【摘要】：所有傳媒產(chǎn)品都是信息和物質(zhì)載體的統(tǒng)一，版權(quán)賦予了它經(jīng)濟(jì)屬性，在復(fù)制更加方便更加低廉的現(xiàn)代傳媒時(shí)代，版權(quán)對(duì)它顯得尤為重要。同一類傳媒產(chǎn)品能夠相互區(qū)別的特征是其所承載的信息不同，這也說明傳媒產(chǎn)品的本質(zhì)是信息。但信息無法提供商品化所需要的競(jìng)用性和排他性，版權(quán)恰能彌補(bǔ)這一缺憾。物質(zhì)載體所蘊(yùn)含的技術(shù)常常亦有此用。就像張悟本的養(yǎng)生知識(shí)若只散落在網(wǎng)絡(luò)之中，其蘊(yùn)含的經(jīng)濟(jì)因素就很難得以實(shí)現(xiàn)，集結(jié)出版之后則是另一番景象。 注意力和影響力是傳媒市場(chǎng)的兩種稀缺資源，在傳媒產(chǎn)品實(shí)現(xiàn)商品化進(jìn)入市場(chǎng)后，傳媒機(jī)構(gòu)會(huì)以打造超級(jí)明星效應(yīng)、尋找特色之路、增加接觸行為發(fā)生等辦法來集聚公眾的注意力資源，同時(shí)塑造品牌提升自身影響力，，促使規(guī)模經(jīng)濟(jì)或范圍經(jīng)濟(jì)的形成，即《把吃出來的病吃回去》暢銷后帶來的經(jīng)濟(jì)效益和張悟本衍生產(chǎn)業(yè)鏈的逐漸完善，這是傳媒機(jī)構(gòu)獲得經(jīng)濟(jì)報(bào)償?shù)膬蓚�(gè)主要模式。受眾對(duì)市場(chǎng)中傳媒產(chǎn)品的選擇，受品質(zhì)和價(jià)格比例關(guān)系的影響，多數(shù)人都認(rèn)為物美價(jià)廉是一個(gè)極佳狀態(tài)。當(dāng)從中能夠獲取的效用遠(yuǎn)高于為他所付出的代價(jià)，即物超所值時(shí)，在沒有預(yù)算限制的情況下，購(gòu)買行為就極易發(fā)生。所以，傳媒機(jī)構(gòu)要強(qiáng)化產(chǎn)品的價(jià)值鏈建設(shè)，力爭(zhēng)在生產(chǎn)、傳布、購(gòu)買環(huán)節(jié)最大限度地為產(chǎn)品注入附加資源，提升價(jià)值，盡量滿足受眾提出的訴求，張悟本的成功就在于對(duì)這三個(gè)環(huán)節(jié)工作的重視。 當(dāng)大批受眾對(duì)少數(shù)幾類產(chǎn)品頗為熱衷蜂擁而至?xí)r，再碰上市場(chǎng)外部性的作祟，市場(chǎng)失靈就出現(xiàn)了。這時(shí)，公眾往往會(huì)尋求政府的行政干預(yù)，比如建立市場(chǎng)進(jìn)入機(jī)制或加大行業(yè)查處力度等。具體到張悟本事件，就是盡量將審查工作前置，即關(guān)口前移，嚴(yán)格作者、選題審核程序，防治結(jié)合。但規(guī)制不一定總能產(chǎn)生良好效果，一些問題依然存在。這就是所謂的政府失靈�！胺斃碚摗蹦軌�?qū)Υ爽F(xiàn)象作出充分合理解釋。傳媒經(jīng)濟(jì)學(xué)科外的加強(qiáng)行業(yè)自律及提高媒介素養(yǎng)等方法能夠有效預(yù)防政府失靈的出現(xiàn)。
[Abstract]:All media products are the unity of information and material carrier. Copyright gives it an economic attribute. In the modern media era where reproduction is more convenient and cheaper, copyright is particularly important to it. The distinguishing feature of the same kind of media products is that they carry different information, which also shows that the essence of media products is information. However, information can not provide the competition and exclusivity needed for commercialization, and copyright can make up for this shortcoming. The technology contained in material carriers is often also useful. Just as Zhang Wuben's knowledge of health preservation is scattered only in the Internet, the economic factors behind it are difficult to realize. Attention and influence are two scarce resources in the media market. After the media products are commercialized into the market, media organizations will create superstar effects to find the unique way. Increase contact behavior and other means to gather public attention resources, while shaping brands to enhance their influence, promote the formation of economies of scale or economies of scope, That is to say, the economic benefits brought by "eating out disease back" and the gradual improvement of Zhang Wuben's derivative industry chain are the two main models for media organizations to obtain economic rewards. The audience's choice of media products in the market is influenced by the relationship between quality and price, most people think that good quality and cheap price is an excellent condition. When the utility that can be obtained from it is far higher than the price paid for it, it is easy to take place in the case of no budget restriction. Therefore, media organizations should strengthen the value chain construction of their products, strive to inject additional resources to the maximum extent in the production, distribution, and purchase links, enhance the value, and try to meet the demands of the audience as far as possible. Zhang Wuben's success lies in the importance of these three links. When a large audience flocked to a few categories of products, market failure occurred again because of the externality of the market. At this time, the public often seek government administrative intervention, such as establishing market entry mechanisms or increasing industry investigation and punishment. In the case of Zhang Wuben, we should try our best to put the review work ahead, that is to say, to move the gate forward, strictly to the author, to select the topics and examine the procedure, and to combine prevention and treatment. But regulation does not always produce good results, some problems still exist. This is called government failure. The captive theory can fully and reasonably explain this phenomenon. Strengthening industry self-discipline and improving media literacy can effectively prevent the appearance of government failure.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G206-F

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