技术、制度与效率：中国传媒改革背景下的“媒介融合”

【作者】 曾培伦；

【导师】 朱春阳；

【作者基本信息】 复旦大学 ， 媒介管理学， 2011， 硕士

【摘要】 互联网的出现掀起了全世界范围内“媒介融合”的热潮,但对于正在传媒改革进程中的中国来说却具有独特的价值与意义。互联网为在传媒改革中进行“边缘突破”的传统媒体提供了全新的“增量空间”,但现实中传统媒体对互联网的运用却难以达到预想的效率,这背后的原因值得我们深思。本论文将以“报网互动”这一业界标志性话语为标本,研究中国报业在面对互联网时所作出的反应,以及这些反应背后的动力机制。在具体研究中,论文将先在历史的维度上对“报网互动”的整个变迁路径进行梳理和归纳,然后再通过中国与西方之间的模式对比,最终对中国土壤上生长起来的“报网互动”形成深入认知。在此基础上,采用新制度经济学理论,用交易模型、产权模型、制度供需模型三个逻辑相连的分析框架对“报网互动”进行“由事入理”的解析。分析得出,“报网互动”的本质是“报网交易”,缩减“交易费用”的努力产生了“报网互动”的最初模式,模式变迁的总体方向也是不断寻求“交易费用”较低的模式。由于“交易费用”在具体化界定方面存在困难,本文进一步指出,“交易费用”的差异从根本上取决于“产权结构”的清晰程度,从效率表现上看则是“产权结构”的清晰程度决定了这些模式之间的效率差异。这样的分析也贴合了我们之前的历史和现实观察,即“报网互动”模式的变迁是一个“产权制度逐渐清晰、交易费用逐渐降低、市场效率逐渐提高”的过程。但由于“多对一”互动模式的存在,使得以上分析并不能完全解释“报网互动”模式变迁的全部过程,于是本文又引入了制度供需模型,对在这一变迁过程背后的动力机制进行分析。分析得出,偏好与相对价格的变化形成了变迁的冲动,但这种冲动必须经过制度供给者与制度需求者之间的博弈才能转化为现实。在传统媒体国有性的现实基础上,制度供给者——国家在很大程度上决定着整个变迁的具体走向,由此催生的“多对一”互动模式偏离了“报网互动”总体上寻求交易费用最小化与市场效率最大化的模式变迁轨迹。同时,本文也特别指出：1996年以来在国家与报社之间出现了一个“次级制度供给者”——报业集团,报业集团与旗下报社的利益共生使得“报网互动”模式的变迁中报社的制度需求更容易得到制度供给者的响应,因此近几年“报网互动”又重回市场争胜轨道。最后,论文将对“报网互动”的分析推而广之,将其当做传统媒体利用互联网、参与媒介融合进程的一个行动样本。本文认为,中国传媒改革的特殊背景为媒介融合的“技术——效率”链条加入了“制度”的环节,即形成“技术——制度——效率”的结构。只有制度供给者与制度需求者形成一致的偏好、提供合理的制度,才能让互联网技术真正为传统媒体带来效率的提升。另一方面,本文也提出警示,互联网不单单为传统媒体提供了技术的参考与增量空间,同时互联网上的私有商业网站也以效率榜样的身份扮演着“局外”的制度供给者角色。无论是传统媒体对其制度的“效仿”,还是通过合作对其制度进行“嫁接”,虽然都可能会为“报网互动”提供市场效率更高的制度模式,但这样“效仿”或“嫁接”的方式必然会存在被互联网商业巨头所“收编”的危险。即,在“技术——制度效率”的链条逐渐清晰后,如何避免“效率”可能导致的“垄断”,这需要媒介融合的制度供给者做更高层面的思考。更多还原

【Abstract】 The emergence of the Internet gives rise to a worldwide craze for the Media Convergence; however, it has much unique value and significance to China which is on the road of media reforming. The Internet provides a totally new incremental space for the traditional media who are looking for its breakthroughs over the edge, but in reality where the traditional media are all making use of the Internet, the efficiency is far away from expectations. All of these cause us to think of the reasons behind.This paper sets the Newspaper-Internet Interaction as the research objective and makes a study of the reactions Chinese newspapers takes when confronted with the internet and the dynamic mechanism behind them.Specifically, the paper expounds the transition path of the Newspaper-Internet Interaction at first, and then compare the models between China and the Western, getting a fully cognition of Newspaper-Internet Interaction in China. On the basis, the paper uses the theory of the New Institutional Economics to analyze the Newspaper-Internet Interaction with the related frames, including the trading model, the property rights model and the institution supply and demand model.According to the analysis, the essence of the Newspaper- Internet Interaction is the Newspaper-Internet Transaction. The effort to reduce the transaction cost arouses the initial model of the Newspaper- Internet Interaction. And the main direction of model transition is to find the model which has lower transaction cost. Due to the difficulty in concretely defining the transaction cost, the paper further points out that the clarity of ownership structure determines the differences of the transaction cost, and seeing from the efficiency performance it also determines the differences of the efficiency between these models. Such analysis agrees with the observation we take in history and reality that the transition of the Newspaper- Internet Interaction model is a process where the ownership institution becomes more clear, the transaction cost becomes lower and the market efficiency becomes higher.However, the existence of the Multi to One Interaction model makes it hard to explain the whole path of Newspaper- Internet Interaction transition, so the paper brings in the institution supply and demand model to analyze the dynamic mechanism behind the transition. As a result, preference and relative price form the impulse on transition and this sort of impulse will go through the game between institution providers and demanders. On the basis of the reality from the state-run traditional media, the institution providers decide on the specific transition path to a large extent and the Multi to One Interaction model deviates from the transition path which aims to look for the lowest transaction cost and highest market efficiency model. At the same time, the paper specially points out that since 1996, the newspaper groups appear as a subordinated institution provider. They help the Newspaper- Internet Interaction go back to the market-oriented track.Finally, the paper sets the Newspaper-Internet Interaction to be an action sample for the use that the traditional media make of the Internet joining in the Media Convergence process. This paper argues that the unique background of Chinese media reforming puts the Institution part into the chain of Technology-Efficiency of the Media Convergence, forming a new structure of Technology-Institution-Efficiency. Only when the identical preference and reasonable institution both come into being, the Internet will truly increase the efficiency for the traditional media. On the other hand, the paper warns that when the Internet offers a technology reference and an increment space to the traditional media, the commercial sites are acting as the outside institution providers which are treated as the examples of the efficiency. Whether the traditional media follow commercial sites’institution or graft it through cooperation, there may be huge risks of being incorporated. So, as the chain of Technology-Institution-Efficiency becomes much clearer, how to get rid of monopoly which may be brought out by efficiency is a question to the institution provider of the Media Convergence on a higher level.更多还原