“有名无实”:地方媒体机构对“两分开”的变通执行  

“In Name Only”:Local News Organizations Flexible Implementation of the Separation of Editorial and Business Operations

作　　者：张培 ZHANG Pei

机构地区：[1]南京大学新闻传播学院 [2]泰州日报社

出　　处：《传媒经济与管理研究》2024年第1期402-423,共22页Media Economics and Management Research

摘　　要：国家对采编经营两分开的要求一以贯之,但仍有部分媒体并未严格执行。以组织社会学的理论视角剖析一家地市级媒体对“两分开”政策的变通执行,管窥其中原因及其运作的微观机制:面对转型期的生存困境,地方媒体机构以采编参与经营提高创收效率,并以话语策略和操作策略进行正当化;地方主管部门为确保实现主要政策目标而与新闻单位“上下协同”,默许编营不分现象存在。研究认为,编营不分虽然有助于媒体缓解生存压力,但从长远来看则损害了媒体的合法性基础。要破解当下地市级媒体发展困局,应当从国家社会治理的宏观视角重新定位地市级媒体的角色功能:一方面,地市级媒体作为国家社会治理多元主体的重要组成部分,通过深入推进媒体融合转型不断加强自身的能力建设;另一方面,政府应提供良好的外部环境和政策支持,为地市级媒体参与社会治理持续赋能。The state s requirement for the separation of editorial and business operations has been consistent,yet some media outlets have not strictly implemented it.Through the theoretical lens of organizational sociology,this paper analyzes how a municipal-level media outlet flexibly applies the“separation of two”policy,revealing the reasons behind it and the micro-mechanisms of its operation.Faced with survival challenges during the transition period,local media outlets involve editorial staff in business operations to improve revenue generation efficiency,while justifying this practice through discursive and operational strategies.Local regulatory authorities,in order to ensure the achievement of the main policy objectives,collaborate with news organizations in a“top-down coordination”,tacitly allowing the blurring of the editorial-business separation.This study argues that while the lack of separation helps alleviate the survival pressure on media outlets,it undermines their legitimacy in the long run.To resolve the current development dilemma of municipal-level media,it is necessary to reposition their role and function from the macro perspective of national and social governance.On one hand,municipal-level media,as an important part of the diverse entities in national and social governance,should continue to enhance their capacity by advancing media integration and transformation.On the other hand,the government should provide a favorable external environment and policy support to continuously empower municipal-level media to participate in governance.

关 键 词：两分开 变通执行 组织社会学 生存理性 媒体角色 

分 类 号：G21[文化科学—新闻学]