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随着我国媒介的不断改革发展,媒介经营管理日益受到重视,在媒介运行中发挥着越来越大的作用。与之相应,学界对于媒介经济原理和媒介经营管理的研究也越来越多,成为新闻传播领域的一大热点。自然,紧跟热点的书籍也不断涌现。统而观之,这些书往往都可归入以下两类。一类只停留在对媒介经济与经营管理现象的描述和总结,没有深入剖析其背后的原理,因而必然是浅层次的,眉毛胡子一把抓的;另一类试图对媒介经营管理现象作出理论上的解释,但往往是将媒介经济与经营管理生硬地套于经济学和管理学的框架之下,缺乏对媒介经济与经营管理自身特点的深刻理解,因而必然是本本主义和教条主义的,是两张皮式的。所以,无论是学习者、研究者,还是操作者、管理者,都期待着一本透过现象看本质,将经济学和管理学的基本原理与媒介经济和经营管理有机融合的书本的出现。《中国媒介经济与媒介运作》一书朝着这一目标迈进了一大步。
With the constant reform and development of the media in our country, media management has been paid more and more attention, playing an increasingly important role in the operation of the media. Correspondingly, more and more scholars have studied the media economic theory and media management, becoming a hot topic in the field of news media. Naturally, hot topics are also emerging. In summary, these books tend to fall into the following two categories. One category only stays in describing and summarizing the phenomenon of media economy and management and does not thoroughly analyze the principles behind it. Therefore, it must be superficial and eyebrows mustache grasped; the other kind attempts to theoretically make media management and management phenomena However, the media economy and management are often set rigidly under the framework of economics and management. They lack a deep understanding of the characteristics of the media economy and management. Therefore, they must be capitalist and dogmatic, Two leather Therefore, both learners, researchers, operators and managers are looking forward to the emergence of a book that looks at the essence through phenomena and organically integrates the basic principles of economics and management with the media economy and management. The book “China’s Media Economy and Media Operations” took a big step toward this goal.