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1、原文Media Policy Paradigm ShiftsTowards a New Communications Policy ParadigmThe emergence of communications and media policyThe origi ns of com muni cati ons policies lie in the in teracti on betwee n the pursuit of n atio nal in terests by states and the operati ons of commercial/ in dustrial en terp

2、rises. Both gover nment and in dustry have sought mutual adva ntage by way of privileges, regulatio ns and restricti ons. Policies in gen eral refer to con scious (public) projects for achiev ing some goal, together with the proposed means and time schedule for achiev ing them. The specific content

3、of gover nment policies reflects the deal made in the particular time and place and the bala nee of power and adva ntage betwee n gover nment and in dustry. At this level of gen erality, not a great deal has changed, despite the general transition during the 20th century to more democratic forms of

4、gover nment and in creas ing trends towards globalizati on. Eve n so, in the field of media policy there have been significant developments, especially reflecting the cha nging tech no logies of com muni cati on and the in creased importa nee of com muni cati on in postindustrial societies, which ar

5、e more often known as information societies.Although for centuries there have been state interventions and regulations relating to transport and travel, for purposes of control, finance or for strategic reasons,it would be an achr oni stic to speak of com muni cati ons policies before the series of

6、electr onic inven ti ons beg inning with the electric telegraph in the mid-19th cen tury .In this article, we ide ntify three main phases of com muni cati ons policy-mak ing. We may label these con secutive phases as (I) the phase of emerg ing com muni cati ons in dustry policy, (II) the phase of pu

7、blic service media policy, and (III) the phase of a new com muni cati ons policy paradigm.The general shape of communications policyThe main eleme nts or factors of policy for media and telecom muni catio ns policy, leav ing aside the questi on of cha nges over time and differe nces betwee n con tex

8、ts, con sist of: the goals or objectives to be pursued; the values and criteria by which goals are defi ned or recog ni zed; the variousc ontent and com muni cati on services to which policy applies; the differe nt distributi on services (ma inly print publish ing, cable, satellite and broadcast dis

9、sem in ati on and telecom muni cati on s); and fin ally the appro-priate policy measures and means of impleme ntati on (mai nly embodied in law, regulati on, self-regulatio n or market practices).The goal of economic welfare has been subject to changing definitions as far as com muni catio n is conc

10、ern ed. Minimum requireme nts are for in frastructure provisi ons that allow a n ati onal economy to fun cti on efficie ntly in producti on and market terms. I ncreasi ngly, un der con diti ons of an in formatio n society, the com muni cati on system is an in tegral part of the economy and forms an

11、importa nt and elaborate market in its own right. Releva nt values aside from general ones of efficiency, employment and profitability include those of inno vati on and in terc onnection.This gen eral model of the social com muni cati ons system viewed accordi ng to the perspective of policy-makers

12、is an artificial composite of eleme nts that will not apply to all n atio nal cases very well. It is also an achr oni stic, comb ining n ati onal experie nces over a long period duri ng which society and com muni cati on tech no logy have bee n cha nging con siderably. In order to make more sense of

13、 the in formatio n and in terpretati ons it summarizes, we n eed to sketch the successive phases of policy-making which have each left their mark on com muni catio n systems and still exert an in flue nee on the way the challe nges of today are han dled. In the descripti on that follows we make an i

14、n itial dist in ctio n betwee n an early stage of emerg ing policy for media and com muni cati ons that lasted approximately un til the watershed of the Second World War, which ope ned the way for cha nge in much of the world and also coin cided with the rise of televisi on as a major mass medium.Ne

15、w communication policy:Policy makers still face many difficulties and unsolved problems. For a country, these main problems: the scope and objectives of the defi niti on of public domai n media; econo mic mean s, regulati on and self-discipli ne, policy choice; for all areas of the media for con sis

16、te nt prin ciple and regulati on framework, how to defi ne and develop the n atio nal culture media policy; how to bala nee the com muni cati on freedom and social dema nd. Policy conv erge nee? Un der the in flue nee of scie nee and tech no logy, through the choice of the same objectives, principle

17、s and methods applied to a unified regulatory laws and regulations, whether the media policy tends to convergenee? This view has been widely supported and can be impleme nted (for example, the British Com mun icati ons Act of 2002), but the problem can not be an swered with a simple yes or no to an

18、swer the 25 questi on. While there are reas ons to dilute the boun daries betwee n differe nt media, it is not n ecessary to use the same regulati ons for all differe nt media services. Europe is now the trend is: Despite the en courageme nt of the overall policy thi nking, but also to en courage th

19、e developme nt of in depe ndent state laws and regulatio ns of the country to con trol the media operati ons of the public sphere. Curre ntly there are eno ugh reas on to ask to have a cohere nt policy system (especially towards freedom and diversity), but this does not mean that the whole uniform h

20、andling of all media content (advertis ing, art, n ews, sex, etc.). Because the media content and the audie nee are obviously different. So it is possible and necessary to usedifferent regulations for different purposes. Public freedom of com muni cati on is still very importa nt, and should not all

21、ow any sin gle in stituti on to put too much pressure on a certa in mode of tran smissi on, but also the treatme nt of differe nt media should have a special case and special measures. In additi on, one importa nt aspect is that, in order to protect the in terests of the audie nee / citize ns, we sh

22、ould also keep a political and social cultural values.Looking for the new policy paradigmAlthough much rema insun certa in, there is scope for making a provisi onal judgeme nt concerning the core prin ciples of the emerg ing paradigm. This can be based on certa in clear trends in tech no logy, polic

23、y and econo mics, plus a recog niti on of social and political in puts and con stra in ts. Although public service broadcast ing and uni versal tele-com muni cati ons service are un likely to disappear from the political age nda, con verge nee in tech no logy, liberalizati on of com muni cati on mar

24、kets and in formatio n and com muni cati on abundance dema nd a differe nt con ceptualizati on of com muni catio ns policy.Freedom of com muni cati on should rema in the main objective of any com muni cati ons policy to be desig ned. Freedom can be expressed n egatively as well as positively (Lichte

25、 nberg, 1990). I n the former respect it refers to the in depe ndence of com muni cati on participa nts from gover nment (no cen sorship), from econo mic and other forces hin deri ng excha nge of messages (e.g. econo mic mon opolies and other dominant market positi ons) as well as from social and po

26、litical pressure groups. In its positive aspect, freedom refers to all those activities people in society can be en abled to do with their freedom, e.g. to con tribute to the civic debate on politics or to express artistic creativity. There should be provisi on for both aspects as policy goals.Commu

27、ni cati on regulati on relates to differe nt dime nsions of the com muni cati ons system, that is the structure of the com muni cati on market, the market con duct of com muni cati on participa nts or the content of com muni cati on (see McQuail, 1992: 896). Negative freedom of com muni cati on rela

28、tes mai nly to market structure and market con duct, whereaspositive freedom primarily relates to content and also requires atte nti on to our sec ond prin ciple, that of access.As far as the Internet is concern ed, the implicati ons for policy are clear eno ugh in respect of two of the three basic

29、prin ciples advocated, n amely freedom and access. The Internet bega n in freedom, although it might not have done so without government sponsorship originally. Access to the Internet has bee n widely adopted as a suitable goal of policy, for various reas ons. The story of emerging policy for the Internet cannot