傳媒業(yè)集中趨勢的經(jīng)濟學分析

[摘要]自上世紀90年代以來，所有權集中的趨勢成為傳媒行業(yè)的重要現(xiàn)象之一。本文用經(jīng)濟學市場分析方法，通過傳媒業(yè)內(nèi)九個部門及整個行業(yè)的壟斷指數(shù)（CR4，CR8）來分析并測量其集中程度，并在CR4和CR8數(shù)據(jù)的基礎上得出結(jié)論：傳媒業(yè)的七個部門呈現(xiàn)出明顯的寡頭市場特征，整個行業(yè)市場正加速走向寡頭市場。本文分析了推動傳媒集中趨勢的兩個層面的四個原因。在外部層面，以1996年電信為代表的傳媒管理政策管理放松、傳媒技術的革命性變化所導致的資源結(jié)構(gòu)和競爭格局的改變、良好的宏觀經(jīng)濟和充足的資本市場等三個主要因素直接推動了傳媒集中趨勢。在內(nèi)部層面，傳媒巨頭為取得“多樣性經(jīng)濟”以戰(zhàn)略競爭優(yōu)勢而紛紛進行擴張是導致集中趨勢的最主要內(nèi)因。
[關鍵詞]壟斷指數(shù)；寡頭；1996年電信法；放松管制；技術革命；宏觀經(jīng)濟；多樣性經(jīng)濟
Abstract: Concentration trend has dominated the picture of media ownership since 1990’s. Concentration within and across 9 sectors of the industry has increased which can be seen and measured by the CR4 ratio and CR8 ratio. The theory of identifying different type of markets is introduced along with the data that show that the market structures of 7 sectors are characterized by oligopoly while the industry as a whole was moving fast toward oligopoly market. The driving-forces behind the picture can be traced to 4 sources at 2 levels. At the external level, 3 factors contribute to the trend: the deregulation of media ownership, the fast changing technology and the macro-economic and capital market environment. At the internal level, the force comes from the need to gain the advantage of the economies of multiformity and strategic status in competition among giant conglomerates.

部分參考文獻：

[5] Alan B Albarran and Bozena I Mierzejewska, Media Concentration in the U.S. and Europe Union: A Comparative Analysis, Paper presented at the 6th World Media Economics Conference, 2004
[6] Gloria Tristani ,"Public, Educational, and Governmental Access Channels: Localism and Diversity In Action" Speech Before the Alliance for Community Media, 2001年7月13日
[7] Bill Carter,“FCC Will Permit Owning Stations In Big market”，紐約時報A1，1999年8月6日