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在西方,商业电视和公共电视泾渭分明,以此为参照考量中国电视,既没有真正意义上的商业电视,也没有真正意义上的公共电视。在目前社会转型和电视转型的背景下,产业化成为我国电视业界和理论界的“理念共识”。这种“共识”一定程度上导致了对对农电视传播公共性特征在理论关注上的忽略,以及实践操作层面上“认识自觉”的某种缺失。以公共经济学理论来考察,对农电视传播属于准公共物品;在现实操作过程中,不能把这个准公共物品简单地扔给市场,政府的“补位”不可避免;而电视媒介自身的认识自觉和操作实施,更有着直接的现实意义。
In the West, commercial television and public television are quite different. Taking this as a reference, we consider that there is neither real commercial television nor public television in the real sense. In the current context of social transformation and television transformation, industrialization has become the “consensus of ideas” among the television industry and theorists in our country. This “Consensus ” has, to a certain extent, led to some neglect of the theoretical concern about the publicity characteristics of agricultural television broadcasting and some deficiencies in “cognition and awareness ” at the practical operation level. Public economics theory to examine the spread of agricultural television belong to the quasi-public goods; in the actual operation of the process, the quasi-public goods can not be simply thrown to the market, the government “compensation ” is inevitable; and the television media itself Awareness of conscious and operational implementation, more direct and practical significance.