论中国传媒生态的三大向度

改革开放以来 ,中国传媒生态发生了巨大转型 ,这种转型主要表现在三大向度上。首先是传媒业的逐步市场化 ,它主要通过传媒竞争意识的加强、传媒的产业化发展趋势以及国内传媒市场的逐步形成得以体现。其次是受众消费需求的变化 ,它体现在受众对媒介形式、媒介内容的消费需求以及消费目的显著变化。再次是国际传媒竞争的日益迫近 ,无论是竞争形式 ,竞争渠道 ,还是竞争手段 ,都给中国传媒带来了更大和更明显的竞争压力。中国传媒只有适应新的生态环境 ,锐意改革创新 ,努力增强自身的竞争力 ,才能在未来立于不败之地。

On the Three Orientations of the Transformation of Chinese Mass Media in their Existing Environment

Since the opening-up and reform in China,great chenges have taken place in the Chinese mass media.Such changes are shown in the three orientations of the transformation.Firstly,it is the market operation of the mass media,which is characterized by the keen competition,the development of the mass media industry,and the graual growth of the mass media market.secondly,it is the change in the needs of the viewers.They need different forms and contents,and have different purposes.Thirdly,it is the competition from the international mass media.Either the forms,the channels or the means of competition have brought about greater pressure on the Chinese mass media.Only when the Chinese mass media can adapt themselves to the new existing environment,and are keen on reform and innovation,and become more competitive,can they put themselves in an invincible position.