我国新闻出版行业监管机制的经济学分析
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摘要
根据我国加入世界贸易组织的承诺,在五年保护期之后,我国就要全面开放出版物市场。现在五年保护期已过,面对国外媒体集团的强势进入,国内外新闻出版机构的竞争势必会促进我国文化市场的繁荣。然而,由于在经济转轨规程中遗留了一些体制性障碍,造成目前我国新闻出版行业存在许多影响行业效率的弊病,如区域垄断、行政垄断、以及外部性等问题,这些问题都极大的阻碍了我国新闻出版行业的发展。本文从阐述我国新闻出版行业沿革开始,运用经济学方法,从机制、体制、制度三个层面分析了我国新闻出版行业存在的问题。特别分析并强调了新闻出版行业内公共利益和部门利益的辩证统一关系。笔者还结合我国新闻出版业的现状,采用国际比较的方法,为我国新闻出版行业的发展提供了借鉴。
Media industry is the mainstay industry that ensures China’s economic development and social stability. As an important part of the media industry, press and publication industry’s healthy development and effective operation has great significance. However, due to some institutional obstacles that left in the economic transition process, resulting in many drawbacks that exist in China's press and publication industry, which will affect the efficiency, such as regional monopoly、administrative monopoly, and externalities. To solve these problems, we must establish a sound and effective regulatory mechanism and system. So, from an economic point of view, I try to analyze the regulatory problems on China’s press and publication industry.
This article consists of four parts. The first chapter describes the technical and economic characteristics of the press and publication industry. Through descriptions of public goods attributions、externalities and other economic characteristics of press and publication industry, eliciting the necessity of regulating the industry. Meanwhile, I reviewed the regulatory process of China's press and publication industry. The first stage is from the end of feudal society to the founding of New China, the period in which the publications are strictly controlled by the late Qing government and the KMT government. The second stage is from the founding of New China to the prior to the reform and opening up, the period in which focus on establishing public newspapers and prohibiting private newspapers. The third stage is from the reform and opening up to so far, the period in which China's press and publication industry began to transform from planned economy to market economy.
The second chapter primarily carries out economic analysis on regulatory mechanism、institution and system of the press and publication industry respectively, and then explains the conflict between the existing regulatory system of the press and publication industry and the market mechanism. The products of the press and publication industry have the attributions of public goods. Under the market mechanism, incomplete market and low productivity will bring in the loss of public interest, which is one of the bases for implementing regulation by the government. The chapter also conducts descriptions on regulating market access, from the exclusive license to register access, of which divided into five types, according to the level of entry barriers. As an effective regulatory tool in monopoly industry, incentive regulation has been widely used in various kinds of natural monopoly industries, such as broadcast television、electricity industry and telecom sectors. Bringing in incentive permit system is one of the methods to resolve issues trading and corruption etc. This chapter also discusses on the economies of scale and economies of scope, representing the idea that establishing our own media group is the most effective way to contend with foreign media group. Finally, this chapter describes the contradiction between the traditional regulatory system and the market mechanism, representing that, under the traditional regulatory system, administrative monopoly and regional monopoly can bring the loss of public interest and efficiency.
Chapter three uses the method of international comparison to meticulously describe the reformation of regulation and the regulatory status of Europe、United States and Japanese, from that we can see the differences of regulatory methods at different backgrounds and different economic environment. From the view of regulatory history of press and publication industry in foreign countries, most countries experienced a period of rigorous review of publications, during which period is usually accompanied by more specific historical circumstances. Now the regulation of publications in developed countries has been relatively free. In China, due to old and rigid regulatory system, leading to the press and publication market is not so prosperity, there are still many aspects needed to learn from the developed countries.
Chapter four provides a number of policy recommendations to the existing operation of press and publication industry. First of all, advocates the establishment of an overall command of the "Media Law", which can clearly set the specific rules, including the status, the nature and the functions of regulatory institution. The second recommendation is to establish an independent regulatory institution, which can separate regulatory functions from the Press and Publication Administration. The third recommendation is to ease the access to press and publication industry, make further opening up of media market to private enterprises and foreign enterprises. The final recommendation is to establish and improve internal restraint system to achieve mutual constraints among policy-making departments, management departments and regulatory apartments.
Media industry is the mainstay industry that ensures China’s economic development and social stability. As an important part of the media industry, press and publication industry’s healthy development and effective operation has great significance. However, due to some institutional obstacles that left in the economic transition process, resulting in many drawbacks that exist in China's press and publication industry, which will affect the efficiency, such as regional monopoly、administrative monopoly, and externalities. To solve these problems, we must establish a sound and effective regulatory mechanism and system. So, from an economic point of view, I try to analyze the regulatory problems on China’s press and publication industry.
This article consists of four parts. The first chapter describes the technical and economic characteristics of the press and publication industry. Through descriptions of public goods attributions、externalities and other economic characteristics of press and publication industry, eliciting the necessity of regulating the industry. Meanwhile, I reviewed the regulatory process of China's press and publication industry. The first stage is from the end of feudal society to the founding of New China, the period in which the publications are strictly controlled by the late Qing government and the KMT government. The second stage is from the founding of New China to the prior to the reform and opening up, the period in which focus on establishing public newspapers and prohibiting private newspapers. The third stage is from the reform and opening up to so far, the period in which China's press and publication industry began to transform from planned economy to market economy.
The second chapter primarily carries out economic analysis on regulatory mechanism、institution and system of the press and publication industry respectively, and then explains the conflict between the existing regulatory system of the press and publication industry and the market mechanism. The products of the press and publication industry have the attributions of public goods. Under the market mechanism, incomplete market and low productivity will bring in the loss of public interest, which is one of the bases for implementing regulation by the government. The chapter also conducts descriptions on regulating market access, from the exclusive license to register access, of which divided into five types, according to the level of entry barriers. As an effective regulatory tool in monopoly industry, incentive regulation has been widely used in various kinds of natural monopoly industries, such as broadcast television、electricity industry and telecom sectors. Bringing in incentive permit system is one of the methods to resolve issues trading and corruption etc. This chapter also discusses on the economies of scale and economies of scope, representing the idea that establishing our own media group is the most effective way to contend with foreign media group. Finally, this chapter describes the contradiction between the traditional regulatory system and the market mechanism, representing that, under the traditional regulatory system, administrative monopoly and regional monopoly can bring the loss of public interest and efficiency.
Chapter three uses the method of international comparison to meticulously describe the reformation of regulation and the regulatory status of Europe、United States and Japanese, from that we can see the differences of regulatory methods at different backgrounds and different economic environment. From the view of regulatory history of press and publication industry in foreign countries, most countries experienced a period of rigorous review of publications, during which period is usually accompanied by more specific historical circumstances. Now the regulation of publications in developed countries has been relatively free. In China, due to old and rigid regulatory system, leading to the press and publication market is not so prosperity, there are still many aspects needed to learn from the developed countries.
Chapter four provides a number of policy recommendations to the existing operation of press and publication industry. First of all, advocates the establishment of an overall command of the "Media Law", which can clearly set the specific rules, including the status, the nature and the functions of regulatory institution. The second recommendation is to establish an independent regulatory institution, which can separate regulatory functions from the Press and Publication Administration. The third recommendation is to ease the access to press and publication industry, make further opening up of media market to private enterprises and foreign enterprises. The final recommendation is to establish and improve internal restraint system to achieve mutual constraints among policy-making departments, management departments and regulatory apartments.
引文
①中国新闻出版报[N]. 2009-7-21.
①萨缪尔森.萨缪尔森词典[M].北京:京华出版社, 2001: 154
①陶志峰.中国报业规制问题研究[D].复旦大学, 2004: 95
②陶志峰.中国报业规制问题研究[D].复旦大学, 2004: 99
①金碚.报业经济学[M].经济管理出版社, 2002: 278
②李良荣.新闻学概论[M].上海:复旦大学出版社, 2001: 14
③屠正锋.中国传媒业运行的监管与规范[D].博士学位论文,复旦大学,2007.此处主要参考和引用关于中国传媒业现阶段三种性质的公共利益损失的表述.
①屠正锋.中国传媒业运行的监管与规范[D].博士学位论文,复旦大学, 2007: 49
①姚德权.基于执政安全视野的新闻出版规制问题研究[D].博士学位论文,湖南大学, 2005.
①高鸿业.西方经济学[M].中国人民大学出版社,2005: 401
②屠正锋.中国传媒业运行的监管与规范[D].博士学位论文,复旦大学, 2007: 118-119
①吉莉安.道尔.理解传媒经济学[M].清华大学出版社, 2004: 121
①陶志峰.中国报业规制问题研究[D].博士学位论文,上海:复旦大学, 2004: 58
①姚德权,胡建国.新闻出版业规制及规制变革思路[J].财经理论与实践, 2003(6)
①钱弘道.经济分析法学[M].法律出版社, 2005: 102
①谭云明.浅议西方新闻监管体系[J].中国出版, 2009(6).
①[英]保罗·理查森.中国图书商报[N].2005-1-13.
①王俊豪.政府管制经济学导论[M].商务印书馆, 2001: 43-46
①姚德权.中国新闻出版业监管体制模式选择[J].现代传播, 2006(3).
[1]植草益.微观规制经济学[M].朱绍文等译.北京:中国发展出版社.1992.
[2] [美]斯蒂格勒.产业组织和政府管制[M].上海:上海三联书店,1989.
[3] [美]罗伯特·考特,托马斯·尤伦.法和经济学[M].上海:上海三联出版社, 1994.
[4]谢地.政府规制经济学[M].北京:高等教育出版社,2003.
[5]谢地.自然垄断行业国有经济调整与政府规制改革互动论[M].北京:经济科学出版社,2007.
[6] [美]大卫·弗里德曼.经济学语境下的法律规则[M].杨欣欣译.法律出版社,2004.
[7] [美]丹尼尔·史普博.管制与市场[M].上海:上海人民出版社,1999.
[8]魏建,周林彬.法经济学[M].北京:中国人民大学出版社,2008.
[9]王俊豪.中国政府规制体制改革研究[M].北京:经济科学出版社,1999.
[10]王俊豪.中国垄断性产业结构重组分类管制与协调政策[M].北京:商务印书馆,2005.
[11]宋建武.媒介经济学[M].北京:中国人民大学出版社,2006.
[12]余丽丽,吴飞.大众传媒经济学:理论与实务[M].上海:上海交通大学出版社,2008.
[13]郝振省主编.2006-2007中国出版业发展报告(中国出版蓝皮书)[M].中国书籍出版社,2007.
[14]禹建强.传媒市场化的陷阱[M].中国传媒大学出版社,2005.
[15]周蔚华.出版产业散论[M].复旦大学出版社,2009.
[16]谢耘耕.传媒资本运营[M].上海:复旦大学出版社,2006.
[17]金碚.报业经济学[M].经济管理出版社,2002.
[18]钱洪道.经济分析法学[M].法律出版社,2005.
[19]波斯纳.法律理论的前沿[M].中国政法大学出版社,2002.
[20]韩中和.企业竞争力[M].上海:复旦大学出版社,2000.
[21]喻国明.媒介的市场定位2002[M].北京:北京广播学院出版社,2000.
[22]曹鹏.中国报业集团发展研究[M].北京:新华出版社,1999.
[23]向东.中国媒体产业创新论[D].四川大学,2002.
[24]孙洪军.日本出版产业研究[D].吉林大学,2007.
[25]姚德权.基于执政安全视野的新闻出版规制问题研究[D].湖南师范大学,2005.
[26]冯志杰.论我国出版产业经营[J].出版发行研究,1999年12月.
[27]郭海涛.培育出版社的核心竞争力[J].新闻出版导报,2001年5月.
[28]何皓.面向21世纪的中国出版业:机遇与挑战[J].武汉大学学报,1999年6月.
[29]贺剑锋.出版产业经济特征探析[J].出版科学,2002.
[30]贺剑锋.我国出版业结构问题及其调整[J].出版发行研究,2001.
[31]魏玉山.国外新闻出版国家监管体制[J].出版发行研究,2005(1).
[32]谢地,景玉琴.我国政府规制体制改革及政策选择[J].吉林大学社会科学学报,2003(3).
[33]喻国明.2004年中国传媒业发展大势探析[A];论传媒改革与发展——中国传媒发展高层论坛论文集[C],2003.
[34]王以超.中国传媒业“资本盛宴”后面临大变局[J].科技创业,2001(2).
[35] Dennis C.Mueller,Public ChoiceⅡ[M].Cambridge University Press,1989.
[36] Laffont,and Tirole,J.Using Cost Observation to Regulate Firms[J].The Journal of Political Economy,1986.
[37] Marshell.A:Principles of Economics[M].London:Macmillan,1920.
[38] Michael Kunczi,Communication and Social Change[M].Friedrich-Ebert-Stifung,1984.
[39] Stigler,G.J.The Theory of Economic Regulation[J].Bell Journal of Economics&Management Science,1971.
[40] Coase,Ronald H.The Problem of Social Cost.[J].Journal of Law and Economics,1960.
①萨缪尔森.萨缪尔森词典[M].北京:京华出版社, 2001: 154
①陶志峰.中国报业规制问题研究[D].复旦大学, 2004: 95
②陶志峰.中国报业规制问题研究[D].复旦大学, 2004: 99
①金碚.报业经济学[M].经济管理出版社, 2002: 278
②李良荣.新闻学概论[M].上海:复旦大学出版社, 2001: 14
③屠正锋.中国传媒业运行的监管与规范[D].博士学位论文,复旦大学,2007.此处主要参考和引用关于中国传媒业现阶段三种性质的公共利益损失的表述.
①屠正锋.中国传媒业运行的监管与规范[D].博士学位论文,复旦大学, 2007: 49
①姚德权.基于执政安全视野的新闻出版规制问题研究[D].博士学位论文,湖南大学, 2005.
①高鸿业.西方经济学[M].中国人民大学出版社,2005: 401
②屠正锋.中国传媒业运行的监管与规范[D].博士学位论文,复旦大学, 2007: 118-119
①吉莉安.道尔.理解传媒经济学[M].清华大学出版社, 2004: 121
①陶志峰.中国报业规制问题研究[D].博士学位论文,上海:复旦大学, 2004: 58
①姚德权,胡建国.新闻出版业规制及规制变革思路[J].财经理论与实践, 2003(6)
①钱弘道.经济分析法学[M].法律出版社, 2005: 102
①谭云明.浅议西方新闻监管体系[J].中国出版, 2009(6).
①[英]保罗·理查森.中国图书商报[N].2005-1-13.
①王俊豪.政府管制经济学导论[M].商务印书馆, 2001: 43-46
①姚德权.中国新闻出版业监管体制模式选择[J].现代传播, 2006(3).
[1]植草益.微观规制经济学[M].朱绍文等译.北京:中国发展出版社.1992.
[2] [美]斯蒂格勒.产业组织和政府管制[M].上海:上海三联书店,1989.
[3] [美]罗伯特·考特,托马斯·尤伦.法和经济学[M].上海:上海三联出版社, 1994.
[4]谢地.政府规制经济学[M].北京:高等教育出版社,2003.
[5]谢地.自然垄断行业国有经济调整与政府规制改革互动论[M].北京:经济科学出版社,2007.
[6] [美]大卫·弗里德曼.经济学语境下的法律规则[M].杨欣欣译.法律出版社,2004.
[7] [美]丹尼尔·史普博.管制与市场[M].上海:上海人民出版社,1999.
[8]魏建,周林彬.法经济学[M].北京:中国人民大学出版社,2008.
[9]王俊豪.中国政府规制体制改革研究[M].北京:经济科学出版社,1999.
[10]王俊豪.中国垄断性产业结构重组分类管制与协调政策[M].北京:商务印书馆,2005.
[11]宋建武.媒介经济学[M].北京:中国人民大学出版社,2006.
[12]余丽丽,吴飞.大众传媒经济学:理论与实务[M].上海:上海交通大学出版社,2008.
[13]郝振省主编.2006-2007中国出版业发展报告(中国出版蓝皮书)[M].中国书籍出版社,2007.
[14]禹建强.传媒市场化的陷阱[M].中国传媒大学出版社,2005.
[15]周蔚华.出版产业散论[M].复旦大学出版社,2009.
[16]谢耘耕.传媒资本运营[M].上海:复旦大学出版社,2006.
[17]金碚.报业经济学[M].经济管理出版社,2002.
[18]钱洪道.经济分析法学[M].法律出版社,2005.
[19]波斯纳.法律理论的前沿[M].中国政法大学出版社,2002.
[20]韩中和.企业竞争力[M].上海:复旦大学出版社,2000.
[21]喻国明.媒介的市场定位2002[M].北京:北京广播学院出版社,2000.
[22]曹鹏.中国报业集团发展研究[M].北京:新华出版社,1999.
[23]向东.中国媒体产业创新论[D].四川大学,2002.
[24]孙洪军.日本出版产业研究[D].吉林大学,2007.
[25]姚德权.基于执政安全视野的新闻出版规制问题研究[D].湖南师范大学,2005.
[26]冯志杰.论我国出版产业经营[J].出版发行研究,1999年12月.
[27]郭海涛.培育出版社的核心竞争力[J].新闻出版导报,2001年5月.
[28]何皓.面向21世纪的中国出版业:机遇与挑战[J].武汉大学学报,1999年6月.
[29]贺剑锋.出版产业经济特征探析[J].出版科学,2002.
[30]贺剑锋.我国出版业结构问题及其调整[J].出版发行研究,2001.
[31]魏玉山.国外新闻出版国家监管体制[J].出版发行研究,2005(1).
[32]谢地,景玉琴.我国政府规制体制改革及政策选择[J].吉林大学社会科学学报,2003(3).
[33]喻国明.2004年中国传媒业发展大势探析[A];论传媒改革与发展——中国传媒发展高层论坛论文集[C],2003.
[34]王以超.中国传媒业“资本盛宴”后面临大变局[J].科技创业,2001(2).
[35] Dennis C.Mueller,Public ChoiceⅡ[M].Cambridge University Press,1989.
[36] Laffont,and Tirole,J.Using Cost Observation to Regulate Firms[J].The Journal of Political Economy,1986.
[37] Marshell.A:Principles of Economics[M].London:Macmillan,1920.
[38] Michael Kunczi,Communication and Social Change[M].Friedrich-Ebert-Stifung,1984.
[39] Stigler,G.J.The Theory of Economic Regulation[J].Bell Journal of Economics&Management Science,1971.
[40] Coase,Ronald H.The Problem of Social Cost.[J].Journal of Law and Economics,1960.