织和跨国传媒集团在中国学界传媒改革论述中的位置	陈韬文
3	新意识形态与中国传媒 ——新世纪传播学研究的一个前沿课题	潘知常
4	思考信息传播：与时代相对应的学术焦点	Bernad Miege
5	中国电视传媒的理论与实践偏差问题	周  星
6	论新闻传播创新	戴元光

 

 

主持人

 

郭镇之 研究员，中国传媒大学广播电视研究中心副主任 研究方向：新闻传播与广播电视史论、加拿大广播电视的体制和政策、美国大众传播媒介的历史和传播学理论、东北亚的传播形势和韩国的新闻传播事业、德国电视体制与节目市场。 主要著作：《中国电视史》、《北美传播研究》、《传播论稿》、《传播理论：起源、方法与应用》（主译）、《传媒历史的分析：大众媒介在加拿大》（译著），并主编《跨文化交流与研究――韩国的文化与传播》及《全球化与文化间传播》论文集。

 

　

 

	Pioneering Thoughts of Journalism & Communication Studies Index
1	On Screen and On Line: Broadcasting and the Creative Commons	Graham Murdock
2	Crying Wolf for Domestic Liberalization: WTO and TNMCs in the Academic Discourse on Chinese Media Reforms	Joseph Man Chan
3	New Ideology and China Media: A Frontier Subject of the Contemporary Journalism and Communication Studies	Pan Zhichang
4	Penser l’information - communication : des enjeux scientifiques à la mesure des procès en cours	Bernad Miege
5	The Warp Between the Theory and the Practice of the TV Media in China	Zhou Xing
6	Innovation of News Communication	Dai Yuanguang

 

 

Chair

 

Guo Zhenzhi   Research Fellow，Vice-director of the National Center for Radio & Television Studies, Communication University of China   Ph.D Journalism School of Renmin University of China (1989) From 1994 to date，worked as professor with the Television School of CUC (former BBU).   Research Interests & Publications: studies on journalism & communication, the history of Radio & TV, research on law and regulations, policy and institutions of the media. Her main publications are focused on broadcasting history and media theory, both about China and of the world.

 

 

　

 

Graham Murdock 英国拉夫堡大学传媒研究中心教授；《传播评论》杂志和《传播理论》杂志编委会成员。 1967年毕业于伦敦经济学院，获社会学学位；随后进入萨塞克斯大学学习艺术社会学，1968年获硕士学位。 早期曾在莱斯特大学的大众传媒中心工作数年；1990年转至拉夫堡大学社会科学系工作，并在此建立起了享有国际声誉的传媒研究中心。 研究领域：传播学与文化研究，尤其在传播政治经济学方面造诣颇深 主要著作：《研究传播》（与其他人合著）、《媒介的政治经济学》（与其他人共同编著）、《欧洲电视》（与其他人共同编著）；部分著述已被译成17国文字。

 

荧屏和网络：广播电视及创造性公共领域

Graham Murdock

 

从最初开始，广播就在公众生活中充当了两种相互竞争的重要角色。一方面是公共广播公司，其经费主要或全部来源于公共基金。公共广播公司一直倾向于把受众称之为有权享用广泛文化资源并借此能积极参与社会政治生活的公民。另一方面是商业广播公司，他们主要通过出售广告时段和广告版面来盈利。从根本上来讲，商业广播公司始终把受众看作是节目内外所促销的那些商品的潜在消费者。

在过去的二十年里，细分化、市场化和数字化的交叉发展使得这种竞争发生了改变。社会正从其内部开始分化、细化。随着广告支撑的服务系统的不断扩张，付费频道的快速成长，以及节目、模式和创意全球化流通的加剧，全世界的广播系统都变得越来越商业化。与此同时，广播公司正着手把模拟系统转变到数字系统。这不单单是一次技术的变革。把所有的表达方式转换为普适的计算机语言“0”和“1”，这种转变不仅对生产组织和节目产制的文化惯例产生了影响，最重要的是，它改变了节目制作者和受众之间的关系。

数字化，及其与上述的主要变革之间可能发生的相互作用，其长期影响是正面的还是负面的，人们对此有两种不同的意见。目前在争论中占大多数的是悲观主义者，他们指出数字化的发展很可能会进一步破坏公共广播的历史传统——频道的激增和专业化、商业化的扩张、作为激活消费的一种手段的交互性传播，由新的数字服务的不平等接收而带来的持续的文化缺失，在对广播的态度上与日益以消费为导向的年轻人之间的代沟正在拉大。然而，我们还有另一种选择。

网络的成长为公共广播的发展提供了一个前所未有的机遇。网络使得公共广播不再把节目看作是唯一的、有限的体验，而是一扇通往其他大量资源、活动和互动行为的大门。从而，公共广播可以恢复其核心事业——为公民提供资源。本文探讨了最近出现的一些正在实施中的创造性公共空间，并讨论了其未来可能的发展。

　

 

Graham Murdock Prof. in Loughborough University UK A member of the Editorial Boards of The Communication Review and Communication Theory First Class Honours in Sociology, London School of Economics (1967); MA. Sussex University (1968) He had worked at the Centre for Mass Communication at the University of Leicester. He joined the Department of Social Sciences at Loughborough University in 1990 where he established the internationally acclaimed programme in media and communications. Research Interests: communications and cultural analysis, particularly on the political economy of the communication industries. Publications: His recent books include; as co-author Researching Communications, and as co-editor, The Political Economy of the Media, and Television Across Europe.

 

On Screen and On Line: Broadcasting and the Creative Commons

From its earliest years there have been two competing visions of broadcasting’s  core role in communal life. On the one hand public broadcasters, funded wholly or mainly by public funds, have sought to address their audiences as citizens with rights to a wide range of cultural resources that will support active participation in social and political life. On the other hand, commercial broadcasters , who earn their profits from selling advertising time and space , have always regarded viewers and listeners primarily as potential consumers for the products promoted within and around the programmes.

Over the last two decades the balance between these competing visions has shifted as a result of three intersecting developments –fragmentation, marketisation, and digitalization. Societies are becoming more internally fragmented and divided. Broadcasting systems around the world  are becoming more commercialised with the expansion of advertising supported services ,the rapid growth of subscription channels and the increasing global flow of programmes, formats and ideas .At the same time, they  in the process of moving from analogue to digital systems. This is not simply a technological transition. The translation of all forms of expression into the common language of 0’s and 1’s has far reaching consequences for the organisation of production, the cultural forms of programming, and , most importantly of all, the relations between programme makers and their audiences.

Opinion is divided on whether the long-term consequences of digitalisation , and its likely interactions with the other major shifts detailed above, will be positive or negative. Pessimists, who currently dominate the debate, point to trends that could further undermine the historical rationale for public broadcasting –more proliferation and specialisation of channels, the expansion of commercialism , interactivity used as a way of activating consumer purchases , the persistence of  cultural deficits rooted in unequal access to the new digital services, a widening generation gap in attitudes to broadcasting with younger people more consumer oriented .There is however an alternative scenario.

The growth of the internet offers public broadcasting an unprecedented opportunity to renew its core project of providing resources for citizenship by seeing programmes not as a unique, bounded experience but as gateways to a wide range of other sources, activities, and interactions. This paper explores some recent examples of this emerging creative commons in action and examines its possible future development.

　

 

陈韬文 香港中文大学新闻与传播学院教授 曾任香港中文大学新闻与传播学系系主任、先后出任哈佛、牛津和柏克莱大学访问学人、国际华人传播学会会长、香港广播事务管理局委员等职。 研究方向：国际传播、政治传播和传播与社会变迁 研究成果：合著英文专书有《大众传媒与政治过渡：中国轨迹内的香港传媒》、《变迁中的大陆、香港、台湾新闻人员》卷和《全球媒介事件：香港回归的新闻战争》等。合编书籍有《传播与社会发展》、《大众传播与市场经济》、《媒介与政治》和《追寻边界：传播、国家和文化认同》。

帅哥

以外来威胁呼唤国内变革：

世贸组织和跨国传媒在中国学界传媒改革论述中的位置

陈韬文

 

世贸组织和跨国传媒都是促进全球化的主要机构。本文的目的是探讨中国学者在论述传媒改革时如何联系二者。不少论者倾向把加入世贸组织等同于西方跨国传媒最终的入侵。他们又认为当前处境所需要的变革是减少控制，加强市场化，让传媒可以跨地域和跨媒体运营。论述带有国族关怀，希望有保护措施让国内传媒有足够发展到足与跨国传媒抗衡的时间。中国学者关于跨国传媒的论述颇为独特，不尽符合西方既有的模式。首先，论者鼓吹中国传媒追上跨国传媒。第二，论者对跨国传媒所代表的垄断抱有信心。西方的批判学者则取态相反，认为跨国传媒是导致垄断、内容趋同、减少多元性和过分商业化的元凶。中国论述者对这些问题都略而不顾，反而正面评价垄断，并关注如何达致垄断的方法。第三，中国学者认为跨国传媒是模仿的对象，从中学习并吞、多元化投资、品牌营销、全球发行、资源统合、扩充策略和集团化。从研究可知，国族在全球化之下离消亡尚远，文化的经济化也不完全适用于中国。

　

 

Joseph Man Chan   Professor at the School of Journalism and Communication, the Chinese University of Hong Kong. He served as a President of the Chinese Communication Association and a visiting scholar at Harvard, Oxford and UC Berkeley at various times. Research Interests: international communication, political communication, as well as communications development in Greater China.  Publications: His co-authored or co-edited books include Mass Media and Political Transition: The Hong Kong Press in China's Orbit (NY: Guilford), Global Media Spectacle (Buffalo: SUNY Press), In Search of Boundaries: Communication, Nation-States and Cultural Identities (Westport: Ablex).

 

 

Crying Wolf for Domestic Liberalization:

WTO and TNMCs in the Academic Discourse on Chinese Media Reforms

Joseph Man Chan

 

The purpose of this study is to examine how the Chinese academics relate to (World Trade Organization) WTO and transnational media corporations (TNMCs), the two important agents of globalization, in their discourse on media reforms. China’s accession to WTO is portrayed as a source of threat as it will eventually allow TNMCs to operate in China. The policies that the academics advocate are to rid the media system of its ideological constraints and render it more marketized. The discourse is in general nationalistic in overtone, arguing for protectionist measure that will give China enough time to grow to match the foreign competitors. What they do want is the freedom to compete across media and regions and to form conglomerates without administrative restrictions. While the Chinese discourse on TNMCs does not fit any theoretical category identified in the West perfectly, it tends to stand out as a type by itself. First, what the discourse participants advance is to promote the competitiveness of the Chinese media to match that of TNMCs. The case of China testifies that it is premature to say that nationalism and the nation-state are losing out during globalization.  Second, the discourse participants have faith in the oligopoly and monopoly associated with TNMCs. To the critical researchers in the West, TNMCs are often accused for effecting monopoly, homogenization of content, diminishing diversity, and over-commercialization. However, these negative aspects are rarely noted. If it all, monopoly is treated as something positive. What they care is how to achieve monopoly through free market competition. Third, to the Chinese academics, the TNMCs serve as role models in acquisition, diversified investment, brand marketing, global distribution, resource integration, expansionist strategies, and conglomeration. 

　

 

潘知常 南京大学新闻传播学院教授 1992-1999年曾任南京大学企业形象研究中心主任 研究领域：传播研究、传媒批判理论、美学基本理论、中西比较文化；企业、地区与媒介等方面的各类策划等应用学科的研究与实践。 主要专著：《大众传媒与大众文化》、《传媒批判理论》等16部。同时在海内外发表学术论文百余篇。

 

 

新意识形态与中国传媒——新世纪传播学研究的一个前沿课题

   潘知常

 

新世纪以来，中国的意识形态发生了急剧的变化，从封闭走向了开放。这就是所谓“新”意识形态。而中国的传媒在“新”意识形态的影响下也出现了一系列的急剧变化，具体表现为：国际上的民族主义话语、政治上的民生主义话语、经济上的实用主义话语与文化上的消费主义话语。研究新意识形态对于中国传媒的四大话语的影响，无疑应该是当代新闻传播研究的一个前沿课题。

　

 

Pan Zhichang   Professor, School of Journalism and Communication, Nanjing University. Former director of the Centre of the Image of Enterprise Studies, Nanjing University (1992—1999)   Research interests: Communication Studies, Media Critical Theories, Basic Aesthetics Theories, East and West Comparative Cultural Studies; applied subjects about the enterprise, region and mass media. Publications: 16 major monographs such as Mass Media and Mass Culture, and Media Critical Theories and more than 100 papers.

 

 

New Ideology and China Media: A Frontier Subject of the Contemporary Journalism and Communication Studies

Pan Zhichang

 

Since the beginning of the new century, the ideology of China has had a sharp change, the attitude of which has been changed from closeness to openness. This is the certain meaning of “new” ideology. Moreover, China media also has had a serie of sharp changes with the influence of the “new” ideology, and the concrete characteristics are as follows: the international topic of nationalism, the political topic of livelihood, the economical topic of utilitarianism, and the cultural topic of consumerism. The studies of the new ideology will bring a meaningful influence to the four above topics of China media, and are undoubtedly frontier subjects of the contemporary journalism and communication studies.

 

　

 

Bernard Miege 法国司汤达大学传播学教授，司汤达大学传播学研究所负责人，司汤达大学传媒学院创办人 研究领域：文化信息工业，信息传播技术的社会嵌入，传播与社会。 主讲课程：信息传播学认识论，传媒和文化的社会经济研究，研究方法论，社会科学视角的信息。 研究成果：出版学术著作15本，其中最新的作品有：《作为知识对象的信息传播》（正在编辑中）、《个人和信息系统之间的传播》、《传播思想》、《传播征服社会》1，2卷（2000年出版罗马尼亚文版）和《面对信息秩序的内容工业》。

 

思考信息传播：与时代相对应的学术焦点

Bernard Miege

 

在20世纪40－50年代崛起的信息－传播范式首先在工业发达社会逐步扩展。从20世纪90年代初开始，出现一种新的驱动或者说是加速，以至于有些施动者毫不犹豫地把当代社会定性为“信息社会”。虽然很容易发现其中的不平等性，而这个新的时代标志将是全球范围内的信息－传播实践的扩张。但是，这种实际上清楚明白的领先究竟意味着什么？

我们可以寻找五个相应的特征，彼此之间经常混淆，但相关的分析将会对此有所区别。

1．各不相同的社会领域纷纷应用“社会管理的技术”，如企业、培训组织，广告公司，健康组织等。不仅越来越强调在先前占支配地位的技术，如操纵、宣传等，并且寻求与此相关的依附和赞同。越来越多的差不多是所有的社会机构处在不得不传播的位置，从而打开把公共关系普遍化的通道。

2．不仅在生产部门，也在社会机构和消费领域中寻求传播的策略和行动以有助于经济和社会的现代化。

3．通过工具和技术配置显现出人际之间的日常生活传播的媒介化倾向，这有利于在职业范围和私生活当中的传播行为的多元化和信息交换的迅速增加：电信网络、家庭计算机设备和不断完善的移动通信手段导致传统传播模式的深刻嬗变，其中有些模式已经存在上千年。

4．现代经济的重点是文化信息工业。从今以后，大型传播工业集团的首要战略是寻求在全球范围内生产和扩散自己的产品。

5．相对而言，传播活动的商品化很快得到足够重视，特别是那些使用了新的信息传播技术的领域。

困难在于思考这五个特征之间的耦合关系。这涉及到在全球化的过程中如何定位这些特征，它们在什么意义上与世界－经济的巨大演变相联系。因此，我们今后要把握的理论和学术研究旨在为恰如其分的知识生产提供宝贵的支持。知识生产的多样性不是一个暗礁，相反，经验和常识的路数是理解关键问题的一个障碍。作为结论，我们坚持向所有指向信息传播的高水平科学研究敞开大门的必要性。

　

 

Bernard Miege   Professeur de sciences de la communication, Université Stendhal-Grenoble 3. Responsable de l'équipe "Industrialisation de la Culture et de l'Information" du GRESEC. Fondateur de l’Institut de la Communication et de Médias à l’Université Stendhal-Grenoble Thèmes d'enseignement Epistémologie des sciences de l'information et de la communication.                Socio- économie de la communication et de la culture. Méthodologie de la recherche. L’information du point de vue des sciences sociales. Ouvrages (15 dont les plus récents) L’information – communication, objet de connaissance, INA- De Boeck, tapuscrit de 400 pages, achevé au début de mars 2004 (en cours d’édition). Communication entre personnes et systèmes informationnels.  Ouvrage collectif (dont B.M. a assuré la coordination et la rédaction de 2 chapitres), parution en mai 2003, ed. Hermès/ Lavoisier, 196 p. La pensée communicationnelle, Presses Universitaires de Grenoble, 1995. 128 p. (traduction  en espagnol (Mexique), en portugais (Brésil, Vozes, 2000), en russe et en roumain. La Société conquise par la communication- tome 2: La communication entre l'industrie et l'espace public. 1997. 216 p. Traduction en roumain chez Polirom en 2000. Les industries du contenu face à l'ordre informationnel). Grenoble, PUG, 2000, 120 p.

 

 

Penser l’information - communication :

des enjeux scientifiques à la mesure des procès en cours

Bernard Miege

 

Emergeant dans les années 1940- 1950, le paradigme de l’information - communication s’est d’abord étendu progressivement aux sociétés industrielles dominantes. A partir du début des années 1990, il a connu une impulsion nouvelle, sinon une accélération, au point que certains auteurs n’hésitent plus à qualifier les sociétés contemporaines de « sociétés de l’information ». Malgré des inégalités aisément repérables, cette ère nouvelle est/ serait marquée par une extension des pratiques info- communicationnelles à l’ensemble de la planète.

Mais que recouvre cette avancée effectivement significative de l’information- communication ?

On peut lui faire correspondre cinq procès, souvent confondus, mais que l’analyse doit bien distinguer :

1° l’emploi de techniques de gestion du social, dans les champs sociaux les plus divers (entreprises, organisations de formation, agences publiques, organisations de santé, etc.), celles-ci prenant de plus en plus la place des techniques antérieurement dominantes : manipulation, propagande, etc. et recherchant l’adhésion et même le consensus. De plus en plus toutes les

　

institutions sociales se trouvent dans l’obligation de communiquer, ouvrant la voie à une généralisation des relations publiques ;

2° le recours aux stratégies et actions communicationnelles pour contribuer à modernisation des économies et des sociétés, autant dans le secteur productif que dans les institutions sociales et dans la sphère de la consommation ;

3° la tendance à la médiatisation de la communication quotidienne (c'est-à-dire de personne à personne) par des outils et dispositifs techniques, ceux-ci favorisant la multiplication des actions communicationnels et l’augmentation rapide des échanges d’information dans le cadre professionnel comme dans la vie privée : les réseaux de télécommunications, l’informatique domestique et les outils en perfectionnement continu de la téléphonie mobile  entraînent de profondes mutations de modes de communication, connus pour certains depuis plusieurs millénaires ;

4° l’accent mis dans les économies modernes sur les industries culturelles et informationnelles, celles-ci se trouvant désormais au premier plan des stratégies de grands groupes de communication cherchant à s’implanter et à diffuser leurs produits dans un cadre désormais mondialisé ;

5° corrélativement, l’accentuation assez rapide de la marchandisation des activités communicationnelles, particulièrement celles qui utilisent les techniques nouvelles de l’information et de la communication.

La difficulté est évidemment de penser l’articulation de ces cinq procès ; elle est aussi de repérer en quoi ils sont reliés aux grandes évolutions de l’économie- monde, en cours de globalisation. Pour ce faire, on dispose désormais de théories et de travaux universitaires, dont les apports sont une aide précieuse à la production de connaissances pertinentes. Leur diversité n’est pas un écueil ; c’est au contraire l’approche empirique et de sens commun qui est un obstacle à la compréhension des enjeux essentiels. En conclusion, on insistera donc sur la nécessité de laisser toute sa place à une recherche scientifique de haut niveau portant sur l’information- communication.

　

 

　

 

周  星 北京师范大学艺术与传媒学院教授 副院长，艺术教育研究所所长，数字艺术实验室主任,影视戏剧研究中心副主任 研究领域：艺术教育理论、影视文化传播与艺术批评、影视史论等 研究成果: 《中国影视艺术理论研究》、《电影概论》、《艺术概论》、《影视文学》等。

 

 

中国电视传媒理论与实践偏差

周  星

 

近10年中国电视传媒快速发展的实践，和近年中国电视传媒理论提升的事实，都是人所共知的。电视传媒已经从理论与实践两个方面进入全球化潮流中，并且具备了和世界对话的一些资本。2003年中国传媒市场规模已经超过1800亿元，利税总额也已经超过烟草业成为国家第四大支柱产业。在经历了上世纪90年代的市场意识形成、产业化初步推动、布局结构改革阶段和世纪交接时期的大幅度体制转型、形态剧烈改革阶段后，作为朝阳产业，21世纪的中国传媒业继续稳步发展。

很明显，电视传媒作为产业看待是比较晚近的事，人们的认识是随着现实政策的变化，尤其是加入WTO导致从简单的意识形态工具转变为更加偏向大众传播媒介规律政策的变化，在观念上电视传媒意识得到空前的提升。由是，中国电视传媒发生了前所未有的转变。在2003年度中国电视从内在到外部都呈现出某种划时代意义的变革状态。无论是产业政策的确定、产业形态的实际确立、行业认同意识的现实趋近、改革超越无序混乱走向规整务实、频道构架典范形态出现，以及电视整体开始出现沉静稳步前行、操作趋向规范等等，都预示着中国电视的传媒观念意识大大迈进。而电视传媒变革中，产业意识的实际落实和由此折射的观念形态变化是最为值得研究的微妙之处。不言而喻，进入新世纪后电视传媒激烈竞争的态势愈发明显，电视传媒充分意识到入世之后面临着从争夺观众和抓住眼球注意力、对抗其它多样媒体冲击、抢夺与提升广告收入、焦虑改版对频道的压力威胁、调整合并后的资源分配整合、考虑整体资本运营、关注外来资本媒介对人才需求的争夺等等方面都需要加大革新力度，在同样背景下直面国内其他媒体的抗争和同行的一个平台上的争斗，需要从根本上解决观念转化，也需要把产业化运作作为扭转传统电视的旧有意识的有效推进策略。

    但与此同时，电视传媒的理论与实践上也出现一些明显的偏差。在理论上我们明显看到电视传媒的进展：从注重艺术到注重传媒，从定性描述到量化指标，从单一媒体到多媒体研究，从对象研究到比较研究，从媒体自身到社会文化研究等等。但问题在于，也出现了包括片面性（数量研究忽略性质对象化，对于媒介客观性偏爱忽略人文意义），单一性（偏重媒体生存忽略受众利益），外在性（对于电视媒介研究重于内容研究）等等问题，本文将对此做重点分析，并提出自己的认识。

　

 

Zhou Xing Professor, College of art and communication of Beijing Normal University. Vice dean of college BNU. Director of Research Institute of Art Education, BNU.   Research Interests: art education, Movie &TV cultural communication and art criticism, Movie &TV history Publications: Study on Chinese Movie &TV Arts, Introduction to Film, Introduction to Art, Film &TV Literature

 

The Warp Between the Theory and the Practice of the TV Media in China

It is well known of the fast development of the practice and the theory of TV media in China nearly 10 years ago. The TV media have caught up with the tide of the world in the two sides, and so we can make dialogue with the others in the world. The gross of the value of the TV media market in China is 180 billions Renminbi. The gross of tax has surpassed that of the industry of cigarette and alcohol and taken the fourth place. It has been the underpinning industry. Chinese TV media industry has calmly developed in the new century as the rising industry. It has been through the times of the shape of market consciousness, impelling of industry, the reforming of structure in 90s'of the 20 century and great transformation in the beginning of the 21 century.

It is obvious that in the recent years we began to look the TV media as a kind of industry. The people’s cognition has changed with the policy, especially in the time after entering WTO, we looked the TV media as a kind of media to spread the mass culture, not just implement to spread ideology. The consciousness of TV media has been upgraded. So Chinese TV media has historically changed. In 2003,Chinese TV media has greatly changed in internally and externally, which has embodied in such factors as establishment of industry policy and the state of industry, the appearance of industry consciousness, the regular and practical reformation surpass chaos, the appearance of the typical channel, the advance of the whole TV media industry and the regular manipulation. In the transformation of TV media, the embodiment of the consciousness of industry and the change of idea are subtle. It’s worthy to study. Speak for itself, TV media have been more competitive between each others since this century. People in the industry realized the task of scrabbling audience and absorbing attention, countermining with other media, lifting profits of advertisement, thinking over the reform of channel, adjusting distribute of benefit, thinking over exertion of the whole capital, handling the plundering from the foreign media. The competition has also come from other media and the same craft, we should change our idea of TV media and take the industry policy as a kind of effective tactic to change the old idea.

However, there is some gap between the practice and the theory of TV media. In theory, we can see such transformations: from art-focus to media-focus, from quality to quantity, from single medium to multi-media, from object to comparation, from the media to the culture. But some problems remain: unilateralism (we often ignore the quality of the object in quantity research or ignore the humanism mean in the research of objective quality.), singleness ( we often ignore the benefit of audience but put attention to existence of the media.),exteriority( we often put attention to media research not to the content.). This article addressed these problems and potential means to settle them.

　

 

戴元光 上海大学影视学院副院长、教授；上海大学传媒研究中心主任 先后在兰州大学中文系文学专业、复旦大学新闻系新闻专业、美国夏威夷大学大众传播专业学习。 研究领域：传播学理论、传播学研究方法、传播社会学、文化传播等。 研究成果：出版专著（主编）12部，发表论文（译文）50余篇。

 

 

论新闻传播创新

戴元光

几十年来，我国新闻传播泛政治化，政治裹挟传媒，媒介成为政治的伴侣；经营管理缺乏企业理念，传媒集团成为以政治

目标为主，兼顾经济利益的组织；媒介结构与体制跟先进的生产关系不适应；面临新媒体和全球化的多重冲击与压力；受众

不满足于自上而下的只拥有一种声音，只属于一种声的宣传报道。以“三个代表”重要理论为武器，探讨新闻传播的创新是

本文的主旨。 

　

 

Dai Yuanguang   Professor, Vice Dean of School of Film & Television at Shanghai University Director of Media Research center, Shanghai University Education: Chinese Literature, Lanzhou University; Dept. Journalism, Journalism, Fudan University; Mass communication, Howaii University, USA Research Interests：Communication theory, Methodology of communication study, Communication sociology, Cultural communication Publications: authored/edited 12 books; paper/translated paper 50 pieces.

Innovation of News Communication

Dai Yuanguang

For decades news communication in China has been kind of politicalization. Politics exerts a great influence on media and the latter practically becomes a mere speaker of the former. The management of media lacks of concepts of enterprise and media groups become political-oriented organizations with economic interest just in supplement. Media structures and systems don’t accommodate with the advanced producing relations and are facing multiple strikes and pressures from new media and globalization. The audience is not satisfied with the reports with only one voice from the top. This paper aims to explore the innovation of news communication with the “Three Represents” as theoretical basis.

 

帅哥

媒介责任与社会学研究专场 目  录
1	危机管理和传播角色：大众媒介与生化恐怖主义	鹤木真
2	从他们的“战争”到我们的“战争” ——全球性媒体对公共健康新闻学的冲击	李希光，陆娅楠
3	从“媒体意见发布”到“公众意见整合” ——新时期中国新闻评论的历史性变迁	涂光晋
4	电视新闻隐性采访的伦理问题再探讨	庄永志
5	讲故事及日常生活中的自我——叙事调查前沿	Arthur P. Bochner
6	一片粉色的传播空间——女性网站透析	刘仁圣，王  娟
7	全球化、市场化、数字化与新闻媒介的责任	孟  威
8	媒介与社会性别 ——中国大陆研究现状与发现	刘利群
9	女性传播者的话语缺位	倪  桓

 

 

主持人

 

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。

 

 

                 

	Media Responsibility & Sociological Studies Index
1	Crisis Management and the Role of Communication: Mass Media and Bio-terrorism	Makoto Tsuruki
2	From “Their War” to “Our Oar”: Chinese Press Coverage of SARS	Li Xiguang, Lu Yanan
3	From “Media Comment Delivery” to “Public Opinion Integration” ――Historical Changes of China Journalism Comment Since 1978	Tu Guangjin
4	On the Ethic Aspect of TV News Hidden Reporting	Zhuang Yongzhi
5	Storytelling and the Self in Everyday Life: Narrative Inquiry on the Cutting Edge	Arthur P. Bochner
6	Sphere of Communication: A study on Female Websites	Liu Rensheng, Wang Juan
7	Globalization, Marketablization and Digitalization: Influences on Media Responsibility	Meng Wei
8	Research on Media and Gender ――Present Situations and Discoveries in Chinese Mainland	Liu Liqun
9	Female Communicators’ Discourse Absence and Survival Dilemma	Ni Huan

 

 

Chair

 

Wu Tingjun   Professor, Dean of School of News and Information Communication, Huazhong University of Science & Technology B.A., 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.

　

 

鹤木真 十文字学园女子大学校长，东京大学名誉退休教授 日本新闻和大众传播研究会主席，教育文化报纸基金会理事 庆应义塾大学法律博士（1969） 研究领域：大众传播研究，政治社会学，国际关系和地区研究，中东研究 出版成果：《日籍美国人世代身份的转变》（1975），《巴勒斯坦问题引论》（1984），《信息时代的政治传播》（2002）。

 

 

危机管理和传播角色：大众媒介与生化恐怖主义

鹤木真

 

一直以来，恐怖主义的首要目标是推翻政权，或者在战争中给敌方以毁灭性的打击。然而，近年来，恐怖主义从袭击一个明确的政治目标转变成通过实施心理打击引起社会动乱。在现代信息社会中，包括互联网在内的大众传播在实现恐怖分子的意图上发挥着无意识的作用。恐怖主义制造潜在威胁，引发社会动乱的目的与媒介功能紧密相关。

在信息危机中，不仅包括误传也包括信息的缺失，造成的后果是谣言和虚假信息的广泛传播，这很容易造成误解。在高度信息化的社会，信息传播的速度是非常快的。早在18世纪初的马塞诸萨州，女巫猎人的谣言一个月就传遍了整个]美国。虽然我们不能低估人际传播的作用，但是在电子媒介普及之前信息传播的范围是极其有限的。在电子媒介如广播电视广泛传播后才产生了大众传播的“恐慌”。作为总结，我想强调以下几点。当我们建立危机管理框架时，考虑传播和信息的作用以及正确权衡安全和公民权利之间的关系是非常重要的。我最关心的是9.11事件和炭疽热病毒袭击后，流行的防御性讨论可能使我们的社会变得更加局限。我们必须意识到预防和限制公民自由是不可避免的联系在一起的。

　

 

Makoto Tsuruki   President, Jumonji Women’s University、Professor Emeritus, The University of Tokyo President, The Japan Society for Studies in Journalism and Mass Communication, Trustee, The Newspaper Foundation for Education & Culture   Ph.D. of Law, Keio University（1969）   Research Interests: Mass Communication、Political Sociology、International Relations and Regional Studies, Middle Eastern Studies、 Publications: Generational Identity Shift among Japanese Americans (Kodannsha, Tokyo Japan, 1975), Introduction to Palestine Issues (ＴＢＳ=Britannica, Tokyo Japan, 1984), Political Communication in Informatized Age（Sannrei Shobou, Tokyo Japan, 2002）

 

 

Crisis Management and the Role of Communication:

Mass Media and Bio-terrorism

Makoto Tsuruki

 

Until recently, the primary goal of terrorism had been an overthrow of a regime or giving a fatal blow to the enemy in war.  However, in recent years, the aim of terrorism has changed from attacking a clear political target to destabilizing the society by giving psychological blow.  In the modern world which can be characterized as information society, the mass media including internet can play the unintentional role of mediating terrorist intentions.  The terrorists’ goal to create invisible threat and to bring about social unrest is closely related to the function of media.

In crisis, information tends not only to include misinformation but the absence of information is often compensated with rumor or false information, and this may result in creating an illusion. In a highly informatized society, dissemination of information is speedy.  In the early 19^th century in Massachusetts, it was said that a rumor of witch hunting took a month to spread throughout the state.  Although we should not underestimate the power of personal communication, the range of information distribution was profoundly limited in the age before electronic media became popular.  It was after the spread of electronic media such as radio and television that mass mediated “panic” came into being. In conclusion, I would emphasize the following points.  When we set up a framework for crisis management, it is important to consider the role of communication and information as well as to assess the balance between security and civil liberties.  What I am concerned most is that preventive discussions that have been prevalent since 9.11 and anthrax attack can allow our society to be more restrictive in nature.  We should be aware that prevention and limitation of civil liberties are inextricably linked.

　

 

李希光 清华大学国际传播研究中心主任、新闻与传播学院副院长、教授。 曾任哈佛大学新闻政治与公共政策中心研究员、新华社高级记者、《华盛顿邮报》访问记者等。 研究方向：新闻学、国际传播学、媒体与公共政策、政治传播学 新近著作：《畸变的媒体》、《新闻学核心》、《媒体的力量》等。

 

 

从“他们的战争”到“我们的战争”

——全球性媒体对公共健康新闻学的冲击

李希光 陆娅楠

 

由于“911新闻学”的冲击，媒体日趋商业化、娱乐化和全球化，它们依照政府议程设置和受众市场需求，开展了一系列针对911事件、阿富汗战争、伊拉克大规模杀伤性武器核查和伊拉克战争“他们的新闻”或“他们的战争”展开媒体轰炸。此间涌现的新的新闻价值判定取代了传统的以对公众利益、公众安全和公众健康负责为最高宗旨的媒介标准，忽略了与公众利益相关的“我们的新闻”和“我们的战争”，从而伤害了全球和本国的公众相关利益。本文以中国媒体“非典”报道为案例，利用数据和案例分析，阐述了这种新闻的无关化、娱乐化、丑闻化和全球化对中国公共卫生及公共卫生报道的消极影响，剖析了处于全球化和商业化冲击下的中国媒体和记者的专业素养和职业道德的缺失，并提出了长期作为全球媒体新闻框架的娱乐华、极端化、消极化报道不适于建设性的公共健康新闻学。

　

 

Li Xiguang   Professor, director of the Center for International Communications Studies of Tsing Hua University. Research Fellow(1999) at the Joan Shorenstein Center on the Press, Politics and Public Policy at the Kennedy School of Government of Harvard University; senior editor and director of the political desk of Xinhua News Agency(1996-1998);visiting journalist(1995) with the Washington Post. Publications (including co-authored): The Deformed Press, The Art of Looking for Stories, The Next Media, New Global Communications, Media Power, Essential Journalism, Reshaping Newsroom, Online Journalists, Media Bombing and Demonization.

 

 

From “Their War” to “Our Oar”: Chinese Press Coverage of SARS

Li Xiguang  Lu Yanan

 

The Economist（September 15, 2001） describes the terror attacks on the World Trade Center as “the day the world changed.” But the real world we are living with has not changed as a result of the tragedy. The biggest problems and challenges our mankind is facing, such as poverty, pollution，old and new epidemics are only getting worse. But the mediated world presented by the media industry has changed dramatically. The public interests, public safety and public health of the entire global community are no longer the entry point of interest and attention of the highly commercialized and globalized media. “Our news” are being ignored while “their news” are being amplified. News relevant to the local people are being ignored. - News from the South, news from the developing countries, news about development being ignored. The local readers, viewers and listeners are being turned into spectators of other people’s wars and violence. They are being amused by other people’s sufferings while their own sufferings are being buried by the same media. In the media throughout the world, everyone is telling American stories even though these stories are irrelevant to their life。News about the root causes of terrorism, such as inequality, injustice, poverty, diseases, racial and cultural discrimination and abuses of human rights being ignored. In post 911 journalism, what the readers, listeners and viewers want from the media? They want to see news events or stories which could catch their eyeballs, such as news about celebrities, scandals, film stars，dramatic events, infotainment, violence, sex, wars and militainment. This indicates that what they want does not mean what they need. Due to the nature of entertainment and infotainment, the problem with the general public is that the more they consume the mass media, the less they know about the world around them.

　

 

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。

 

 

从“媒体意见发布”到“公众意见整合”

——新时期中国新闻评论的历史性变迁

涂光晋

 

新闻评论历来被看作媒介的声音，社论等重型评论文体甚至被称为媒介的旗帜和灵魂，在组织舆论、反映舆论、引导舆论和进行舆论监督等方面，新闻评论起着其他类型的传播手段所无法替代的作用。改革开放以来的26年，是中国社会变革最为剧烈的时期，而中国新闻评论这26年来的发展变化，也比历史上任何一个时期都要显著和巨大。

一、在思考与实践中前行——中国新闻评论的主要变化

·传播系统的扩充：从单一的报刊评论到广播、电视、网络评论；从传统评论体裁的继承与创新，到新兴评论样式的出现与发展。

·传播者（意见表达者）的扩展：从只有少数人能写的媒介评论、精英评论到报刊群言式评论、广播电视参与式评论及网络互动式言论等，新闻评论逐渐放下“身段”，降低“门槛”，成为越来越多的公众满足其知情权与话语权的便捷方式。

·传播功能的健全：从舆论引导为主到舆论监督与舆论引导相结合；从传播意见性信息为主到传播事实性与意见性信息相结合；从以评价议论为主到评价议论与深入解读相结合；从观点表达为主到观点表达与情感宣泄相结合；从意见发布为主到意见发布与整合相结合。

·传播内容及范围的丰富与细化：从以时政评论、思想评论为主，到经济评论、社会评论、法制评论、教育评论、体育评论、文化评论等各类评论的广泛运用，评论的内容及范围不断扩展;从以领导视角、工作视角为主，到平民视角、民生视角的转换，诸多言论禁区被逐步打破；伴随大众传播的分众化趋势，越来越多的专业化及专门化评论逐步探索自身生存

　

发展的空间，以满足细分后的受众对意见性信息多样化、多层次的需求。

·传播方式的变迁：从以单向传播为主，到互动传播方式的介入；从以被动反应为主，到主动策划的普遍运用；从以阐述性、解释性等议论方式为主，到讨论式、交锋式议论方式的提倡；从以闭合式结论为主，到开放式结论的增多；从以发表单篇（个）评论为主，到报纸言论版、网络讨论区等意见平台的设立与完善。

二、在制约与突破中寻觅——中国新闻评论的现实困惑

虽然中国新闻评论改革开放以来发生了巨大的变化，但受到社会政治环境、舆论空间、媒体竞争中的利益导向、公民民主意识与言论素养等方面的制约，使得在言论传播，即意见性信息的传播中还存在以下几方面的问题：

监督与引导：功能定位中的人为偏重；客观报道与主观评价：新闻与评论的模糊边界；理性化与情绪化：公正判断与情感宣泄的现实矛盾；精英写作与公民写作：评论作者的两极走向；专业化与通俗化：评论要求的两难选择；数量与质量：需求与供给的明显失衡。

三、在调试与创新中发展——中国新闻评论的未来走向

言论空间的边界与禁区“小步突破”；新闻与评论的配合、融合与分离各得其所；评论作者及作品的个性与公共性适当兼顾；评论内容及观点的多元与制约反复调试；评论的专业化取向与大众化取向并行不悖。

　

 

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.

帅哥

From “Media Comment Delivery” to “Public Opinion Integration”

――Historical Changes of China Journalism Comment Since 1978

Tu Guangjin

China journalism comment has been making unprecedented changes since China adopted the policy of reform and opening. Below are some conclusions.

With continuous consideration and practice, the greatest change is the evolvement of the whole broadcasting system. The involvers are enlarging. The contents are extending. The function is improving and the pattern is altering.

However, challenge remains ahead. Due to the influence of political and society environment, voice from the consensus, benefit attraction from the competition and lack of democratic consciousness among the public, there’re still some problems with delivery of critical information. First, the preference made by specific individual in function positioning calls for guidance and supervision. Second, news (subjective report) and comments (objective evaluation) haven’t been marked off. Third, the contradiction between ration judgment and emotional explosion still bothers. Fourth, the styles are going two extremes from elite writing to citizen writing. Fifth, decision has to be made between professionalization and vulgarlization. Sixth, obvious unbalance between demand and supply leads to the consideration of quality and quantity.

Accordingly, we will take every possible step to make effective adjustment and innovation to achieve a better future. The freedom of speech can be realized on a larger scale. News and comments will gradually be in its proper place. The author will take both individuality and publicity into account while their voices can be heard from more directions under proper limitation. Finally, balance will be found between professional style and vulgar one.

　

　

　

 

庄永志 中央电视台《焦点访谈》主编（2003-- ） 1988年 毕业于北京财贸学院，获经济学学士学位。曾任中央电视台《新闻调查》策划（1999--2003）。 研究方向：新闻伦理、调查性报道的理论与实践。

 

 

电视新闻隐性采访的伦理问题再探讨

庄永志

 

中国人民大学新闻学院教授陈力丹在描述最近几年新闻传播学的学科发展时写道：“新闻法治与职业道德最近三年持续成为新闻传播学的又一热门研究话题。”对新闻法治问题的研究，陈力丹教授说：“最近几年这方面的研究扎实而有成效，关涉新闻官司的各个方面，从各种新闻侵权现象到著作权问题，从隐性采访到隐匿权、更正与答辩，就论证的范围而言，已经相当全面而完善，发表的文章很多，出版了一批专著，也有了专门的教材，总体水平较为专业。”但对职业道德问题的研究，陈力丹教授认为：“目前传媒业职业道德的研究力度，远小于具体的新闻侵权与诉讼的研究，并非这项研究有多大的学术难度，问题在于我国传媒业界的某些职业行为普遍地违背国际传媒业界公认的道德准则。道德是人类精神的自律，因而在某些职业道德规范难以得到公认的情形下，研究本身处于尴尬之中。”（刘大椿主编：《中国人民大学中国人文社会科学发展研究报告2004：问题意识和超越情怀》，北京：中国人民大学出版社  2004年4月第1版 第206-216页）

对于包括隐性采访在内的新闻职业行为的研究现状，笔者同意陈力丹教授的描述。绝大部分的研究只是从涉讼案件和现行法律条文出发，探讨记者的采访行为是否构成对新闻当事人合法权益的侵犯，更多地进行法学角度的研究；而对其中涉及的职业道德问题，研究者往往从国外新闻界的职业道德规范的文本出发，进行简单的道德判断，很少在立足于新闻学本体的基础上进行伦理学特别是应用伦理学的思考，并进而提出富有建设性、前瞻性和国际性的应对规则与程序。如果说新闻职业道德的研究“处于尴尬之中”，其中的原由恐怕和新中国新闻实践的职业化程度不高和泛政治化有关，也和研究者将职业伦理问题道德化、将道德问题简单化有关。

为厘清学术问题、建立业内规程，本文从应用伦理学的角度，采用“行为者→行为→结果（Agent→Action→Consequences）”模式，结合国内外的典型案例和中央电视台总编室研究处的调查结果，逐一分析隐性采访的目的、手段和结果，最终推导出符合公众利益和国际惯例的处理隐性采访的规则与程序。

　

 

Zhuang Yongzhi   Chief editor of Focus Report at CCTV, China Central TV Station(2003-- ) B.A. Economics, Beijing Financial & Trade College (1988) He had been a reporter and editor of News Probe at CCTV(1999-2003) Research Interests: Journalism Ethics, Practice & Theory of Investigative Report

 

 

On the Ethic Aspect of TV News Hidden Reporting

Zhuang Yongzhi

 

The discussion on news law and journalism ethics has been a hot issue in recent 3 years’ studies. This paper focuses on the ethic aspect of hidden camera.

Most of the published studies of journalism ethics have been merely based on relevant cases and current law articles, aiming to discuss whether the journalist’s hidden-camera interviewing infringes involvers’ rights. As for professional ethics, the researchers in China tend to make moral judgment with professional ethics norms for mass media overseas, but hardly comes to further consideration on ethics, especially applied ethics from the premise of journalism itself. This embarrassing situation may result from lack of professionalization of journalism practices and omni-politicaliazation. Simplification of professional ethics as a moral matter also gives rise to the problem.

This paper adopts the pattern of “Agent→Action→Consequences” from the perspective of applied ethics. It takes an insight into hidden reporters on their motivations, means and consequences on the basis of case studies domestically and abroad. It aims to explore the rules and procedures of hidden cameras, which agrees with the interests of public as well as international conventions.

　

 

Arthur P. Bochner 南佛罗里达州立大学传播学系教授，该校解释性人类研究所的主要负责人之一。 研究领域：人际传播中的传播语境，具体包括人际关系、婚姻与家庭、老龄化和健康问题等。目前的研究兴趣主要是记忆、叙事话语以及身份认同。 主要著作：发表传播学理论、人际关系、定性研究、叙事话语等方面的70多篇文章和专论。包括：《理解家庭内的传播》（合著）；《解构民族志学》（合编）；《用民族志学说话》（合编）；以及AltaMira系列从书《民族志学的两种选择》等。

 

 

叙事和日常生活中的自我：叙事调查前沿

Arthur P. Bochner

 

在过去的十五年里，我致力于在传播学研究中发展一种叙事的视角，关注叙事中认识论、存在主义、伦理、诗性和道德方面的尺度。我想指出不仅在传播学研究中，我们每个人在日常生活里都在寻求一种好的生活方式并且努力做出正确的决定。本论文将回顾这一激动人心的叙事视角的发展过程，在基本结构中体现的特殊关系和叙事调查在学术和个人生活中带来的影响。

本文关注了传播中叙事视角的五个特殊关系。第一点是主体（写作，观察，研究者）和客体（被描述，被观察和被研究者）之间的关系。第二点强调了研究者表达真实声音的期望。第三点关注叙事实践中的叙事惯例和文化传播。第四点围绕为表达人际经历而发展有选择的全新模式的需求。第五点强调了社会科学文本的作者和读者之间的关系以及后现代主义，后结构主义和女权主义推动下的新的研究实践带来的伦理影响。

　

 

Arthur P. Bochner   Professor, Department of Communication at the University of South Florida Co-director of the Institute for Interpretive Human Studies at the University of South Florida Research Interests: interpersonal communication contexts, including close relationships, marital and family communication, and aging and health His current research focuses on memory, narrative, and identity. Publications: more than 70 articles and monographs on communication theory, close relationships, qualitative research, and narrative. He is the co-author of Understanding Family Communication (Allyn and Bacon), co-editor (with Carolyn Ellis) of Composing Ethnography (AltaMira), Ethnographically Speaking (AltaMira), and the AltaMira book series, Ethnographic Alternatives.

 

Storytelling and the Self in Everyday Life:

Narrative Inquiry on the Cutting Edge

Arthur P. Bochner

Over the past fifteen years, I have been immersed in the development of a narrative perspective on communication research that focuses on the epistemological, existential, ethical, poetic, and moral dimensions of storytelling.   I have tried to show that in everyday life as well as in the activity of communication research, we each seek to a good way to live our lives and to do the right things (Bochner, 2003).  The narrative paradigm that I have proposed is an interdisciplinary approach to research that seeks to give voice to experiences that have been shrouded in silence, to bring intellect and emotionality closer together, to merge the personal and the academic and to honor our ethical responsibility to give something back to the people we study.  In short, the narrative perspective embraces the poetic, moral, and political dimensions of social research.  My paper for the Chinese Communication Forum 2004 will review the inspiration for developing the narrative perspective, the specific concerns embodied in the framework, and the consequences of narrative inquiry in our academic and personal lives

In this paper I focus on five concerns that characterize a narrative perspective on communication.  The first concern focuses on the connection between the self who is writing /observing / researching and the other(s) who are written about, observed, and/or studied. The second concern emphasizes the desire to achieve an authentic researcher’s voice. The third concern centers on narrative conventions and the cultural transmission of narrative practices.  The fourth concern revolves around the need to develop new and alternative modes for representing interpersonal experiences. The fifth, and final concern, emphasizes the relational connections between writers and readers of social science texts and the ethical consequences of new research practices inspired by postmodernism, poststructuralism, and feminism. 

　

 

刘仁圣 江西省南昌大学新闻与传播学系教授     王娟 江西省南昌大学新闻与传播学系，助教

 

一片粉色的传播空间一一女性网站透析

刘仁圣    王  娟

在网络媒体中，女性网站具有一定的特殊性。它一出现，便以其鲜明的性别特色标榜自身，给受众营造了一片粉色的传播空间。然而，从其现状来看，大量的女性网站都存在着定位模糊、内容狭隘雷同、格调媚俗等致命硬伤。网络的粉色空间不仅没有在建设性别平等话语空间、传递性别平等意识等方面发挥自身强大的影响力，反而仍在复制着传统的性别刻板印象、被商业以及色情业所利用。

应该说，女性网站凭借网络技术的先天优势，具备通过自由平等环境下的信息交流，帮助女性参与社会并获取能力和话语权力的潜能。它的理想状态应该是一个可以让女性感到没有性别歧视、拥有自由充分的表达权力、能够从中获得有助于自身发展的知识和能力的“诗意地栖居的家园”。

论文首先从女性媒体的界定入手。对于女性媒体，笔者给它下了定义是指坚持社会性别意识，从社会性别视角反映和解释当代女性生活现实，以促进社会性别平等为目的，并以女性作为传播主体的媒体。女性网站的定义由此类推。但由于现实中部分女性网站缺乏必要的社会性别意识，在具体的传播中并没有很好的实践女性网站应有的内容，为适于本论文的开展，进入本文研究视域的女性网站在此方面可能有所退让，主要指以女性特色内容（可能是传统意义上的）标榜自身、以女性为目标受众的网站。

通过对女性网站理想状态的描述，在本文的主体部分，笔者选取两类女性网站（商业女性网站和官方女性网站）进行实际的考察。通过抽样与具体网页的分析，笔者发现，商业女性网站中所构建的女性形象与整个网络媒体、乃至整个大众传媒所塑造的女性形象还是基本一致的——具有性吸引力的、充满了消费欲望和能力的、被定型在私领域中的妻子或者母亲，强化了性别刻板印象；另一个内容构建的结果是，由于商业化的倾向，女性网站所构建的女性形象仍然是传统的大众传媒所塑造的物质化与非主流化。而另一类女性网站——官方女性网站，虽然在克服性别刻板印象上有着尚佳的表现，但是从上而下的宣讲态势却使它们很难具备亲和力，组织对组织的性质也使它们缺少对于个体女性受众的基本观照，同时，缺少自我宣传意识、缺乏受众服务精神，使得官方女性网站在一定层面上对于女性网站理想状态的实现仍然乏力。

通过以上对于两类女性网站传播现实与理想状态的差距比照，从而对女性网站未来的理性发展提出消弭的思考及意见。

　

 

Liu Rensheng   Professor, Department of Journalism and Communication, Nanchang University, Jiangxi Province

Wang Juan   Assistant, Department of Journalism and Communication, Nanchang University, Jiangxi Province.

 

 

Sphere of Communication: A Study on Female Websites

Liu Rensheng, Wang Juan

 

Websites for female readers have the potential to help women participate the society, obtain the ability and the power of expression relying on the advantage of web technology. Women websites in this study refer to the website which parades itself with vivid characteristics (may be traditional) of sex, and regard women as the audience.

With the description of the ideal state of women websites, authors investigated two kinds of women websites (including commercial women websites and official women websites). Through the analysis of sampled web pages, it was found the image made by the commercial women websites is similar to that in the general internet and mass media, which define women as wives or mothers who are sexy and consumption desiring. As for official women websites, though there are attempts to overcome the gender stereotypes, official character makes them have difficulties to close to individual women.
　

孟  威 博士，中国社会科学院新闻与传播研究所助理研究员。 毕业于中国社会科学院研究生院新闻系，曾在辽宁电视台担任记者、编辑。 研究方向：大众传媒、数字化传媒的发展、因特网及其对社会的影响、媒介文化研究。 学术论文：《合理化交往的实现》、《网络“虚拟世界”的符号意义》、《赛伯空间的符号化》、《网络的文化功能及其运作》、《对我国报业集团核心竞争力的理解、鉴别和打造》等。

 

 

全球化、市场化、数字化与新闻媒介的责任

孟 威

 

媒介工作牵动着现代生活的每一根神经，承担着举足轻重的社会责任。但是，不同国家、不同地区，对于媒介责任的内涵和意义又存在着各自不同的理解。随着传播手段更加丰富和人们兴趣需求的日趋多样化，以往的传播障碍被打破，生活在"地球村"的人们对于人类整体发展和共同兴趣产生了更广泛而强烈的关注。对于传播质量的要求更高。在全球化、市场化、数字化背景下，新闻媒介和职业传播者责任重大，面临着更新、更大的挑战。在新的传播环境中，如何从职业工作的需要来理解并承担起新闻传播的责任，成为具有普遍意义和挑战性的重要现实问题。

论文《全球化、市场化、数字化与新闻媒介的责任》即从新传播背景下新闻业自身特点、行为趋势着手，关注媒介责任与现实传播环境的互动关系，多角度透视新闻职责原则与实践的变化,探讨提高传播质量效益的方法。论文论述了国际媒介责任意识总体发展的四种状况，传统责任意识所产生的作用、受到的冲击、其适应性调整和方式。解析了工业化国家中的媒介在开拓和扩展市场的过程中，所面临的经济压力和责任行为，以及在重大事件中所显示的职业道德观以及新闻工作者所扮演的职业角色、所受到的身心冲击。同时，跟进网络数字化传播对新闻工作所带来的挑战，提出了以自律的精神和负责任的行为开发网络、促进新闻传播事业发展的有效途径。针对中国媒介面临的突出挑战和发展现状，论文提出了对策性建议和现实问题的解决方案。

　

 

Meng Wei   Assistant Research Fellow，Journalism and Communication Research Institute, Chinese Academy of Social Sciences. PH.D & M.A from Graduate School of Chinese Academy of Social Sciences. A prior journalist of Liao Ning Province Television Station. Research Interests: mass media，digital media, Internet and its influence on social development as well as media culture. Papers: Reasonable Communication ：Meaning and Practical Ways，The Symbols in Cyber Space, Internet Communication and Social Development，The Cultural Function of Internet Communication, The Core Competency in Current News Groups, etc.

 

 

Globalization, Marketablization and Digitalization:

Influences on Media Responsibility

Meng Wei

 

Media plays an important role in the modern society. But because of the diversity of tradition, culture and ideology, people in different countries or regions have different understanding on the concept and meaning about media professional responsibility. With the rapid development of economy and technology, time-space barriers have been strongly broken up and the influences of other social powers have permeated in press circles. This not only inspires great interests in information seeking, but also results in huger challenges to media professional communication.

This thesis discusses the interaction between media and dissemination environment and analyses traditional ethic principle-its rules, its function and its regulation. It maintains that modern media are embarking on an significant and challenging venture. Interests increases, coupled with clashes related to diversity, will continue to create numerous vital issues that cannot be ignored. Four of these are worth examining-the relationship between media and government, economic burden and financial pressure, heath problem brought by gathing news both physically and mentally, and challenges from Internet. After deeply exploring the situation, conflicts and changes, the thesis advances the effective ways to solve problem and improve communication qualification as well. In terms of the practical issues of Chinese media, it also put forward three pieces of suggestion and countermeasures.

　

 

刘利群   副译审，中国传媒大学外事处长兼国际交流中心主任。 北京广播学院博士毕业。 美国加州州立大学洛杉矶分校访问学者，美国传播学学会会员。 研究方向及成果：包括媒介与性别、西方广播电视等。作为作者、编者和译者完成了《媒体职业女性的困境》、《国际传播》等20多篇文章和5部书籍。

帅哥

媒介与社会性别——中国大陆的研究现状与发现

刘利群

一、媒介与社会性别研究现状

在媒介传播的研究中，社会性别是一个有效的分析范畴。社会性别与媒介传播被列为新闻传播学与女性研究的跨学科研究领域。在欧美发达国家，20世纪70到80年代是社会性别与媒介研究学科的形成期。形成的标志是该研究从新闻传播学术机构外部进入了内部。在中国，直到1995年第四次世界妇女大会之前，新闻传播与性别关系的研究未受到学界的应有关注。1995年世妇会的召开，国际妇女热点问题的提出和世界妇女对东道国妇女状况的热心和兴趣，也为中国妇女研究提供了范式和动力。特别是与会的189个国家政府和观察员签署了《行动纲领》。《纲领》确定了十二个重大关切领域。大众传媒与贫困、教育、健康等被列为最关切领域之一，列第十位。以此为契机，媒介与女性的研究开始得到发展。然而，无论从研究总量还是研究深度而言，在中国，媒介与女性的研究还相当有限。研究成果也很单薄，且未能形成体系。从研究机构、研究人员、研究文献以及未来的研究规划和研究课题上看可见，媒介与社会性别关系的研究在新闻传播学领域仍属于边缘性课题。

二、媒介与社会性别研究发现

媒介与社会性别研究主要包括对媒介文本、制作、受众三个领域进行的社会性别的检视与分析。

从社会性别视角透视媒介文本发现，媒介对女性形象的呈现存在着忽视的现象，媒介对女性形象的再现存在着刻板印象，媒介对女性的描述存在性别歧视现象。即媒介并没有全面、真实、积极地反映多元化的女性形象。这种现象的产生既有表层的原因，中层的原因，也有深层的原因还有中国的特殊情况。显性原因在于女性从业人员的数量和地位的局限所使然，中层原因则在于媒介制作结构与机制的男性主导的环境，而深层原因则在于生理决定论的社会价值观念在媒介中的反映。除此之外，中国大陆传统文化与社会转型的冲击也造成了女性形象的偏差。

关于制作领域的研究的焦点之一是对于媒体女性从业人员的研究。女性从业者的数量，在传播业的整体地位及女性所面临的特殊问题等都是考察的重点。研究发现，媒体女性从业者整体在业界处于不利地位。概括起来具有如下的特征，从属与服从的地位特征，软性与低层的专业特征，失语与无语的话语特征，弱势与游离的关系特征。

关于影响领域则发现媒介的性别形象会对人的性别观念造成影响，接触媒介的频度对的人性别观念影响会产生差异，不同性别人对媒介解读的不同，媒介的性别建构不仅影响人的观念还影响人的行为和生活。

　

 

Liu Liqun Associate Professor of Communication University of China (CUC). Director of Foreign Affairs Department, director of International Center and organizer of media and gender studies center of BBU. Visiting Scholar of California State University, Los Angeles (CSULA), Member of National Communication Association (NCA) of the United States. 　 Research Interests: Media and Gender, Broadcasting and Television Studies in the western countries Publications: As writer, editor and translator of 5 books and more than 20 articles, including International Communication, Puzzledom of the Media Women, etc.

 

 

Research on Media and Gender

――Present Situations and Discoveries in Chinese Mainland

Liu Liqun

 

1. Present situations of research on media and gender

In the research on media communication, gender is an effective analytical category. Media communication and gender is regarded as a trans-research field of journalism and communication and women’s studies. In European and American developed countries, it is in 1970s and 1980s that study on gender and media research was formed, with the symbol that academic institution from an outer organization into an inner one. In China, not until 1995, when the Fourth World Conference on Women (FWCW) was held in China, has the research on the relationships between journalism and communication and gender been paid attention by academy. With the opening of FWCW, hot issues on international women and the interests on the women’s conditions in host’s country, especially the subscription of Platform for Action among 189 countries and observers, gave great impetuses and models to the research on Chinese women. The Action shows its concerns on twelve significant fields, among which mass media ranked the 10th, listed as one of the most concern fields, followed by purity, education and health. With such a good opportunity, media and women studies began to develop. However, those studies are limited not only in quantities, but also in depth in China. Besides that, research fruits are very simple too, without a system. Therefore, from the aspect of organizations, staffs, references, future plans and subjects, research on the relationships between media and gender is still an edged field in the journalism and communication studies.

2. Discoveries of research on media and social gender

Research on media and gender mainly includes the analyses and inspections on  gender on three fields, namely media texts, productions and audiences.

From the aspect of gender to see the media texts, we found such phenomena that the female

　

images’ presentations are ignored, reproductions are stiffened and descriptions are gender discriminated by the media. It is to say that the media could not reflect the women’s multi-images completely, truly and positively. For that, we could trace down many diversified levels of reasons, some on the surface, some in the medium, some down the deep, some due to Chinese characteristic conditions. Of them, the obvious reason is the limitation on the amount and social status of women employment, and the medium reason is the male-oriented situation in the framework and system on media production, however, the deep reason is the reflection of social values on physiology-determined in the media. Besides that, traditional cultures and impacts from social transition also made some deviations to the female images.

One of the focuses on production fields is the research on female staffs in media. The number of female staffs, the status in media industry and the special problems faced by women, all are the emphases of study. It is found that on the whole, female staffs in media still remain at a disadvantaged situation. To sum up, it has the following characters: obedient and subordinate in status, week and low in profession, wordless and mute in speech, feeble and dissociative in relationship.

In the influence field, we found that the gender images in media would influence people’s attitudes towards gender, and the frequency to the media could also make difference on people’s conceptions on gender. Different gender have different understandings on media, so the framework of gender in media influences not only people’s conceptions, but also people’s behaviors and livings.

　

　

　

 

女性传播者的话语缺位与生存困境

倪  桓

中国传媒大学2003级博士生

 

大众传媒已成为现代社会中影响性别观念形成的一个重要因素。媒体中女性被忽视甚至被歧视现象的存在，与女性传播者长期处于话语缺位和生存困境的媒介生态密切相关。女性传播者对社会性别文化的发展具有举足轻重的作用，本文从社会性别角色的视角关照了当今女性传播者不容乐观的生存境况，以期引发传播界的重视，使传媒真正为女性所参与。

　

 

Discourse Absence and Survival Dilemma of Female Communicators

Ni Huan

PhD. Student of Communication University of China

 

Today, mass media has become an important factor in forming gender conception of modern society. In China, women communicators abound, but they are still a minority at the media decision-making level, and few is regarded as equal as their male counterparts. It may be because the discourse right of the female reporters has been absent for so long, and they often exist in a rough media environment. Since women communicators have played an important role in the development of gender culture, the paper keeps an eye on their hard subsistence, in order to promote and ensure women’s equal access to all areas and levels of the media and establish a gender-balanced media system.

 

　

 

	媒介，科技与产业专场 目  录
1	影响宽带接入快速发展的因素——美韩比较研究	Gwang James Han
2	付费电视——中国电视产业化的契机	尹  鸿
3	结构中国数字广播电视 ——对技术的社会语言学分析（1999-2003）	Ian Weber
4	突破·博弈·决胜 ——2003～2005中国数字电视扫描	黄升民，周  艳， 王  薇
5	中短波数字广播概况及其市场前景	李  栋
6	台湾数字广播的现状与发展	黄雅琴
7	屏幕化的报业革命	陈中原
8	中国电视科技传播理论研究的现状与未来	刘  斌

 

 

主持人

 

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。

 

 

　

 

	Media, Technology & Industry Index
1	Factors affecting the rapid adoption of broadband access: A comparative analysis of the US and Korea	Gwang James Han
2	Pay TV: Opportunity for Chinese TV Industry	Yin Hong
3	Shaping the Meaning of Digital Broadcasting in China: A Socio-linguistic Analysis of Technology Discourse (1999-2003)	Ian Weber
4	Breakthrough · Fight · Defeat ——Scanning the development of Chinese Digital TV 2003-2005	Huang Shengmin， Zhou Yan， Wang Wei
5	The General Situation and the Market Perspective of the Digital MW & SW Audio Broadcasting	Li Dong
6	The Development of Digital Audio Broadcasting (DAB) in Taiwan	Huang Yaqin
7	Newspaper Revolution towards Screenlization	Chen Zhongyuan
8	Present Status and Future of the Study on TV Technical Communication Theory in China	Liu Bin

 

Chair

 

Junhao Hong   Associate Professor at the Department of Communication, State University of New York at Buffalo, and Executive Associate Director of Center for Greater China Studies.   Ph.D. in communication，University of Texas at Austin (1995) He is President (2004-2006) of Chinese Communication Association (CCA).  He also served as Vice President & Research Chair, CCA (2002-2004). Research Interests: international communication, intercultural communication, global media system, and media and social change. Publications: He has published one authored book The Internationalization of Television in China (1998, Praeger) and more than one dozen of book chapters and numerous research articles in various international referred research journals.

 

　

 

Gwang James Han 研究所教授，美国霍华德大学约翰·H.约翰逊传播学院 校园宽带技术委员会副主席（1997—）；校园宽带网委员会主席（2001—） 美国俄亥俄州立大学传播学院博士（1989），硕士（1985）； 汉城国立大学公共管理学院硕士（1978）； 韩国外国语大学学士（1976） 研究领域：影响电子媒介扩散的文化因素，媒介产业竞争；电信/频谱管理政策、电信与社会变迁；新兴媒介的经济和文化内涵 研究成果：《美国电信管制与政策》，大田：韩国通信电子研究院2000（译自克拉顿马克的《通信法律政策》）；《多媒体时代政府角色的转变：一个传播角度》，大田：韩国通信电子研究院1998

 

 

影响宽带接入快速发展的因素：美韩比较研究

Gwang James Han

 

本论文试图回答以下三个相关问题：

（1）为什么美国大众市场消费者没有按照人们的预期比率采用宽带接入？

（2）为什么韩国的宽带可利用率比其他国家都高？

（3）韩国宽带接入的部署经验给我们什么启示？

TPC模型——一个技术/商业，政策和文化的三角测量模型被用于分析美国和韩国的宽带接入采用过程。

韩国宽带的快速扩张是一个多种因素综合作用的结果：政府文化上敏感的ICT政策促进了宽带的供应和需求；韩国独有的文化特性，包括复杂而冲动的消费行为、‘Pang’文化、对教育的崇敬、人口稠密的居住环境和不断增长状态中的活力。美国的宽带接入的采用和其他迅速采用的消费技术一样快，如电视、录像机、手机、CD和个人电脑。美国“采用速度慢”这一说法只有在把美国宽带接入数量与韩国，德国，瑞典，西班牙，巴西或加拿大相比时才成立。通过对比分析，本文得出了四个启示，其中之一关乎电视的未来。

　

 

GWANG JAMES HAN   Graduate Professor of Howard University John H. Johnson School Chair, School-wide Web Committee (2001- ) Vice Chair, School-wide Technology Committee (1997- )                  PH. D.（1989），M.A（1985），Ohio State University, Department of Communication M.A.（1978）Seoul National University, Graduate School of Public Administration, B.A.（1976） Hankuk University of Foreign Studies   Research interests: Cultural factors affecting the diffusion process of electronic media, Media industry competition; Telecommunications/spectrum management policy, Telecommunications and social change; and Economic and Cultural implications of new media including the Internet Publications: Telecommunications regulation and policy in the US.  Taejon: ETRI, Korea2000 (Translated from Krattenmaker’s Telecommunications law and policy); The shift of government role in the age of multimedia: A Communication perspective. Taejon: ETRI, Korea. 1998

 

 

Factors affecting the rapid adoption of broadband access:

A comparative analysis of the US and Korea

Gwang James Han

This paper attempts to provide answers for the following three interrelated questions: (1) Why are US mass-market consumers not signing up for broadband access at the rate that they have been expected to? (2) Why is broadband more readily available in South Korea than in other countries? (3) What implications can be drawn from the Korean experience in their deployment of the broadband access? The TPC model - a triangulation of technology/business, policy and culture - has been employed for the analysis of the adoption processes of the broadband access in the US and Korea.    

It is found that the Koreans’ rapid diffusion of the broadband access is the result of combining the government’s culturally-sensitive ICT policy that promotes both the supply and the demand of the broadband with the Koreans’ unique cultural traits including the sophisticated but hush-rush consumer behavior, the ‘Pang’ culture, the sanctity of education, the densely populated living condition, and the emerging dynamism in Korea. It is also found that the broadband access in the US has been adopted as quickly as even such rapidly adopted consumer technologies as TVs, VCRs, cell phones, CDs, and PCs.  The claim of “slow adoption” in the US is valid only when the number is compared to Korea, Germany, Sweden, Spain, Brazil, or Canada.  Four broader implications including the future of TV were drawn from this comparative analysis as conclusions. 

　

 

尹  鸿   清华大学教授，新闻与传播学院副院长、影视传播研究中心主任。   研究领域：影视传播、大众文化和比较文化研究 主要著作：专著有：《世纪转折时期的中国影视文化》、《镜像阅读》、《悲剧意识与悲剧艺术》、《徘徊的幽灵 -- 弗洛伊德主义与中国 20 世纪文学》、《世界电影史话》、《尹鸿影视时评》、《新中国电影史； 主编《全球化与大众传媒》、《Media in China》、《百年电影经典》、 “新闻与传播英文原版系列教材”（清华大学出版社）、“欧美影视传播主流教材译丛”（华夏出版社）等。

 

 

付费电视：中国电视产业化的契机

尹  鸿

 

目前中国电视进行产业化改革的目标是通过开放——竞争——整合塑造市场主体，提高行业效益。但是，电视产业改革面临许多现实困难：1、电视台作为新闻媒体，难以将新闻作为产业进行管理；2、电视台都是国有国营事业机构，改革难度、风险、成本都相当巨大；3、中国电视台承担了信息传播的公益使命，完全产业化会影响信息传播和接受的平衡。

付费电视目前是中国电视产业化改革的最好突破口：1、付费电视可以只提供文化娱乐、信息咨询、教育科技内容而不涉及新闻内容；2、付费电视是一种消费服务，可以不承担公益使命；3、付费电视没有事业体制的束缚，可以完全按照市场规律发展。

目前中国付费电视应该制定完整、统一、有执行时间表的付费电视产业法规、政策。没有政策就没有产业，没有成熟的政策就没有成熟的产业：1、确定付费电视的属性，要求内容经营范围为文化娱乐、信息服务、教育科技；2、在保证文化安全前提下，降低准入门槛，面向社会制定有限开放的行业准入政策，甚至允许外资以合作方式进入付费电视节目制作和少量的频道经营；3、进入付费电视行业的机构必须是企业法人机构。鼓励电视台和其他国有单位成立企业进入，但只能享受平等企业待遇，不享有任何特权；4、确定付费电视节目审查、监督、惩罚的标准和执行程序，保证对节目内容的有效控制；5、许可各付费电视机构通过市场竞争进行兼并、收购、重组，在防止市场过度竞争的同时也要防止市场垄断，形成集中度与竞争性动态平衡的格局；6、在各地网络传输垄断经营的情况下，限制有线电视网络传输机构进入频道运营、集成运营，避免纵向垄断，保护内容产业。在各地有3个以上网络传输企业（包括卫星传输网络和宽带传输网络）运营以后，才许可纵向开放；应支持具有内容资源和内容生产能力的企业参与频道运营和集成；7、付费电视可以许可更高的节目进口配额和合作数量，保证针对特定受众的节目来源。

产业政策应该付费电视的有序发展，尽量避免盲目、避免急功近利，避免政策反复。最终可以形成以节目内容为核心，开路免费的新闻媒体与付费消费的大众媒体、公益电视与商业电视并存的局面，进而形成中国传媒的大市场、大产业。

　

 

Yin Hong   Professor, Associated Dean, School of Journalism and Communications Director, Center for Film and TV Studies, Tsinghua University   B.A. & M.A. of Chinese, Sichuan University (1981, 1984); Ph.D. of Chinese, Beijing Normal University (1989)   Research Interests: Contemporary Chinese Literature & Cinema, Film & Television Industry, Media culture study Publications: Cinema History in New China (2003), Yin Hong’s Review for Movie and TV (2002), Globalization and Mass Communication (Co-ed. 2002), Media in China (Co-ed. 2002), History of World Film (2000), Reading Art of Film (ed. 1999), Reading Mirror Images (1998), Chinese Film and TV Culture at the Turn of the Century (1997), Criticism on Contemporary Chinese Popular Culture (Co-ed. 1997), Freudism and Chinese Literature in the 20th Century (1994) , Western Modernism and Chinese Literature in the 20th Century (Co-ed. 1992)

 

 

Pay TV: Opportunity for Chinese TV Industry

Yin Hong

The current object of Chinese TV industry reform is to increase industry effectiveness by opening the industry, introducing competitions and integrating the market. However, there are many obstacles to the TV industry reform:

It is difficult for TV stations as news media themselves to manage news contents as an industry;

All TV stations are state-owned organizations, which increase the costs, risks and difficulties of reform;

TV stations in China carry the mission of community communication; total marketing will affect the balance of communication and reception.

Pay TV is the best niche for the reform of Chinese TV industry:

Pay TV can provide entertainment, information, education and science programmes only, excluding news programmes;

Pay TV is a consumer service, which does not bear the mission of community services;

Pay TV does not have the restrictions of existing organizational framework, and it can develop according to market needs.

　

A comprehensive and consistent industry policy with exact timetable of implementation should be formulated for the Pay TV industry in China. A well-defined policy will provide a guideline for the industry and enhance constructive development:

Define the scope for Pay TV to cover entertainment, information, education and science programmes only;

Provided that cultural security is observed, the relevant policy should be formulated to lower the entry barrier and open the industry to general investors and even foreign investors (in partnership or co-operation) to produce Pay TV programmes and manage certain channel resources;

Only legal enterprises can operate Pay TV business, existing TV stations and other state-owned enterprises are encouraged to form independent legal enterprises to enter the business, but they should not have any privileges over other investors;

Formulate standards and procedures for censorship, monitoring and penalty to ensure the contents of programmes are well scrutinized;

Allow acquisition, merger and restructuring among Pay TV operators as long as the balance of competition and industry centralization is maintained without unhealthy competitions and industry monopoly;

Given that the network infrastructure is currently monopolized, cable TV network suppliers should be restricted from channel management and integrated business to prevent vertical monopoly and to protect content providers. Vertical business expansion is only permitted when there are more than 3 network suppliers  (including satellite communications and broadband network); enterprises with content resources and programme production capabilities should be involved in channel management and integration;

Pay TV should be allowed to have more quota for imported and co-operative programmes to cope with the needs of specific audiences.

The industry policy will help the Pay TV industry develops in an orderly manner; short-sighted objectives and changing policies should be avoided. The ultimate aim is to construct a media market and industry that is content oriented where both free news media and pay mass media, community and commercial TV co-exist in harmony.

　

 

 

　

 

　

　

 

黄升民 教授，广播电视研究中心广播电视经营与管理研究所所长，中国传媒大学广告学院院长。 1989年4月毕业于日本一桥大学研究生院，获社会学硕士学位。 研究领域：广告理论与实践、媒介产业研究、媒介经营与管理、数字电视与新媒介研究等。 主要著作：《广告观》、《国际化背景下的中国媒介产业化透视》、《中国广电媒介集团化研究》（合著）、《数字电视产业经营与商业模式》（合著）等。

 

突破 博弈 决胜

——2003～2005中国数字电视发展扫描

黄升民   周  艳   王  薇

 

中国的数字电视产业发展经历了数年长时间的沉寂、徘徊、摸索，近年来突然取得暴发性的进展，其标志就是发展方向的确立、发展战略的规划以及操作模式的认定。这三件事情均发生在2003年，因而，我们称2003年为“突破之年”。

正如一切事物的发展必然经历迂回曲折一样，进入2004年以来，在发展规划的大前提之下，围绕着整体平移、运作方式以及产业的主导权，不同的利益力量展开了激烈的攻防。所以，我们称2004年为“博弈之年”，而数字电视正是在各派力量博弈中曲折前行。

未来的2005年将是一个什么样的年份呢？突破之后为博弈，博弈之后为决战，2005年是不是各种力量博弈之后进入决算的阶段呢？技术、市场和体制的三个层面的挑战、竞争和冲突最终给中国的数字电视产业带来什么样的结果？因而，我们预言2005年为“决胜之年”。

中国数字电视经过“突破之年”和“博弈之年”，即将进入“决胜之年”，这三年每一场战役都非同寻常，事关整个广电系统的生死存亡。

　

 

Huang Shengmin   Professor, Director of Institute of Radio & TV Management, Dean of Advertising College in CUC. Research Interests: Advertisement, Radio & TV Management, Media Economy, the digital media and the new media, etc. Publications: Idea of Advertisement, Insights of Chinese Media Industry in the Globalization Approach, Study on China Broadcasting & TV Groups (co-authored), Insights of Chinese Media Industry with a Globalization Perspective (co-authored), The Business Models of Digital Television Industry Operation (co-authored), etc.

 

Breakthrough · Fight · Defeat

——Scanning the development of Chinese Digital TV 2003~2005

Huang Shengmin，Zhou Yan，Wang Wei

 

  After years of dreariness, wandering and groping, Chinese digital TV industry has gained huge advancements with the establishment of the development direction , planning of the development strategy and cognizance of the operating model as the sign. All those things happened in 2003, so we call the year 2003 “ a breakthrough year”.

As everything has its twists and turns, different benefit bearers have carried out fierce fights and defenses with the development and planning as the premise, enclosing the dominant right of the general shift, operating mode and industry. So we call the year 2004 “the year of fight”. Digital TV zigzags forward among different powers.

What kind of year would the future 2005 would be ? Fight comes after breakthrough, a decisive battle comes after fight, so is 2005 the year of final accounts after the fights among different powers? What kind of consequences would the challenges , competitions and conflicts among the three lays of technology, market and system bring to the Chinese digital TV industry? So we predict that 2005 is the year of “decisive battle”.

Chinese digital TV is coming to “the year of decisive battle” after “the year of breakthrough” and “the year of fight”. Each battle in the past three years is unusual and affects the life and death of the whole radio and TV system.

　

 

黄雅琴 台湾世新大学广播电视电影学系专任讲师 美国俄亥俄州立大学广电硕士 研究领域：广播市场生态与发展、各类广播节目企划与制作、广播节目规划管理、电台经营管理、广播写作等。 近期论文：《网络电台节目制播与广播高等教育人才培育之关系—以银河网络电台为个案研究》、《台湾广播节目现况与发展》、《台湾类型电台的现况》等。

 

台湾数字广播的现状与发展

黄雅琴

数字广播（Digital Audio Broadcasting，简称DAB）是继调幅、调频广播之后的第三代广播，是广播领域中数字式的革命。数字广播具有可同时播送多个CD品质的立体声频道节目，也可同时传送数据数据频道。在欧洲电信标准组织（ETSI）及国际电信联盟（ITU）相继确立Eureka-147为数字广播的标准后，世界各国政府就相继开始进行数字广播的运作。

台湾地区交通部于1996年开始推动数字广播，1998年决定适用欧洲Eureka-147系统，至于美规（IBOC）则不适用于台湾，因为台湾地区合法频道多到拥挤的地步，更不用说尚有夹缝中的非法频道，因此IBOC在台湾不但不能顺利发射与接收，传输能力也不敌Eureka。

在台湾，政府扮演的角色只是发放执照让各业者进行技术试播，却未见其它动作，从广电法修订乃至数字广播推广，皆由业者一手包办，甚至反过来由商业势力催促着政府的脚步。在资金来源方面，除了公营电台外，皆由业者从模拟音讯市场的营业利益提拨，政府并未给予协助。此与英国、法国、日本、新加坡、中国大陆等国政府积极带动DAB相关产业发展迥然不同。

新闻局即将于2004年八月开放数字广播频率执照申请，在220兆赫240兆赫的VHF频率上，释出五个频道，包括三张全区与两组地区区域网，所谓两组地区区域网将依北中南三地各释出两个频道，但由于中区频率另有他用，因此将是北二、中一与南二的执照张数，因此共计释出八张执照。广播业将面临全新的竞争态势，也为收音机等新型终端设备带来千亿元商机，台湾的广播将走入数字化时代。

即使数字广播有诸多优点，但目前台湾在推行上仍有其困难有待突破。本文将从「技术面」、「财务面」、「消费面」、「人才面」及「政策面」一一分析。最关键的还是希望主管机关尽速完成法令规范未来发展趋势、及早承诺未来会使用欧规（Eureka-147）或美规（IBOC），以「专业视角」凌驾「政治考量」，期使现阶段获得试播执照的电台及相关业者有心继续致力参与研发。

　

 

Huang ya-chin Lecturer，Dept. of RTF Shih Hsin University，Taiwan M.A of The Ohio State University, USA Research Interests: The History of Radio, Radio Production, Radio Programming, Radio Management, Writing for Radio Papers: A Study of the Correlation between Taiwan’s Radio Higher Education and Web Radio Industry(2004), The Radio Programming in Taiwan：A Case Study of BCC, UFO, and ASIA FM(2004), The Format Stations in Taiwan(1999)

 

            The Development of Digital Audio Broadcasting (DAB) in Taiwan

The new digital radio system DAB (Digital Audio Broadcasting), described in the European Eureka-147 standard, is a very innovative broadcast system and has attracted intensive attention in recent years because of its high quality audio service and supporting multimedia data to mobile, portable and fixed receivers. DAB will soon replace the existing analog broadcasting such as AM (Amplitude Modulation) and FM (Frequency Modulation) in the future.

Ministry of Transportation and Communications of Taiwan have developed DAB since 1996. It was determined to adopt Eureka-147 in 1998. The IBOC (In Band On Channel) is not applicable because many illegal channels as well as legally authorized ones exist in Taiwan. The situation causes it obstructed for launching or receiving IBOC. Furthermore, the transmission for Eureka-147 surpasses that for IBOC.

In Taiwan, the government plays the role as only releasing license to the broadcasting operating company for do nothing except technical test run. It is the operating company who leads the amendment of Radio & Television Law and even application of DAB. The influence from business side stimulates the approach from the official authorities concerned. The public broadcasting company obtains the funds from the government while the private one is supported by the profit from analogue audio market. The profile of DAB development in Taiwan is much different from that in UK, France, Japan, Singapore or Mainland China.

The Government Information Office(GIO) will open the application of DAB channel license, including five channels with three full-type and two local-type in the scope from 220 to 240 VHZ in August 2004. There will be eight sets of license released where two in the northern region, one in the middle region and two in the southern region will exist. It is expected that the broadcasting company will face a new competition, which promotes the utilization of new type of audio terminal equipment and then create the business opportunity. The milestone of DAB in Taiwan is foreseen in the near future.

It is still difficult to propagat DBA in Taiwan although DBA demonstrates much merit. The findings will be made from the profiles of technical, financial, consuming, personnel or policy considerations. The critical approach is for the authorities concerned to finish legal specification in light of the trend of development in the future. It is expected for the authorities concerned to confirm the adoption of the DAB system (Eureka-147 or IBOC). Furthermore, professional vision instead of political vision prevails to encourage the involvement and research from the broadcasting operating company with license of test run.

　

 

陈中原 高级记者，中国教育报刊社新闻研究中心研究员 1983年毕业于华中农业大学；1983年至今供职于中国教育报，先后任助理记者、记者、主任记者、新闻研究中心研究员。 代表作品：我国报业市场近十年变化趋势（1999），世界传媒大亨排行榜的启示（2000），《邻居的“馈赠”》（2001）。

 

 

屏幕化的报业革命

陈中原

 

数字技术促使传媒生态演变，所有媒体向着全球化方向聚集。这种全球化的聚集实际上是多样化的屏幕聚集。在这种数字化、全球化、多样化的新屏幕环境下，世界报业发生三次革命性的变化。第一次革命是报纸的编辑、排版和印刷的屏幕化，从此告别800多年活字印刷的历史。第二次革命是内容传播的屏幕化，即传统印刷版发展到免费浏览的网络版，且部分报纸的网络版不再是印刷版的翻版，有超越印刷版的趋势。第三次革命是屏幕版本的多样化，从免费浏览的网络版回归到付费的电子阅读版、电子印刷版、数字手机版等多种形式的版本。因此，现代报纸至少具有四种版本：传统印刷版、电子印刷版、电子阅读版、手机图文版。随着报纸版本的不断丰富，报纸编辑、印刷、发行等方面正发生深刻变化：内容编辑不仅是传统的消息，而且应当快速编发网络及时新闻，同时编发短而又短的手机新闻；印刷与发行正从集中印刷批发到分散印刷发行再到个性化的发行印刷，印刷和发行不但突破了时间限制，而且突破了地域限制，读者在任何时候、任何地方都可以及时阅读来自家乡的消息。

　

 

Chen Zhongyuan   Senior Reporter, Media Research Center, China Education Press Agency B.A. Huazhong Agricultural University (1983); China Education Daily (1983- ) 　 Publications: Some Trends in Newspaper Market Last Decade(1999), List of World Media Giants Inspiring Us with Collectivizing in Media(2000), Pollutions Stride over the Boundaries(2001)

 

 

Newspaper Revolution towards Screenlization

Chen Zhongyuan

 

Right now, there are more than four editions for modern newspapers: the printed edition, the treeless edition, the digital printed edition, and the mobile edition. The late three are digital editions. The digital editions are triggers for the newspaper revolution on the screen. From the printed edition to the treeless edition or the global edition, the publishers can distribute the newspapers to any corner around the world, and the reader can read home newspaper wherever he/she is and whenever he/she likes. From weblogging to moblogging, the context of newspapers on mobile buys the potential consumers to read the content of newspapers. More and more newspapers can make money from Internet and mobile while different media---television, radio, magazine, and newspaper converge on the color picture screen.

　

 

刘  斌 中央电视台社教节目中心科技专题部编导 毕业于河南大学管理科学系，获法学学士。 研究方向：电视节目研究；已在《中国广播电视学刊》、《电视研究》、《中国广播影视》、《媒介》、《媒介研究》、《西部电视》等刊物发表学术论文9篇。

 

 

中国电视科技传播理论研究的现状与未来

刘  斌

 

目前中国电视科技传播理论研究状况一直比较薄弱，在电视理论界和科技理论界都很少有关于电视科技传播理论研究的论文或学术成果，其理论发展远远滞后于节目的发展，同时又因缺少超前理论的指导和推进，科技节目的发展变化也比较慢。与出版界、科技界在科技传播理论上的研究相比，电视科技传播的理念更新和理论研究也相对比较滞后，出版界和科技界在科技传播理论研究方面有许多新的科技传播理论不断被提出，许多专著和论文也为电视科技传播及理论发展提供了许多借鉴的内容。另外，中国从事电视科技传播研究的机构和专家也较少。

要改变目前中国电视科技传播理论研究薄弱的状况，首先要拓宽研究的视野，加强对于电视科技节目相关的领域、相关的交叉学科的研究，研究对象也不必局限于已有的科技节目，可以把研究的对象拓展到其它电视节目，多进行一些对比性研究。第二，理论界和从业者要转变对电视科技节目理论研究的态度，现在电视科技节目涉及的领域越来越广泛，国外电视科技节目的发展速度很快，科技节目市场逐渐扩大，国内电视科技节目的发展也处在稳步上升的状态，电视科技传播节目需要研究的理论问题和空白很多，理论创新的空间很大。科技节目的从业者可以科技节目策划、操作、传播等层面，其它电视节目的从业者可以从科技节目内容与其它节目内容的交叉与互动的层面，专家学者可以从科技传播的媒介互动、受众心态、节目营销、科技节目产业化等层面去推动科技节目理论的创新。积极的研究态度是电视科技节目理论创新的“催化剂”。第三，节目创新与理论创新的互动。节目创新是理论创新的基础，新的节目形态的成功会带来理论研究的活跃和创新；理论创新的最终目的也是为了推动和刺激节目创新，有了不断创新的理论，节目创作人员才会站在更高的高度去思考和改进节目，带来新一轮的节目创新。

　

 

Liu Bin Editor, Social and Educational Programming Center, CCTV B.A. of Law, Henan University Research Interests: Television program research Papers: 9 paper in CHINA RADIO ＆ TV ACADEMIC JOURNAL,TV RESEARCH, CHINA RADIO FILM ＆ TV , MEDIA , MEDIA RESEARCH, WEST TV etc.

 

 

Present Status and Future of the Study

On TV Technical Communication Theory in China

Liu Bin

At present, it is comparatively weaker in the Study on TV Technical Communication Theory in China. And there’re fewer thesis or articles on TV science. But there are more such articles in publishing and technology field, which set up an example for TV to learn.

To change this circumstance, many actions have to been executed. First, the study field should be broadened. Second, the researchers and practitioners should change their attitudes towards TV science program’s theoretical study, for there is much space for theoretical innovation. Third, the program’s innovation should be interacted with theoretical innovation. And the former one lays the foundation for the later one. While, the theoretical should innovates to push the process of program’s innovation.

 

 

 

 

　

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1 央视的袁方博士关于电视广告“观众流”的操作实践与理论，较成功地揭示了中国电视传播过程的特点。

2 该图引自我的学生、现任北京理工大学管理学院副教授裴蓉博士的博士论文《社会网络及其社会资源效应》中“中国人人际网络原型”部分。