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电视已经成为当今传播范围最广、影响力最大的媒体之一。探讨电视传播所显示出来的经济效能,正确把握电视传播的规律,对提高我国电视传播的质量和效益有着巨大的现实意义。从电视传播的经济效能来看,它既有直接经济效能,也能带来间接经济效能,即电视通过它的多种社会功能产生的社会效益所带来的经济效能。笔者认为,电视传播的间接经济效能不容忽视,它在推动经济建设这个中心任务,服务改革稳定大局方面发挥着重要作用。 1.正确导向的经济效能社会生产力的发展,都是在一定的生产关系和上层建筑的影响下进行的。电视把先进的思想和党的纲领、路线、方针、政策向观众传播,就为经济建设提供了有力的舆论保证。作为党和人民“喉舌”的电视媒体,有“以正确的舆论引导人”传播主流文化的任务,这是电视媒体的立身之本。我们党和政府拥有一
Television has become one of the most widely spread and influential media in the world today. Exploring the economic efficiency shown by the television broadcasting and correctly grasping the law of the television broadcasting have tremendous practical significance for improving the quality and efficiency of the television broadcasting in our country. From the perspective of the economic efficiency of television broadcasting, it has direct economic efficiency as well as indirect economic efficiency, that is, the economic efficiency brought by the social benefits of television through its various social functions. The author believes that the indirect economic efficiency of television broadcasting can not be ignored. It plays an important role in promoting the central task of economic construction and serving the overall situation of reform and stability. 1. Correctly oriented economic efficiency The development of social productive forces is carried out under the influence of certain production relations and superstructures. Television has advanced the ideology and the party’s program, line, principles and policies to the audience, providing a powerful guarantee for economic construction. As the television media of the party and the people, it has the task of spreading the mainstream culture with the guide of people with correct public opinion. This is the foundation of the television media. Our party and government own one