媒介的发展和研究一直都是学界和业界的一个热点话题,然而研究重点大都集中在技术和盈利模式等领域上,对于媒介的本质及其对社会经济的深远影响却很少有深入的研究。本文从经济学的本质——效率——出发,探究传统媒体和新媒体的经济学本质,指出媒介变革从根本上来说其实是经济效率的提高,并提出媒介产业的政策分析。 The development and research of media have always been a hot topic both in academia and industry. However, most of the research focuses on fields such as technology and profit model. However, there is little research on the nature of media and its far-reaching influence on society and economy. Based on the essence of economics - efficiency, this paper explores the economics essence of traditional media and new media. It points out that media revolution is actually the improvement of economic efficiency and proposes the policy analysis of media industry.