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中国广电传媒作为当今时代最重要的舆论导向载体,自然也在成功地扮演着中国社会向市场经济体制全面转轨时期最得力的宣传者与推动者的角色;但它同时也是文化产业的核心层,其本身并没有被社会广泛认定为社会主义市场经济最热情的践行者并化为有机组成部分,内在的原因与症结耐人寻味,也值得深刻反思。改革本质上是一个体制创新的问题。传媒改革,不仅仅是针对某个环节某个具体问题进行的点滴修补或自我完善,更是在对整个传媒业发展历史、现状、所面临的问题和发展趋势的深刻把握下进行的全面系统的改革。坚持走中国特色的社会主义传媒发展道路,即尊重中国特有国情——与其推崇国际惯例的公共商业两元论,倒不如坚持国有特殊产业一元论。传媒整体转制正是一场生产关系层面的重大变革,它将为中国传媒业的长远发展、迎接国际挑战注入无穷活力。政府与业界都应有充分的勇气与决心去正视这一特殊文化产业的未来走向。
As the most important medium of media orientation in today’s era, China’s radio and television media naturally play a role as the most effective advocate and promoter of Chinese society in its all-round transition to a market economy. However, it is also the core layer of the cultural industry, It has not been widely recognized by society as the most enthusiastic practitioner of the socialist market economy and has become an organic component. The intrinsic causes and symptoms are intriguing and worthy of deep reflection. Reform is essentially an issue of institutional innovation. The media reform is not only a mere tinkering or self-improvement aimed at a specific issue in a certain link, but also a comprehensive and systematic review of the development history, current situation, problems and trends faced by the media industry. reform. To uphold the road of socialist media development with Chinese characteristics, that is, to respect China’s unique national conditions, it is better to adhere to the monistic theory of state-owned special industries than to pursue its dualist public commercialism. The overall transformation of the media is a major change at the level of production relations. It will inject immense energy into the long-term development of the media industry in China and meet the international challenges. Both the government and the industry should have the courage and determination to confront the future direction of this particular cultural industry.