中國大陸大眾傳媒商業化非均衡發展－以報業為案例

Abstract

海內外學者近年來對中國大陸傳媒的商業化問題，已作了不少研究，但總的說來，對傳媒商業化過程中的非均衡／不平衡發展（uneven development）現象，學界至今甚少有人關注。本研究採用社會歷史分析、重點對象訪談、以及數據比較等研究方法，以報業為案例，嘗試填補這方面的研究空白。研究結果表明：中國大陸傳媒商業化的發展帶有制度創新的特徵，並愈來愈呈現非均衡發展的形態。傳媒所在地區經濟發展水平的高低，傳媒規模的大小，傳媒性質的不同，都影響到傳媒商業化的速度和程度，其中值得注意的一個傾向，是城市報紙與中央／地區性報紙商業化呈現逆向運動的趨勢。在大量研究資料的基礎上，本文對大陸傳媒不平衡發展趨勢的產生原因，和長遠影響，作了較詳細的分析。

Since the 1990s, the uneven development of media commercialisation in mainland China has become a conspicuous phenomenon. However, while the literature of general media commercialisation in mainland China has been growth rapidly, the subject of its underlying tendency towards the uneven development has received little scholarly attention both in and out of China. By employing the institutional studies approach, the paper provides a comprehensive analysis and detailed account of the institutional innovation/change and the impact of media commercialisation/uneven development in China`s newspapers industry. The study shows that media commercialisation characterised by institutional innovation was the hallmark of the 1980s, while the tendency of uneven dcvelopment in the process has become the very focus of the 1990s and the new stage of Chinese media commercialisation. This momentum leads to a series of changes in the mass media including restructuring of press industry with the city newspapers being the rising star, the emergence of a new management pattern, the rise of powerful media groups and the institutional innovation of on-going media reform towards a more open and pluralistic system.