大众传播与跨国工业加速渗透与互惠

在系统考察现有理论文献和实证数据后发现,跨国工业的生产和流通与当代大众传播之间有着一种普遍的相互依赖关系。通过大众传播,跨国工业生产根据其比较优势进行结构调整,提高自己整体的资源配置效率;通过大众传播和其他形式的传播系统,工业生产都从知识外溢性中受益,从而提高了跨国工业的技术效率;通过跨国工业的生产竞争,跨国工业不得不更依赖大众传播的扩散功能,提供新的管理方法和消费理念,以降低成本。与此同时,大众传播作为有组织的文化工业生产模式,跨国工业的发展也提高了它的微观生产效率。

Infiltration and Reciprocity between the Mass Communication and the Transnational Industry

After reviewing the academie literature and demonstrational data, we find that there exists interdependency between the transnational industry and the mass communication. The transnational industry benefits from the mass com-munication in the following three aspects: 1. The mass communication makes the transnational industrial resources more efficient; 2. It benefits from the knowledge extension and the improved technology; 3. Through contest, the transnational industry cuts the cost and also it depends on the diffusing function of the mass communication, which provides new managing methods and consuming concept. At the same time, as a kind of organic producing model of cultural industry, the mass communication also improves the micro production efficiency through the progress of the transnational industry.