中央電視臺集團化的政治經濟分析

過去在共黨國家的媒體被視為宣傳機器，中國改革開放之後，媒體對市場越來越倚重，加入世界貿易組織更形同走向全球市場。在此時刻，中央電視臺等媒體在2001年12月6日正式組成中國規模第一的廣電媒體集團「中國廣播影視集團」，不只整合中央三臺，亦即中央電視臺、中央人民廣播電臺與中國國際廣播電臺，也納進了許多中央級廣播影視機構。中央電視臺走向集團化，究竟是為了迎戰全球市場？還是為了落實宣傳目的？整個過程到底是純粹的經濟行為？或者仍然不脫政治干預？本文試圖對於中央電視臺的集團化進行政治經濟分析，並將從紀登斯(Anthony Giddens)的結構化理論與莫斯柯(Vincent Mosco)所提出的商品化、空間化與結構化等分析面向深入探討。

關鍵字

中國；電視；中央電視臺；集團；政治經濟學

並列摘要

In communist states, the media are treated like the party's mouthpiece. Since China's opening-up, the media have been increasingly dependent on the marketplace, and its accession to the World Trade Organization (WTO) has forced the media to open to global markets. On Dec. 6, 2001, the Chinese Radio, TV and Film Group was established, integrating China Central Television (CCTV), China National Radio (CNR), China Radio International (CRI) and a few other statelevel media to be the largest broadcasting media group in Mainland China. Does this media conglomerate aim at rising to the challenges from market globalization or at enhancing propaganda? Is the merger process pushed by only economic factors or by a political hand as well? This article is a political economic analysis on the integration, by examining Anthony Giddens' theory of structuration and Vincent Mosco's proposition of the media's commodification, spatialization and structuration.