透视传媒信誉资本

【作者】 沈荟；

【导师】 丁淦林；

【作者基本信息】 复旦大学 ， 新闻学， 2003， 博士

【副题名】对媒介建构道德框架的经济学分析

【摘要】 本文探讨的实际上是一个经济伦理(Business Ethics)问题，即媒介企业，或是实行企业化管理的媒体力图以一种平衡的方式来整合“责任”与“利润”之间的关系，从而促进自身发展，形成良性媒介生态环境。 对于这些媒介组织来说，创造利润无疑非常重要，但与此同时，其生产经营活动应以一定道德框架为必要条件，来规约自身行为。因为，媒体的经营活动本质上是一种群体活动，为了维护一个有助于经济有效运行的环境，一切形式的经济组织对道德行为都有最低限度的要求。为此，一方面，社会要采取法律等制约手段，监督、控制低于社会最起码道德水平的行为；另一方面经济机构本身也认同“利他”目标是整个企业不可分割的一个组成部分，认识到良好声誉的正确利益导向功能，对谋取利益的巨大作用，进而将形成、维护良好声誉作为媒体运作的道德诉求。 论文在此立论的基础上，首先，确立了何为传媒的伦理道德框架，并认为媒体的良好声誉并不是由单一要素决定的，而是整个道德框架各组成部分的综合反映，表现的是媒体运营的整体水平，具有不可分割性，不过其中最关键的构成要素乃是媒体所生产的信息文化产品质量。 其次，良好的信誉虽说并不直接产生媒体利润，但却是其“谋利”行为中最有力的“凭借”。因为媒体的信誉度与媒体谋利能力具有高度相关性，可信度、美誉度越高的媒体，信息传播的社会效果越好，也愈能赢得公众的普遍认同，并产生巨大的影响力，随之而赢得良好经济效益。所以，论文从媒体的发行经营、广告经营、多种经营、资本经营诸方面对这一无形资产的有形化进行了论证。 最后需要强调的一点是，在国家迈向现代化的进程中，传媒扮演着重要角色，尤其在信息化社会，它已在大众化、通俗化精神领域显示出巨大的社会影响和强烈的示范导向作用。传媒品质低下，不仅对整个社会产生负面效应，也会累及自身经营活动。更多还原

【Abstract】 This paper actually studies business ethics. The author holds that medium enterprises, or medium units practiced enterprise-administration, should strive to balance the relationship of its duty fulfilling and profit-making in order to get self-development and form a sound ecological environment of the media.To media, producing profits is undoubtedly very important. But at the same time, the production and management activities of these enterprises or units must be kept within the bounds of certain ethics. It is because that, intrinsically, the management activity of the media is a kind of group activity, and economic organizations of any form have minimum requirements toward moral activities to maintain a good environment for effective economic running. In this connection, on the one hand, legal restriction means must be adopted to supervise and control activities lower than the minimum social moral standards; on the other hand, economic organizations should first recognize that the aim of benefiting others is an indispensable part of the organizations, favorable reputations will play positive roles in gaining profits, and then proceed to form and maintain favorable reputations.Basing on these views, this paper firstly establishes the ethics framework of the media. Favorable reputations of the media are not decided by a single element. They are comprehensive reflect of each component in the whole ethics framework. They reflect the comprehensive level of the running of the media. The framework can’ t be divided. And the key component is the quality of the information and culture products the media produced.Secondly, this paper expounds that, though favorable reputations of the media do not produce profits directly, they are the most powerful factor in gaining profits for the media. A medium enterprise’ s reputation is greatly interrelated with its ability in profit-making. The medium enterprise be more credible and better reputed, the social effects of the information spreading would be greater, the public would tend to approve the media more easily and the economic results would be better. From the aspects of the media’ s management in publishing, advertisement, capital-running and so on, this paper elaborates the transformation of the invisible property of favorable reputations.Lastly, this paper emphasizes that the media plays an important role in the process of nation’ s modernization. In the information society, the media has showedespecially a great social impact on the public and has played a strong exemplary and guiding role in the field of the public’ s inner world. If the quality of the information and culture products that the medium enterprise produced is morally bad, they will produce negative effects to the whole society, and thus endanger the enterprise’ s running and existing.更多还原