傳媒貿易還是文化侵略：從香港電視廣播有限公司的海外業務策略看傳媒帝國主義的論述

Abstract

本文以香港電視廣播有限公司為個案，分析其發展全球巿場的策略、成就及困難，進而探討傳媒帝國主義論述的不足之處。從該公司的經驗可以看到，傳媒輸出者的營運策略取決於輸出者、輸入國政府及輸入國人民三者之間的互動關係。三者的互動結果，直接影響到所輸入的傳媒內容和形式。文章指出，傳媒帝國主義的研究，須著眼於規範國際傳播行為的法則和制度，以透視各方力量的互動關係和互動的最後結果。

This study examines the inadequacy of the discourse on media imperialism by analyzing the business strategies used by Hong Kong Television Broadcasts Limited (HKTVB) in expanding its overseas market and what they have achieved. HKTVB`s experience exemplifies the case that strategies of a media exporter hinge on the institutional settings that regulate the interactions among the media exporter, the state of the importing nation and its people. The content and form of imported media products are also determined by the interactions among the parties concerned. It is also pointed out that studies of media imperialism should give emphasis to the rules and regulations in international communication to gain an insight into interactions among the media exporter, the state and the audience.