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Jingdong book

媒介经济与中国经济

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Jingdong book

媒介经济与中国经济

Name: 媒介经济与中国经济
Brand: Jingdong book
SKU: 3110093671
Price: 25.35 USD
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旨在揭示数字化时代媒介经济与中国经济发展的规律。内容包括：数字时代媒介经济的特征，西方发达国家媒介经济发展特征及趋势，中国媒介产业的市场结构、行为与绩效分析，中国媒介产业竞争力评价，媒介经济在推动产业结构升级中的作用，媒介经济对未来我国经济贡献的回归分析，媒介经济对我国经济增长方式的影响，中国媒介经济发展的博弈分析，中国媒介产业规制的政策分析，中国媒介经济的发展战略及措施。
《媒介经济与中国经济》可作为新闻传播学学生的教学参考书，也可供媒介经济研究者、媒介管理者的参考。

Catalogue

第一章数字时代媒介经济的特征
第一节媒介经济研究层次的划分
第二节媒介产业的特征
第三节数字化时代媒介产业的特征

第二章西方发达国家媒介经济发展特征及趋势
第一节美日欧出版产业的发展现状及趋势
第二节美英广播影视产业的发展现状及趋势
第三节美欧及世界网络产业发展的现状及趋势

第三章中国媒介产业的市场结构、行为与绩效分析
第一节中国媒介产业的市场结构分析
第二节中国媒介产业的市场行为分析
第三节中国媒介产业的市场绩效分析

第四章中国媒介产业竞争力评价
第一节中国媒介产业竞争力现状分析
第二节中国媒介产业国际竞争力指标体系
第三节中国科学出版集团竞争力提升的实证分析

第五章媒介经济在推动产业结构升级中的作用
第一节媒介经济对美国产业结构升级的影响
第二节媒介经济对我国产业结构升级的影响

第六章媒介经济对未来我国经济贡献的回归分析
第一节各类传媒业发展的回归分析
第二节传媒业对未来我国经济贡献的回归预测

第七章媒介经济对我国经济增长方式的影响
第一节媒介经济对我国经济发展环境的影响
第二节媒介经济对我国宏观经济增长方式的影响
第三节媒介经济对我国微观经济增长方式的影响

第八章中国传媒业投融资政府决策博弈分析
第一节传媒业投融资政府决策的博弈模型
第二节中国传媒业投融资策略政府决策的建议

第九章中国媒介产业规制的政策选择
第一节媒介产业规制的国际比较
第二节中国媒介产业规制的演变
第三节媒介产业规制的总结
第四节中国媒介产业发展与规制的总体思路
第五节中国媒介产业发展的政策选择

第十章中国媒介经济的发展战略及措施
第一节积极推进政府管理体制“三步走”的改革
第二节我国传媒产业发展的路径、目标及措施
第三节构筑我国传媒产业发展的系统工程
参考文献

Book Abstract

尽管本书研究的媒介是一种机械化、电子化的技术设备，但如果它不荷载任何信息，也必将失去其存在的价值。从这个角度讲，媒介与信息的关系必将是相互依赖、相互依存的。由于信息本身是无形无状的，只有将其符号化后才可以通过媒介进行传播。信息符号化大致有两种类型：一种是转化为有形的媒介产品，诸如报纸、书籍、光碟、磁带等；另一种是转化为无形的媒介产品，譬如电台、电视台发射的电波以及计算机数字编码。尽管两者的形态各异，但殊途同归，最终结果是相同的，那就是受众从媒介传播活动中获得了信息。
既然受众是通过媒介来获得信息的，那么，以媒介信息生产的产业链讨论，将有助于我们更加全面地理解媒介经济。从报纸产业链的角度来看，从报纸出版向上延伸就涉及印刷机械、造纸机械、油墨的制造，向下延伸就涉及报纸发行的流通领域。电视产业链也非常类似，即向上延伸就涉及电视机及其相关设备制造业，比如摄像机制造业，向下延伸又会涉及信号发射、传输，以及节目营销等。另外，在网络游戏产业链中，其向上延伸会涉及游戏设备诸如电脑（主机、显示器、键盘等）的制造、维修，向下延伸涉及宽带传输网服务、营销等。与此同时，在媒介产品的生产过程中，还会衍生出许多经济领域，诸如广告、设计等。当然i虽然上述例子远远没有穷尽所有的媒介经济，但却为我们理解媒介经济开阔了视野。由此可见，媒介经济并不是孤立的，而是涉及硬件制造、软件开发、信息生产、信息传播，以及流通等诸多和环节。显然，媒介经济是一个十分复杂的系统，笼统地称之为媒介经济，势必引起研究的混乱，为此，我们不妨在宏观层面上对媒介经济加以如下定义。
所谓媒介经济，就是以机械化、电子化的传播媒介为中心而形成的各种经济的总和。
在上述定义中，机械化、电子化的技术设备处于核心位置，因此，其自身的生产，即媒介制造业也理应包括其中；其次，媒介功能的发挥在于传播信息，为此，信息的生产、流通、交换以及消费也包含其中。与此同时，它也包括由信息传播而衍生的其他一些经济，诸如广告、内容创意产业等。从大的方面划分，它包括“硬”经济和“软”经济两大部分。“硬”经济指的是围绕着信息生产过程所引起的各种媒介的制造部分，比如传输网络用的材料如光纤的生产、发射设备，卫星的生产、接收设备以及机顶盒的生产、印刷机的生产等，我们可以把这些总称为媒介制造经济。“软”的媒介经济有报纸编辑、电视摄像、知识版权交易，以及广告等，即信息传播及其衍生部分的经济。

Introduction

从世界经济发展的趋势来看，人类在经历了农业经济和工业经济之后，又迎来了一个崭新的经济形态——知识经济。正像300年前资本和能源取代土地和劳动力一样，在知识经济时代信息和知识正在取代资本和能源而成为能创造财富的主要资产。事实上，在当今时代作为传播信息的媒介产业，除广告直接贡献GDP外，还可以为整个国民经济发展提供信息支持，推动国家产业结构升级。
媒介经济的发展不仅有利于国民经济的发展，而且也有利于巩固经济赖以生存和发展的思想文化基础。然而，由于以往人们将大众传媒简单地等同于新闻宣传，而对其经济属性重视不够，因而媒介经济在我国长期得不到应有的发展。直至20世纪90年代末我国开展了新闻商品属性的大讨论，媒介的经济属性才得进入到人们得视野。记得当时笔者曾撰写了《新闻商品属性的“两分法”与媒介管理“三段论”改革模式》的论文参与讨论。该文提出按照媒介产品交换与否两分为商品与非商品，按照信息采集、信息编辑、物化制作与流通三段不同性质分类推进媒介改革。正当有关新闻商品属性讨论进入高潮时，全国新闻类杂志不再刊发此类文章，此轮讨论便戛然而止，该稿后来由内部刊物《复旦大学研究生学报》发表。由此不难发现我国发展媒介经济的曲折性与复杂性。
与我国正好相反的是，西方发达国家却以庞大的媒介资本规模、合理的媒介产业结构、巨大的媒介科研投入和国际化网络组织，在世界各地不断强行扩张。它们利用媒介经济这把“双刃剑”，在对发展中国家进行经济干预的同时，又将矛头直接指向这些国家的意识形态和民族文化，从而使发展中国家的经济与社会价值体系双重受创。作为媒介经济帝国的美国，2008年仅报纸广告收入就高达378.4 8亿美元，而当年中国整个广告市场规模才达到1899.5 614亿元人民币。换言之，2008年中国整个广告市场规模远远不及美国报纸广告规模。由于媒介经济的作用已远远超越了经济范畴，成为影响国家意识形态安全的关键因素，因此，发展我国媒介经济在客观上有其紧迫性。
令人值得欣慰的是，自2002年起国家社科规划项目在每年指南中都有一定的有关媒介与管理方面的研究项目，这极大地推动了我国媒介经济与管理研究进程。2002年本人申报的“媒介经济在我国经济发展中的地位与作用”项目有幸获得立项，我便组织课题组成员着手研究，但研究工作进展艰难。

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