戰後國民黨新聞機構的企業化嘗試(1945-1949)

一般民營報紙依靠廣告、發行收入維持，銷量不佳即會倒閉；然而國民黨的黨報重心擺在政治宣傳，新聞反成其次；不以讀者興趣爲首要訴求，發行量自不能擴展。黨報銷售不佳但卻能生存，主要是有黨部經費補助的緣故。抗戰結束後國家進入憲政體制，言論自由呼聲高亢，民營媒體蓬勃發展。戰時國民黨獨霸新聞資源的時空不再，自需調整黨營新聞機構的組織型態，以迎戰民營媒體，爭食輿論大餅，企業化就是其中一項改革。戰後黨報的企業化確實進入執行階段，許多黨報順利改組爲普通公司。但這些努力時常流於表面，黨報受黨補助的情況依舊，只不過換一種補助的名義而已。由於成本高昂，這種情況在中央通訊社及中央廣播電臺中更爲明顯。國民黨本身對黨營新聞機構的定位也是一大問題。因爲停留在由上而下的新聞宣傳認知，對黨營新聞機構的主導意願無法輕易放棄；也因對黨營媒體迎戰民營媒體缺乏信心，自然害怕停發經費將失去競爭力。這種的心態表現在企業化實施後黨的持續經費提供上，亦表現在中央宣傳部改隸行政院的爭論中。戰後國民黨的新聞機構雖有企業化的嘗試，但改革不夠徹底，徒增營運型態的複雜性，對新聞宣傳產生一定的影響。

關鍵字

黨報；中央日報；中央通訊社；中央廣播電台

並列摘要

Normally a non-government newspaper must inevitably collapse unless it gets income through adequate advertising and circulation. But the partisan newspaper of Kuomintang Party well survives though it doesn't sell well as it stresses political propagation instead of news reports. The voices of freedom of speech have been significantly rising after the end of World War Ⅱ. In turn, non-government mass media have been mushrooming. The Kuomintang Party has no longer been able to continually monopolize the market. To win a slice of the pie, privatization into corporate management should be a feasible reform. In fact, the Kuomintang Party did try hard to launch enterprising management, and reorganize lots of the partisan media into ordinary corporations, but only superficially. The partisan mass media still received certain sorts of subsidies. The Central News Agency and the Broadcasting Corporation of China represent the two typical examples. Kuomintang Party itself has been in the problem positioning its own news agencies. In the downward publicity cognition, Kuomintang Party has been hesitant to give up its helm. In the face of the cutthroat competition from the private counterparts, the Kuomintang Party operated mass media very naturally have not been the rival. This same problem has been seen in the disputes where the Propagation Ministry of the Central Government would be made under the Executive Yuan (the Cabinet) jurisdiction. In the post World War Ⅱ time, Kuomintang Party has attempted to reform itself into enterprise but has failed to adopt thorough efforts. The efforts have turned out only to complicate the news publication.