中国新闻电视媒体跨国传播能力研究
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摘要
本文以经济学、计量经济学以及传播学为基础,通过对新闻电视媒体跨国传播和经营的内容、要素、机制进行梳理与分析,结合国际主流新闻电视媒体产生与扩张的一般趋势,分析了传播与经营之间的相关性,探讨了电视新闻媒体跨国传播的策略与模式,初步构建起一套衡量新闻电视媒体跨国传播能力的定量评价指标体系。在理论研究的基础上,本文运用大量一手资料和实际案例,对新华社创办的中国第一个定位于跨国传播的全球性新闻电视媒体—CNC的创建,以及跨国传播能力建设实践内容进行了实证分析,并对中国新闻电视媒体跨国传播能力建设提出了具体的策略建议。
具体的研究内容如下：
(1)本文通过对主流的世界级新闻电视媒体的发展过程和主要特征进行深入研究与梳理,对新闻电视媒体跨国传播能力建设应具备的基本要素进行了科学的归纳。在对传播能力建设的基本要素进行归纳的基础上,本文对新闻电视媒体跨国传播能力的内涵进行了研究,认为新闻电视媒体的跨国传播能力主要包括两个方面的内涵,一是在新闻信息采集和传播方面的水平与能力,另一个是支撑媒体跨国传播的市场经营能力。
(2)本文分析了新闻电视媒体的准公共产品属性,明确了新闻电视媒体的政府主导性,为新闻电视媒体利用市场资源提供了理论依据。本文通过研究认为,应该依靠政府扶持和市场化运作两个途径,充分发挥市场的资源配置能力和企业的经营能力来建立和维护具有准公共产品性质的新闻电视媒体,从而探索出具有中国特色的跨国新闻电视媒体的建设与经营模式,既有长远的战略价值,又具有强烈的现实意义。
(3)本文研究了中国电视新闻媒体如何在注重政治效果、重视传播效果的基础上,通过哪些途径来加强市场经营能力。在遵循国际传播规律的基础上本文从产业经济学的视角出发,研究和总结了电视媒体作为一个产业发展的经济规律,弥补了目前学术界对中国电视新闻传媒跨国经营研究的不足。
通过理论分析和实证解析,本文研究了电视新闻媒体的传播能力与市场经营能力之间的相关性,揭示了电视新闻媒体的跨国传播效果与市场经营成果之间的关联性与目标一致性。
(4)本文初步构建起了电视新闻媒体跨国传播能力的评价体系。
对新闻电视媒体的跨国传播能力进行科学、客观、准确的评估,是加强中国媒体国际传播能力建设的一项非常紧迫的基础性工作。由于受到新闻信息传播的非定量性和主观感受性制约,目前国内外学术界对媒体国际传播能力的评价往往停留在主观感受和定性描述上,带有明显的主观性和随意性。
本文通过对中国传媒管理发展体制的深入研究,在充分吸收国际知名跨国传播机构的成功经验和跨国传播规律的基础上,综合运用定量与定性分析法,借助经济学的方法和手段,对电视新闻媒体跨国传播能力的评价方法和指标体系进行了深入研究,提炼出对新闻电视媒体跨国传播能力进行评估的八个核心指标,从而构建起评估体系的基本框架,首次建立起了一套比较科学合理、具有一定操作性和实用性的评价体系。
(5)CNC是新华社主办的面向全球播出的包含多个电视频道的、以直属台和附属台方式推广的电视网,已被中央明确确定为国家加强国际传播能力建设工程的重要组成部分。作为中国第一个跨国新闻电视传播机构,CNC的全球电视新闻采集量已达到日均1000分钟,居国际电视新闻行业首位。
本文通过研究CNC在跨国传播能力建设和市场拓展方面取得的突破,分析了CNC对中国的新闻媒体开展跨国传播能力建设的借鉴作用,探索了适合中国国情的电视新闻媒体跨国传播与经营理念,以及在媒介融合趋势下电视新闻媒体跨国传播的新型发展方式。
(6)通过对国际形势和国际传播格局的分析,在深入研究了中国第一个跨国传播的新闻电视机构CNC的创建和市场经营实践的基础上,本文提出：中国新闻电视媒体跨国传播能力建设的关键,在于依靠市场化机制打造自己的核心竞争力。中国新闻电视媒体的跨国传播能力建设,必须走政府支持与市场化并重的道路。同时,要善于抓住新媒体革命的历史性机遇,向数字化网络化方向发展,充分利用新技术,形成整体合力,迅速提高跨国传播的能力和影响力。
Based on economics, econometrics and communication theories, by sorting out and analyzing the content, elements, mechanism, and the basic discipline of the management of news TV media communication activities.,the study analyzed the correlation between the communication and management, discussed the modes and strategies of news TV media transnational communication, and built up objective quantitative evaluation system of measuring news TV media transnational communication capacities. This study applied first-hand information and real case to take empirical analysis about the transnational communication capacities-building activities of CNC, the global news television institution undertaking the transnational communication created by Xinhua News Agency in China, and also made specific policy recommendations about China's news television communication capacities building.
The specific contents are as follows:
(1) the study discussed the influencing factors of the news television media's transnational communication capacities. It is found that transnational communication capabilities of the news TV media mainly included two aspects:one is the level and capability of news information gathering and communication of the channel, and the other is market management capacity which support the media transnational communication.
The study sorted out and discussed the process of development and the main features of some well-known world-class news TV channels, and generalized scientifically the basic elements of news TV media transnational communication capabilities.
(2) This dissertation studies properties of the quasi-public goods of the news TV media, and cleared out the government dominance of the news television media, and also provides a theoretical basis for the use of market resources news TV channels.
The quasi-public goods of the news TV media implies that:government support and market-oriented operation are both important. For enhancing the transnational communication capabilities, it is of long-term strategic significance and also strong practical value to take full advantage of the configuration of social resources and corporate markets business and technical advantages, establish and maintain the news TV channel of part of the public goods nature, and explore the construction and management mode of Chinese characteristic transnational news TV channel.
(3) The study made exploration on how can China's news TV medias improve their investment and management activities with emphasis on political effects, the pursuit of propagation effects and social influence. Complying with the rule of international communication, the study summarized an industry evolution rule by considering news TV media as an industry from the perspective of industrial economics, which would make up for the current limitation of academic research in transnational operations of the television news media.
Through theoretical and empirical analysis, the study revealed the correlation between the communication activities and management activities of news media, and also discovered the correlation between the communication results and the market operating results and consistency of the goals as well..
(4) The dissertation constructed an evaluation system of transnational communication capacity for news TV network media.
Scientific, objective and accurate evaluation of transnational communication capacity for News TV media, is one of the urgent and basis work to strengthen the international communication capacity of Chinese media. As constrained by the non-quantitative and subjective sensitivity inherent in news communication, the current studies both at home and abroad on evaluation of the media's transnational communication abilities tend to stay on the level of subjective feelings and qualitative description.
Through in-depth study of the Chinese media management system, fully absorbing the successful experience of the internationally renowned transnational media organizations and transnational propagation, on the basis of the combination of quantitative and qualitative analysis, and with the tool of econometric, the study explored the evaluation method and evaluation system of transnational communication capacity of News TV media, extracted the eight core indicators for assessment, set up the basic framework of the evaluation system, and for the first time, established a more scientific and rational practical evaluation system.
(5) Sponsored by the Xinhua News Agency for overseas broadcast,CNC, composed of multiple television channels and television networks promoted by affiliates and subsidiary units, has been clearly defined by the States as an important part of construction engineering to strengthen its transnational communication abilities for China. As China's first international news television media organizations, the daily average of collection volume of CNC's Global TV News has reached1000minutes, ranking first in the international television news industry.
The study analyzed the CNC s breakthroughs in transnational capacity-building and market development, made summaries of enlightenment of CNC's experience on transnational communication capacity-building activities for Chinese news media, explored the transnational communication and business philosophy of the television news media suitable specifically for the Chinese situation and also the media integration under the new mode of development. The study is of particularly important practical significance.
(6) By analyzing the international situation and international spread pattern, on the basis of in-depth study of China's first transnational news TV institution-CNC's creation process, communication capabilities and management capacity-building practices, it is concluded in the study that the key of build-up of transnational communication capabilities in China's news medias lies in the reliance on market mechanisms to create their own core competitiveness. It is necessary for China News TV medias to take the road of government support and market-oriented. Meanwhile, it is recommended that China's News TV medias should learn to grasp the historic opportunity of the new media revolution, the direction of development of the digital network, take advantage of new technology, make better integration of digital network with TV work, which will further enhance their transnational communication capabilities.
具体的研究内容如下：
(1)本文通过对主流的世界级新闻电视媒体的发展过程和主要特征进行深入研究与梳理,对新闻电视媒体跨国传播能力建设应具备的基本要素进行了科学的归纳。在对传播能力建设的基本要素进行归纳的基础上,本文对新闻电视媒体跨国传播能力的内涵进行了研究,认为新闻电视媒体的跨国传播能力主要包括两个方面的内涵,一是在新闻信息采集和传播方面的水平与能力,另一个是支撑媒体跨国传播的市场经营能力。
(2)本文分析了新闻电视媒体的准公共产品属性,明确了新闻电视媒体的政府主导性,为新闻电视媒体利用市场资源提供了理论依据。本文通过研究认为,应该依靠政府扶持和市场化运作两个途径,充分发挥市场的资源配置能力和企业的经营能力来建立和维护具有准公共产品性质的新闻电视媒体,从而探索出具有中国特色的跨国新闻电视媒体的建设与经营模式,既有长远的战略价值,又具有强烈的现实意义。
(3)本文研究了中国电视新闻媒体如何在注重政治效果、重视传播效果的基础上,通过哪些途径来加强市场经营能力。在遵循国际传播规律的基础上本文从产业经济学的视角出发,研究和总结了电视媒体作为一个产业发展的经济规律,弥补了目前学术界对中国电视新闻传媒跨国经营研究的不足。
通过理论分析和实证解析,本文研究了电视新闻媒体的传播能力与市场经营能力之间的相关性,揭示了电视新闻媒体的跨国传播效果与市场经营成果之间的关联性与目标一致性。
(4)本文初步构建起了电视新闻媒体跨国传播能力的评价体系。
对新闻电视媒体的跨国传播能力进行科学、客观、准确的评估,是加强中国媒体国际传播能力建设的一项非常紧迫的基础性工作。由于受到新闻信息传播的非定量性和主观感受性制约,目前国内外学术界对媒体国际传播能力的评价往往停留在主观感受和定性描述上,带有明显的主观性和随意性。
本文通过对中国传媒管理发展体制的深入研究,在充分吸收国际知名跨国传播机构的成功经验和跨国传播规律的基础上,综合运用定量与定性分析法,借助经济学的方法和手段,对电视新闻媒体跨国传播能力的评价方法和指标体系进行了深入研究,提炼出对新闻电视媒体跨国传播能力进行评估的八个核心指标,从而构建起评估体系的基本框架,首次建立起了一套比较科学合理、具有一定操作性和实用性的评价体系。
(5)CNC是新华社主办的面向全球播出的包含多个电视频道的、以直属台和附属台方式推广的电视网,已被中央明确确定为国家加强国际传播能力建设工程的重要组成部分。作为中国第一个跨国新闻电视传播机构,CNC的全球电视新闻采集量已达到日均1000分钟,居国际电视新闻行业首位。
本文通过研究CNC在跨国传播能力建设和市场拓展方面取得的突破,分析了CNC对中国的新闻媒体开展跨国传播能力建设的借鉴作用,探索了适合中国国情的电视新闻媒体跨国传播与经营理念,以及在媒介融合趋势下电视新闻媒体跨国传播的新型发展方式。
(6)通过对国际形势和国际传播格局的分析,在深入研究了中国第一个跨国传播的新闻电视机构CNC的创建和市场经营实践的基础上,本文提出：中国新闻电视媒体跨国传播能力建设的关键,在于依靠市场化机制打造自己的核心竞争力。中国新闻电视媒体的跨国传播能力建设,必须走政府支持与市场化并重的道路。同时,要善于抓住新媒体革命的历史性机遇,向数字化网络化方向发展,充分利用新技术,形成整体合力,迅速提高跨国传播的能力和影响力。
Based on economics, econometrics and communication theories, by sorting out and analyzing the content, elements, mechanism, and the basic discipline of the management of news TV media communication activities.,the study analyzed the correlation between the communication and management, discussed the modes and strategies of news TV media transnational communication, and built up objective quantitative evaluation system of measuring news TV media transnational communication capacities. This study applied first-hand information and real case to take empirical analysis about the transnational communication capacities-building activities of CNC, the global news television institution undertaking the transnational communication created by Xinhua News Agency in China, and also made specific policy recommendations about China's news television communication capacities building.
The specific contents are as follows:
(1) the study discussed the influencing factors of the news television media's transnational communication capacities. It is found that transnational communication capabilities of the news TV media mainly included two aspects:one is the level and capability of news information gathering and communication of the channel, and the other is market management capacity which support the media transnational communication.
The study sorted out and discussed the process of development and the main features of some well-known world-class news TV channels, and generalized scientifically the basic elements of news TV media transnational communication capabilities.
(2) This dissertation studies properties of the quasi-public goods of the news TV media, and cleared out the government dominance of the news television media, and also provides a theoretical basis for the use of market resources news TV channels.
The quasi-public goods of the news TV media implies that:government support and market-oriented operation are both important. For enhancing the transnational communication capabilities, it is of long-term strategic significance and also strong practical value to take full advantage of the configuration of social resources and corporate markets business and technical advantages, establish and maintain the news TV channel of part of the public goods nature, and explore the construction and management mode of Chinese characteristic transnational news TV channel.
(3) The study made exploration on how can China's news TV medias improve their investment and management activities with emphasis on political effects, the pursuit of propagation effects and social influence. Complying with the rule of international communication, the study summarized an industry evolution rule by considering news TV media as an industry from the perspective of industrial economics, which would make up for the current limitation of academic research in transnational operations of the television news media.
Through theoretical and empirical analysis, the study revealed the correlation between the communication activities and management activities of news media, and also discovered the correlation between the communication results and the market operating results and consistency of the goals as well..
(4) The dissertation constructed an evaluation system of transnational communication capacity for news TV network media.
Scientific, objective and accurate evaluation of transnational communication capacity for News TV media, is one of the urgent and basis work to strengthen the international communication capacity of Chinese media. As constrained by the non-quantitative and subjective sensitivity inherent in news communication, the current studies both at home and abroad on evaluation of the media's transnational communication abilities tend to stay on the level of subjective feelings and qualitative description.
Through in-depth study of the Chinese media management system, fully absorbing the successful experience of the internationally renowned transnational media organizations and transnational propagation, on the basis of the combination of quantitative and qualitative analysis, and with the tool of econometric, the study explored the evaluation method and evaluation system of transnational communication capacity of News TV media, extracted the eight core indicators for assessment, set up the basic framework of the evaluation system, and for the first time, established a more scientific and rational practical evaluation system.
(5) Sponsored by the Xinhua News Agency for overseas broadcast,CNC, composed of multiple television channels and television networks promoted by affiliates and subsidiary units, has been clearly defined by the States as an important part of construction engineering to strengthen its transnational communication abilities for China. As China's first international news television media organizations, the daily average of collection volume of CNC's Global TV News has reached1000minutes, ranking first in the international television news industry.
The study analyzed the CNC s breakthroughs in transnational capacity-building and market development, made summaries of enlightenment of CNC's experience on transnational communication capacity-building activities for Chinese news media, explored the transnational communication and business philosophy of the television news media suitable specifically for the Chinese situation and also the media integration under the new mode of development. The study is of particularly important practical significance.
(6) By analyzing the international situation and international spread pattern, on the basis of in-depth study of China's first transnational news TV institution-CNC's creation process, communication capabilities and management capacity-building practices, it is concluded in the study that the key of build-up of transnational communication capabilities in China's news medias lies in the reliance on market mechanisms to create their own core competitiveness. It is necessary for China News TV medias to take the road of government support and market-oriented. Meanwhile, it is recommended that China's News TV medias should learn to grasp the historic opportunity of the new media revolution, the direction of development of the digital network, take advantage of new technology, make better integration of digital network with TV work, which will further enhance their transnational communication capabilities.
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