不少媒体在鼓噪:WTO 在即,境外传媒巨头虎视眈眈,洪水猛兽就要进来了。一些学者在担忧一旦入世,中国的文化产业将面临空前挑战。于是,研讨会、高级论坛纷纷举办。然而,似乎没有人真正理性地思索这个问题:洪水猛兽究竟在哪里?时代华纳、维亚康母、迪斯尼、新闻集团、贝塔斯曼,似乎来头都不小。我们对国外知名大媒体的崇拜,基于他们在美国的成功与影响力,他们只是美国的大公司:在世界上任何一个国家,特别是在中国,单独而言都是很小的公司。从投资额、能力、人力以及对市场的控制力等方面,根本起不到任何主导性的作用。他们真的想来中国发展吗?他们高喊进军中国市场的目的是什么?他们真的做好来中国占领市场的准备了吗?他们能够占领中国市场吗? Quite a number of media are saying: As the WTO is approaching, mass media outside China are eyeing the flood beast. Some scholars are worried that once China’s entry into the WTO, China’s cultural industry will face unprecedented challenges. As a result, seminars, high-level forums have been held. However, it seems no one really rational thinking about this issue: Where is the scourge? Time Warner, Viacom, Disney, News Corp, Bertelsmann, seems to be no small company. Our worship of well-known foreign big media, based on their success and influence in the United States, is just a big American company: in any country in the world, especially in China, it is a small company by itself. From the investment, ability, manpower and market control, etc., basically no less than any dominant role. Do they really want to come to China for development? What is their purpose of shouting into the Chinese market? Are they really ready to occupy the market in China? Can they occupy the Chinese market?