一、電(dian)視管理(li)體制產業化變革(ge)的政策推進與實踐(jian)回顧

2000年前(qian)后(hou)，中國(guo)(guo)(guo)電視(shi)產(chan)業(ye)在經歷了(le)行(xing)(xing)政事業(ye)管(guan)理和事業(ye)/企業(ye)雙軌制(zhi)管(guan)理兩個(ge)發展階段的(de)(de)(de)(de)徘徊與漸進(jin)過程之后(hou)，產(chan)業(ye)化發展的(de)(de)(de)(de)政策指向(xiang)和實踐運行(xing)(xing)都步入到一個(ge)新(xin)的(de)(de)(de)(de)歷史階段。1999年11月，國(guo)(guo)(guo)務院辦公(gong)廳轉發了(le)信息產(chan)業(ye)部和國(guo)(guo)(guo)家廣(guang)電總(zong)局(ju)《關于加(jia)強(qiang)廣(guang)播電視(shi)有線(xian)網絡建(jian)設管(guan)理的(de)(de)(de)(de)意見(jian)》（即(ji)國(guo)(guo)(guo)辦[1999]82號文件），從(cong)行(xing)(xing)業(ye)結構上引導并(bing)促進(jin)有線(xian)網與無線(xian)臺(tai)進(jin)行(xing)(xing)合(he)并(bing)，并(bing)在具體(ti)的(de)(de)(de)(de)操作實踐層(ceng)面，明確提出了(le)廣(guang)電媒(mei)體(ti)應該跨(kua)地(di)區、跨(kua)行(xing)(xing)業(ye)經營的(de)(de)(de)(de)指導原則(ze)。這(zhe)個(ge)文件的(de)(de)(de)(de)出臺(tai)為后(hou)來電視(shi)運營的(de)(de)(de)(de)產(chan)業(ye)化變革和電視(shi)媒(mei)體(ti)內部管(guan)理機(ji)制(zhi)的(de)(de)(de)(de)產(chan)業(ye)轉型提供了(le)切入的(de)(de)(de)(de)契機(ji)，因此也被業(ye)界(jie)人士和行(xing)(xing)業(ye)專家認為是政府(fu)廣(guang)電管(guan)理高層(ceng)銳意進(jin)取(qu)，改革原有廣(guang)電系統零散化分割格局(ju)、促進(jin)新(xin)一輪(lun)體(ti)制(zhi)變更的(de)(de)(de)(de)綱(gang)領(ling)性(xing)文件。

與此同(tong)時，以(yi)《中國(guo)廣(guang)播(bo)(bo)電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)學(xue)(xue)刊(kan)(kan)》、《現(xian)(xian)代(dai)傳播(bo)(bo)》、《電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)研究(jiu)(jiu)(jiu)》等為代(dai)表(biao)的(de)(de)電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)專(zhuan)業期(qi)刊(kan)(kan)，也集中刊(kan)(kan)發(fa)了一(yi)批旨在(zai)探索廣(guang)電(dian)(dian)(dian)(dian)(dian)管理(li)(li)體(ti)(ti)制(zhi)產(chan)(chan)業化(hua)(hua)(hua)變(bian)革的(de)(de)理(li)(li)論(lun)文章，在(zai)學(xue)(xue)術(shu)(shu)層面上推動著廣(guang)電(dian)(dian)(dian)(dian)(dian)體(ti)(ti)制(zhi)產(chan)(chan)業化(hua)(hua)(hua)變(bian)革的(de)(de)實踐(jian)進程與觀念深化(hua)(hua)(hua)。從(cong)1999年(nian)(nian)(nian)到(dao)(dao)2000年(nian)(nian)(nian)，周(zhou)鴻鐸的(de)(de)《對廣(guang)播(bo)(bo)電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)產(chan)(chan)業化(hua)(hua)(hua)、集團化(hua)(hua)(hua)的(de)(de)認(ren)識和(he)(he)采取的(de)(de)經(jing)營策略(lve)》（《視(shi)(shi)(shi)聽縱(zong)橫》1999年(nian)(nian)(nian)第(di)(di)(di)2期(qi)）、《廣(guang)播(bo)(bo)電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)產(chan)(chan)業化(hua)(hua)(hua)、集團化(hua)(hua)(hua)道路的(de)(de)實踐(jian)和(he)(he)理(li)(li)論(lun)依據(ju)》（《現(xian)(xian)代(dai)傳播(bo)(bo)》1999年(nian)(nian)(nian)第(di)(di)(di)5期(qi)），高福安的(de)(de)《關于我國(guo)媒(mei)體(ti)(ti)經(jing)營的(de)(de)類型與研究(jiu)(jiu)(jiu)》（《現(xian)(xian)代(dai)傳播(bo)(bo)》1999年(nian)(nian)(nian)第(di)(di)(di)5期(qi)）、《市場經(jing)濟(ji)條件下媒(mei)體(ti)(ti)經(jing)營管理(li)(li)思路》（《現(xian)(xian)代(dai)傳播(bo)(bo)》1999年(nian)(nian)(nian)第(di)(di)(di)6期(qi)），郭榮(rong)生的(de)(de)《電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)經(jing)濟(ji)：一(yi)條快速發(fa)展的(de)(de)路》（《中國(guo)廣(guang)播(bo)(bo)電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)學(xue)(xue)刊(kan)(kan)》1999年(nian)(nian)(nian)第(di)(di)(di)1期(qi)）、龍佑(you)云的(de)(de)《談廣(guang)播(bo)(bo)電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)的(de)(de)產(chan)(chan)業屬性(xing)和(he)(he)即將到(dao)(dao)來(lai)的(de)(de)產(chan)(chan)業格局》（《中國(guo)廣(guang)播(bo)(bo)電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)學(xue)(xue)刊(kan)(kan)》1999年(nian)(nian)(nian)第(di)(di)(di)2期(qi)）、梁和(he)(he)的(de)(de)《產(chan)(chan)業化(hua)(hua)(hua)經(jing)營是電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)業發(fa)展的(de)(de)趨勢》（《中國(guo)廣(guang)播(bo)(bo)電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)學(xue)(xue)刊(kan)(kan)》1999年(nian)(nian)(nian)第(di)(di)(di)5期(qi)）、朱建飛的(de)(de)《產(chan)(chan)業經(jing)營：中國(guo)電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)跨(kua)世紀的(de)(de)抉擇》（《電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)研究(jiu)(jiu)(jiu)》2000年(nian)(nian)(nian)第(di)(di)(di)1期(qi)）、堯風(feng)的(de)(de)《電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)產(chan)(chan)業經(jing)營的(de)(de)必(bi)然性(xing)與相關條件》（《電(dian)(dian)(dian)(dian)(dian)視(shi)(shi)(shi)研究(jiu)(jiu)(jiu)》2002年(nian)(nian)(nian)第(di)(di)(di)2期(qi)）等文章先(xian)后刊(kan)(kan)出。這些(xie)評(ping)論(lun)者以(yi)觀察員、理(li)(li)論(lun)家和(he)(he)實踐(jian)者的(de)(de)身(shen)份借助學(xue)(xue)術(shu)(shu)論(lun)文化(hua)(hua)(hua)的(de)(de)表(biao)達方式，在(zai)廣(guang)電(dian)(dian)(dian)(dian)(dian)管理(li)(li)行(xing)業政策產(chan)(chan)業化(hua)(hua)(hua)變(bian)革呼之(zhi)欲出的(de)(de)關鍵(jian)年(nian)(nian)(nian)份，向媒(mei)體(ti)(ti)實踐(jian)領域也向廣(guang)電(dian)(dian)(dian)(dian)(dian)政府(fu)管理(li)(li)層表(biao)達著自己的(de)(de)話(hua)語訴求和(he)(he)問題意(yi)識。

2000年11月17日，國家(jia)(jia)(jia)廣(guang)(guang)電(dian)(dian)總(zong)局下(xia)發(fa)(fa)了(le)(le)《關(guan)于(yu)廣(guang)(guang)播(bo)電(dian)(dian)影(ying)電(dian)(dian)視(shi)(shi)集(ji)團(tuan)化(hua)發(fa)(fa)展試行工作的(de)(de)(de)(de)原則(ze)意(yi)見》（即廣(guang)(guang)發(fa)(fa)辦[2000]284號(hao)文(wen)(wen)件），明(ming)(ming)確(que)了(le)(le)在保持宣(xuan)傳(chuan)任務(wu)為中(zhong)心不變(bian)的(de)(de)(de)(de)前提下(xia)，組(zu)建集(ji)多媒(mei)體、多渠(qu)道、多品種、多層性、多功能于(yu)一身的(de)(de)(de)(de)廣(guang)(guang)電(dian)(dian)傳(chuan)媒(mei)集(ji)團(tuan)的(de)(de)(de)(de)行業發(fa)(fa)展指(zhi)(zhi)導(dao)方針。同年底，全國第一家(jia)(jia)(jia)省級廣(guang)(guang)播(bo)影(ying)視(shi)(shi)集(ji)團(tuan)湖南電(dian)(dian)廣(guang)(guang)傳(chuan)媒(mei)集(ji)團(tuan)成立。第二(er)年8月，中(zhong)共(gong)中(zhong)央(yang)辦公廳和(he)國務(wu)院辦公廳又(you)聯合下(xia)發(fa)(fa)了(le)(le)《關(guan)于(yu)轉(zhuan)發(fa)(fa)中(zhong)央(yang)宣(xuan)傳(chuan)部、國家(jia)(jia)(jia)廣(guang)(guang)電(dian)(dian)總(zong)局、國家(jia)(jia)(jia)新(xin)聞出(chu)版總(zong)署〈關(guan)于(yu)深化(hua)新(xin)聞出(chu)版廣(guang)(guang)播(bo)影(ying)視(shi)(shi)業改(gai)革的(de)(de)(de)(de)若干意(yi)見〉的(de)(de)(de)(de)通知》（即中(zhong)辦發(fa)(fa)[2001]17號(hao)文(wen)(wen)件），正式明(ming)(ming)確(que)了(le)(le)積極(ji)推進(jin)傳(chuan)媒(mei)集(ji)團(tuan)化(hua)改(gai)革，組(zu)建大型新(xin)聞傳(chuan)媒(mei)集(ji)團(tuan)的(de)(de)(de)(de)目(mu)標，并對組(zu)建廣(guang)(guang)電(dian)(dian)集(ji)團(tuan)的(de)(de)(de)(de)原則(ze)、體制、融(rong)資、運營目(mu)的(de)(de)(de)(de)等進(jin)行了(le)(le)全面明(ming)(ming)確(que)地界(jie)定，該文(wen)(wen)件因而成為助推中(zhong)國電(dian)(dian)視(shi)(shi)產業集(ji)團(tuan)建設的(de)(de)(de)(de)里程碑。同年，國家(jia)(jia)(jia)廣(guang)(guang)電(dian)(dian)總(zong)局印(yin)發(fa)(fa)了(le)(le)《關(guan)于(yu)積極(ji)推進(jin)廣(guang)(guang)播(bo)影(ying)視(shi)(shi)集(ji)團(tuan)化(hua)改(gai)革的(de)(de)(de)(de)實(shi)施細則(ze)（試行）》（廣(guang)(guang)發(fa)(fa)辦字[2001]1452號(hao)文(wen)(wen)件），對廣(guang)(guang)電(dian)(dian)集(ji)團(tuan)的(de)(de)(de)(de)管理結(jie)構與(yu)運作制度(du)、宣(xuan)傳(chuan)任務(wu)與(yu)企(qi)業創收等方面進(jin)行了(le)(le)細則(ze)指(zhi)(zhi)導(dao)。

在(zai)此前后，隨(sui)著(zhu)中(zhong)(zhong)共中(zhong)(zhong)央十(shi)六大和(he)十(shi)六屆三中(zhong)(zhong)全(quan)會的(de)(de)召開(kai)，文(wen)(wen)(wen)化產(chan)業和(he)其(qi)體制改(gai)革作為重點(dian)內容，在(zai)兩次(ci)(ci)(ci)會議形(xing)成(cheng)的(de)(de)決議報告及(ji)相關(guan)(guan)文(wen)(wen)(wen)件(jian)(jian)中(zhong)(zhong)被多次(ci)(ci)(ci)提及(ji)。“完善文(wen)(wen)(wen)化主(zhu)業政(zheng)策，支持文(wen)(wen)(wen)化產(chan)業發(fa)展，增強我國文(wen)(wen)(wen)化事業的(de)(de)整體實(shi)力和(he)競(jing)爭力”，作為文(wen)(wen)(wen)化體制改(gai)革的(de)(de)總(zong)體目標，第一(yi)次(ci)(ci)(ci)在(zai)國家(jia)總(zong)體發(fa)展戰略的(de)(de)宏觀層面(mian)上受到關(guan)(guan)注。2003年，中(zhong)(zhong)共中(zhong)(zhong)央辦(ban)公廳(ting)、國務院辦(ban)公廳(ting)《轉發(fa)〈中(zhong)(zhong)共中(zhong)(zhong)央宣傳部(bu)、文(wen)(wen)(wen)化部(bu)、國家(jia)廣(guang)(guang)電(dian)(dian)總(zong)局、新聞(wen)出(chu)版總(zong)署關(guan)(guan)于文(wen)(wen)(wen)化體制改(gai)革試(shi)點(dian)工(gong)(gong)作的(de)(de)意見〉的(de)(de)通知》（即(ji)中(zhong)(zhong)辦(ban)發(fa)[2003]21號(hao)文(wen)(wen)(wen)件(jian)(jian)），更進(jin)一(yi)步(bu)地對文(wen)(wen)(wen)化體制改(gai)革提出(chu)了(le)明確要求。在(zai)21號(hao)文(wen)(wen)(wen)件(jian)(jian)的(de)(de)指(zhi)導方針(zhen)下，國家(jia)廣(guang)(guang)電(dian)(dian)總(zong)局制定并了(le)《廣(guang)(guang)播影(ying)視(shi)體制改(gai)革試(shi)點(dian)工(gong)(gong)作實(shi)施方案(an)》及(ji)配(pei)套的(de)(de)相關(guan)(guan)文(wen)(wen)(wen)件(jian)(jian)，審核批(pi)復(fu)了(le)浙江(jiang)廣(guang)(guang)電(dian)(dian)集(ji)(ji)(ji)團(tuan)(tuan)、山東廣(guang)(guang)電(dian)(dian)總(zong)臺、南京廣(guang)(guang)電(dian)(dian)集(ji)(ji)(ji)團(tuan)(tuan)、廈(sha)門(men)電(dian)(dian)視(shi)臺、深圳電(dian)(dian)視(shi)臺、中(zhong)(zhong)國電(dian)(dian)影(ying)集(ji)(ji)(ji)團(tuan)(tuan)公司、長(chang)春電(dian)(dian)影(ying)集(ji)(ji)(ji)團(tuan)(tuan)公司等7家(jia)試(shi)點(dian)單位的(de)(de)體制改(gai)革實(shi)施方案(an)，審核批(pi)復(fu)了(le)廣(guang)(guang)東南方廣(guang)(guang)播影(ying)視(shi)傳媒集(ji)(ji)(ji)團(tuan)(tuan)和(he)峨(e)眉(mei)電(dian)(dian)影(ying)集(ji)(ji)(ji)團(tuan)(tuan)組建方案(an)，將廣(guang)(guang)電(dian)(dian)行業的(de)(de)集(ji)(ji)(ji)團(tuan)(tuan)化體制改(gai)革試(shi)點(dian)工(gong)(gong)作全(quan)面(mian)推開(kai)。

在中(zhong)央戰略(lve)決策導(dao)引、業(ye)界實(shi)踐探索和(he)(he)(he)(he)理論(lun)界觀點(dian)爭鳴三者的(de)(de)(de)(de)(de)合力(li)(li)(li)推動(dong)下，2003年12月，國(guo)家(jia)(jia)廣(guang)電(dian)(dian)總局公布(bu)了(le)《關(guan)于促進(jin)廣(guang)播(bo)影(ying)(ying)視產(chan)(chan)業(ye)發展(zhan)(zhan)的(de)(de)(de)(de)(de)意(yi)見(jian)》，分別(bie)從當前廣(guang)播(bo)影(ying)(ying)視業(ye)發展(zhan)(zhan)面臨的(de)(de)(de)(de)(de)形勢、發展(zhan)(zhan)廣(guang)播(bo)影(ying)(ying)視產(chan)(chan)業(ye)的(de)(de)(de)(de)(de)指(zhi)導(dao)思(si)(si)想和(he)(he)(he)(he)基(ji)本(ben)思(si)(si)路(lu)、發展(zhan)(zhan)廣(guang)播(bo)影(ying)(ying)視產(chan)(chan)業(ye)的(de)(de)(de)(de)(de)相關(guan)措施等(deng)三個方面，論(lun)述(shu)了(le)中(zhong)國(guo)廣(guang)播(bo)影(ying)(ying)視業(ye)改革(ge)與建設的(de)(de)(de)(de)(de)產(chan)(chan)業(ye)思(si)(si)路(lu)。這(zhe)也是國(guo)家(jia)(jia)廣(guang)電(dian)(dian)管理系統(tong)高層(ceng)對中(zhong)國(guo)電(dian)(dian)視行業(ye)的(de)(de)(de)(de)(de)產(chan)(chan)業(ye)化變(bian)革(ge)，所(suo)進(jin)行的(de)(de)(de)(de)(de)第一(yi)次(ci)詳細全面地闡述(shu)。《意(yi)見(jian)》分析了(le)中(zhong)國(guo)電(dian)(dian)視業(ye)目前的(de)(de)(de)(de)(de)發展(zhan)(zhan)現狀：電(dian)(dian)視臺電(dian)(dian)臺1900多(duo)座，電(dian)(dian)視節目2000多(duo)套(tao)，節目制作機(ji)構(gou)近900家(jia)(jia)，年產(chan)(chan)劇作1000多(duo)部10000余集，系統(tong)收入(ru)514億元(yuan)人(ren)民(min)幣；并進(jin)而指(zhi)出，從1982年到現在，我(wo)國(guo)的(de)(de)(de)(de)(de)電(dian)(dian)視媒體(ti)已基(ji)本(ben)實(shi)現了(le)從依靠財政撥款生存到自(zi)收自(zi)支、自(zi)我(wo)營生的(de)(de)(de)(de)(de)歷史性(xing)轉變(bian)。在《意(yi)見(jian)》中(zhong)，“根(gen)據社(she)(she)會主(zhu)(zhu)義(yi)精(jing)神(shen)文明(ming)建設和(he)(he)(he)(he)社(she)(she)會主(zhu)(zhu)義(yi)市場經濟發展(zhan)(zhan)的(de)(de)(de)(de)(de)要求，按(an)照廣(guang)播(bo)影(ying)(ying)視產(chan)(chan)業(ye)的(de)(de)(de)(de)(de)特性(xing)和(he)(he)(he)(he)規(gui)律，以(yi)發展(zhan)(zhan)為(wei)主(zhu)(zhu)題，以(yi)體(ti)制機(ji)制改革(ge)為(wei)動(dong)力(li)(li)(li)，以(yi)結構(gou)調整為(wei)主(zhu)(zhu)線(xian)，以(yi)科技創新為(wei)支撐(cheng)，以(yi)依法管理為(wei)保(bao)障，以(yi)增(zeng)強活力(li)(li)(li)、壯大實(shi)力(li)(li)(li)、提高競爭力(li)(li)(li)，繁榮和(he)(he)(he)(he)發展(zhan)(zhan)社(she)(she)會主(zhu)(zhu)義(yi)先進(jin)文化、滿足人(ren)民(min)群眾(zhong)日益(yi)增(zeng)長的(de)(de)(de)(de)(de)精(jing)神(shen)文化需(xu)求為(wei)目的(de)(de)(de)(de)(de)”的(de)(de)(de)(de)(de)產(chan)(chan)業(ye)化指(zhi)導(dao)思(si)(si)想被明(ming)確提出。[1]圍繞這(zhe)一(yi)指(zhi)導(dao)思(si)(si)想，電(dian)(dian)視產(chan)(chan)業(ye)化發展(zhan)(zhan)的(de)(de)(de)(de)(de)基(ji)本(ben)原則(ze)、基(ji)本(ben)思(si)(si)路(lu)和(he)(he)(he)(he)重點(dian)內容及(ji)相關(guan)措施得到逐一(yi)闡釋，這(zhe)一(yi)文件(jian)的(de)(de)(de)(de)(de)出臺，也標志(zhi)著我(wo)國(guo)電(dian)(dian)視產(chan)(chan)業(ye)發展(zhan)(zhan)思(si)(si)路(lu)和(he)(he)(he)(he)政策導(dao)向的(de)(de)(de)(de)(de)最(zui)終明(ming)確。

關鍵(jian)詞：電視產業(ye)化改革探(tan)索反(fan)思

[摘要]：

本(ben)(ben)文分(fen)別(bie)從媒(mei)體(ti)(ti)管(guan)理(li)體(ti)(ti)制產業(ye)化(hua)變(bian)革(ge)的(de)(de)政策進(jin)程(cheng)與(yu)(yu)實踐(jian)推進(jin)、電(dian)(dian)視資(zi)本(ben)(ben)運營的(de)(de)理(li)論(lun)(lun)探(tan)索、電(dian)(dian)視產業(ye)集(ji)團化(hua)浪(lang)潮(chao)的(de)(de)問題反思等三個方面，對(dui)中國近(jin)十(shi)年來的(de)(de)廣電(dian)(dian)體(ti)(ti)制改革(ge)進(jin)行了回顧與(yu)(yu)總結(jie)；認(ren)為無論(lun)(lun)對(dui)于管(guan)理(li)者、實踐(jian)者，還是理(li)論(lun)(lun)學家，迄今(jin)為止并未(wei)就電(dian)(dian)視產業(ye)化(hua)進(jin)程(cheng)的(de)(de)理(li)論(lun)(lun)進(jin)路與(yu)(yu)資(zi)本(ben)(ben)經營，達成統一、明確的(de)(de)認(ren)知；今(jin)天的(de)(de)中國廣電(dian)(dian)產業(ye)體(ti)(ti)制改革(ge)在諸多(duo)矛盾(dun)問題的(de)(de)交織(zhi)與(yu)(yu)困(kun)擾中，已經進(jin)入到(dao)了產業(ye)體(ti)(ti)制改革(ge)的(de)(de)“冷凍時期”。

一(yi)、電(dian)視管理(li)體制(zhi)產業化變(bian)革的政策推進與實踐回(hui)顧

2000年前(qian)后(hou)，中國(guo)電(dian)視(shi)(shi)產業(ye)(ye)在(zai)經歷(li)了行(xing)(xing)政事業(ye)(ye)管(guan)理和(he)事業(ye)(ye)/企(qi)業(ye)(ye)雙軌制(zhi)管(guan)理兩個發展(zhan)階段(duan)的(de)(de)(de)(de)(de)徘徊與(yu)漸進(jin)過(guo)程之后(hou)，產業(ye)(ye)化發展(zhan)的(de)(de)(de)(de)(de)政策指向和(he)實踐運(yun)行(xing)(xing)都步入到一(yi)個新(xin)的(de)(de)(de)(de)(de)歷(li)史階段(duan)。1999年11月，國(guo)務院辦公廳(ting)轉發了信息產業(ye)(ye)部和(he)國(guo)家廣(guang)(guang)電(dian)總局《關(guan)于(yu)加強廣(guang)(guang)播(bo)電(dian)視(shi)(shi)有線網絡(luo)建設管(guan)理的(de)(de)(de)(de)(de)意見》（即國(guo)辦[1999]82號(hao)文件），從行(xing)(xing)業(ye)(ye)結構(gou)上引導并(bing)促進(jin)有線網與(yu)無線臺進(jin)行(xing)(xing)合并(bing)，并(bing)在(zai)具體(ti)的(de)(de)(de)(de)(de)操(cao)作實踐層面(mian)，明確提(ti)(ti)出(chu)了廣(guang)(guang)電(dian)媒體(ti)應該跨(kua)地區、跨(kua)行(xing)(xing)業(ye)(ye)經營(ying)的(de)(de)(de)(de)(de)指導原則。這個文件的(de)(de)(de)(de)(de)出(chu)臺為后(hou)來電(dian)視(shi)(shi)運(yun)營(ying)的(de)(de)(de)(de)(de)產業(ye)(ye)化變革(ge)和(he)電(dian)視(shi)(shi)媒體(ti)內部管(guan)理機(ji)(ji)制(zhi)的(de)(de)(de)(de)(de)產業(ye)(ye)轉型(xing)提(ti)(ti)供了切入的(de)(de)(de)(de)(de)契機(ji)(ji)，因此也被業(ye)(ye)界人(ren)士和(he)行(xing)(xing)業(ye)(ye)專家認為是政府廣(guang)(guang)電(dian)管(guan)理高層銳(rui)意進(jin)取，改革(ge)原有廣(guang)(guang)電(dian)系統零散(san)化分割格(ge)局、促進(jin)新(xin)一(yi)輪(lun)體(ti)制(zhi)變更的(de)(de)(de)(de)(de)綱(gang)領性(xing)文件。

與(yu)此同(tong)時，以(yi)《中國(guo)(guo)廣播(bo)電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)學(xue)(xue)刊(kan)》、《現(xian)代傳(chuan)播(bo)》、《電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)研(yan)(yan)究》等(deng)為代表的(de)(de)(de)(de)(de)電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)專業(ye)(ye)期刊(kan)，也(ye)集中刊(kan)發(fa)了一(yi)批旨在(zai)探索(suo)廣電(dian)(dian)管(guan)理(li)(li)體(ti)(ti)(ti)制產業(ye)(ye)化(hua)(hua)變革的(de)(de)(de)(de)(de)理(li)(li)論(lun)(lun)文(wen)章，在(zai)學(xue)(xue)術層面上推動著廣電(dian)(dian)體(ti)(ti)(ti)制產業(ye)(ye)化(hua)(hua)變革的(de)(de)(de)(de)(de)實踐進程與(yu)觀(guan)(guan)念深化(hua)(hua)。從1999年(nian)(nian)(nian)(nian)到2000年(nian)(nian)(nian)(nian)，周鴻鐸的(de)(de)(de)(de)(de)《對廣播(bo)電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)產業(ye)(ye)化(hua)(hua)、集團化(hua)(hua)的(de)(de)(de)(de)(de)認(ren)識和(he)采(cai)取(qu)的(de)(de)(de)(de)(de)經(jing)(jing)營(ying)策(ce)略(lve)》（《視(shi)(shi)(shi)(shi)(shi)聽縱橫》1999年(nian)(nian)(nian)(nian)第(di)2期）、《廣播(bo)電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)產業(ye)(ye)化(hua)(hua)、集團化(hua)(hua)道(dao)路的(de)(de)(de)(de)(de)實踐和(he)理(li)(li)論(lun)(lun)依據》（《現(xian)代傳(chuan)播(bo)》1999年(nian)(nian)(nian)(nian)第(di)5期），高福安的(de)(de)(de)(de)(de)《關于我國(guo)(guo)媒(mei)體(ti)(ti)(ti)經(jing)(jing)營(ying)的(de)(de)(de)(de)(de)類型與(yu)研(yan)(yan)究》（《現(xian)代傳(chuan)播(bo)》1999年(nian)(nian)(nian)(nian)第(di)5期）、《市(shi)場經(jing)(jing)濟條件下媒(mei)體(ti)(ti)(ti)經(jing)(jing)營(ying)管(guan)理(li)(li)思路》（《現(xian)代傳(chuan)播(bo)》1999年(nian)(nian)(nian)(nian)第(di)6期），郭榮生的(de)(de)(de)(de)(de)《電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)經(jing)(jing)濟：一(yi)條快速發(fa)展的(de)(de)(de)(de)(de)路》（《中國(guo)(guo)廣播(bo)電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)學(xue)(xue)刊(kan)》1999年(nian)(nian)(nian)(nian)第(di)1期）、龍佑云的(de)(de)(de)(de)(de)《談(tan)廣播(bo)電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)產業(ye)(ye)屬性和(he)即將到來的(de)(de)(de)(de)(de)產業(ye)(ye)格局》（《中國(guo)(guo)廣播(bo)電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)學(xue)(xue)刊(kan)》1999年(nian)(nian)(nian)(nian)第(di)2期）、梁和(he)的(de)(de)(de)(de)(de)《產業(ye)(ye)化(hua)(hua)經(jing)(jing)營(ying)是電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)業(ye)(ye)發(fa)展的(de)(de)(de)(de)(de)趨勢》（《中國(guo)(guo)廣播(bo)電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)學(xue)(xue)刊(kan)》1999年(nian)(nian)(nian)(nian)第(di)5期）、朱(zhu)建飛的(de)(de)(de)(de)(de)《產業(ye)(ye)經(jing)(jing)營(ying)：中國(guo)(guo)電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)跨(kua)世紀的(de)(de)(de)(de)(de)抉擇》（《電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)研(yan)(yan)究》2000年(nian)(nian)(nian)(nian)第(di)1期）、堯風(feng)的(de)(de)(de)(de)(de)《電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)產業(ye)(ye)經(jing)(jing)營(ying)的(de)(de)(de)(de)(de)必然性與(yu)相(xiang)關條件》（《電(dian)(dian)視(shi)(shi)(shi)(shi)(shi)研(yan)(yan)究》2002年(nian)(nian)(nian)(nian)第(di)2期）等(deng)文(wen)章先后刊(kan)出(chu)。這些評論(lun)(lun)者以(yi)觀(guan)(guan)察(cha)員、理(li)(li)論(lun)(lun)家(jia)和(he)實踐者的(de)(de)(de)(de)(de)身份(fen)借助學(xue)(xue)術論(lun)(lun)文(wen)化(hua)(hua)的(de)(de)(de)(de)(de)表達方式(shi)，在(zai)廣電(dian)(dian)管(guan)理(li)(li)行(xing)業(ye)(ye)政策(ce)產業(ye)(ye)化(hua)(hua)變革呼之欲出(chu)的(de)(de)(de)(de)(de)關鍵年(nian)(nian)(nian)(nian)份(fen)，向(xiang)媒(mei)體(ti)(ti)(ti)實踐領(ling)域也(ye)向(xiang)廣電(dian)(dian)政府管(guan)理(li)(li)層表達著自(zi)己(ji)的(de)(de)(de)(de)(de)話語(yu)訴求和(he)問題意識。

話語(yu)分析:傳媒語(yu)言界面的(de)共時(shi)表征

TeunAvanDijk是(shi)(shi)話(hua)(hua)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)分(fen)(fen)析(xi)的(de)(de)(de)(de)(de)(de)翹楚,也是(shi)(shi)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)話(hua)(hua)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)分(fen)(fen)析(xi)的(de)(de)(de)(de)(de)(de)典范(fan)。從20世紀70年(nian)(nian)(nian)代(dai)至今(jin),TeunAvanDijk大量著述(shu)涵蓋了(le)多(duo)種(zhong)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)話(hua)(hua)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)的(de)(de)(de)(de)(de)(de)諸多(duo)類型(xing)(教(jiao)科(ke)書、新聞報道(dao)、醫患對(dui)(dui)(dui)話(hua)(hua)乃至旅游宣傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)手冊、廣告(gao)),對(dui)(dui)(dui)其(qi)中(zhong)(zhong)(zhong)所(suo)表現出的(de)(de)(de)(de)(de)(de)認知(zhi)現象(xiang)、種(zhong)族歧視(shi)、性別歧視(shi)現象(xiang)以(yi)(yi)及(ji)(ji)意識(shi)形態等(deng)政(zheng)治(zhi)傾向作(zuo)(zuo)了(le)全面研(yan)(yan)究(jiu);FaircloughN.自(zi)80年(nian)(nian)(nian)代(dai)以(yi)(yi)來(lai)陸續出版了(le)幾十種(zhong)著作(zuo)(zuo),對(dui)(dui)(dui)各種(zhong)話(hua)(hua)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)類型(xing)尤其(qi)是(shi)(shi)政(zheng)治(zhi)話(hua)(hua)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)進(jin)行(xing)了(le)批判的(de)(de)(de)(de)(de)(de)研(yan)(yan)究(jiu)。此(ci)后(hou),傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)研(yan)(yan)究(jiu)作(zuo)(zuo)出較大貢獻的(de)(de)(de)(de)(de)(de)當屬奧克蘭理工大學(xue)(xue)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)與(yu)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)播(bo)(bo)教(jiao)授的(de)(de)(de)(de)(de)(de)AllanBell:作(zuo)(zuo)為一名(ming)多(duo)產的(de)(de)(de)(de)(de)(de)學(xue)(xue)者(zhe),AllanBell近30年(nian)(nian)(nian)來(lai)發表了(le)與(yu)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)研(yan)(yan)究(jiu)相關的(de)(de)(de)(de)(de)(de)學(xue)(xue)術(shu)(shu)論(lun)(lun)(lun)文(wen)64篇(pian)(pian)、專著5部(截至2008年(nian)(nian)(nian)的(de)(de)(de)(de)(de)(de)統計(ji))。在(zai)作(zuo)(zuo)者(zhe)目(mu)(mu)前可以(yi)(yi)收集到的(de)(de)(de)(de)(de)(de)文(wen)獻研(yan)(yan)究(jiu)中(zhong)(zhong)(zhong),AllanBell于(yu)1981年(nian)(nian)(nian)以(yi)(yi)“這不是(shi)(shi)英(ying)國廣播(bo)(bo)公司:新西(xi)蘭的(de)(de)(de)(de)(de)(de)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)殖民主義(yi)”為題開始了(le)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)的(de)(de)(de)(de)(de)(de)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)體(ti)研(yan)(yan)究(jiu),僅從這一點講(jiang),稱AllanBell為世界范(fan)圍內首(shou)次(ci)研(yan)(yan)究(jiu)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)的(de)(de)(de)(de)(de)(de)“鼻祖”并(bing)不過(guo)分(fen)(fen)。[2]1983年(nian)(nian)(nian),GerhardLeitner編(bian)著的(de)(de)(de)(de)(de)(de)LanguageandMassMedia論(lun)(lun)(lun)文(wen)集首(shou)次(ci)將(jiang)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)與(yu)大眾傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)糅(rou)合在(zai)一起加以(yi)(yi)研(yan)(yan)究(jiu)。[3]此(ci)后(hou),Language,image,media論(lun)(lun)(lun)文(wen)集討論(lun)(lun)(lun)了(le)新聞廣播(bo)(bo)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)、東西(xi)方新聞差異、廣告(gao)以(yi)(yi)及(ji)(ji)圖形傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)達意義(yi)的(de)(de)(de)(de)(de)(de)方式。[4]R.E.Rice于(yu)1984年(nian)(nian)(nian)在(zai)《MediatedGroupCommunication》一文(wen)中(zhong)(zhong)(zhong)首(shou)開學(xue)(xue)界對(dui)(dui)(dui)“電子(zi)(zi)郵(you)件語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)”研(yan)(yan)究(jiu)的(de)(de)(de)(de)(de)(de)先河(he)。[5]Fairclough(1985)討論(lun)(lun)(lun)了(le)從話(hua)(hua)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)分(fen)(fen)析(xi)的(de)(de)(de)(de)(de)(de)視(shi)角(jiao)分(fen)(fen)析(xi)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)有別于(yu)從語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)學(xue)(xue)的(de)(de)(de)(de)(de)(de)角(jiao)度研(yan)(yan)究(jiu)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)的(de)(de)(de)(de)(de)(de)原(yuan)因。他認為,對(dui)(dui)(dui)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)進(jin)行(xing)分(fen)(fen)析(xi)話(hua)(hua)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)有助于(yu)詳細了(le)解媒(mei)(mei)(mei)體(ti)輸出的(de)(de)(de)(de)(de)(de)本(ben)(ben)質,而(er)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)分(fen)(fen)析(xi)側重于(yu)文(wen)本(ben)(ben)(texts),語(yu)(yu)(yu)(yu)(yu)(yu)(yu)篇(pian)(pian)分(fen)(fen)析(xi)(discourseanalysis)既涉(she)及(ji)(ji)文(wen)本(ben)(ben)也涉(she)及(ji)(ji)話(hua)(hua)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)實(shi)(shi)踐(jian)(jian)以(yi)(yi)及(ji)(ji)社會文(wen)化(hua)(hua)文(wen)本(ben)(ben),目(mu)(mu)的(de)(de)(de)(de)(de)(de)在(zai)于(yu)找出文(wen)本(ben)(ben),話(hua)(hua)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)實(shi)(shi)踐(jian)(jian)和社會文(wen)化(hua)(hua)實(shi)(shi)踐(jian)(jian)之(zhi)間的(de)(de)(de)(de)(de)(de)關系(xi)。[6]該(gai)論(lun)(lun)(lun)述(shu)高瞻遠(yuan)矚,無論(lun)(lun)(lun)對(dui)(dui)(dui)話(hua)(hua)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)分(fen)(fen)析(xi)還是(shi)(shi)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)研(yan)(yan)究(jiu)都具有劃時代(dai)的(de)(de)(de)(de)(de)(de)意義(yi)。在(zai)俄(e)羅(luo)斯大眾傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)研(yan)(yan)究(jiu)方面,Dobrosklonskaja(2005)聲稱要(yao)發展(zhan)(zhan)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)學(xue)(xue)MediaLinguistics,但是(shi)(shi)其(qi)重點研(yan)(yan)究(jiu)仍集中(zhong)(zhong)(zhong)在(zai)新聞語(yu)(yu)(yu)(yu)(yu)(yu)(yu)篇(pian)(pian)(現在(zai)被(bei)稱為傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)篇(pian)(pian))以(yi)(yi)及(ji)(ji)迅速(su)發展(zhan)(zhan)的(de)(de)(de)(de)(de)(de)功能和文(wen)體(ti)研(yan)(yan)究(jiu)方面。[7]CharleyRowe和EvaL.Wyss2009年(nian)(nian)(nian)編(bian)著的(de)(de)(de)(de)(de)(de)LanguageandNewMedia論(lun)(lun)(lun)文(wen)集匯集了(le)學(xue)(xue)者(zhe)對(dui)(dui)(dui)多(duo)種(zhong)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)播(bo)(bo)媒(mei)(mei)(mei)介(jie)的(de)(de)(de)(de)(de)(de)分(fen)(fen)析(xi):博客、電子(zi)(zi)郵(you)件、傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)真、網絡實(shi)(shi)時聊天系(xi)統(IRC)、聊天、即(ji)時通訊、短(duan)信(SMS)、情書、郵(you)政(zheng)卡(ka)和電子(zi)(zi)賀卡(ka)、電話(hua)(hua)、廣播(bo)(bo)、電視(shi),以(yi)(yi)及(ji)(ji)諸如(ru)網頁文(wen)本(ben)(ben)、維基百科(ke)條目(mu)(mu)和網站超(chao)文(wen)本(ben)(ben)網站文(wen)化(hua)(hua)。文(wen)集對(dui)(dui)(dui)新媒(mei)(mei)(mei)體(ti)萌現、新媒(mei)(mei)(mei)體(ti)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)境中(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)變化(hua)(hua)以(yi)(yi)及(ji)(ji)相關新、舊(jiu)媒(mei)(mei)(mei)體(ti)之(zhi)間技術(shu)(shu)演進(jin)背景下語(yu)(yu)(yu)(yu)(yu)(yu)(yu)言(yan)(yan)(yan)(yan)(yan)(yan)(yan)(yan)和文(wen)化(hua)(hua)的(de)(de)(de)(de)(de)(de)變化(hua)(hua)研(yan)(yan)究(jiu)提供了(le)獨特的(de)(de)(de)(de)(de)(de)視(shi)角(jiao)。[8]

社(she)會語言:傳媒語言文化界面的回(hui)歸

美國(guo)(guo)語(yu)言(yan)(yan)(yan)(yan)(yan)學(xue)(xue)家(jia)兼人(ren)類學(xue)(xue)家(jia)EdwardSapir及(ji)其學(xue)(xue)生(sheng)BenjaminLeeWhorf所(suo)提(ti)(ti)出(chu)的(de)(de)(de)(de)(de)(de)“語(yu)言(yan)(yan)(yan)(yan)(yan)相(xiang)對(dui)性假說(shuo)”在(zai)戰(zhan)后廣為(wei)(wei)(wei)(wei)傳播,認(ren)(ren)為(wei)(wei)(wei)(wei)語(yu)言(yan)(yan)(yan)(yan)(yan)在(zai)很大程度上(shang)(shang)決定文(wen)(wen)化(hua)(hua)(hua)(hua)和(he)(he)思(si)維(wei),認(ren)(ren)為(wei)(wei)(wei)(wei)不(bu)(bu)(bu)同(tong)語(yu)言(yan)(yan)(yan)(yan)(yan)里所(suo)包含的(de)(de)(de)(de)(de)(de)文(wen)(wen)化(hua)(hua)(hua)(hua)概念(nian)和(he)(he)分類會(hui)(hui)(hui)影(ying)響(xiang)語(yu)言(yan)(yan)(yan)(yan)(yan)使用(yong)者(zhe)(zhe)對(dui)于現實世界的(de)(de)(de)(de)(de)(de)認(ren)(ren)知,也就是說(shuo)不(bu)(bu)(bu)同(tong)的(de)(de)(de)(de)(de)(de)語(yu)言(yan)(yan)(yan)(yan)(yan)的(de)(de)(de)(de)(de)(de)使用(yong)者(zhe)(zhe)會(hui)(hui)(hui)因(yin)語(yu)言(yan)(yan)(yan)(yan)(yan)差異而(er)(er)產(chan)生(sheng)思(si)考(kao)方式(shi)、行(xing)為(wei)(wei)(wei)(wei)方式(shi)的(de)(de)(de)(de)(de)(de)不(bu)(bu)(bu)同(tong)。DellHymes曾提(ti)(ti)出(chu)言(yan)(yan)(yan)(yan)(yan)談民俗學(xue)(xue)(ethnographyofspeaking)來(lai)研(yan)究言(yan)(yan)(yan)(yan)(yan)語(yu)事件(jian)。WilliamLabov1966年(nian)出(chu)版的(de)(de)(de)(de)(de)(de)《紐(niu)約(yue)市(shi)英語(yu)的(de)(de)(de)(de)(de)(de)社會(hui)(hui)(hui)層(ceng)次(ci)》認(ren)(ren)為(wei)(wei)(wei)(wei)語(yu)言(yan)(yan)(yan)(yan)(yan)事實上(shang)(shang)存(cun)在(zai)社會(hui)(hui)(hui)性層(ceng)次(ci)的(de)(de)(de)(de)(de)(de)區(qu)分,而(er)(er)且社會(hui)(hui)(hui)層(ceng)次(ci)(身份)和(he)(he)語(yu)言(yan)(yan)(yan)(yan)(yan)層(ceng)次(ci)(表現為(wei)(wei)(wei)(wei)語(yu)言(yan)(yan)(yan)(yan)(yan)結構的(de)(de)(de)(de)(de)(de)異體)是互(hu)相(xiang)對(dui)應的(de)(de)(de)(de)(de)(de)。[9]70-80年(nian)代(dai)間,英國(guo)(guo)學(xue)(xue)者(zhe)(zhe)Lesley和(he)(he)JamesMilroy在(zai)研(yan)究這類交(jiao)往行(xing)為(wei)(wei)(wei)(wei)時(shi)提(ti)(ti)出(chu)“語(yu)言(yan)(yan)(yan)(yan)(yan)的(de)(de)(de)(de)(de)(de)社會(hui)(hui)(hui)網絡理論(lun)”,對(dui)語(yu)言(yan)(yan)(yan)(yan)(yan)的(de)(de)(de)(de)(de)(de)維(wei)護和(he)(he)切換進行(xing)動態(tai)描寫(xie),作(zuo)出(chu)了(le)比拉波夫的(de)(de)(de)(de)(de)(de)分層(ceng)說(shuo)更細致的(de)(de)(de)(de)(de)(de)分析(李嵬,1995)。[10]70年(nian)代(dai)以來(lai)前蘇聯(俄國(guo)(guo))學(xue)(xue)者(zhe)(zhe)提(ti)(ti)出(chu)語(yu)言(yan)(yan)(yan)(yan)(yan)國(guo)(guo)情學(xue)(xue),強(qiang)調語(yu)言(yan)(yan)(yan)(yan)(yan)有(you)(you)一(yi)(yi)種(zhong)(zhong)文(wen)(wen)化(hua)(hua)(hua)(hua)積累的(de)(de)(de)(de)(de)(de)功能。同(tong)時(shi),大眾(zhong)傳媒對(dui)“水門事件(jian)”的(de)(de)(de)(de)(de)(de)不(bu)(bu)(bu)斷傳播引發(fa)了(le)語(yu)言(yan)(yan)(yan)(yan)(yan)學(xue)(xue)家(jia)在(zai)文(wen)(wen)化(hua)(hua)(hua)(hua)背景中(zhong)對(dui)語(yu)言(yan)(yan)(yan)(yan)(yan)構成(cheng)及(ji)其影(ying)響(xiang)的(de)(de)(de)(de)(de)(de)深入研(yan)究。加拿大學(xue)(xue)者(zhe)(zhe)HaroldInnis認(ren)(ren)為(wei)(wei)(wei)(wei),一(yi)(yi)種(zhong)(zhong)新(xin)(xin)的(de)(de)(de)(de)(de)(de)媒介(jie)(jie)(包括廣義的(de)(de)(de)(de)(de)(de)語(yu)言(yan)(yan)(yan)(yan)(yan)、文(wen)(wen)字媒介(jie)(jie))的(de)(de)(de)(de)(de)(de)長處,將導(dao)致一(yi)(yi)種(zhong)(zhong)新(xin)(xin)的(de)(de)(de)(de)(de)(de)文(wen)(wen)明的(de)(de)(de)(de)(de)(de)產(chan)生(sheng)。[11]美國(guo)(guo)學(xue)(xue)者(zhe)(zhe)PaulLevinson指出(chu):“人(ren)類發(fa)明的(de)(de)(de)(de)(de)(de)所(suo)有(you)(you)信(xin)息技術,沒有(you)(you)任何一(yi)(yi)種(zhong)(zhong)技術能夠和(he)(he)我(wo)們(men)(men)人(ren)類基本要(yao)素的(de)(de)(de)(de)(de)(de)語(yu)言(yan)(yan)(yan)(yan)(yan)中(zhong)心(xin)相(xiang)提(ti)(ti)并論(lun),除非它是對(dui)語(yu)言(yan)(yan)(yan)(yan)(yan)的(de)(de)(de)(de)(de)(de)超(chao)越(yue)和(he)(he)通過(guo)某種(zhong)(zhong)方式(shi)所(suo)進行(xing)的(de)(de)(de)(de)(de)(de)替代(dai)。但是,這些技術還是在(zai)有(you)(you)限的(de)(de)(de)(de)(de)(de)層(ceng)次(ci)上(shang)(shang)對(dui)我(wo)們(men)(men)的(de)(de)(de)(de)(de)(de)生(sheng)存(cun)產(chan)生(sheng)了(le)深遠的(de)(de)(de)(de)(de)(de)影(ying)響(xiang)。”[12]結構主(zhu)義符號(hao)——權力(li)學(xue)(xue)派(pai)認(ren)(ren)為(wei)(wei)(wei)(wei):人(ren)的(de)(de)(de)(de)(de)(de)思(si)維(wei)和(he)(he)信(xin)息傳播受制(zhi)(zhi)于傳播的(de)(de)(de)(de)(de)(de)基本符號(hao)系統——語(yu)言(yan)(yan)(yan)(yan)(yan),而(er)(er)每個族群、民族、國(guo)(guo)家(jia)成(cheng)千(qian)上(shang)(shang)萬年(nian)形成(cheng)的(de)(de)(de)(de)(de)(de)文(wen)(wen)化(hua)(hua)(hua)(hua)意識和(he)(he)傳統,無(wu)形地積淀在(zai)語(yu)言(yan)(yan)(yan)(yan)(yan)中(zhong),通過(guo)語(yu)言(yan)(yan)(yan)(yan)(yan)系統的(de)(de)(de)(de)(de)(de)教育而(er)(er)內化(hua)(hua)(hua)(hua)為(wei)(wei)(wei)(wei)社會(hui)(hui)(hui)成(cheng)員的(de)(de)(de)(de)(de)(de)集體心(xin)智。JiirgenHabermas的(de)(de)(de)(de)(de)(de)三卷本《交(jiao)往行(xing)動理論(lun)》揭示了(le)當代(dai)傳媒如(ru)何被(bei)注入商業模式(shi),成(cheng)為(wei)(wei)(wei)(wei)制(zhi)(zhi)造品牌輿(yu)論(lun)的(de)(de)(de)(de)(de)(de)工具。[13]

傳(chuan)媒與教育:傳(chuan)媒語(yu)言(yan)界面(mian)的人本回(hui)歸

作為(wei)世(shi)(shi)界(jie)(jie)性(xing)的(de)(de)教(jiao)(jiao)育文(wen)(wen)化(hua)機構,聯合(he)國教(jiao)(jiao)科文(wen)(wen)組織(zhi)(UNESCO)充當(dang)著(zhu)傳(chuan)媒(mei)與(yu)(yu)教(jiao)(jiao)育的(de)(de)聯姻的(de)(de)急先鋒。20世(shi)(shi)紀60年(nian)代初開始,UNESCO明確了(le)(le)(le)(le)媒(mei)體(ti)在(zai)社(she)會(hui)進步的(de)(de)關鍵作用,制(zhi)定了(le)(le)(le)(le)參與(yu)(yu)和(he)利用各種(zhong)媒(mei)體(ti)發(fa)(fa)展目(mu)標(biao)的(de)(de)具(ju)體(ti)政(zheng)策、方(fang)案和(he)戰略,設立了(le)(le)(le)(le)“媒(mei)介教(jiao)(jiao)育項目(mu)”(TheMediaEducationProgramme),旨在(zai)促進全(quan)(quan)(quan)(quan)體(ti)社(she)會(hui)成員特(te)別(bie)是青(qing)年(nian)通過媒(mei)介積極參與(yu)(yu)社(she)區政(zheng)治(zhi)文(wen)(wen)化(hua)活(huo)動(dong)并發(fa)(fa)展其批判性(xing)賞析(xi)能力。教(jiao)(jiao)科文(wen)(wen)組織(zhi)和(he)聯合(he)國文(wen)(wen)明聯盟(UNAOC)共同創(chuang)建了(le)(le)(le)(le)姊妹(mei)大學(xue)(xue)全(quan)(quan)(quan)(quan)球(qiu)媒(mei)體(ti)和(he)信(xin)息(xi)(xi)素養和(he)跨文(wen)(wen)化(hua)對(dui)話講座(UNESCO-UNAOCMILIDUNITWIN),具(ju)體(ti)內(nei)容涉及(ji):批判性(xing)分析(xi)、大學(xue)(xue)和(he)大眾媒(mei)體(ti)之間的(de)(de)跨文(wen)(wen)化(hua)和(he)合(he)作研究(jiu)交流(liu)、參與(yu)(yu)學(xue)(xue)校內(nei)發(fa)(fa)展教(jiao)(jiao)育和(he)媒(mei)體(ti)研發(fa)(fa)、促進全(quan)(quan)(quan)(quan)球(qiu)媒(mei)介信(xin)息(xi)(xi)素養行動(dong)、創(chuang)建媒(mei)介信(xin)息(xi)(xi)素養學(xue)(xue)習(xi)研發(fa)(fa)網絡中心、支持全(quan)(quan)(quan)(quan)球(qiu)不同媒(mei)體(ti)的(de)(de)文(wen)(wen)化(hua)間對(dui)話與(yu)(yu)合(he)作。在(zai)語(yu)(yu)(yu)(yu)(yu)言學(xue)(xue)學(xue)(xue)術界(jie)(jie),1968年(nian),SusanSontag注意了(le)(le)(le)(le)到傳(chuan)媒(mei)對(dui)教(jiao)(jiao)育的(de)(de)影(ying)響(xiang)遠遠大于(yu)課堂教(jiao)(jiao)學(xue)(xue)[14],英(ying)國學(xue)(xue)者(zhe)(zhe)HildeT.Himmelweit等(deng)人研究(jiu)了(le)(le)(le)(le)看電(dian)視(shi)對(dui)兒童語(yu)(yu)(yu)(yu)(yu)言能力發(fa)(fa)展的(de)(de)影(ying)響(xiang)[15],美國學(xue)(xue)者(zhe)(zhe)MarieWinn(1977)則得出了(le)(le)(le)(le)相反的(de)(de)結論[16]。MichaelWillie(1979)論述了(le)(le)(le)(le)傳(chuan)媒(mei)通過不同語(yu)(yu)(yu)(yu)(yu)言(媒(mei)介肢體(ti)語(yu)(yu)(yu)(yu)(yu)言與(yu)(yu)文(wen)(wen)本語(yu)(yu)(yu)(yu)(yu)言)的(de)(de)結合(he)增強(qiang)了(le)(le)(le)(le)感官的(de)(de)刺激,從而加深(shen)了(le)(le)(le)(le)對(dui)信(xin)息(xi)(xi)的(de)(de)理解(jie)[17]。英(ying)國英(ying)語(yu)(yu)(yu)(yu)(yu)教(jiao)(jiao)師全(quan)(quan)(quan)(quan)國委員會(hui)和(he)國際閱讀協會(hui)全(quan)(quan)(quan)(quan)國理事會(hui)(NCTE)制(zhi)定的(de)(de)英(ying)語(yu)(yu)(yu)(yu)(yu)語(yu)(yu)(yu)(yu)(yu)言藝術教(jiao)(jiao)學(xue)(xue)指導方(fang)針之國家標(biao)準要求“學(xue)(xue)生用口(kou)頭(tou)、書面和(he)視(shi)覺語(yu)(yu)(yu)(yu)(yu)言來(lai)實現自己的(de)(de)目(mu)標(biao),……,在(zai)學(xue)(xue)習(xi)過程中作為(wei)知識、反饋、創(chuang)造(zao)活(huo)動(dong)的(de)(de)積極參與(yu)(yu)者(zhe)(zhe)”[18]。20世(shi)(shi)紀九十年(nian)代中后期中國中學(xue)(xue)課程改革和(he)2003年(nian)以來(lai)的(de)(de)大學(xue)(xue)英(ying)語(yu)(yu)(yu)(yu)(yu)教(jiao)(jiao)學(xue)(xue)改革都強(qiang)調了(le)(le)(le)(le)傳(chuan)媒(mei)特(te)別(bie)是多媒(mei)體(ti)在(zai)教(jiao)(jiao)學(xue)(xue)中的(de)(de)作用。

摘(zhai)要(yao)：光線傳(chuan)媒全產業(ye)(ye)鏈覆蓋的(de)特質，雖然擁有諸多動漫企業(ye)(ye)無法與之匹敵(di)的(de)優(you)勢，如(ru)合作機制明(ming)確、版權有保障、市場細分明(ming)確等，但是也(ye)有其尚未解決的(de)問題(ti)：投資的(de)許多公司(si)仍在成長期、以神話為(wei)背景的(de)題(ti)材面臨著(zhu)更多的(de)挑戰(zhan)、缺少行業(ye)(ye)內可借鑒(jian)的(de)經(jing)驗、電影衍生(sheng)品相對落(luo)后(hou)等。建議光線傳(chuan)媒調整公司(si)整體產業(ye)(ye)布局、持續(xu)追求差異(yi)化(hua)風格(ge)、提高(gao)財務資金管理能力、積極開發衍生(sheng)品。

關鍵詞：光(guang)線傳媒；動漫；經營管理

一、引言

1926年(nian)，萬氏兄弟打造(zao)了(le)(le)我(wo)國(guo)(guo)(guo)(guo)第一(yi)部獨創(chuang)黑白無聲10分鐘動(dong)(dong)(dong)畫短(duan)片《大鬧畫室》。之后，我(wo)國(guo)(guo)(guo)(guo)動(dong)(dong)(dong)漫(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)(ye)沒(mei)有(you)(you)(you)取得長足(zu)的(de)(de)(de)(de)(de)(de)進(jin)(jin)步，而是(shi)同國(guo)(guo)(guo)(guo)內(nei)(nei)跌宕起伏的(de)(de)(de)(de)(de)(de)經濟發展而變(bian)化。此番狀況一(yi)直持(chi)續(xu)到2013年(nian)，互(hu)聯網(wang)巨頭涌入動(dong)(dong)(dong)漫(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)(ye)進(jin)(jin)行布(bu)局，網(wang)絡迅速普及(ji)(ji)。隨著互(hu)聯網(wang)文娛巨頭的(de)(de)(de)(de)(de)(de)資本進(jin)(jin)場(chang)，我(wo)國(guo)(guo)(guo)(guo)動(dong)(dong)(dong)漫(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)(ye)再度(du)得到了(le)(le)資本的(de)(de)(de)(de)(de)(de)青睞，并取得了(le)(le)突破性的(de)(de)(de)(de)(de)(de)發展。如(ru)今(jin)，針(zhen)對動(dong)(dong)(dong)漫(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)政策扶持(chi)及(ji)(ji)技術升級，使(shi)其(qi)擁(yong)有(you)(you)(you)了(le)(le)更廣闊(kuo)的(de)(de)(de)(de)(de)(de)空間。我(wo)國(guo)(guo)(guo)(guo)動(dong)(dong)(dong)漫(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)(ye)總產(chan)(chan)(chan)值(zhi)在(zai)2018年(nian)突破1500億元大關(guan)，在(zai)線(xian)內(nei)(nei)容方面擁(yong)有(you)(you)(you)近150億元的(de)(de)(de)(de)(de)(de)市場(chang)規模。由于動(dong)(dong)(dong)漫(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)特殊性，其(qi)巨大的(de)(de)(de)(de)(de)(de)產(chan)(chan)(chan)值(zhi)能力主要得益(yi)于下游衍生開發的(de)(de)(de)(de)(de)(de)產(chan)(chan)(chan)值(zhi)輸(shu)出。雖然近年(nian)來動(dong)(dong)(dong)漫(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)(ye)在(zai)資本市場(chang)上(shang)(shang)的(de)(de)(de)(de)(de)(de)熱度(du)日益(yi)冷(leng)卻，但(dan)(dan)毫無疑問的(de)(de)(de)(de)(de)(de)是(shi)，審慎理智(zhi)的(de)(de)(de)(de)(de)(de)市場(chang)態度(du)將會促進(jin)(jin)動(dong)(dong)(dong)漫(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)(ye)建(jian)立更為(wei)穩定成熟的(de)(de)(de)(de)(de)(de)市場(chang)體系，并能使(shi)眾多動(dong)(dong)(dong)漫(man)(man)(man)公司(si)優勝劣汰。北(bei)京光(guang)線(xian)傳(chuan)媒股(gu)份有(you)(you)(you)限(xian)公司(si)，簡(jian)稱光(guang)線(xian)傳(chuan)媒（EN-LIGHTMEDIA），自2015年(nian)開啟彩條屋影業(ye)(ye)(ye)(ye)動(dong)(dong)(dong)漫(man)(man)(man)集(ji)團后，便在(zai)動(dong)(dong)(dong)漫(man)(man)(man)領域持(chi)續(xu)發力。雖然近幾年(nian)來少(shao)有(you)(you)(you)爆款，但(dan)(dan)2019年(nian)夏天上(shang)(shang)映的(de)(de)(de)(de)(de)(de)《哪(na)吒(zha)之魔(mo)童降世》（以(yi)下簡(jian)稱《哪(na)吒(zha)》）票房(fang)(fang)和口碑(bei)俱佳，刷新了(le)(le)國(guo)(guo)(guo)(guo)內(nei)(nei)外多項歷史記錄，它不僅是(shi)我(wo)國(guo)(guo)(guo)(guo)影史票房(fang)(fang)最(zui)(zui)高的(de)(de)(de)(de)(de)(de)動(dong)(dong)(dong)畫電(dian)影，也是(shi)全球單一(yi)市場(chang)票房(fang)(fang)最(zui)(zui)高的(de)(de)(de)(de)(de)(de)動(dong)(dong)(dong)畫電(dian)影。多項榮(rong)譽加身的(de)(de)(de)(de)(de)(de)《哪(na)吒(zha)》算得上(shang)(shang)是(shi)真正的(de)(de)(de)(de)(de)(de)“國(guo)(guo)(guo)(guo)漫(man)(man)(man)之光(guang)”。耗時5年(nian)精心打造(zao)，光(guang)線(xian)傳(chuan)媒到底在(zai)動(dong)(dong)(dong)漫(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)(ye)鏈的(de)(de)(de)(de)(de)(de)經營管理上(shang)(shang)下了(le)(le)多少(shao)工(gong)夫，便是(shi)本研(yan)究(jiu)的(de)(de)(de)(de)(de)(de)意義所在(zai)，也希望可(ke)為(wei)其(qi)他(ta)涉獵動(dong)(dong)(dong)漫(man)(man)(man)的(de)(de)(de)(de)(de)(de)行業(ye)(ye)(ye)(ye)提供些(xie)許可(ke)借鑒的(de)(de)(de)(de)(de)(de)經驗。

二(er)、光線(xian)傳媒經營管理模式分析(xi)

（一(yi)）光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)簡介。光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)成(cheng)(cheng)(cheng)(cheng)立(li)(li)于(yu)(yu)1998年(nian)(nian)，是(shi)(shi)(shi)(shi)(shi)(shi)我(wo)國最(zui)大(da)(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)民(min)營(ying)(ying)(ying)(ying)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)娛(yu)樂集(ji)(ji)團(tuan)(tuan)，主(zhu)營(ying)(ying)(ying)(ying)業(ye)(ye)(ye)務(wu)(wu)(wu)(wu)包括電(dian)(dian)視(shi)節目(mu)制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)作(zuo)(zuo)(zuo)與(yu)(yu)發(fa)(fa)(fa)行，電(dian)(dian)影(ying)(ying)(ying)(ying)(ying)(ying)投資(zi)(zi)(zi)(zi)(zi)、制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)作(zuo)(zuo)(zuo)、宣(xuan)(xuan)發(fa)(fa)(fa)，電(dian)(dian)視(shi)劇投資(zi)(zi)(zi)(zi)(zi)、發(fa)(fa)(fa)行，藝人(ren)經(jing)(jing)紀，新媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)體(ti)(ti)互聯(lian)(lian)(lian)網(wang)、游(you)(you)(you)戲(xi)等。光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)成(cheng)(cheng)(cheng)(cheng)立(li)(li)彩(cai)(cai)條(tiao)(tiao)屋(wu)(wu)計劃后(hou)，發(fa)(fa)(fa)行了(le)(le)《西游(you)(you)(you)記(ji)之(zhi)(zhi)大(da)(da)(da)圣(sheng)歸(gui)來(lai)(lai)(lai)(lai)》《大(da)(da)(da)魚海(hai)棠》《精(jing)靈王座》《哪(na)(na)吒(zha)(zha)》等動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)畫(hua)(hua)(hua)電(dian)(dian)影(ying)(ying)(ying)(ying)(ying)(ying)。公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)標志(zhi)“E”惹人(ren)注(zhu)目(mu)，不(bu)(bu)斷(duan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)改(gai)進和(he)(he)創(chuang)新使(shi)其(qi)(qi)(qi)(qi)(qi)(qi)一(yi)直處于(yu)(yu)行業(ye)(ye)(ye)前(qian)(qian)沿。當前(qian)(qian)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)影(ying)(ying)(ying)(ying)(ying)(ying)視(shi)業(ye)(ye)(ye)務(wu)(wu)(wu)(wu)經(jing)(jing)營(ying)(ying)(ying)(ying)穩(wen)健，動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)畫(hua)(hua)(hua)電(dian)(dian)影(ying)(ying)(ying)(ying)(ying)(ying)業(ye)(ye)(ye)務(wu)(wu)(wu)(wu)崛起，成(cheng)(cheng)(cheng)(cheng)為(wei)(wei)(wei)(wei)(wei)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)重要收(shou)(shou)(shou)入來(lai)(lai)(lai)(lai)源之(zhi)(zhi)一(yi)。2020年(nian)(nian)1月9日，胡(hu)潤(run)研究院《2019胡(hu)潤(run)中(zhong)國500強民(min)營(ying)(ying)(ying)(ying)企業(ye)(ye)(ye)》，光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)以(yi)(yi)(yi)市(shi)值(zhi)290億元位列第254位。（二(er)）光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)經(jing)(jing)營(ying)(ying)(ying)(ying)管理(li)(li)模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)。1.資(zi)(zi)(zi)(zi)(zi)本(ben)(ben)聯(lian)(lian)(lian)姻(yin)(yin)模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)通(tong)(tong)過時(shi)間梳(shu)理(li)(li)可(ke)(ke)以(yi)(yi)(yi)看(kan)(kan)出(chu)，光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)近(jin)年(nian)(nian)來(lai)(lai)(lai)(lai)頻頻與(yu)(yu)資(zi)(zi)(zi)(zi)(zi)本(ben)(ben)聯(lian)(lian)(lian)姻(yin)(yin)，在(zai)(zai)(zai)2018年(nian)(nian)5月根據合(he)同(tong)與(yu)(yu)阿(a)里(li)巴(ba)巴(ba)合(he)作(zuo)(zuo)(zuo)結束之(zhi)(zhi)前(qian)(qian)，提(ti)(ti)前(qian)(qian)采取措(cuo)施與(yu)(yu)騰訊(xun)(xun)實(shi)現(xian)(xian)了(le)(le)深度(du)綁(bang)定(ding)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)合(he)作(zuo)(zuo)(zuo)關(guan)系(xi)。阿(a)里(li)巴(ba)巴(ba)最(zui)初想要與(yu)(yu)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)合(he)作(zuo)(zuo)(zuo)，無(wu)外(wai)(wai)乎看(kan)(kan)重了(le)(le)其(qi)(qi)(qi)(qi)(qi)(qi)影(ying)(ying)(ying)(ying)(ying)(ying)視(shi)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)，然而(er)(er)合(he)作(zuo)(zuo)(zuo)期(qi)間遭遇影(ying)(ying)(ying)(ying)(ying)(ying)視(shi)低(di)谷(gu)，最(zui)終(zhong)一(yi)拍兩散(san)。后(hou)續和(he)(he)貓眼、微影(ying)(ying)(ying)(ying)(ying)(ying)、騰訊(xun)(xun)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)合(he)作(zuo)(zuo)(zuo)，為(wei)(wei)(wei)(wei)(wei)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)(ying)(ying)(ying)(ying)(ying)視(shi)、動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)畫(hua)(hua)(hua)電(dian)(dian)影(ying)(ying)(ying)(ying)(ying)(ying)、動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)游(you)(you)(you)戲(xi)、動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)畫(hua)(hua)(hua)衍(yan)(yan)(yan)(yan)生(sheng)(sheng)品(pin)接連鋪路(lu)。2018年(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)股權轉讓，甚至為(wei)(wei)(wei)(wei)(wei)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)儲備了(le)(le)不(bu)(bu)少資(zi)(zi)(zi)(zi)(zi)金以(yi)(yi)(yi)備動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)研發(fa)(fa)(fa)和(he)(he)宣(xuan)(xuan)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)。幾(ji)年(nian)(nian)來(lai)(lai)(lai)(lai)，光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)投資(zi)(zi)(zi)(zi)(zi)和(he)(he)開(kai)發(fa)(fa)(fa)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)電(dian)(dian)影(ying)(ying)(ying)(ying)(ying)(ying)頗多(duo)，但少有(you)(you)(you)(you)爆(bao)款。2019年(nian)(nian)夏天，《哪(na)(na)吒(zha)(zha)》上(shang)(shang)映，無(wu)論(lun)是(shi)(shi)(shi)(shi)(shi)(shi)內容、質量還(huan)(huan)是(shi)(shi)(shi)(shi)(shi)(shi)表達(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)愛與(yu)(yu)情感都(dou)(dou)十分精(jing)良，資(zi)(zi)(zi)(zi)(zi)本(ben)(ben)聯(lian)(lian)(lian)姻(yin)(yin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)使(shi)得耗時(shi)5年(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)佳作(zuo)(zuo)(zuo)沒(mei)有(you)(you)(you)(you)被辜負。光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)近(jin)年(nian)(nian)與(yu)(yu)資(zi)(zi)(zi)(zi)(zi)本(ben)(ben)聯(lian)(lian)(lian)姻(yin)(yin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)情況，如圖1所(suo)示：2.個性化(hua)(hua)(hua)運(yun)(yun)作(zuo)(zuo)(zuo)模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)最(zui)能(neng)(neng)(neng)(neng)體(ti)(ti)現(xian)(xian)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)經(jing)(jing)營(ying)(ying)(ying)(ying)管理(li)(li)模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)還(huan)(huan)是(shi)(shi)(shi)(shi)(shi)(shi)其(qi)(qi)(qi)(qi)(qi)(qi)個性化(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)運(yun)(yun)作(zuo)(zuo)(zuo)模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)，如表1所(suo)示：從(cong)表1可(ke)(ke)知，國內近(jin)年(nian)(nian)來(lai)(lai)(lai)(lai)知名(ming)且較為(wei)(wei)(wei)(wei)(wei)優(you)質的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)各個動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)作(zuo)(zuo)(zuo)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)，均(jun)沒(mei)有(you)(you)(you)(you)將(jiang)(jiang)重心完(wan)全(quan)放在(zai)(zai)(zai)打造動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)上(shang)(shang)，而(er)(er)是(shi)(shi)(shi)(shi)(shi)(shi)存(cun)在(zai)(zai)(zai)許(xu)(xu)多(duo)其(qi)(qi)(qi)(qi)(qi)(qi)他方(fang)(fang)面(mian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)營(ying)(ying)(ying)(ying)收(shou)(shou)(shou)。此(ci)外(wai)(wai)，各公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)旗下(xia)(xia)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)經(jing)(jing)營(ying)(ying)(ying)(ying)范圍并(bing)不(bu)(bu)能(neng)(neng)(neng)(neng)保證完(wan)整的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)作(zuo)(zuo)(zuo)過程，即(ji)各公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)還(huan)(huan)需(xu)(xu)要外(wai)(wai)包公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)或動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)畫(hua)(hua)(hua)投資(zi)(zi)(zi)(zi)(zi)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)協助其(qi)(qi)(qi)(qi)(qi)(qi)完(wan)成(cheng)(cheng)(cheng)(cheng)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)作(zuo)(zuo)(zuo)。光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)運(yun)(yun)作(zuo)(zuo)(zuo)模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)個性化(hua)(hua)(hua)主(zhu)要體(ti)(ti)現(xian)(xian)在(zai)(zai)(zai)以(yi)(yi)(yi)下(xia)(xia)幾(ji)個方(fang)(fang)面(mian)：（1）成(cheng)(cheng)(cheng)(cheng)立(li)(li)“彩(cai)(cai)條(tiao)(tiao)屋(wu)(wu)影(ying)(ying)(ying)(ying)(ying)(ying)業(ye)(ye)(ye)”動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)集(ji)(ji)團(tuan)(tuan)。彩(cai)(cai)條(tiao)(tiao)屋(wu)(wu)影(ying)(ying)(ying)(ying)(ying)(ying)業(ye)(ye)(ye)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)成(cheng)(cheng)(cheng)(cheng)立(li)(li)前(qian)(qian)是(shi)(shi)(shi)(shi)(shi)(shi)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)畫(hua)(hua)(hua)部，《哪(na)(na)吒(zha)(zha)》便(bian)是(shi)(shi)(shi)(shi)(shi)(shi)由(you)彩(cai)(cai)條(tiao)(tiao)屋(wu)(wu)出(chu)品(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)電(dian)(dian)影(ying)(ying)(ying)(ying)(ying)(ying)。2015年(nian)(nian)10月彩(cai)(cai)條(tiao)(tiao)屋(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)正式(shi)成(cheng)(cheng)(cheng)(cheng)立(li)(li)，向大(da)(da)(da)眾(zhong)(zhong)(zhong)(zhong)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)達(da)了(le)(le)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)將(jiang)(jiang)正式(shi)沖(chong)擊動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)領(ling)域。宣(xuan)(xuan)布成(cheng)(cheng)(cheng)(cheng)立(li)(li)彩(cai)(cai)條(tiao)(tiao)屋(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)同(tong)時(shi)，公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)還(huan)(huan)宣(xuan)(xuan)布了(le)(le)22部動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)拍攝計劃，其(qi)(qi)(qi)(qi)(qi)(qi)中(zhong)便(bian)包含(han)《哪(na)(na)吒(zha)(zha)》《姜(jiang)子牙》。（2）投資(zi)(zi)(zi)(zi)(zi)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)鏈。光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)2019年(nian)(nian)年(nian)(nian)報顯示，彩(cai)(cai)條(tiao)(tiao)屋(wu)(wu)影(ying)(ying)(ying)(ying)(ying)(ying)業(ye)(ye)(ye)已經(jing)(jing)投資(zi)(zi)(zi)(zi)(zi)了(le)(le)20余(yu)個動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)鏈上(shang)(shang)下(xia)(xia)游(you)(you)(you)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)，這些公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)橫跨三(san)維動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)畫(hua)(hua)(hua)、二(er)維動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)畫(hua)(hua)(hua)、漫(man)(man)(man)(man)(man)(man)(man)畫(hua)(hua)(hua)、游(you)(you)(you)戲(xi)、國外(wai)(wai)版權等，覆蓋業(ye)(ye)(ye)內大(da)(da)(da)部分主(zhu)流的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)獨(du)立(li)(li)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)作(zuo)(zuo)(zuo)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)。如此(ci)完(wan)善的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)儲備，造就(jiu)了(le)(le)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)從(cong)籌(chou)(chou)備設計到(dao)制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)作(zuo)(zuo)(zuo)、調整、后(hou)期(qi)宣(xuan)(xuan)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)、衍(yan)(yan)(yan)(yan)生(sheng)(sheng)品(pin)維護(hu)、版權維護(hu)等一(yi)系(xi)列的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)活動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)皆(jie)可(ke)(ke)由(you)自(zi)身消化(hua)(hua)(hua)，強大(da)(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)業(ye)(ye)(ye)務(wu)(wu)(wu)(wu)布局(ju)，在(zai)(zai)(zai)國產(chan)(chan)(chan)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)電(dian)(dian)影(ying)(ying)(ying)(ying)(ying)(ying)生(sheng)(sheng)產(chan)(chan)(chan)艱難的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)環境(jing)(jing)下(xia)(xia)為(wei)(wei)(wei)(wei)(wei)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)開(kai)出(chu)了(le)(le)一(yi)條(tiao)(tiao)光(guang)(guang)(guang)(guang)(guang)(guang)明(ming)大(da)(da)(da)道(dao)(dao)。（3）吐故納新。光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)自(zi)2013年(nian)(nian)便(bian)開(kai)始大(da)(da)(da)幅度(du)裁員(yuan)，無(wu)論(lun)是(shi)(shi)(shi)(shi)(shi)(shi)老員(yuan)工還(huan)(huan)是(shi)(shi)(shi)(shi)(shi)(shi)實(shi)習生(sheng)(sheng)都(dou)(dou)包含(han)在(zai)(zai)(zai)內。同(tong)時(shi)，為(wei)(wei)(wei)(wei)(wei)了(le)(le)提(ti)(ti)升動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)作(zuo)(zuo)(zuo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)整體(ti)(ti)實(shi)力(li)，不(bu)(bu)斷(duan)招賢納士(shi)，并(bing)投資(zi)(zi)(zi)(zi)(zi)關(guan)聯(lian)(lian)(lian)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)。通(tong)(tong)過吐故納新不(bu)(bu)斷(duan)更新換代，光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)擁有(you)(you)(you)(you)了(le)(le)更具(ju)能(neng)(neng)(neng)(neng)力(li)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)員(yuan)工和(he)(he)資(zi)(zi)(zi)(zi)(zi)質。光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)2018年(nian)(nian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)年(nian)(nian)報顯示，動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)業(ye)(ye)(ye)務(wu)(wu)(wu)(wu)板(ban)塊(kuai)已成(cheng)(cheng)(cheng)(cheng)為(wei)(wei)(wei)(wei)(wei)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)主(zhu)要業(ye)(ye)(ye)務(wu)(wu)(wu)(wu)之(zhi)(zhi)一(yi)，橫向領(ling)域優(you)勢最(zui)為(wei)(wei)(wei)(wei)(wei)明(ming)顯，也(ye)(ye)是(shi)(shi)(shi)(shi)(shi)(shi)最(zui)具(ju)潛力(li)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)板(ban)塊(kuai)之(zhi)(zhi)一(yi)。3.掌控(kong)終(zhong)端模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)隨著(zhu)(zhu)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)產(chan)(chan)(chan)業(ye)(ye)(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)及傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)競爭(zheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)白(bai)熱化(hua)(hua)(hua)，是(shi)(shi)(shi)(shi)(shi)(shi)否掌握傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)播市(shi)場(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)終(zhong)端客戶資(zi)(zi)(zi)(zi)(zi)源（廣(guang)告商、受(shou)眾(zhong)(zhong)(zhong)(zhong)等），便(bian)成(cheng)(cheng)(cheng)(cheng)為(wei)(wei)(wei)(wei)(wei)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)業(ye)(ye)(ye)經(jing)(jing)營(ying)(ying)(ying)(ying)中(zhong)最(zui)為(wei)(wei)(wei)(wei)(wei)關(guan)鍵的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)勝點。從(cong)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)作(zuo)(zuo)(zuo)和(he)(he)投資(zi)(zi)(zi)(zi)(zi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)可(ke)(ke)以(yi)(yi)(yi)明(ming)顯看(kan)(kan)出(chu)，不(bu)(bu)同(tong)于(yu)(yu)《熊出(chu)沒(mei)》《喜羊(yang)羊(yang)》等低(di)幼(you)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)畫(hua)(hua)(hua)，公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)更傾向于(yu)(yu)覆蓋全(quan)年(nian)(nian)齡段的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)觀眾(zhong)(zhong)(zhong)(zhong)，這也(ye)(ye)為(wei)(wei)(wei)(wei)(wei)其(qi)(qi)(qi)(qi)(qi)(qi)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)爭(zheng)取了(le)(le)更大(da)(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)受(shou)眾(zhong)(zhong)(zhong)(zhong)面(mian)，即(ji)掌控(kong)了(le)(le)更加(jia)(jia)(jia)全(quan)面(mian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)受(shou)眾(zhong)(zhong)(zhong)(zhong)終(zhong)端。同(tong)時(shi)，像《哪(na)(na)吒(zha)(zha)》這樣口碑突出(chu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)(ying)(ying)(ying)(ying)(ying)片，很(hen)容易受(shou)到(dao)B站(zhan)這種聚集(ji)(ji)大(da)(da)(da)量青年(nian)(nian)二(er)次元群體(ti)(ti)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)喜歡，消費者之(zhi)(zhi)間快速的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)擴散(san)，加(jia)(jia)(jia)之(zhi)(zhi)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)自(zi)身的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)宣(xuan)(xuan)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)，在(zai)(zai)(zai)這個網(wang)絡(luo)便(bian)捷的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)時(shi)代，優(you)質的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)資(zi)(zi)(zi)(zi)(zi)源很(hen)快就(jiu)會傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)遞到(dao)受(shou)眾(zhong)(zhong)(zhong)(zhong)端。這種掌控(kong)終(zhong)端的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)經(jing)(jing)營(ying)(ying)(ying)(ying)管理(li)(li)模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)，直接增(zeng)(zeng)加(jia)(jia)(jia)了(le)(le)受(shou)眾(zhong)(zhong)(zhong)(zhong)者，也(ye)(ye)就(jiu)是(shi)(shi)(shi)(shi)(shi)(shi)增(zeng)(zeng)加(jia)(jia)(jia)了(le)(le)票房和(he)(he)收(shou)(shou)(shou)入。（三(san)）光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)經(jing)(jing)營(ying)(ying)(ying)(ying)管理(li)(li)模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)存(cun)在(zai)(zai)(zai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)問(wen)題。1.諸多(duo)投資(zi)(zi)(zi)(zi)(zi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)仍處于(yu)(yu)成(cheng)(cheng)(cheng)(cheng)長期(qi)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)看(kan)(kan)似在(zai)(zai)(zai)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)領(ling)域開(kai)展(zhan)(zhan)(zhan)工作(zuo)(zuo)(zuo)可(ke)(ke)以(yi)(yi)(yi)省時(shi)省力(li)，其(qi)(qi)(qi)(qi)(qi)(qi)實(shi)不(bu)(bu)然。雖然其(qi)(qi)(qi)(qi)(qi)(qi)投資(zi)(zi)(zi)(zi)(zi)了(le)(le)20多(duo)家(jia)與(yu)(yu)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)相(xiang)(xiang)關(guan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)，但是(shi)(shi)(shi)(shi)(shi)(shi)面(mian)臨諸多(duo)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)仍處于(yu)(yu)成(cheng)(cheng)(cheng)(cheng)長期(qi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)問(wen)題，對于(yu)(yu)這些公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)，光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)需(xu)(xu)要花(hua)費大(da)(da)(da)量時(shi)間、精(jing)力(li)與(yu)(yu)耐心去培育好的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)IP作(zuo)(zuo)(zuo)品(pin)。在(zai)(zai)(zai)這段時(shi)間里(li)，公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)情況，以(yi)(yi)(yi)及環境(jing)(jing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)出(chu)現(xian)(xian)變數也(ye)(ye)未(wei)(wei)曾可(ke)(ke)知。即(ji)使(shi)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)投資(zi)(zi)(zi)(zi)(zi)了(le)(le)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)產(chan)(chan)(chan)業(ye)(ye)(ye)鏈多(duo)家(jia)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)，這些公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)未(wei)(wei)來(lai)(lai)(lai)(lai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)也(ye)(ye)是(shi)(shi)(shi)(shi)(shi)(shi)未(wei)(wei)知的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)，所(suo)以(yi)(yi)(yi)這樣的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)方(fang)(fang)式(shi)還(huan)(huan)是(shi)(shi)(shi)(shi)(shi)(shi)存(cun)在(zai)(zai)(zai)一(yi)定(ding)風險。除(chu)了(le)(le)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)控(kong)制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)與(yu)(yu)決策，也(ye)(ye)要看(kan)(kan)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)自(zi)身的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)經(jing)(jing)營(ying)(ying)(ying)(ying)和(he)(he)能(neng)(neng)(neng)(neng)力(li)。2.動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)作(zuo)(zuo)(zuo)背景(jing)(jing)(jing)(jing)不(bu)(bu)夠(gou)突出(chu)現(xian)(xian)如今(jin)，國家(jia)各方(fang)(fang)面(mian)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)向好，國民(min)物質生(sheng)(sheng)活有(you)(you)(you)(you)保障(zhang)，于(yu)(yu)是(shi)(shi)(shi)(shi)(shi)(shi)對精(jing)神(shen)(shen)文(wen)(wen)(wen)化(hua)(hua)(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)追(zhui)求愈發(fa)(fa)(fa)執著(zhu)(zhu)。由(you)于(yu)(yu)國內的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)文(wen)(wen)(wen)化(hua)(hua)(hua)背景(jing)(jing)(jing)(jing)及國內外(wai)(wai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)文(wen)(wen)(wen)化(hua)(hua)(hua)差異，我(wo)國許(xu)(xu)多(duo)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)電(dian)(dian)影(ying)(ying)(ying)(ying)(ying)(ying)都(dou)(dou)逃不(bu)(bu)過熟悉的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)神(shen)(shen)話背景(jing)(jing)(jing)(jing)。光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)未(wei)(wei)來(lai)(lai)(lai)(lai)將(jiang)(jiang)打造的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)“封神(shen)(shen)宇宙”系(xi)列電(dian)(dian)影(ying)(ying)(ying)(ying)(ying)(ying)，便(bian)是(shi)(shi)(shi)(shi)(shi)(shi)依(yi)靠神(shen)(shen)話故事的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)情境(jing)(jing)而(er)(er)創(chuang)作(zuo)(zuo)(zuo)，若(ruo)對比以(yi)(yi)(yi)往的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)影(ying)(ying)(ying)(ying)(ying)(ying)視(shi)資(zi)(zi)(zi)(zi)(zi)源沒(mei)有(you)(you)(you)(you)較為(wei)(wei)(wei)(wei)(wei)顯著(zhu)(zhu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)突破，從(cong)長遠來(lai)(lai)(lai)(lai)看(kan)(kan)，很(hen)容易給觀眾(zhong)(zhong)(zhong)(zhong)帶來(lai)(lai)(lai)(lai)審美疲勞。非原(yuan)創(chuang)題材的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)神(shen)(shen)話背景(jing)(jing)(jing)(jing)，通(tong)(tong)常是(shi)(shi)(shi)(shi)(shi)(shi)大(da)(da)(da)眾(zhong)(zhong)(zhong)(zhong)所(suo)熟知的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)特(te)定(ding)場(chang)景(jing)(jing)(jing)(jing)，因此(ci)很(hen)可(ke)(ke)能(neng)(neng)(neng)(neng)成(cheng)(cheng)(cheng)(cheng)為(wei)(wei)(wei)(wei)(wei)制(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)作(zuo)(zuo)(zuo)影(ying)(ying)(ying)(ying)(ying)(ying)片的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)劣勢。動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)創(chuang)作(zuo)(zuo)(zuo)背景(jing)(jing)(jing)(jing)，還(huan)(huan)需(xu)(xu)要與(yu)(yu)我(wo)國文(wen)(wen)(wen)化(hua)(hua)(hua)背景(jing)(jing)(jing)(jing)相(xiang)(xiang)結合(he)，堅(jian)持原(yuan)創(chuang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)背景(jing)(jing)(jing)(jing)與(yu)(yu)題材。3.缺(que)少可(ke)(ke)借鑒的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)經(jing)(jing)驗(yan)目(mu)前(qian)(qian)，國內許(xu)(xu)多(duo)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)逐漸把動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)全(quan)產(chan)(chan)(chan)業(ye)(ye)(ye)鏈作(zuo)(zuo)(zuo)為(wei)(wei)(wei)(wei)(wei)自(zi)身的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)經(jing)(jing)營(ying)(ying)(ying)(ying)目(mu)標，然而(er)(er)，這些公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)經(jing)(jing)營(ying)(ying)(ying)(ying)業(ye)(ye)(ye)務(wu)(wu)(wu)(wu)繁雜，很(hen)難快速地(di)實(shi)現(xian)(xian)該目(mu)標。雖然光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)提(ti)(ti)前(qian)(qian)創(chuang)立(li)(li)了(le)(le)這種綜(zong)合(he)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)，但是(shi)(shi)(shi)(shi)(shi)(shi)目(mu)前(qian)(qian)并(bing)沒(mei)有(you)(you)(you)(you)足夠(gou)可(ke)(ke)以(yi)(yi)(yi)借鑒的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)成(cheng)(cheng)(cheng)(cheng)功經(jing)(jing)驗(yan)。產(chan)(chan)(chan)業(ye)(ye)(ye)布局(ju)如此(ci)之(zhi)(zhi)大(da)(da)(da)，使(shi)得公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)管理(li)(li)上(shang)(shang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)難度(du)增(zeng)(zeng)加(jia)(jia)(jia)。因此(ci)，還(huan)(huan)需(xu)(xu)要公(gong)(gong)(gong)(gong)(gong)(gong)司(si)(si)在(zai)(zai)(zai)未(wei)(wei)來(lai)(lai)(lai)(lai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)經(jing)(jing)營(ying)(ying)(ying)(ying)管理(li)(li)道(dao)(dao)路(lu)上(shang)(shang)不(bu)(bu)斷(duan)摸(mo)索，不(bu)(bu)斷(duan)部署對于(yu)(yu)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)領(ling)域的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)(fa)展(zhan)(zhan)(zhan)方(fang)(fang)向和(he)(he)能(neng)(neng)(neng)(neng)力(li)，嘗(chang)試借鑒國外(wai)(wai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)漫(man)(man)(man)(man)(man)(man)(man)經(jing)(jing)營(ying)(ying)(ying)(ying)模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)，將(jiang)(jiang)經(jing)(jing)營(ying)(ying)(ying)(ying)管理(li)(li)模(mo)(mo)(mo)(mo)(mo)(mo)(mo)式(shi)不(bu)(bu)斷(duan)標準(zhun)化(hua)(hua)(hua)、規模(mo)(mo)(mo)(mo)(mo)(mo)(mo)化(hua)(hua)(hua)。4.衍(yan)(yan)(yan)(yan)生(sheng)(sheng)品(pin)相(xiang)(xiang)對滯后(hou)早在(zai)(zai)(zai)2014年(nian)(nian)，光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)總(zong)裁王長田就(jiu)對外(wai)(wai)宣(xuan)(xuan)稱打造中(zhong)國迪士(shi)尼(ni)。然而(er)(er)，迪士(shi)尼(ni)影(ying)(ying)(ying)(ying)(ying)(ying)片上(shang)(shang)映前(qian)(qian)半年(nian)(nian)就(jiu)會推進衍(yan)(yan)(yan)(yan)生(sheng)(sheng)品(pin)開(kai)發(fa)(fa)(fa)。且不(bu)(bu)提(ti)(ti)光(guang)(guang)(guang)(guang)(guang)(guang)線(xian)(xian)(xian)(xian)(xian)傳(chuan)(chuan)(chuan)(chuan)(chuan)(chuan)媒(mei)(mei)(mei)(mei)(mei)(mei)(mei)其(qi)(qi)(qi)(qi)(qi)(qi)他影(ying)(ying)(ying)(ying)(ying)(ying)片衍(yan)(yan)(yan)(yan)生(sheng)(sheng)品(pin)有(you)(you)(you)(you)多(duo)落(luo)后(hou)，即(ji)使(shi)《哪(na)(na)吒(zha)(zha)》這部耗時(shi)超長的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)巨作(zuo)(zuo)(zuo)，其(qi)(qi)(qi)(qi)(qi)(qi)衍(yan)(yan)(yan)(yan)生(sheng)(sheng)品(pin)僅在(zai)(zai)(zai)上(shang)(shang)映前(qian)(qian)不(bu)(bu)到(dao)兩個月內才想起建議彩(cai)(cai)條(tiao)(tiao)屋(wu)(wu)影(ying)(ying)(ying)(ying)(ying)(ying)業(ye)(ye)(ye)關(guan)注(zhu)《哪(na)(na)吒(zha)(zha)》衍(yan)(yan)(yan)(yan)生(sheng)(sheng)品(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)開(kai)發(fa)(fa)(fa)和(he)(he)眾(zhong)(zhong)(zhong)(zhong)籌(chou)(chou)。這主(zhu)要是(shi)(shi)(shi)(shi)(shi)(shi)因為(wei)(wei)(wei)(wei)(wei)片方(fang)(fang)資(zi)(zi)(zi)(zi)(zi)金回收(shou)(shou)(shou)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)重點在(zai)(zai)(zai)票房，衍(yan)(yan)(yan)(yan)生(sheng)(sheng)授權相(xiang)(xiang)對滯后(hou)，項目(mu)啟動(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)(dong)晚、打磨過程長，直接導(dao)致衍(yan)(yan)(yan)(yan)生(sheng)(sheng)品(pin)跟不(bu)(bu)上(shang)(shang)影(ying)(ying)(ying)(ying)(ying)(ying)片前(qian)(qian)進的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)步伐，未(wei)(wei)能(neng)(neng)(neng)(neng)及時(shi)創(chuang)造原(yuan)本(ben)(ben)可(ke)(ke)得的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)效益。

本研究(jiu)(jiu)以(yi)中(zhong)(zhong)國知(zhi)網數據庫中(zhong)(zhong)的(de)(de)論文為(wei)分析樣本，以(yi)“中(zhong)(zhong)國對非(fei)(fei)傳播(bo)”為(wei)知(zhi)識域(yu)，借助可視化分析軟(ruan)件CiteSpaceV，展(zhan)(zhan)示該領域(yu)知(zhi)識單元之間的(de)(de)結構、互動、交叉、演(yan)化等關(guan)系，對國內關(guan)于中(zhong)(zhong)國對非(fei)(fei)傳播(bo)的(de)(de)研究(jiu)(jiu)現狀(zhuang)進行(xing)分析。研究(jiu)(jiu)認為(wei)，未(wei)來中(zhong)(zhong)國對非(fei)(fei)傳播(bo)研究(jiu)(jiu)，應以(yi)精準傳播(bo)為(wei)指(zhi)導(dao)思想，以(yi)合(he)作傳播(bo)為(wei)內容導(dao)向，以(yi)積(ji)極溝通、多元包容為(wei)心理導(dao)向，以(yi)解決問題為(wei)目(mu)標導(dao)向，拓展(zhan)(zhan)研究(jiu)(jiu)深度(du)，努力建(jian)構中(zhong)(zhong)非(fei)(fei)傳播(bo)機制。

一、數據來源與研究方法

（一）數據來源第一步(bu)(bu)：以(yi)中(zhong)(zhong)國學術文(wen)獻(xian)數據庫CNKI為檢(jian)索(suo)(suo)(suo)平臺(tai)，檢(jian)索(suo)(suo)(suo)公式如下：主(zhu)(zhu)題=“對(dui)非傳播(bo)(bo)/中(zhong)(zhong)非傳播(bo)(bo)/非洲傳播(bo)(bo)/中(zhong)(zhong)非媒體”；文(wen)獻(xian)類型為“學術期/輯刊＋博碩(shuo)＋成果(guo)”；檢(jian)索(suo)(suo)(suo)時間“2019年9月(yue)1日”。檢(jian)索(suo)(suo)(suo)結(jie)果(guo)為347條文(wen)獻(xian)記錄。第二步(bu)(bu)：對(dui)檢(jian)索(suo)(suo)(suo)出的(de)(de)文(wen)獻(xian)進(jin)行人工篩選，摒棄(qi)無摘要、與主(zhu)(zhu)題無關(guan)以(yi)及重復(fu)的(de)(de)文(wen)獻(xian)之后，得(de)到(dao)有效文(wen)獻(xian)90篇。（二）研(yan)(yan)究方法(fa)借助可視化知識圖譜分(fen)析(xi)軟(ruan)件(jian)CiteSpaceV，對(dui)文(wen)獻(xian)進(jin)行計量分(fen)析(xi)、聚類分(fen)析(xi)和(he)(he)圖譜展示，得(de)出基本發(fa)現(xian)；在細節上，通過內容(rong)分(fen)析(xi)，對(dui)基本發(fa)現(xian)開展進(jin)一步(bu)(bu)挖掘(jue)。兩種方法(fa)的(de)(de)整合(he)，涉及知識內容(rong)、生產主(zhu)(zhu)體各(ge)要素及他們(men)之間關(guan)系的(de)(de)研(yan)(yan)究，對(dui)有關(guan)中(zhong)(zhong)國對(dui)非傳播(bo)(bo)研(yan)(yan)究的(de)(de)核心(xin)作者(zhe)分(fen)布(bu)、成果(guo)產出機(ji)構分(fen)布(bu)、研(yan)(yan)究主(zhu)(zhu)題、熱(re)點關(guan)鍵詞及其歷史性演(yan)進(jin)深入分(fen)析(xi)，呈現(xian)和(he)(he)解(jie)釋該領(ling)域研(yan)(yan)究的(de)(de)現(xian)狀，并對(dui)其研(yan)(yan)究趨勢做出預測。

二、中國(guo)對非傳(chuan)播研究的論(lun)文產出分布情況(kuang)

（一(yi)(yi)(yi)(yi)(yi)）論(lun)文(wen)(wen)產(chan)(chan)出(chu)(chu)演(yan)進截至2019年(nian)(nian)(nian)(nian)9月(yue)1日本(ben)(ben)(ben)(ben)研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)收集數據(ju)當天，共有(you)(you)90篇(pian)(pian)(pian)(pian)公開(kai)(kai)發(fa)(fa)(fa)(fa)(fa)表(biao)文(wen)(wen)獻研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)了(le)(le)“中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)對(dui)非(fei)(fei)(fei)(fei)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)”問(wen)題。根據(ju)論(lun)文(wen)(wen)產(chan)(chan)出(chu)(chu)量(liang)和(he)研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)主(zhu)題，可將其(qi)發(fa)(fa)(fa)(fa)(fa)展歷(li)程分(fen)為(wei)三(san)個(ge)(ge)階(jie)(jie)(jie)(jie)(jie)段(duan)(duan)（圖1）：第(di)(di)(di)一(yi)(yi)(yi)(yi)(yi)階(jie)(jie)(jie)(jie)(jie)段(duan)(duan)（2004-2011）為(wei)零星產(chan)(chan)出(chu)(chu)期(qi)，8年(nian)(nian)(nian)(nian)發(fa)(fa)(fa)(fa)(fa)表(biao)11篇(pian)(pian)(pian)(pian)，年(nian)(nian)(nian)(nian)均(jun)(jun)1.4篇(pian)(pian)(pian)(pian)。2004年(nian)(nian)(nian)(nian)1月(yue)，《武(wu)術科(ke)學(xue)(xue)》上發(fa)(fa)(fa)(fa)(fa)表(biao)的(de)(de)(de)《影(ying)響中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)武(wu)術在(zai)非(fei)(fei)(fei)(fei)洲(zhou)(zhou)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)的(de)(de)(de)主(zhu)要(yao)因(yin)素》，掀(xian)開(kai)(kai)了(le)(le)國(guo)(guo)(guo)(guo)(guo)(guo)內關(guan)(guan)(guan)(guan)(guan)(guan)(guan)于中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)對(dui)非(fei)(fei)(fei)(fei)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)的(de)(de)(de)序幕。2005年(nian)(nian)(nian)(nian)、2006年(nian)(nian)(nian)(nian)和(he)2009年(nian)(nian)(nian)(nian)均(jun)(jun)無產(chan)(chan)出(chu)(chu)。這(zhe)一(yi)(yi)(yi)(yi)(yi)階(jie)(jie)(jie)(jie)(jie)段(duan)(duan)多(duo)(duo)(duo)為(wei)宏觀性的(de)(de)(de)初探研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)，包括(kuo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)對(dui)非(fei)(fei)(fei)(fei)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)現狀、媒(mei)體(ti)(ti)對(dui)塑造中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)非(fei)(fei)(fei)(fei)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)的(de)(de)(de)作(zuo)(zuo)(zuo)用等(deng)。第(di)(di)(di)二階(jie)(jie)(jie)(jie)(jie)段(duan)(duan)（2012-2016）為(wei)快速增長期(qi)，5年(nian)(nian)(nian)(nian)發(fa)(fa)(fa)(fa)(fa)表(biao)50篇(pian)(pian)(pian)(pian)，年(nian)(nian)(nian)(nian)均(jun)(jun)10篇(pian)(pian)(pian)(pian)。這(zhe)一(yi)(yi)(yi)(yi)(yi)階(jie)(jie)(jie)(jie)(jie)段(duan)(duan)開(kai)(kai)始(shi)注(zhu)(zhu)重(zhong)(zhong)微(wei)觀性的(de)(de)(de)案例(li)(li)和(he)調查(cha)研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)，涉及(ji)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)策略、媒(mei)體(ti)(ti)合作(zuo)(zuo)(zuo)、媒(mei)體(ti)(ti)本(ben)(ben)(ben)(ben)土化(hua)(hua)、中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)對(dui)非(fei)(fei)(fei)(fei)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)問(wen)題等(deng)。這(zhe)一(yi)(yi)(yi)(yi)(yi)階(jie)(jie)(jie)(jie)(jie)段(duan)(duan)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)，2012年(nian)(nian)(nian)(nian)出(chu)(chu)現第(di)(di)(di)一(yi)(yi)(yi)(yi)(yi)次研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)熱(re)潮（8篇(pian)(pian)(pian)(pian)），2016年(nian)(nian)(nian)(nian)達到峰值(zhi)（14篇(pian)(pian)(pian)(pian)）。中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)非(fei)(fei)(fei)(fei)合作(zuo)(zuo)(zuo)論(lun)壇(tan)的(de)(de)(de)召開(kai)(kai)、“一(yi)(yi)(yi)(yi)(yi)帶一(yi)(yi)(yi)(yi)(yi)路”倡(chang)議的(de)(de)(de)提出(chu)(chu)、中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)非(fei)(fei)(fei)(fei)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)提升為(wei)全面(mian)戰略合作(zuo)(zuo)(zuo)伙伴關(guan)(guan)(guan)(guan)(guan)(guan)(guan)系(xi)等(deng)重(zhong)(zhong)要(yao)事件激發(fa)(fa)(fa)(fa)(fa)了(le)(le)這(zhe)一(yi)(yi)(yi)(yi)(yi)階(jie)(jie)(jie)(jie)(jie)段(duan)(duan)的(de)(de)(de)研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)。第(di)(di)(di)三(san)階(jie)(jie)(jie)(jie)(jie)段(duan)(duan)（2017-2019）為(wei)冷靜沉(chen)淀期(qi)。經(jing)歷(li)上一(yi)(yi)(yi)(yi)(yi)階(jie)(jie)(jie)(jie)(jie)段(duan)(duan)的(de)(de)(de)研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)熱(re)潮之后，該(gai)領域(yu)(yu)發(fa)(fa)(fa)(fa)(fa)表(biao)的(de)(de)(de)論(lun)文(wen)(wen)從(cong)2017年(nian)(nian)(nian)(nian)開(kai)(kai)始(shi)有(you)(you)所下降，這(zhe)一(yi)(yi)(yi)(yi)(yi)階(jie)(jie)(jie)(jie)(jie)段(duan)(duan)同(tong)樣注(zhu)(zhu)重(zhong)(zhong)案例(li)(li)和(he)實(shi)證研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)，同(tong)時開(kai)(kai)始(shi)關(guan)(guan)(guan)(guan)(guan)(guan)(guan)注(zhu)(zhu)語言(yan)和(he)文(wen)(wen)化(hua)(hua)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)這(zhe)類(lei)話題。（二）論(lun)文(wen)(wen)產(chan)(chan)出(chu)(chu)機(ji)(ji)構(gou)(gou)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)對(dui)非(fei)(fei)(fei)(fei)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)的(de)(de)(de)論(lun)文(wen)(wen)產(chan)(chan)出(chu)(chu)機(ji)(ji)構(gou)(gou)相對(dui)集中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)，基本(ben)(ben)(ben)(ben)可以分(fen)為(wei)三(san)類(lei)：第(di)(di)(di)一(yi)(yi)(yi)(yi)(yi)類(lei)是(shi)科(ke)研(yan)(yan)(yan)高校（46%），主(zhu)要(yao)包括(kuo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)傳(chuan)(chuan)(chuan)媒(mei)大(da)(da)學(xue)(xue)、中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)社會科(ke)學(xue)(xue)院(yuan)、北京大(da)(da)學(xue)(xue)、浙江師(shi)范大(da)(da)學(xue)(xue)；其(qi)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)，中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)傳(chuan)(chuan)(chuan)媒(mei)大(da)(da)學(xue)(xue)產(chan)(chan)出(chu)(chu)最多(duo)(duo)(duo)（22篇(pian)(pian)(pian)(pian)），且(qie)集中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)于該(gai)校的(de)(de)(de)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)院(yuan)和(he)國(guo)(guo)(guo)(guo)(guo)(guo)家創新(xin)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)心兩個(ge)(ge)機(ji)(ji)構(gou)(gou)。第(di)(di)(di)二類(lei)是(shi)新(xin)聞傳(chuan)(chuan)(chuan)媒(mei)從(cong)業(ye)機(ji)(ji)構(gou)(gou)（12%），包括(kuo)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)國(guo)(guo)(guo)(guo)(guo)(guo)際廣(guang)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)電臺(tai)4篇(pian)(pian)(pian)(pian)，中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)外文(wen)(wen)出(chu)(chu)版發(fa)(fa)(fa)(fa)(fa)行事業(ye)局(ju)5篇(pian)(pian)(pian)(pian)，中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)社會科(ke)學(xue)(xue)雜志社2篇(pian)(pian)(pian)(pian)，反映出(chu)(chu)這(zhe)些機(ji)(ji)構(gou)(gou)在(zai)開(kai)(kai)展中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)對(dui)非(fei)(fei)(fei)(fei)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)業(ye)務上較為(wei)重(zhong)(zhong)視(shi)(shi)。第(di)(di)(di)三(san)類(lei)是(shi)其(qi)他機(ji)(ji)構(gou)(gou)（42%）。（三(san)）核心作(zuo)(zuo)(zuo)者(zhe)(zhe)(zhe)90篇(pian)(pian)(pian)(pian)論(lun)文(wen)(wen)涉及(ji)88位作(zuo)(zuo)(zuo)者(zhe)(zhe)(zhe)，有(you)(you)12位核心作(zuo)(zuo)(zuo)者(zhe)(zhe)(zhe)發(fa)(fa)(fa)(fa)(fa)表(biao)2篇(pian)(pian)(pian)(pian)以上，其(qi)余作(zuo)(zuo)(zuo)者(zhe)(zhe)(zhe)均(jun)(jun)1篇(pian)(pian)(pian)(pian)。進一(yi)(yi)(yi)(yi)(yi)步分(fen)析(xi)(xi)發(fa)(fa)(fa)(fa)(fa)現，發(fa)(fa)(fa)(fa)(fa)表(biao)量(liang)最多(duo)(duo)(duo)的(de)(de)(de)龍小農自(zi)(zi)2011年(nian)(nian)(nian)(nian)在(zai)《現代傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)》上發(fa)(fa)(fa)(fa)(fa)表(biao)其(qi)第(di)(di)(di)一(yi)(yi)(yi)(yi)(yi)篇(pian)(pian)(pian)(pian)相關(guan)(guan)(guan)(guan)(guan)(guan)(guan)論(lun)文(wen)(wen)《超(chao)越“非(fei)(fei)(fei)(fei)洲(zhou)(zhou)范式”：重(zhong)(zhong)構(gou)(gou)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)對(dui)非(fei)(fei)(fei)(fei)外交(jiao)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)戰略》以來，基本(ben)(ben)(ben)(ben)每兩年(nian)(nian)(nian)(nian)都(dou)會有(you)(you)產(chan)(chan)出(chu)(chu)，且(qie)均(jun)(jun)為(wei)第(di)(di)(di)一(yi)(yi)(yi)(yi)(yi)作(zuo)(zuo)(zuo)者(zhe)(zhe)(zhe)，對(dui)該(gai)領域(yu)(yu)進行了(le)(le)持續性關(guan)(guan)(guan)(guan)(guan)(guan)(guan)注(zhu)(zhu)和(he)研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)。吳雋然、羅雪、朱振明均(jun)(jun)為(wei)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)傳(chuan)(chuan)(chuan)媒(mei)大(da)(da)學(xue)(xue)的(de)(de)(de)青(qing)年(nian)(nian)(nian)(nian)學(xue)(xue)者(zhe)(zhe)(zhe)；李(li)(li)新(xin)烽、吳傳(chuan)(chuan)(chuan)華(hua)、賀文(wen)(wen)萍(ping)三(san)位作(zuo)(zuo)(zuo)者(zhe)(zhe)(zhe)在(zai)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)非(fei)(fei)(fei)(fei)問(wen)題研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)上保持了(le)(le)持續關(guan)(guan)(guan)(guan)(guan)(guan)(guan)注(zhu)(zhu)；倪建平的(de)(de)(de)三(san)篇(pian)(pian)(pian)(pian)文(wen)(wen)章中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)有(you)(you)兩篇(pian)(pian)(pian)(pian)下載量(liang)位列前二，成為(wei)2007年(nian)(nian)(nian)(nian)和(he)2008年(nian)(nian)(nian)(nian)的(de)(de)(de)熱(re)文(wen)(wen)；閆成勝的(de)(de)(de)三(san)篇(pian)(pian)(pian)(pian)文(wen)(wen)章從(cong)廣(guang)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)電視(shi)(shi)視(shi)(shi)角分(fen)析(xi)(xi)了(le)(le)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)對(dui)非(fei)(fei)(fei)(fei)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)問(wen)題；李(li)(li)法寶主(zhu)要(yao)討論(lun)了(le)(le)國(guo)(guo)(guo)(guo)(guo)(guo)產(chan)(chan)電視(shi)(shi)劇在(zai)非(fei)(fei)(fei)(fei)洲(zhou)(zhou)的(de)(de)(de)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)；楊夢蝶聚焦于中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)豪薩語對(dui)非(fei)(fei)(fei)(fei)廣(guang)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)的(de)(de)(de)問(wen)題；李(li)(li)玉潔和(he)李(li)(li)新(xin)烽合作(zuo)(zuo)(zuo)2篇(pian)(pian)(pian)(pian)，關(guan)(guan)(guan)(guan)(guan)(guan)(guan)注(zhu)(zhu)的(de)(de)(de)是(shi)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)非(fei)(fei)(fei)(fei)媒(mei)體(ti)(ti)合作(zuo)(zuo)(zuo)問(wen)題。（四）主(zhu)要(yao)期(qi)刊(kan)(kan)(kan)主(zhu)要(yao)期(qi)刊(kan)(kan)(kan)是(shi)一(yi)(yi)(yi)(yi)(yi)個(ge)(ge)學(xue)(xue)科(ke)或領域(yu)(yu)知識生產(chan)(chan)和(he)流動的(de)(de)(de)重(zhong)(zhong)要(yao)平臺(tai)。90篇(pian)(pian)(pian)(pian)論(lun)文(wen)(wen)共涉及(ji)51種期(qi)刊(kan)(kan)(kan)。其(qi)中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)發(fa)(fa)(fa)(fa)(fa)文(wen)(wen)量(liang)最多(duo)(duo)(duo)的(de)(de)(de)《對(dui)外傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)》自(zi)(zi)2008年(nian)(nian)(nian)(nian)刊(kan)(kan)(kan)發(fa)(fa)(fa)(fa)(fa)《中(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)國(guo)(guo)(guo)(guo)(guo)(guo)在(zai)非(fei)(fei)(fei)(fei)洲(zhou)(zhou)的(de)(de)(de)文(wen)(wen)化(hua)(hua)傳(chuan)(chuan)(chuan)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)和(he)國(guo)(guo)(guo)(guo)(guo)(guo)家形象塑造》一(yi)(yi)(yi)(yi)(yi)文(wen)(wen)開(kai)(kai)始(shi)，基本(ben)(ben)(ben)(ben)每年(nian)(nian)(nian)(nian)都(dou)有(you)(you)相關(guan)(guan)(guan)(guan)(guan)(guan)(guan)論(lun)文(wen)(wen)刊(kan)(kan)(kan)發(fa)(fa)(fa)(fa)(fa)，成為(wei)對(dui)該(gai)研(yan)(yan)(yan)究(jiu)(jiu)(jiu)(jiu)領域(yu)(yu)持續性關(guan)(guan)(guan)(guan)(guan)(guan)(guan)注(zhu)(zhu)最高的(de)(de)(de)期(qi)刊(kan)(kan)(kan)。

三、中(zhong)國(guo)對非傳播(bo)研(yan)究的熱點與前沿

廣(guang)播(bo)電視編導(dao)是一(yi)門注(zhu)(zhu)重(zhong)應(ying)(ying)用性、實(shi)踐性的(de)學(xue)科，而(er)畢(bi)業(ye)(ye)設(she)(she)計作(zuo)(zuo)為校園教(jiao)育(yu)(yu)與社會應(ying)(ying)用的(de)過渡，其在教(jiao)育(yu)(yu)方(fang)法、教(jiao)育(yu)(yu)內容、教(jiao)育(yu)(yu)時長、培(pei)養目的(de)等(deng)(deng)諸(zhu)多方(fang)面都與課堂教(jiao)學(xue)有著較大差別。相(xiang)比之下(xia)，它更注(zhu)(zhu)重(zhong)操作(zuo)(zuo)的(de)過程(cheng)性，需(xu)要學(xue)生(sheng)(sheng)、教(jiao)師等(deng)(deng)在一(yi)個(ge)不短的(de)創(chuang)作(zuo)(zuo)周期中(zhong)分階段完成相(xiang)應(ying)(ying)工作(zuo)(zuo)，從而(er)達(da)到(dao)教(jiao)學(xue)做合一(yi)的(de)狀態(tai)。對(dui)畢(bi)業(ye)(ye)設(she)(she)計的(de)研究，可從多個(ge)維(wei)度對(dui)國內廣(guang)播(bo)電視編導(dao)的(de)專業(ye)(ye)教(jiao)育(yu)(yu)進(jin)(jin)行(xing)反(fan)觀。一(yi)般(ban)來(lai)說，國內有兩種常見的(de)畢(bi)業(ye)(ye)考核(he)方(fang)式：一(yi)是完成專業(ye)(ye)相(xiang)關的(de)畢(bi)業(ye)(ye)論文一(yi)篇，另一(yi)種就是以具(ju)體(ti)實(shi)踐成果(guo)為主要形式的(de)畢(bi)業(ye)(ye)設(she)(she)計。隨(sui)著近(jin)年來(lai)傳媒生(sheng)(sheng)態(tai)的(de)巨大變革(ge)，原有高(gao)校編導(dao)專業(ye)(ye)畢(bi)業(ye)(ye)設(she)(she)計中(zhong)的(de)一(yi)些(xie)問題也迭現雜出，具(ju)體(ti)體(ti)現在制作(zuo)(zuo)、指導(dao)、評價、管理(li)等(deng)(deng)方(fang)面，應(ying)(ying)受到(dao)高(gao)校教(jiao)育(yu)(yu)界的(de)重(zhong)視。本文從畢(bi)業(ye)(ye)設(she)(she)計的(de)主要參與者學(xue)生(sheng)(sheng)、教(jiao)師和(he)學(xue)院三個(ge)角度來(lai)進(jin)(jin)行(xing)解(jie)析。

學生創作中的困境

1.題(ti)(ti)材重復、創新不(bu)(bu)(bu)足(zu)。作(zuo)(zuo)(zuo)(zuo)為(wei)校(xiao)(xiao)園教育的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)一部(bu)分(fen)(fen)，編導(dao)專(zhuan)業的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)畢(bi)業設(she)計鼓勵學(xue)(xue)生(sheng)(sheng)(sheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)創新精神。但(dan)實際創作(zuo)(zuo)(zuo)(zuo)中(zhong)(zhong)，很(hen)多學(xue)(xue)生(sheng)(sheng)(sheng)態度較為(wei)隨意(yi)，缺(que)少(shao)藝術性(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)嘗試。以(yi)常(chang)(chang)見的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)微(wei)電影(ying)為(wei)例(li)，其(qi)(qi)題(ti)(ti)材大量(liang)集中(zhong)(zhong)于校(xiao)(xiao)園愛情、同學(xue)(xue)情感(gan)(gan)等方面(mian)，簡單(dan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)講述(shu)并(bing)未(wei)能將感(gan)(gan)情升華，從而進(jin)入(ru)理(li)性(xing)(xing)思維(wei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)層(ceng)面(mian)。故事(shi)情節往(wang)往(wang)相似(si)度很(hen)高(gao)，難以(yi)跳出(chu)(chu)思維(wei)慣(guan)性(xing)(xing)。部(bu)分(fen)(fen)同學(xue)(xue)意(yi)欲尋找新的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)突(tu)破，追(zhui)求(qiu)敘事(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)戲劇性(xing)(xing)、新奇感(gan)(gan)，但(dan)由于專(zhuan)業知識(shi)(shi)薄弱(ruo)與(yu)生(sheng)(sheng)(sheng)活體(ti)驗欠缺(que)，加之文學(xue)(xue)素(su)養不(bu)(bu)(bu)足(zu)，便往(wang)往(wang)以(yi)刺激性(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)畫(hua)面(mian)、標(biao)新立異的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)情節來吸引眼球，從而導(dao)致(zhi)作(zuo)(zuo)(zuo)(zuo)品(pin)失真(zhen)，缺(que)少(shao)直入(ru)人心的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)力量(liang)。2.整(zheng)(zheng)體(ti)規劃意(yi)識(shi)(shi)欠缺(que)。這主要體(ti)現在(zai)(zai)(zai)兩(liang)個方面(mian)：首先，在(zai)(zai)(zai)階段(duan)性(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)工作(zuo)(zuo)(zuo)(zuo)安排(pai)上(shang)(shang)。畢(bi)業設(she)計與(yu)論文寫作(zuo)(zuo)(zuo)(zuo)不(bu)(bu)(bu)同，它的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)進(jin)程(cheng)(cheng)(cheng)階段(duan)性(xing)(xing)明顯，強(qiang)調(diao)時(shi)序，且前、中(zhong)(zhong)、后(hou)期(qi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)任務有(you)著細(xi)致(zhi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)區(qu)別。在(zai)(zai)(zai)學(xue)(xue)生(sheng)(sheng)(sheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)實操過程(cheng)(cheng)(cheng)中(zhong)(zhong)，最常(chang)(chang)見的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)問題(ti)(ti)出(chu)(chu)在(zai)(zai)(zai)進(jin)程(cheng)(cheng)(cheng)安排(pai)上(shang)(shang)：因(yin)(yin)為(wei)前期(qi)規劃或執行(xing)操作(zuo)(zuo)(zuo)(zuo)時(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)諸多困難，很(hen)多作(zuo)(zuo)(zuo)(zuo)品(pin)往(wang)往(wang)在(zai)(zai)(zai)答辯前的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)短期(qi)內倉(cang)促完成(cheng)。其(qi)(qi)次，在(zai)(zai)(zai)藝術風(feng)格的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)營造(zao)上(shang)(shang)，不(bu)(bu)(bu)少(shao)同學(xue)(xue)為(wei)了(le)尋求(qiu)視(shi)(shi)聽感(gan)(gan)受上(shang)(shang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)新鮮感(gan)(gan)，注(zhu)意(yi)到(dao)對(dui)(dui)場(chang)景進(jin)行(xing)有(you)機調(diao)度，加入(ru)有(you)意(yi)識(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)處理(li)，并(bing)在(zai)(zai)(zai)后(hou)期(qi)制作(zuo)(zuo)(zuo)(zuo)時(shi)適當進(jin)行(xing)潤色。但(dan)這樣(yang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)處理(li)往(wang)往(wang)局限在(zai)(zai)(zai)單(dan)個畫(hua)面(mian)，對(dui)(dui)藝術作(zuo)(zuo)(zuo)(zuo)品(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)通盤設(she)計被忽略(lve)。這導(dao)致(zhi)作(zuo)(zuo)(zuo)(zuo)品(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)風(feng)格不(bu)(bu)(bu)統(tong)一，缺(que)少(shao)連貫性(xing)(xing)和整(zheng)(zheng)體(ti)感(gan)(gan)。3.修(xiu)(xiu)改(gai)總結(jie)易(yi)被遺(yi)漏。影(ying)視(shi)(shi)作(zuo)(zuo)(zuo)(zuo)品(pin)制作(zuo)(zuo)(zuo)(zuo)中(zhong)(zhong)都(dou)有(you)著反(fan)復修(xiu)(xiu)改(gai)增刪(shan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)過程(cheng)(cheng)(cheng)，總結(jie)與(yu)修(xiu)(xiu)改(gai)是(shi)影(ying)視(shi)(shi)行(xing)業的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)常(chang)(chang)態，也(ye)(ye)(ye)是(shi)廣播(bo)電視(shi)(shi)編導(dao)專(zhuan)業學(xue)(xue)生(sheng)(sheng)(sheng)需熟(shu)諳的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)過程(cheng)(cheng)(cheng)。對(dui)(dui)于畢(bi)業設(she)計，高(gao)校(xiao)(xiao)同樣(yang)準備了(le)相應的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)程(cheng)(cheng)(cheng)序：論文答辯。答辯評委會給出(chu)(chu)專(zhuan)業的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)評價并(bing)提出(chu)(chu)修(xiu)(xiu)改(gai)意(yi)見。但(dan)值得注(zhu)意(yi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)，這些意(yi)見往(wang)往(wang)被學(xue)(xue)生(sheng)(sheng)(sheng)忽略(lve)，對(dui)(dui)作(zuo)(zuo)(zuo)(zuo)品(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)再(zai)(zai)創作(zuo)(zuo)(zuo)(zuo)與(yu)總結(jie)也(ye)(ye)(ye)付之闕(que)如(ru)。究其(qi)(qi)原因(yin)(yin)，不(bu)(bu)(bu)少(shao)學(xue)(xue)生(sheng)(sheng)(sheng)在(zai)(zai)(zai)畢(bi)業后(hou)很(hen)快投入(ru)工作(zuo)(zuo)(zuo)(zuo)崗位(wei)，無心對(dui)(dui)之前的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)作(zuo)(zuo)(zuo)(zuo)品(pin)再(zai)(zai)進(jin)行(xing)細(xi)致(zhi)修(xiu)(xiu)改(gai)。因(yin)(yin)此，他們(men)在(zai)(zai)(zai)收到(dao)反(fan)饋(kui)信(xin)息(xi)后(hou)也(ye)(ye)(ye)基本不(bu)(bu)(bu)再(zai)(zai)進(jin)行(xing)完善，也(ye)(ye)(ye)缺(que)乏對(dui)(dui)題(ti)(ti)材的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)后(hou)續關注(zhu)。這給一段(duan)原本完整(zheng)(zheng)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)教育過程(cheng)(cheng)(cheng)留下了(le)遺(yi)憾，也(ye)(ye)(ye)未(wei)能讓學(xue)(xue)生(sheng)(sheng)(sheng)進(jin)一步熟(shu)悉專(zhuan)業創作(zuo)(zuo)(zuo)(zuo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)全部(bu)流程(cheng)(cheng)(cheng)。

教師指導上的偏差

1.教(jiao)學模(mo)(mo)式(shi)相(xiang)對(dui)理論(lun)(lun)化(hua)。畢(bi)業設(she)計與(yu)論(lun)(lun)文的(de)(de)(de)(de)(de)(de)(de)(de)指導(dao)(dao)模(mo)(mo)式(shi)完(wan)全不(bu)(bu)(bu)(bu)同(tong)(tong)，需(xu)(xu)要(yao)(yao)(yao)(yao)更(geng)具(ju)體、更(geng)富操(cao)作性，沿用論(lun)(lun)文式(shi)的(de)(de)(de)(de)(de)(de)(de)(de)教(jiao)育方式(shi)不(bu)(bu)(bu)(bu)能起到(dao)足(zu)(zu)夠的(de)(de)(de)(de)(de)(de)(de)(de)幫助(zhu)作用。在(zai)現(xian)有(you)(you)(you)(you)(you)(you)情況下，高(gao)校中(zhong)研究(jiu)型師(shi)(shi)(shi)(shi)資較多，而具(ju)有(you)(you)(you)(you)(you)(you)實踐(jian)經(jing)驗的(de)(de)(de)(de)(de)(de)(de)(de)專(zhuan)(zhuan)業教(jiao)師(shi)(shi)(shi)(shi)相(xiang)對(dui)不(bu)(bu)(bu)(bu)足(zu)(zu)，師(shi)(shi)(shi)(shi)資主要(yao)(yao)(yao)(yao)來源于“傳統(tong)(tong)人(ren)文學科教(jiao)師(shi)(shi)(shi)(shi)型、媒體專(zhuan)(zhuan)業人(ren)員(yuan)轉行(xing)以及院校畢(bi)業的(de)(de)(de)(de)(de)(de)(de)(de)研究(jiu)型青年(nian)學者(zhe)。其中(zhong)，有(you)(you)(you)(you)(you)(you)著傳媒從業經(jing)驗的(de)(de)(de)(de)(de)(de)(de)(de)教(jiao)師(shi)(shi)(shi)(shi)比例不(bu)(bu)(bu)(bu)足(zu)(zu)20%”。①這種(zhong)師(shi)(shi)(shi)(shi)資構(gou)成(cheng)(cheng)導(dao)(dao)致了(le)(le)教(jiao)育模(mo)(mo)式(shi)相(xiang)對(dui)理論(lun)(lun)化(hua)。對(dui)許(xu)多實踐(jian)過程(cheng)中(zhong)遇到(dao)的(de)(de)(de)(de)(de)(de)(de)(de)具(ju)體困難(nan)，教(jiao)師(shi)(shi)(shi)(shi)不(bu)(bu)(bu)(bu)總能給出(chu)(chu)(chu)相(xiang)應(ying)引導(dao)(dao)。另(ling)外，傳媒生(sheng)態高(gao)速變革(ge)，不(bu)(bu)(bu)(bu)論(lun)(lun)是(shi)技術(shu)還是(shi)思維模(mo)(mo)式(shi)都在(zai)更(geng)新(xin)迭代，所(suo)(suo)以即使是(shi)有(you)(you)(you)(you)(you)(you)從業經(jing)驗的(de)(de)(de)(de)(de)(de)(de)(de)教(jiao)師(shi)(shi)(shi)(shi)，如不(bu)(bu)(bu)(bu)持續(xu)關注業界的(de)(de)(de)(de)(de)(de)(de)(de)發展，在(zai)教(jiao)學方式(shi)、內(nei)容上(shang)(shang)(shang)做出(chu)(chu)(chu)相(xiang)應(ying)調整(zheng)，也(ye)同(tong)(tong)樣會出(chu)(chu)(chu)現(xian)固步自封、計無所(suo)(suo)出(chu)(chu)(chu)的(de)(de)(de)(de)(de)(de)(de)(de)狀態。2.知(zhi)識壁壘限制(zhi)(zhi)(zhi)整(zheng)體指導(dao)(dao)。現(xian)有(you)(you)(you)(you)(you)(you)的(de)(de)(de)(de)(de)(de)(de)(de)畢(bi)業設(she)計指導(dao)(dao)模(mo)(mo)式(shi)一(yi)般為(wei)導(dao)(dao)師(shi)(shi)(shi)(shi)制(zhi)(zhi)(zhi)，單(dan)個(ge)(ge)教(jiao)師(shi)(shi)(shi)(shi)指導(dao)(dao)創(chuang)作團隊完(wan)成(cheng)(cheng)作品(pin)。這種(zhong)做法的(de)(de)(de)(de)(de)(de)(de)(de)最大問題是(shi)單(dan)個(ge)(ge)教(jiao)師(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)知(zhi)識壁壘限制(zhi)(zhi)(zhi)了(le)(le)對(dui)作品(pin)的(de)(de)(de)(de)(de)(de)(de)(de)整(zheng)體指導(dao)(dao)。常見的(de)(de)(de)(de)(de)(de)(de)(de)影視類(lei)作品(pin)通常至少需(xu)(xu)要(yao)(yao)(yao)(yao)前(qian)、中(zhong)、后(hou)期(qi)(qi)三個(ge)(ge)階(jie)段，每(mei)個(ge)(ge)階(jie)段有(you)(you)(you)(you)(you)(you)各(ge)自的(de)(de)(de)(de)(de)(de)(de)(de)任務。就虛(xu)構(gou)類(lei)作品(pin)而言，前(qian)期(qi)(qi)需(xu)(xu)要(yao)(yao)(yao)(yao)完(wan)成(cheng)(cheng)選題策劃、編劇創(chuang)意、演員(yuan)選角等工(gong)作；中(zhong)期(qi)(qi)是(shi)具(ju)體攝錄階(jie)段，牽(qian)涉全劇組(zu)的(de)(de)(de)(de)(de)(de)(de)(de)整(zheng)體協調；后(hou)期(qi)(qi)則需(xu)(xu)完(wan)成(cheng)(cheng)影片剪輯(ji)、特(te)效制(zhi)(zhi)(zhi)作、配音配樂等工(gong)作。每(mei)個(ge)(ge)階(jie)段都有(you)(you)(you)(you)(you)(you)相(xiang)應(ying)的(de)(de)(de)(de)(de)(de)(de)(de)技巧與(yu)理論(lun)(lun)。因為(wei)術(shu)業有(you)(you)(you)(you)(you)(you)專(zhuan)(zhuan)攻，教(jiao)師(shi)(shi)(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)知(zhi)識范圍也(ye)有(you)(you)(you)(you)(you)(you)限：或更(geng)了(le)(le)解編劇、或更(geng)了(le)(le)解攝制(zhi)(zhi)(zhi)，在(zai)環節指導(dao)(dao)上(shang)(shang)(shang)難(nan)免出(chu)(chu)(chu)現(xian)知(zhi)識儲備不(bu)(bu)(bu)(bu)足(zu)(zu)的(de)(de)(de)(de)(de)(de)(de)(de)現(xian)象(xiang)。而現(xian)有(you)(you)(you)(you)(you)(you)的(de)(de)(de)(de)(de)(de)(de)(de)傳媒生(sheng)態下，媒介融合已成(cheng)(cheng)不(bu)(bu)(bu)(bu)可阻擋之(zhi)勢，這對(dui)專(zhuan)(zhuan)業人(ren)才的(de)(de)(de)(de)(de)(de)(de)(de)培養又提出(chu)(chu)(chu)了(le)(le)新(xin)的(de)(de)(de)(de)(de)(de)(de)(de)要(yao)(yao)(yao)(yao)求(qiu)：不(bu)(bu)(bu)(bu)僅要(yao)(yao)(yao)(yao)熟悉傳統(tong)(tong)媒體的(de)(de)(de)(de)(de)(de)(de)(de)傳播流程(cheng)，也(ye)需(xu)(xu)要(yao)(yao)(yao)(yao)了(le)(le)解新(xin)興媒體的(de)(de)(de)(de)(de)(de)(de)(de)形態特(te)征(zheng)；不(bu)(bu)(bu)(bu)僅要(yao)(yao)(yao)(yao)有(you)(you)(you)(you)(you)(you)傳統(tong)(tong)影像(xiang)的(de)(de)(de)(de)(de)(de)(de)(de)創(chuang)作能力，也(ye)需(xu)(xu)要(yao)(yao)(yao)(yao)融合多種(zhong)新(xin)鮮形式(shi)、適應(ying)不(bu)(bu)(bu)(bu)同(tong)(tong)平(ping)臺傳播要(yao)(yao)(yao)(yao)求(qiu)的(de)(de)(de)(de)(de)(de)(de)(de)能力。而體現(xian)在(zai)畢(bi)業設(she)計上(shang)(shang)(shang)，這無疑又進一(yi)步對(dui)教(jiao)師(shi)(shi)(shi)(shi)指導(dao)(dao)提出(chu)(chu)(chu)了(le)(le)更(geng)高(gao)要(yao)(yao)(yao)(yao)求(qiu)。

學院管理的缺失

第一(yi)篇：應用型本科院校廣播電視(shi)編導改革

一、編導專業公司化(hua)辦(ban)學改革的可(ke)行性(xing)和(he)必(bi)要性(xing)

廣(guang)播(bo)(bo)(bo)電(dian)視(shi)編(bian)(bian)導(dao)(dao)專(zhuan)業是(shi)為(wei)適應(ying)廣(guang)播(bo)(bo)(bo)電(dian)視(shi)產業的(de)(de)(de)(de)發展(zhan)而設立的(de)(de)(de)(de)一個(ge)比較新(xin)的(de)(de)(de)(de)專(zhuan)業。“編(bian)(bian)導(dao)(dao)”既包含普(pu)通紙質媒體(ti)(ti)、網(wang)絡媒體(ti)(ti)的(de)(de)(de)(de)策劃、編(bian)(bian)輯，也包含電(dian)影(ying)電(dian)視(shi)劇(ju)、電(dian)視(shi)欄目節(jie)目的(de)(de)(de)(de)編(bian)(bian)劇(ju)、導(dao)(dao)演工作，貫(guan)穿(chuan)整個(ge)廣(guang)播(bo)(bo)(bo)電(dian)視(shi)產業。當(dang)前，廣(guang)播(bo)(bo)(bo)電(dian)視(shi)行(xing)業尤其是(shi)電(dian)視(shi)節(jie)目的(de)(de)(de)(de)制作普(pu)遍采用(yong)以編(bian)(bian)導(dao)(dao)為(wei)中(zhong)心的(de)(de)(de)(de)工作模式，在逐漸形成的(de)(de)(de)(de)采、編(bian)(bian)、播(bo)(bo)(bo)合一趨(qu)勢中(zhong)，編(bian)(bian)導(dao)(dao)的(de)(de)(de)(de)作用(yong)舉足輕重。筆者認為(wei)，廣(guang)播(bo)(bo)(bo)電(dian)視(shi)編(bian)(bian)導(dao)(dao)專(zhuan)業實行(xing)公司化(hua)辦學改革具(ju)有(you)可行(xing)性和必要性。

（一）從就業(ye)去向看公司化辦學改(gai)革的可行性

一般而言，廣播(bo)(bo)電(dian)視(shi)(shi)編(bian)(bian)(bian)導類(lei)(lei)人(ren)才較寬泛的(de)就業(ye)(ye)(ye)(ye)去向主(zhu)要(yao)(yao)有(you)以下幾類(lei)(lei)：1.進入(ru)電(dian)視(shi)(shi)臺或(huo)電(dian)臺。從(cong)事(shi)記(ji)者、策劃、節目編(bian)(bian)(bian)導、攝(she)(she)(she)像、編(bian)(bian)(bian)輯、撰稿(gao)、制片、后(hou)期制作(zuo)(zuo)、剪輯，乃至燈光(guang)、場(chang)記(ji)工(gong)作(zuo)(zuo)，也可(ke)(ke)客串主(zhu)持(chi)人(ren)或(huo)播(bo)(bo)音(yin)員。2.進入(ru)私營影視(shi)(shi)公司、廣告(gao)公司或(huo)文化傳播(bo)(bo)公司。從(cong)事(shi)后(hou)期剪輯和(he)與具(ju)體拍攝(she)(she)(she)相關的(de)各種(zhong)工(gong)作(zuo)(zuo)，比如(ru)燈光(guang)、聲音(yin)、場(chang)記(ji)、導演助理、攝(she)(she)(she)像助理等等。3.進入(ru)紙質媒體或(huo)網(wang)絡(luo)媒體公司。從(cong)事(shi)新聞記(ji)者、攝(she)(she)(she)影、攝(she)(she)(she)像、編(bian)(bian)(bian)輯等工(gong)作(zuo)(zuo)。從(cong)以上人(ren)才出(chu)口來看，廣播(bo)(bo)電(dian)視(shi)(shi)編(bian)(bian)(bian)導專(zhuan)業(ye)(ye)(ye)(ye)學(xue)生將來的(de)就業(ye)(ye)(ye)(ye)出(chu)路更多的(de)是在各種(zhong)傳媒公司中從(cong)事(shi)編(bian)(bian)(bian)導類(lei)(lei)工(gong)作(zuo)(zuo)。因此，學(xue)校實施公司化辦學(xue)，依托專(zhuan)業(ye)(ye)(ye)(ye)背景(jing)，按照專(zhuan)業(ye)(ye)(ye)(ye)實體公司模式開展課程教學(xue)、實習(xi)實訓等，讓(rang)學(xue)生從(cong)大一開始就步入(ru)職(zhi)場(chang)，提前熟(shu)悉(xi)職(zhi)業(ye)(ye)(ye)(ye)要(yao)(yao)求，創新廣播(bo)(bo)電(dian)視(shi)(shi)編(bian)(bian)(bian)導專(zhuan)業(ye)(ye)(ye)(ye)人(ren)才培養模式，有(you)很強的(de)可(ke)(ke)行性。

（二）從辦學(xue)現實看公司化辦學(xue)的必要性

摘要：新(xin)媒(mei)體技(ji)(ji)術(shu)(shu)是(shi)在(zai)信(xin)息技(ji)(ji)術(shu)(shu)與網(wang)絡平臺不斷發(fa)(fa)展(zhan)(zhan)(zhan)的(de)(de)背(bei)景下得到充分發(fa)(fa)展(zhan)(zhan)(zhan)與普(pu)及的(de)(de)專(zhuan)業(ye)技(ji)(ji)術(shu)(shu)，這種(zhong)技(ji)(ji)術(shu)(shu)在(zai)影(ying)視(shi)(shi)傳媒(mei)行(xing)業(ye)中(zhong)的(de)(de)應用(yong)(yong)(yong)對于提升(sheng)影(ying)視(shi)(shi)傳媒(mei)技(ji)(ji)術(shu)(shu)含量、優化傳媒(mei)體發(fa)(fa)展(zhan)(zhan)(zhan)建設(she)質量都有非常積極的(de)(de)作用(yong)(yong)(yong)。新(xin)媒(mei)體技(ji)(ji)術(shu)(shu)與影(ying)視(shi)(shi)傳媒(mei)行(xing)業(ye)的(de)(de)技(ji)(ji)術(shu)(shu)應用(yong)(yong)(yong)與發(fa)(fa)展(zhan)(zhan)(zhan)的(de)(de)融合，意(yi)在(zai)明確(que)新(xin)媒(mei)體技(ji)(ji)術(shu)(shu)在(zai)影(ying)視(shi)(shi)傳媒(mei)行(xing)業(ye)發(fa)(fa)展(zhan)(zhan)(zhan)中(zhong)的(de)(de)應用(yong)(yong)(yong)途徑，為促進(jin)新(xin)媒(mei)體技(ji)(ji)術(shu)(shu)更好服務影(ying)視(shi)(shi)傳媒(mei)行(xing)業(ye)提供(gong)動力，研究分析可知，在(zai)實際(ji)應用(yong)(yong)(yong)中(zhong)，交(jiao)互式網(wang)絡信(xin)息技(ji)(ji)術(shu)(shu)、移動多媒(mei)體技(ji)(ji)術(shu)(shu)以及數字電視(shi)(shi)技(ji)(ji)術(shu)(shu)是(shi)比較典型的(de)(de)三種(zhong)技(ji)(ji)術(shu)(shu)應用(yong)(yong)(yong)途徑，只有把(ba)握好應用(yong)(yong)(yong)切入點，并且在(zai)實際(ji)應用(yong)(yong)(yong)中(zhong)注重相關從業(ye)人員技(ji)(ji)術(shu)(shu)水平的(de)(de)提升(sheng)以及匹(pi)配(pei)管理工(gong)作的(de)(de)開(kai)展(zhan)(zhan)(zhan)，就(jiu)能夠充分發(fa)(fa)揮出新(xin)媒(mei)體技(ji)(ji)術(shu)(shu)的(de)(de)積極作用(yong)(yong)(yong)。

關(guan)鍵(jian)詞(ci)：影視(shi)傳媒；新(xin)媒體技術(shu)；多媒體；數字化

影視傳媒行(xing)業(ye)的(de)(de)發(fa)展關系到我國(guo)信息傳播和(he)(he)發(fa)展的(de)(de)狀態和(he)(he)趨(qu)勢，新媒體(ti)技(ji)術(shu)(shu)是與人(ren)們(men)的(de)(de)日常生活息息相關的(de)(de)重要技(ji)術(shu)(shu)。在影視傳媒行(xing)業(ye)的(de)(de)發(fa)展中(zhong)，先進(jin)的(de)(de)新媒體(ti)技(ji)術(shu)(shu)的(de)(de)應用(yong)對于整個行(xing)業(ye)的(de)(de)發(fa)展都具有(you)非常重要的(de)(de)作(zuo)用(yong)，找到適當的(de)(de)切入(ru)點(dian)融入(ru)這一先進(jin)技(ji)術(shu)(shu)進(jin)行(xing)應用(yong)是充(chong)分發(fa)揮其積極作(zuo)用(yong)的(de)(de)有(you)效途徑(jing)。

1新媒體技術的應用優勢分析

新媒體技(ji)術(shu)(shu)(shu)不僅強(qiang)調技(ji)術(shu)(shu)(shu)的(de)應用能夠適應新的(de)信息傳播和呈現方式，更強(qiang)調技(ji)術(shu)(shu)(shu)應用本身提升影(ying)視傳媒工作開展效率(lv)和質量的(de)作用，從技(ji)術(shu)(shu)(shu)亮點的(de)角度上來說，新媒體技(ji)術(shu)(shu)(shu)在影(ying)視傳媒中的(de)應用主要(yao)具備以下(xia)幾方面(mian)優勢。

1.1多樣性優勢

關(guan)鍵詞(ci)：中國電影電視藝(yi)術(shu)研究進展年度報(bao)告(gao)

[摘要]：2007－2008年，對改革開放三十(shi)年以來中(zhong)國(guo)電影(ying)發展歷程(cheng)的(de)(de)回溯(su)和反(fan)思構(gou)成了電影(ying)研究領域核心的(de)(de)話題，電影(ying)產(chan)業制(zhi)度的(de)(de)優化(hua)和院(yuan)線的(de)(de)改革也(ye)日益成為(wei)人們關注的(de)(de)焦點。電視藝術(shu)研究在聚焦電視劇創作的(de)(de)同時(shi)，對文藝欄目和紀(ji)錄片(pian)的(de)(de)思考也(ye)日趨(qu)深入。

Abstract:Thekeytopicsaboutthemoviestudiesin2007-2008aremainlyfocusedonexploringandreflectingthedevelopmenthistoryofChinesemovieinthepast30yearssincethereformandopenpolicywaslaunchedin1978.Therefinementofmovieindustrysystemandreformoftheaterchainmanagementarealsowidelydiscussed.Thestudiesoftelevisionartaremainlyfocusedontheproductionsoftelevisiondrama,andtheresearchmakesprogressinthefiledoftelevisionartcolumnsanddocumentary.

Keywords:China;Movie;TelevisionArt;ResearchDevelopment;AnnualReport

2007－2008年(nian)(nian)，對于改革開放三(san)十年(nian)(nian)以來(lai)中國電影(ying)發(fa)展(zhan)歷程的回溯(su)和(he)反思構成了(le)電影(ying)研(yan)究(jiu)領域核心的話題(ti)，隨著一批國產大片(pian)的上映，對于大片(pian)現(xian)象的研(yan)究(jiu)和(he)探索也(ye)取(qu)得(de)了(le)較(jiao)大發(fa)展(zhan)，電影(ying)產業制度的優化(hua)和(he)院線的改革成為人(ren)們關(guan)注的議題(ti)。在(zai)電視(shi)藝(yi)術領域，對近年(nian)(nian)熱(re)播(bo)的家庭倫(lun)理劇(ju)、東北(bei)農(nong)村(cun)劇(ju)、軍旅劇(ju)的批評(ping)趨于活(huo)躍，圍繞(rao)著大地震和(he)奧運會制作的電視(shi)文(wen)藝(yi)節目也(ye)成為學(xue)者(zhe)關(guan)注的重點，紀錄片(pian)的研(yan)究(jiu)也(ye)得(de)到了(le)越(yue)來(lai)越(yue)多(duo)人(ren)的關(guan)注。

上(shang)篇：電(dian)影學(xue)研究綜述

論文關鍵詞(ci)：中國(guo)傳(chuan)統文化現代文化女(nv)性傳(chuan)媒(mei)形象(xiang)

論文(wen)(wen)提要(yao)：中國(guo)文(wen)(wen)化(hua)(hua)中的(de)(de)(de)傳(chuan)(chuan)(chuan)(chuan)統文(wen)(wen)化(hua)(hua)，是(shi)一種(zhong)男權文(wen)(wen)化(hua)(hua)，是(shi)禁錮女(nv)(nv)(nv)性(xing)(xing)的(de)(de)(de)枷(jia)鎖：而現代文(wen)(wen)化(hua)(hua)追(zhui)求平等與(yu)自由，對男女(nv)(nv)(nv)兩性(xing)(xing)平等具有推動(dong)意義。女(nv)(nv)(nv)性(xing)(xing)的(de)(de)(de)傳(chuan)(chuan)(chuan)(chuan)媒(mei)形象(xiang)很大(da)(da)程度上(shang)反(fan)映出(chu)社(she)會對女(nv)(nv)(nv)性(xing)(xing)的(de)(de)(de)性(xing)(xing)別期盼(pan)，以(yi)及特定時(shi)代女(nv)(nv)(nv)性(xing)(xing)所處的(de)(de)(de)社(she)會地位(wei)。目前大(da)(da)眾傳(chuan)(chuan)(chuan)(chuan)媒(mei)對女(nv)(nv)(nv)性(xing)(xing)形象(xiang)的(de)(de)(de)塑(su)造仍然(ran)是(shi)將其固定在(zai)傳(chuan)(chuan)(chuan)(chuan)統角色中，并(bing)突出(chu)了(le)女(nv)(nv)(nv)性(xing)(xing)的(de)(de)(de)身體上(shang)的(de)(de)(de)觀賞價值，將女(nv)(nv)(nv)性(xing)(xing)物品化(hua)(hua)和商業化(hua)(hua)。中國(guo)文(wen)(wen)化(hua)(hua)中的(de)(de)(de)男權思(si)想依然(ran)存(cun)在(zai)于人們心中，并(bing)且體現在(zai)傳(chuan)(chuan)(chuan)(chuan)染力(li)極強的(de)(de)(de)大(da)(da)眾傳(chuan)(chuan)(chuan)(chuan)媒(mei)上(shang)。現代文(wen)(wen)化(hua)(hua)要(yao)得(de)以(yi)健康發展(zhan)就必(bi)然(ran)需要(yao)淘汰落(luo)后腐朽的(de)(de)(de)傳(chuan)(chuan)(chuan)(chuan)統文(wen)(wen)化(hua)(hua)糟粕(po)，女(nv)(nv)(nv)性(xing)(xing)傳(chuan)(chuan)(chuan)(chuan)媒(mei)形象(xiang)的(de)(de)(de)塑(su)造必(bi)將會有新的(de)(de)(de)開創與(yu)發展(zhan)。

現在(zai)我們所說的中(zhong)國文(wen)化(hua)(hua)，絕大部分源自中(zhong)國傳(chuan)(chuan)統文(wen)化(hua)(hua)，或者說是(shi)(shi)在(zai)傳(chuan)(chuan)統文(wen)化(hua)(hua)的基礎(chu)上(shang)發展起(qi)來(lai)的。主要形(xing)成于封建社會的中(zhong)國傳(chuan)(chuan)統文(wen)化(hua)(hua)．從某(mou)種意義上(shang)可以說是(shi)(shi)一種男權(quan)文(wen)化(hua)(hua)。男性是(shi)(shi)社會的主導．是(shi)(shi)歷史的執筆人，也是(shi)(shi)傳(chuan)(chuan)統道德的主要締造者．而女性則是(shi)(shi)中(zhong)國傳(chuan)(chuan)統文(wen)化(hua)(hua)的客體，是(shi)(shi)歷史的配角(jiao)。

在以(yi)小(xiao)農生產經濟(ji)為(wei)(wei)(wei)主(zhu)(zhu)的(de)(de)(de)(de)(de)封建社會(hui)(hui)，體力(li)上(shang)(shang)占優勢(shi)(shi)的(de)(de)(de)(de)(de)男(nan)(nan)(nan)性(xing)(xing)(xing)是(shi)(shi)(shi)(shi)財(cai)富，即物質文化(hua)的(de)(de)(de)(de)(de)主(zhu)(zhu)要(yao)創造(zao)者(zhe)．從象形(xing)字(zi)(zi)“男(nan)(nan)(nan)”上(shang)(shang)就可看(kan)到男(nan)(nan)(nan)性(xing)(xing)(xing)這(zhe)(zhe)一“養(yang)(yang)家(jia)糊口者(zhe)”的(de)(de)(de)(de)(de)形(xing)象。相對于男(nan)(nan)(nan)性(xing)(xing)(xing)的(de)(de)(de)(de)(de)家(jia)外(wai)形(xing)象，女(nv)性(xing)(xing)(xing)則是(shi)(shi)(shi)(shi)被(bei)(bei)眷(juan)養(yang)(yang)、被(bei)(bei)征服的(de)(de)(de)(de)(de)家(jia)內(nei)形(xing)象。男(nan)(nan)(nan)性(xing)(xing)(xing)是(shi)(shi)(shi)(shi)獨立而(er)強勢(shi)(shi)的(de)(de)(de)(de)(de)，女(nv)性(xing)(xing)(xing)是(shi)(shi)(shi)(shi)依(yi)附和(he)柔弱的(de)(de)(de)(de)(de)。為(wei)(wei)(wei)什么“奴(nu)(nu)(nu)”字(zi)(zi)是(shi)(shi)(shi)(shi)女(nv)子(zi)旁的(de)(de)(de)(de)(de)?因(yin)為(wei)(wei)(wei)奴(nu)(nu)(nu)隸是(shi)(shi)(shi)(shi)最(zui)卑下的(de)(de)(de)(de)(de)，而(er)女(nv)性(xing)(xing)(xing)是(shi)(shi)(shi)(shi)毫(hao)無地位(wei)可言的(de)(de)(de)(de)(de)，換言之，女(nv)人(ren)(ren)(ren)像奴(nu)(nu)(nu)隸一樣沒(mei)(mei)有(you)(you)自己的(de)(de)(de)(de)(de)尊嚴、沒(mei)(mei)有(you)(you)獨立的(de)(de)(de)(de)(de)身(shen)份(fen)，更加沒(mei)(mei)有(you)(you)所謂的(de)(de)(de)(de)(de)權利。奴(nu)(nu)(nu)隸是(shi)(shi)(shi)(shi)主(zhu)(zhu)人(ren)(ren)(ren)的(de)(de)(de)(de)(de)私有(you)(you)財(cai)產，女(nv)人(ren)(ren)(ren)是(shi)(shi)(shi)(shi)男(nan)(nan)(nan)人(ren)(ren)(ren)的(de)(de)(de)(de)(de)專屬；奴(nu)(nu)(nu)隸為(wei)(wei)(wei)主(zhu)(zhu)人(ren)(ren)(ren)做牛做馬卑躬(gong)(gong)屈膝，女(nv)人(ren)(ren)(ren)為(wei)(wei)(wei)男(nan)(nan)(nan)人(ren)(ren)(ren)生兒(er)育女(nv)鞠躬(gong)(gong)盡瘁；奴(nu)(nu)(nu)隸若是(shi)(shi)(shi)(shi)造(zao)反(fan)便會(hui)(hui)受(shou)到制度(du)的(de)(de)(de)(de)(de)制裁，女(nv)人(ren)(ren)(ren)稍有(you)(you)反(fan)抗就要(yao)受(shou)到社會(hui)(hui)的(de)(de)(de)(de)(de)鞭笞。男(nan)(nan)(nan)人(ren)(ren)(ren)從來(lai)(lai)不(bu)會(hui)(hui)是(shi)(shi)(shi)(shi)社會(hui)(hui)的(de)(de)(de)(de)(de)最(zui)底層(ceng)。因(yin)為(wei)(wei)(wei)男(nan)(nan)(nan)奴(nu)(nu)(nu)的(de)(de)(de)(de)(de)妻子(zi)比他更低賤!女(nv)人(ren)(ren)(ren)是(shi)(shi)(shi)(shi)侍奉者(zhe)，是(shi)(shi)(shi)(shi)理所當(dang)然的(de)(de)(de)(de)(de)貢獻者(zhe)，男(nan)(nan)(nan)人(ren)(ren)(ren)是(shi)(shi)(shi)(shi)主(zhu)(zhu)導(dao)者(zhe)，也是(shi)(shi)(shi)(shi)理所當(dang)然的(de)(de)(de)(de)(de)享受(shou)者(zhe)。裹(guo)小(xiao)腳(jiao)是(shi)(shi)(shi)(shi)為(wei)(wei)(wei)了取(qu)悅(yue)男(nan)(nan)(nan)人(ren)(ren)(ren)。這(zhe)(zhe)畸形(xing)的(de)(de)(de)(de)(de)審美延(yan)續(xu)了近半個封建時期(qi)。“三從四(si)德(de)”、“七(qi)出之條”，這(zhe)(zhe)些又是(shi)(shi)(shi)(shi)男(nan)(nan)(nan)權社會(hui)(hui)賦予女(nv)性(xing)(xing)(xing)的(de)(de)(de)(de)(de)精神和(he)制度(du)上(shang)(shang)的(de)(de)(de)(de)(de)“小(xiao)腳(jiao)”。傳統文化(hua)對一名優秀女(nv)性(xing)(xing)(xing)的(de)(de)(de)(de)(de)最(zui)高(gao)贊譽。歸納起(qi)來(lai)(lai)無非四(si)個字(zi)(zi)——賢(xian)妻良(liang)母，倘若加些個定語，也無非是(shi)(shi)(shi)(shi)賢(xian)良(liang)淑德(de)，貞儉恭順。

簡而(er)(er)言之，中(zhong)國傳統文化創造(zao)出來(lai)的(de)女(nv)(nv)性(xing)形(xing)象(xiang)，是美麗而(er)(er)順從，柔弱(ruo)而(er)(er)善良，賢惠而(er)(er)非聰(cong)穎，迷人(ren)(ren)卻不(bu)媚惑。這是個供男(nan)人(ren)(ren)欣賞的(de)形(xing)象(xiang)，一切以不(bu)超越男(nan)尊(zun)女(nv)(nv)卑的(de)思(si)(si)想為限，以烘托男(nan)性(xing)陽剛之氣為主。而(er)(er)這種男(nan)權(quan)思(si)(si)想，伴隨著數(shu)千年的(de)封建社會(hui)而(er)(er)根扎(zha)人(ren)(ren)心。現(xian)代(dai)社會(hui)在不(bu)斷進步(bu)，人(ren)(ren)們(men)的(de)思(si)(si)想也愈發成熟(shu)和開明(ming)，自由與平等的(de)口號一次(ci)次(ci)響起。現(xian)代(dai)文化提倡男(nan)女(nv)(nv)平等，現(xian)代(dai)女(nv)(nv)性(xing)解(jie)放(fang)了．然而(er)(er)真的(de)解(jie)放(fang)了?

中(zhong)國文(wen)化對現(xian)代(dai)社會(hui)的(de)(de)傳(chuan)媒文(wen)化。也產生了無法忽視的(de)(de)影(ying)響(xiang)。眾(zhong)(zhong)所周(zhou)知，飛速(su)發(fa)展的(de)(de)大(da)眾(zhong)(zhong)傳(chuan)媒對現(xian)代(dai)社會(hui)日益具有(you)影(ying)響(xiang)力。歷史已然(ran)進入21世紀．雖(sui)然(ran)今(jin)天(tian)的(de)(de)女(nv)性在(zai)家(jia)庭角(jiao)色、社會(hui)活動、職業(ye)平(ping)等(deng)、政治參與等(deng)各(ge)方面(mian)都(dou)有(you)跨時代(dai)的(de)(de)進步。但在(zai)大(da)眾(zhong)(zhong)傳(chuan)媒中(zhong)，女(nv)性的(de)(de)形(xing)象與角(jiao)色，仍然(ran)存在(zai)被異化的(de)(de)狀況。女(nv)性在(zai)傳(chuan)媒里究(jiu)竟(jing)扮演什么樣的(de)(de)角(jiao)色?具有(you)什么樣的(de)(de)形(xing)象?這些對于研究(jiu)當代(dai)女(nv)性地位。倡導男女(nv)平(ping)等(deng)是非常重要的(de)(de)。本文(wen)擬從報刊雜(za)志、影(ying)視作(zuo)(zuo)品、商業(ye)廣告、文(wen)學(xue)作(zuo)(zuo)品及網絡等(deng)現(xian)今(jin)主要的(de)(de)傳(chuan)媒人手．分(fen)析其構(gou)建的(de)(de)女(nv)性形(xing)象．以(yi)及中(zhong)國文(wen)化對女(nv)性傳(chuan)媒形(xing)象的(de)(de)影(ying)響(xiang)。