一、问题的缘起在今天的中国 ,已经没有人能够怀疑 ,大众传媒属于一个能够带来巨大利润的产业。随着市场经济体制的逐步建立 ,不少传媒已经基本上完成了角色的转换 ,即从单纯依靠财政拨款生存的事业单位变成了自负盈亏、自我发展的经济实体。实际上 ,今天的大众传媒是在同时扮 First, the origin of the problem In today’s China, no one can doubt that the mass media belongs to a industry that can bring huge profits. With the gradual establishment of a market economy system, quite a few media have basically completed the conversion of their roles, that is, they have transformed themselves from those institutions that rely solely on financial allocations to self-financing, self-developing economic entities. In fact, the mass media of today is at the same time