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首页> 外文会议>The proceedings of the 2nd GPE annual conference. >Who Propels the Broadcasting?——For Understanding the Dynamic Forces of the Broadcasting Industry
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Who Propels the Broadcasting?——For Understanding the Dynamic Forces of the Broadcasting Industry

机译：谁来推动广播业？-了解广播业的动力

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摘要

The broadcasting industry, which is relatively in dependent and uniquely operated with huge returns, is absorbing more and more investment around the world. However, this kind of media industry has its particular developing mode. Generally speaking, it has three models; commercially-founded, government-founded and publicly-founded by a license fee such as the UK. Comparing the models of government-founded and publicly-founded, the broadcasting founded by commercial capital is obviously more common while it has also brought a series of questions. For example, the commercial forces, such as advertising, sponsor ship , public relations and image management, which have helped to promote the broadcasting industry to the industry forefront, are still the core issues that media itself has to deal with. The present research fo cuses on the dynamic forces of the broadcasting indus try, and tries to explain how the commercial forces af fect this industry and the possible outlet. The article started with an overview of basic characters of the broadcasting industry,followed by discussion about its resources, and then mainly analyzed the dynamic forces: advertising, sponsorship, public relations and image management before the conclusion is reached. This research manifests how the broadcasting industry funds and manages itself in the future under the great pressure from both government interference and the competition of other media industries with advance ment of technology and increasingly active broadcast ing movement.
机译：广播行业相对依赖，经营独特，回报丰厚，正在吸引全球越来越多的投资。但是，这种媒体产业有其独特的发展模式。一般而言，它具有三个模型。商业创建，政府创建和公共创建，并收取许可费，例如英国。比较政府创立和公共创立的模式，由商业资本创立的广播显然更为普遍，同时也带来了一系列问题。例如，诸如广告，赞助商，公共关系和图像管理之类的商业力量，仍然有助于将广播业推向业界的前沿，但仍然是媒体本身必须处理的核心问题。当前的研究重点是广播业的动力，并试图解释商业力量如何影响这一行业和可能的出口。本文首先概述了广播业的基本特征，然后讨论了广播业的资源，然后在得出结论之前主要分析了动力：广告，赞助，公共关系和图像管理。该研究表明，随着技术的进步和日益活跃的广播运动，在政府干预和其他媒体行业竞争的巨大压力下，广播行业未来将如何筹集资金并进行自我管理。

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