中国媒介市场数据失范现象与治理对策  

Non-Standard Data of Chinese Media Market and Solutions

作　　者：廖秉宜[1] LIAO Bing-yi(School of Journalism and Communication, Wuhan University, Wuhan 430072, China)

机构地区：[1]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《编辑之友》2018年第10期32-35,共4页Editorial Friend

基　　金：国家社会科学基金一般项目"中国互联网广告监管制度研究"(16BXW087);教育部人文社会科学重点研究基地重大项目"传媒智能化背景下中国传媒和广告产业竞争力研究"(16JJD860002);中央高校基本科研业务费专项资金资助武汉大学自主科研项目(人文社会科学)"中国智能广告产业的发展战略与规制政策研究"(2018QN039)

摘　　要：报刊发行量、广播电视视听率、网络点击量等是衡量媒介影响力的重要指标,是制定媒介广告刊播价格的主要依据,也是广告主和广告公司确定广告媒介组合策略的重要依据。文章重点分析了中国媒介市场存在的数据失范现象及对中国传媒业和广告业发展的深层影响,并提出了中国媒介市场数据失范的治理对策,即强化对媒介市场数据虚假、数据合谋和数据垄断问题的法律规制与伦理规范;与第三方媒介数据监测机构合作,提升媒体的公信力和广告传播的实际效果;构建政府、行业组织和媒介数据公司共治模式,规范媒介数据调研市场行为。Newspaper circulation, the rating of radio and television programs and network traffic volumes are the important indicators to measure the influence of media, because they are the main basis for media advertisement pricing and the important basis for advertisers and advertising agencies to determine the combination strategy of advertising media. This article focuses on analyzing the phenomenon of non-standard data in China＇s media market and its deep impacts on the development of China＇s media industry and advertising industry. It also puts forward the possible solutions to remedy the situation. The concrete measures include strengthening the legal regulation and ethical norms of the false data, data collusion and data monopoly; cooperating with third-party media data monitoring agencies to enhance the credibility of the media and advertising effect; building co-governance model; and the standardization of media industrial organizations and media data company＇s market behavior.

关 键 词：中国媒介 媒介市场 媒介数据 数据失范 治理对策 

分 类 号：G212[文化科学—新闻学]