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传媒业市场在我国的复兴是在中共十四届二中全会确立建立社会主义市场经济体制之后。尽管至今国家仍然秉持“事业单位,企业化管理”的理念,但在实践中早已纳入国家文化产业战略的蓝图之中。新闻事业的改革发展开始进入黄金时期。市场化成为未来传媒业改革的核心议题。本文就传媒市场及其构成要素的分析,以图说明,我国传媒业的改革必须置于市场化的场境之中,必须充分认识传媒市场与一般物质产品市场的不同,这样才能避免此前改革中那种曲折迂回的思路,破除各种人为设置的藩篱,直面市场,在充分满足受众需求的同时,壮大自身。
The rejuvenation of the media market in our country is after the establishment of the socialist market economy by the Second Plenary Session of the 14th CPC Central Committee. Although the state upholds the notion of “institution, enterprise management” so far, in practice it has long been incorporated into the blueprint of the national strategy of cultural industries. The reform and development of journalism began to enter the golden age. Marketization has become the core issue for the reform of the media industry in the future. This article analyzes the media market and its components to illustrate that the reform of the media industry in our country must be placed in a market-oriented context. We must fully understand the differences between the media market and the general material product market so as to avoid previous reforms That twists and turns of the idea, get rid of all kinds of artificial barriers, face the market, fully meet the needs of the audience at the same time, grow their own.