Radio and television is a new cause of our party. The principles and policies formulated by the CPC Central Committee can be publicized through radio and television and combined with other means to meet the masses more quickly and widely. 198 1 the central secretariat pointed out: "radio and television are the most powerful modern tools to educate and inspire the whole party, the whole army and the people of all nationalities in the country to build socialist material civilization and spiritual civilization." This directive stipulates the fundamental nature and tasks of radio and television work, points out the role of radio and television, and requires the whole party to make full use of this most effective propaganda tool.
However, there is still a big gap between the current situation of China's radio and television and the requirements of the CPC Central Committee and the needs of the people. Radio and television programs are few, the content is not rich and colorful, and it is not lively enough. In some areas, especially in remote areas, people still can't hear, see, hear or watch radio and television well. Radio and television work is in urgent need of reform.
The 11th National Conference on Radio and Television held in Beijing recently clarified the policy of reform, and made it clear that China's radio and television must have distinctive socialist China characteristics, adhere to the socialist political orientation in propaganda, make great efforts to improve people's patriotism and proletarian consciousness, and gradually improve people's proletarian consciousness by starting with patriotic education. We should strictly distinguish between socialist radio and television and capitalist radio and television, and provide healthy and colorful spiritual food for the people of all ethnic groups with a high sense of political responsibility and full revolutionary enthusiasm. Some important measures put forward by the meeting, including propaganda reform and system reform starting from news reform, implementing radio and television broadcasting in central, provincial (district) and provincial cities and counties, adopting various technical means to expand coverage, and generally training cadres, are necessary and correct.
To develop radio and television undertakings and do a good job in radio and television propaganda, it is necessary for party committees and governments at all levels to strengthen their leadership; Need the cooperation and help of all relevant departments and all walks of life. Our party and country have always attached importance to radio and television work. No matter in the hard years of War of Resistance against Japanese Aggression and the War of Liberation, or in the period of socialist revolution and socialist construction, people's broadcasting and the television developed later have always been cordially cared for by proletarian revolutionaries of the older generation such as Mao Zedong, Zhou Enlai, Liu Shaoqi and Zhu De. Since the Third Plenary Session of the 11th CPC Central Committee, the CPC Central Committee has attached great importance to the healthy development of radio and television. The central government cares about and attaches importance to radio and television, and so do local party committees and governments at all levels. First of all, we should be good at using this modern propaganda tool. In order to realize the four modernizations, our leadership methods should be improved, and we should pay attention to realizing this improvement through radio and television. Anything that needs to mobilize the masses can be done through radio and television, and the principles, policies and tasks of the party and the government can be directly met with the masses, so that the masses can unify their understanding and act as soon as possible. All localities should put the construction of radio and television in an important position to strengthen the construction of various departments on the propaganda front. It is necessary to deepen the radio and television propaganda work. In three to five years, all counties, social organizations and teams will broadcast except remote areas, sparsely populated areas and particularly difficult areas, and every household and everyone can hear the broadcast; In a few steps, by the end of this century, every household and everyone can watch TV. The departments of industry and commerce, finance and trade should actively cooperate to provide special equipment and cheap listening and watching tools needed for the development of radio and television. Party and government departments, mass organizations, cultural and educational institutions, literary and artistic organizations, academic research and natural science and technology institutions should make full use of this tool to adapt to and meet the needs of the people in building socialist spiritual civilization, improving their knowledge and cultural level and enriching their spiritual life.
Radio and television is a promising and promising cause, which is well received by the people. At the same time, the task before the radio and television workers is also arduous. Radio and television workers should love this cause very much and strive to improve their ideological and theoretical level, policy level and professional level. We should go deep into reality, keep close contact with the masses, carry forward the spirit of innovation, and do a good job in propaganda. All kinds of radio and television propaganda should be based on facts and conform to the overall interests and theoretical principles. Everyone should help the people and put the overall situation and interests first. We should not forget the fundamental plan for the sake of temporary interests and sacrifice the future of sports for the sake of the present. We hope that radio and television workers will overcome difficulties, work hard, give full play to the role of this propaganda tool correctly, and strive to make it a right-hand man of the party and government and a close friend loved by the people.
Industrialization and collectivization are the general trends of the development of China's radio and television industry.
Zhou hongduo
The industrialization and collectivization of radio and television is the requirement of the development of social productive forces in China, the necessity of deepening the reform of economic system, a law of the development of information society and the basic trend of the development of radio and television industry itself. In other words, the industrialization and collectivization of radio and television exist objectively and are not transferred by human will. In order to promote the industrialization and collectivization of radio and television, we should strengthen the theoretical research of radio and television industry and scientifically understand the nature and function of radio and television.
Not long ago, my graduate student asked me this question: in recent years, great changes have taken place in the media industry in our country, such as the emergence of many new media; The newspaper industry is exploring to move towards collectivization. So what do you think is the development trend of China broadcasting industry under the market economy? I replied: Industrialization and collectivization is the general trend of the development of radio and television industry in China. How did this conclusion come about? What is its theoretical basis? What kind of countermeasures should be taken? This paper focuses on these aspects to talk about some views.
First, the background of the formation of radio and television industry
With the development of social productive forces and the establishment of socialist market economic system in China, various industrial sectors have changed. Some have developed rapidly, some have stagnated, and some have declared bankruptcy ... What people can't accept most are those large and medium-sized state-owned enterprises that have made great contributions to China's economic construction. Their present situation is not ideal, and some even have doubts about the socialist market economy. If analyzed from the development law of industrial structure, this situation is a normal phenomenon and a manifestation of the improvement of industrialization in China. Due to the improvement of industrialization, the output value of manufacturing industry as the secondary industry and the flow of labor force to the tertiary industry are in line with the law, so we should treat them correctly and take effective measures to ensure that laid-off workers in the secondary industry are re-employed as soon as possible. For those leading industries of the secondary industry that play an important role in the national economy and still have a strong driving role in the national economy, we should pay attention to improving the technical content of their products and closely combine the improvement of their labor productivity with modern information technology; Some industries in the secondary industry that have not adapted to the requirements of the information society, have no transformation value or cannot be transformed at all, should be transformed as soon as possible. Bankrupt enterprises should pay attention to training young and promising employees to adapt them to the requirements of the information society. Older or unproductive employees should be properly placed, and industries that cannot develop sustainably will not be tolerated. Otherwise, it will affect social and economic development and violate the law of industrial development.
According to the law of industrial development, the tertiary industry is the most promising industry, suitable for the development of the information society. In order to adapt to the development of the information society, in addition to the macro adjustment of China's industrial structure and the formulation of correct industrial policies, the following problems need to be solved urgently:
(A) the scope of the tertiary industry in China is clearly defined in thought and theory. The concept of tertiary industry was first put forward by New Zealand economist Agger Fisher. Since then, not only the economic theorists have used this concept, but also many countries have regarded the tertiary industry as an independent department of national economic and social development for statistics, analysis and research. Since the reform and opening up, in order to compare with foreign countries in statistics, China has also begun to use the terms of primary, secondary and tertiary industries to calculate the output value of the tertiary industry. From 65438 to 0985, China National Bureau of Statistics divided the three industries as follows: the first industry is agriculture; The second industry is industry; The tertiary industry mainly includes circulation departments and service departments, namely, transportation, post and telecommunications, commercial catering, material supply and storage, finance and insurance, geological survey, real estate, public utilities, residents' services, tourism, consulting information services and technical services, education, culture, radio and television film industry, scientific research, health, sports and social welfare. At present, China's national economic and social development statistics are basically carried out in accordance with this three-time industrial division method. According to the basic view that the tertiary industry is a service industry in a broad sense, all departments of the publishing and printing industry should be treated as the tertiary industry, which is not only conducive to the development of the publishing industry, but also enables people to understand the tertiary industry more comprehensively. From the above analysis of three industry, we can see that all kinds of media industries belong to the tertiary industry.
(2) treat the tertiary industry scientifically. The so-called scientific treatment of the tertiary industry includes three meanings: (1) Understanding the position and function of the tertiary industry as a whole. According to the statistical bulletin of Beijing Municipal Bureau of Statistics 1996 on national economic and social development, the city's GDP is160.7 billion yuan, of which the added value of tertiary industry is 81800 million yuan. The secondary industry realized an added value of 70.4 billion yuan; The primary industry realized an added value of 8.5 billion yuan. This figure fully illustrates the position and role of the tertiary industry in the whole national economy and social development. (2) treat all industries or departments in the tertiary industry equally. Judging from the current situation, governments at all levels attach great importance to the tertiary industry such as commerce, transportation, posts and telecommunications, and the specific policies and regulations are relatively sound. In addition, other industries in the tertiary industry also need to establish and improve various specific policies and regulations as soon as possible to promote the development of these industries. (3) Pay attention to the role of market mechanism in the development of tertiary industry. Under the condition of market economy, the market has a basic regulatory function, so we should pay attention to the role of market mechanism. Under normal circumstances, we should not use administrative means to replace the role of the market, which will hinder the development of the tertiary industry.
(3) When determining the overall plan for the development of the tertiary industry, we should pay attention to the specific plans and policies to promote the development of an industry. The tertiary industry is a large industrial group with numerous categories, complex structure and disparate levels. Master planning alone is not enough. We should pay attention to formulating and implementing specific plans to promote the development of specific industrial sectors. The overall development of tertiary industry is related to the development of specific tertiary industry. Only when a large number of specific tertiary industries develop can the whole tertiary industry develop. Otherwise, the so-called development of the tertiary industry is just empty talk.
Two, radio and television industry is a sub-industry in the information industry cluster.
(1) industry
Industry refers to a production group composed of production units that produce products of the same nature, or a group composed of social and economic units with similar social and economic functions. Industry is a dynamic production group or economic group, that is, at different stages of social development, the structure of industrial groups is different, and the proportion of various industries in industrial groups is changing. With the improvement of social productive forces and the development and wide application of science and technology, the proportion of some industrial sectors in industrial groups will decline or disappear; Due to the deepening of social division of labor, some industrial sectors will appear, develop and grow. Information industry, as the tertiary industry, is a new industry gradually formed, developed and expanded with the arrival of the information society after World War II.
(2) Information industry
Information transmission is an economic phenomenon that has existed since the appearance of human beings, but it has been regarded as an industry for several decades. Since the 1960s, due to the rapid development of information science and information technology, the production, processing, transmission (circulation) and service of information have gradually separated from other industries and become an independent industry. 1962, American economist Fritz Mahlup made a systematic study on the production and dissemination of knowledge as an industry for the first time, and put forward the concept of "knowledge industry". From 65438 to 0977, Mark Yuri Polat made a serious and comprehensive study on the information economy and industrial structure of the United States on the basis of inheriting the research results of Mahlup, and put forward that the production, processing, transmission and service of information products are an activity that permeates all sectors and fields of the national economy; 198 1 The United Nations Organization for Economic Cooperation and Development divides the information industry into four sub-industries, namely, information production, processing, communication and basic industries. Since then, the concept of information industry has been used not only in western developed countries, but also in developing countries.
In China, although the development of information industry is not as good as that of developed countries, since the reform and opening up, especially since the 1990s, people have begun to attach importance to information and information industry in theory and practice, and have conducted in-depth research on the scope of information industry. Moreover, the Ninth National People's Congress 1998 held in March has approved the establishment of the Ministry of Information Industry, which not only marks the improvement of China's understanding of the information industry, but also marks that China's information industry has occupied a very important position in the national economy.
Information industry is a new industry, although people attach great importance to its research, but the materials provided by social practice can not make people understand its scope. Mahlup believes that the information industry can be divided into five categories, namely, education, research and development, media, information equipment and information services. Polat believes that the information industry can be divided into two major sectors, namely the first information sector and the second information sector. The first information department refers to the department that directly provides information products and services to the market, mainly including eight industries, such as producing knowledge and inventiveness, information exchange and communication, risk industries (such as finance and insurance), market information and publicity and investigation, information processing and transmission services, information commodity industry, education industry and information infrastructure industry. The second information department refers to the information service department that only provides information services and capital for internal consumption and does not enter the market, mainly including technology, administration and official business in industry and agriculture. At present, there are mainly the following views on China's information industry: the first view is that the information industry includes four components: information equipment manufacturing, information dissemination and reporting, information service and information circulation; The second view is that the information industry includes telephone, television broadcasting, news, printing, laser, optical fiber, telex, computer communication satellite and other industries as well as education, library and other industries; The third view holds that the information industry mainly includes computer manufacturing, software development, optical communication and optical detection, data and image processing equipment manufacturing and so on. The fourth view holds that the information industry mainly includes information development industry, information transmission industry, information equipment manufacturing industry and information technology service industry. The fifth view holds that the information industry mainly includes information product development and management, information dissemination and reporting, information circulation and distribution, information consulting services, information technology services and information infrastructure. (The above cited materials refer to "Information Science and Information Industry" edited by Hu) ... Although the coverage of information industry is different at home and abroad, from the nature of information industry, all information industries must be production departments or circulation departments with complete information production or circulation processes, or industries that manage information. Otherwise, the information-related department, whether it is the production department or the circulation department, cannot be called the information industry. Because in the information society, all departments are related to and inseparable from information, so they cannot be classified as information industry departments. If we don't limit the scope of information industry in this way, we will lose the significance of studying information industry.
According to the above analysis, the scope of the information industry can be defined as: (1) departments that provide infrastructure and technical equipment needed for processing and transmitting information, sell information commodities and provide information paid services, including information technology industry and information commercialization industry. Information technology industry mainly refers to information industry and information construction industry, which refers to the industry that develops, manufactures and sells information processing machines and software and provides infrastructure and media for the information department; Information commercialization industry mainly refers to the industry that collects, processes, distributes and provides information services and cultivates talents with the support of information technology industry. These industrial sectors mainly include computer industry, printing industry, communication industry, mass media and other knowledge production and sales departments. (2) Information departments within non-information industry departments, also known as quasi-information industries, produce information, but the information they produce only provides necessary information services for their own departments, government departments and non-information enterprises. In other words, the information they produce is limited to internal consumption, not for sale.
(c) Media industry
Media industry refers to an industrial cluster composed of media and other information communication industries, mainly including newspapers, periodicals, books of print media, radio, movies, television, telecommunications, satellites and other media departments. Whether abroad or at home, all kinds of media are always regarded as an important department of information industry when studying the reports of information industry. Why? The reason is simple, because the media industry has distinct characteristics of information industry. According to the requirements of the law of industrial cluster combination, media industry is an important part of information industry cluster. Specifically, the media industry as an information industry is mainly based on:
First, from the analysis of the production process of information products, the media industry, like the general information industry, takes information as the basic raw material; The applied infrastructure and technical equipment are all high-tech products provided by the information technology industry department; The functions performed are basically collecting, classifying, processing, storing and transmitting information; The purpose of information production is basically to provide information services for the public. These are the most basic characteristics in the production process of the information industry sector.
Secondly, from the product point of view, the media industry produces all information products. It can be said that the media industry has produced many knowledge products of contemporary human society, and these products are highly information-intensive products. This kind of information product cannot be produced by non-information industry departments.
Thirdly, from the perspective of realizing the value of media products, it has the characteristics of multi-level, indirectness and appreciation of information value. The benefits of media products are not synchronized with their communication and do not operate independently. It must be combined with the material production department to obtain multi-directional benefits and increase its value. Because of this, the value of media products can also be said to be the value of information products, which cannot be simply measured by the labor time to create it.
Fourthly, from the performance analysis of the media industry, it is a highly permeable industry like other information industries. The so-called permeability of media industry, its essence is the permeability of media products. As an information product, media products can penetrate into all aspects of social life and can be used by people from all walks of life. Permeability has two meanings: first, media products are permeable and can penetrate into all fields and industrial sectors of society; Second, the target audience of media products can accept this penetration. In modern society, all sectors of society and all links of social production are inseparable from the participation of the information industry, including the media industry, which is the premise for the media industry to realize its infiltration function.
Fifth, from the perspective of public hazards, the media industry is a high-tech "smokeless industry" and rarely causes public hazards to society. However, this does not mean that there are no public hazards. The public hazards of the media industry are not manifested in the production process, but in the content and quality of media products. In order to reduce or eradicate public hazards in the media industry, we must attach importance to the quality of media products and prohibit the production and dissemination of any media products that are harmful to society or others.
Sixthly, from the analysis of the cultural quality of employees in the media industry, their employees must be knowledge-intensive and intelligence-intensive, and must have certain professional knowledge and extensive knowledge structure. Otherwise, it does not meet the requirements of the development of the media industry.
(4) Radio and television industry
Radio and TV information industry is an important industrial sector of media industry group, and it is a sub-industry of information industry group whose main activities are production, transmission and sales. Taking radio and television industry as an industry is not determined by people's subjective will, but the objective requirements of social and economic development and the requirements of radio and television's own characteristics. Specifically, we can understand why radio and television is an industry from the following aspects.
After World War II, especially the successful launch of the first artificial earth satellite of the Soviet Union before 1957, marked the transition of human society from a material economy society to an information economy society, and a new industrial cluster, the information industry, came into being.
The rapid development and scientific application of information science is the general symbol of the transformation of human society from material economy to information economy. Specific signs are:
First, in social and economic activities, social products (whether material or spiritual products) and people's social life, the content of information technology has exceeded any period in history. According to statistics, at the beginning of this century, the information technology content of economic development and social labor productivity in western countries was only 5- 10%, but now it has reached 60-80%.
Secondly, the rapid development of the library, publishing and printing, telecommunications, satellite broadcasting, satellite television and computer industries, which are important departments of the information industry, has exceeded any period in history.
Third, the value created by the information industry accounts for an increasing proportion in the national economy. According to the survey of the World Bank, the proportion of the value created by the information industry and its related industries in GDP has become an important symbol of the level of social and economic development. This proportion has reached 60-70% in developed countries, 30-40% in newly industrialized countries and regions, and the average in developing countries is 10- 15%.
Fourthly, as an industrial structure, the proportion of information industry is increasing.
Fifth, both operators and government officials are increasingly inseparable from information when making decisions and implementing management, and regard information as an important basis for their own decision-making and management.
That is to say, since information, as an important product of information industry, has penetrated into all aspects of social life, according to the characteristics of radio and television and its role in social and economic life, it participates in social life as an industry and becomes an indispensable important production department for people's social and economic activities. Specifically, the radio and television industry as an industry is mainly based on:
First, under the production conditions of modern society, every product and service activity not only contains material factors, but also contains a considerable amount of information. Through their unique functions, radio stations and television stations collect, process, transmit and guide the rational and effective allocation of social production factors, which promotes the improvement of social productivity system order, thus increasing the information content of production factors and products. The guiding role of radio and television in production factors is not only the expression of the soft function of information industry, but also an important foundation of radio and television industry.
Secondly, there are two important sub-information industries in the information industry cluster, namely, information commercialization industry and quasi-information industry. If these two sub-information industries are combined into one, as an information industry as a whole, it has duality, that is, economic attributes and non-economic attributes. The duality of this information industry can be understood from two aspects: first, according to the requirements of the market economy, from the perspective of commodity attributes, the economic attributes of the information industry mean that its products are commodities, and its value is realized through the market. The non-economic nature of the information industry means that its products are not commodities, but self-labor and self-consumption, without going through the market. Secondly, from the information point of view, the main product of the information industry sector, jujube information, has duality because of its producer nature, that is, goods and non-goods. We often say that information is a commodity, which is a general term, or that information is basically a commodity. Since they are basically commodities, it means that some information is not commodities.
Comparing this duality theory of information industry with the duality theory of radio and television, it is not difficult to see that radio and television have the basic characteristics of information commercialization industry and quasi-information industry in information industry cluster. Because of this, we study radio and television as a sub-industry in the information industry cluster.
Although the radio and television industry has the basic characteristics of information commercialization industry and quasi-information industry, they cannot be completely equated. Since the radio and television industry is an independent sub-industry in the information industry cluster, it should also have its own characteristics. Otherwise, there is no need to regard radio and television as an independent industry.
The most prominent feature of radio and television industry is that it is an information industry with strong news. This particularity requires the operators of radio and television industry to put news propaganda in the first place, which is not only the requirement of radio and television information industry, but also the premise of the existence and development of radio and television industry. If we do not operate the radio and television industry according to this principle, we will not only fail to highlight the characteristics of the radio and television industry, but also lose its significance of existence. Therefore, in order to promote the development of radio and television and give full play to the role of radio and television in socialist construction, it is fundamental, prerequisite and foundation to do a good job in news propaganda. In real life, people habitually oppose the business activities of radio and television industry with news propaganda, which is a manifestation of not understanding the characteristics of radio and television industry ideologically and theoretically.
Third, radio and television products have the basic characteristics of information products, namely, dependence, enjoyment, timeliness and compressibility. These characteristics can only be possessed by information products, which on the one hand shows the particularity of information products, and on the other hand shows that radio and television products themselves are information products. This feature of radio and television products fully proves that radio and television industry is the same family industry of information industry. For a long time, due to complicated social and ideological reasons, the "brothers" of radio and television industry and information industry have been artificially separated and their contact has been restricted. Now, due to the reform and opening up and the establishment of China's socialist market economic system, although it is proved theoretically that the radio and television industry and the information industry are one, it is still considered that the "evidence" is insufficient and further evidence collection is needed. This cautious attitude towards the study of consanguinity theory is correct and desirable, but some people use caution as an excuse to restrict "obtaining evidence", which seriously affects people's understanding and full play of the radio and television industry. It can be seen that whether the broadcasting industry is the kin of the information industry is not a question of "evidence", but a question of subjective understanding. Therefore, in order to give full play to the role of radio and television industry, it is urgent to solve the problem of how to scientifically understand that radio and television industry is a close relative of information industry. As long as this problem is really clarified ideologically, the "basic" problem of its industry will be solved.
(4) From the actual situation, at present, no radio and television station in western countries or in China is not engaged in business activities, and its social and economic benefits are relatively good. For example, the annual advertising revenue of CCTV 1 99/kloc-0 reaches1100 million yuan, 1994 reaches1200 million yuan, 1995 net income reaches about 2.5 billion yuan, and 1996 advertising revenue reaches 3.2 billion yuan. Not only CCTV, but also other TV stations have considerable advertising revenue and other operating income. Except for a few radio and television stations in provinces, municipalities and autonomous regions, the income of most other provincial radio and television stations has exceeded100000 yuan. As far as Beijing People's Broadcasting Station is concerned, its annual income was only 20,000 yuan in the early 1980s, reaching 70 million yuan in 1996, and it is planned to exceed1000 million yuan this year. This operation of radio and television shows that the industrial function of radio and television exists objectively and is independent of human will.
(5) From the specific functions of radio and television industry, it has obvious basic functions of information industry, namely, the functions of producing and transmitting information, guiding the optimal allocation of social resources and managing information.
To sum up, there is no doubt that radio and television is a sub-industry of information industry. However, as previously analyzed, it has its own characteristics, and it must exercise its mouthpiece function while exercising its industrial functions. This is a key issue related to whether the functions of the radio and television industry can be fully realized, and it must be highly valued by radio and television operators. So, what is the specific performance of the mouthpiece function of the radio and television industry? To sum up, there are mainly: first, the propaganda function, using radio and television, a modern mass media, to publicize the party's line, principles and policies and the achievements of the people under the guidance of the party's line, principles and policies in time; Second, the educational function is to use radio and television to spread knowledge, especially modern scientific and technological knowledge, and constantly improve the scientific and cultural quality of the whole nation; Third, the supervision function is to supervise social and economic activities and public opinion by using mass media such as radio and television, so as to establish healthy trends and correct all unhealthy trends.
Third, the development trend of radio and television industry
The development of radio and television information industry is interrelated and restricted with the development of information industry and media industry. This is because radio and television industry is a branch of media industry, and media industry is also a branch of information industry. In this sense, the development of radio and television information industry is based on the development of information industry.