试论传媒多元化的政策逻辑

传媒多元化具体落实了媒体服务于民主的使命,已成为西方传媒政策一个无可争议的准则和目标。由于民主概念的多义性以及对传媒、市场等主体角色的不同理解,西方传媒政策在"何谓多元"以及"如何多元"等问题上意见殊异。无论将传媒多元化视为意见的自由市场,还是公共领域,抑或主张自由竞争的市场机制,或者主张积极干预的传媒政策,目前西方传媒多元化政策的设计都主要是基于一种结构/内容区分的逻辑。现行这种以市场为中心、强调结构决定内容的实用主义至上的政策逻辑值得我们省思。

Policy Logic of Media Diversity

Implementing the media’s mission to serve democracy,media diversity has undoubtedly become a criterion and objective of western countries’ media policies.Because of the polysemy of democracy,as well as different comprehension of media and market,the Westerns have different opinions on the issues such as what is diversity and how to arrive diversity.But no matter what the media diversity is interpreted,as marketplace of idea or as public sphere,and no matter what mechanism the media policies rely on,free market model or social value model,the existing policies for media diversity are basically designed upon a structure-content dualistic logic.Anyway,the media policies that featured by logics of market-centric and structure-determined need to be rationalized.