广播媒介公共责任及其实现途径-公共管理专业论文.docxVIP

硕士学位论文 硕士学位论文 摘要 摘要 改革开放以来，广播媒介在理论上和实践上发生了重要变化，广 播媒介系统已基本成熟，并呈现信息传播网络化和专业化的特征。广 播媒介由于自身的特殊性质，不可能走向完全的商业化运作，但在新 兴的大众化媒介包裹中的广播媒介，也深受包括生活娱乐化在内的市 场取向的影响。中国媒介担负的公共责任及其在社会主义市场经济建 设中扮演的角色，是当前媒介改革中值得重点探讨的问题。造成当前 我国媒介公共责任现状的主要原因是：市场经济条件下中国媒介“二 元’’体制的困惑，多媒体竞争格局和听众需求日趋多样化，媒体价值 取向从传者为中心向受众为中心转化等等。广播媒介履行公共责任的 路径，主要通过体制改革、营销手段更新及媒介职业道德建设来实现， 广播媒介的体制改革，包括政治体制、媒介管理体制改革及广播媒介 责任制度的建立等。广播媒介营销手段的更新，主要通过内容、品牌、 听众忠诚度的提升，从根本上改善广播媒介生存状况，更好地履行公 共责任。湖南交通频道及国外电台成功案例，为广播媒介实现公共责 任理论的研究提供了可行性和必要性的典范。 关键词：媒介，公共责任，广播，体制 硕士学位论文 硕士学位论文 ABSTl谴CT ABSTRACT Since China took open policy，China’S broadcast media has made some important changes both in theory and in practice．The broadcast media system has been basically established，as well as information dissemination presenting the features of networked and specific．The broadcast media iS impossible to fully implement commercial operation due to its special nature． But in the emerging popular the broadcast medias，broadcast media is deeply influenced by market——orientations including life entertainment．Focusing on the public responsibility of Chinese media and the role it played in China’S social ist market economy，the current media reform should be focused on thi S issue．The main reason of current status of China7 S media publ ic 1iability iS that with the situation of competitions of mult imedia and the needs of the audience becoming more diverse， value tropi sm of the mass media has translated from passer—centered to audi ent—centered．Thi s paper presents the path to real ize publ ic responsibi 1 ities of broadcast media， anal yzed mainly through two aspects， restructuring and marketing means．On the restructuring of broadcasting medi a， it is expatiated in three aspects，the political system，the media management system，the system of the media performance． On the marketing means，it is expatiated mainly through three aspects，the contents，brand and loyal ty of 1 i steners to improve the public 1iability of companies fundamentally：The article ultimately