摘要
1978年以来,中国传媒体制改革实践的发展受到国家、市场、社会等多重因素的推动,但同时也受到它们的制约。市场化运作为传媒机构的长足发展提供充足的资金支持并壮大了其实力,提升了传媒自主性,但也恰恰失落了媒体对“公共利益”和“公共服务”的目标。研究发现,电视媒体受到政府、社会、市场三重因素的共同规制,话语生产实践过程存在传播资源配给不均衡和传播视野偏差两大问题,忽视消费水平较低的农村受众,使他们难以享受到传播福音,导致电视对农传播长期处于边缘性地位。故提出要建构一种以政府为主导,立足于“公共利益”和“公共服务”的传媒制度,转变“对农”与“涉农”的传播理念,突破既有体制的束缚和壁垒,以传媒公共性为价值规范,成就公共性传媒的结构性力量。
Since 1978,the development of China’s practice in media’s structural reform has been pushed forward by many factors including the state,m arket and the society but also restricted somehow by them at the same time. The fast development of market-oriented operation has given the media organizations abun dant financial support,increased their strengths,and promoted their autonomy,but has sacrificed their goals of protecting the“ public interests”and providing“ public services”.Studies find that,restricted by governmental,social and market factors,the practical process of TV discourse production has two major problems:unbalanced distribution of communication resources and deviation of communication’s fields of view,overlooking the lower consuming level of the rural audiences,hindering their enjoyment of the com munication,leaving the TV communication on a marginal position in rural areas. For this reason,this pa per proposes the establishment of a government-led media system which is based on“ public interests”and “public services”.The current communication concept relating to rural audiences need to transformed;the existing system’s restraints and barriers must be broken through,the media’s nature of serving the public should be the norm of values,and this proposed type of system should be the public media’s structural force.
作者
冉华
戴骋
RAN Hua;DAI Cheng(Media Development Research Center,Wuhan University,Wuhan 430072;School of Journalism and Communication,Wuhan University,Wuhan 430072)
出处
《江汉学术》
CSSCI
2019年第6期120-128,共9页
JIANGHAN ACADEMIC
基金
教育部人文社科重点基地重大项目“互联网传播形态与中西部社会治理”（17JJD860004）
关键词
对农传播
电视媒体
传媒改革
公共服务
公共利益
公共性
public nature
rural-audience-oriented media
media reform
public service
public interest
