中国媒介转型及传统文化传承.docVIP

中国媒介转型与传统文化传承 ——从传统文化中探讨现代中国传媒产业发展思维 孙 凤 毅 【内容提要】：现如今，中国广电传媒业不仅要进入市场，而且还要与国际上的传媒竞争对手同台搏弈。我国传媒业长期以来被界定为上层建筑，但是，随着社会主义市场经济的不断深入和改革开放的日益深化，传媒业已不仅仅是宣传媒体了，它还需要强化市场经营行为来发展壮大自己。时下，伴随着我国传媒的逐步发展，我国传媒市场由以快速发展为特征的成长期进入到以同质化为特征的成熟期。新的市场条件对传媒的竞争方式有着深刻的影响有专家指出，在一个开放的国际文化环境中，越是强势的文化，就越有市场优势。在这方面《孙子兵法》一书为提供了一部好的制胜之书。孙子兵法是中国文化的重要组成部分，并且对世界文化具有非常大的影响力。运用《孙子兵法》军事谋略于管理之中，举其一而反其三，必将大有裨益。孙子兵法的现代应用价值不仅表现在它对的指导上，同时也充分表现在它自身的知识的开发，以及它作为文化而满足人们的精神需求等方面。孙子兵法是讲战争的，是一部兵学著作从事其他领域工作的人，并不是要学习其中的具体的作战方法，而是要从中学习到一些带有普遍性的竞争规律和原则，学到一些着眼长远、驾驭全局的本领。China Media Transformation And Cultural Tradition ——Thoughts on the development of Modern China Media Industry In A View of Cultural Tradition 【Abstract】Nowadays, China radio and TV media industry has to face the market and compete with international media. China media have been long viewed as a part of social superstructure. However, along with the development of China market-oriented economy under the reforming and opening-up policy, China media have no longer been only the one of dissemination, but they also need to strengthen their market ability .At present, China media are gradually growing, and the media market are stepping from a fast growing period into a mature period. The new market environment has a deep influence on the competition among media, thus, it is now very important for China radio and TV media to change the old way of thinking. We have to say that only with new thoughts of competition can China radio and TV media gain a position in the international media market. Experts say that in an open international cultural environment, the more eminent the culture is, the bigger market share it will gain. Sunzi’s Art of War is a book that helps. It contains an important part of Chinese culture and has great influence on world culture. To apply those strategies in Sunzi’s Art of War into the management of China media industry will be a big help for its development. The modern value of Sunzi’s Art of War lies no