新聞傳播學論文-CurrentShanghaiMediaLandscapeintheAgeofGlobalization（Abstract）IntheageofGlobalization,informationflow,likecapitalflowandcommodityflow,takesplaceincreasinglyatthegloballevel.Ascross-borderoperationsofvariousindustries,includingmediaindustries,becomeincreasinglyfrequent,nationsbecomemoreandmoreinterdependent.InthisglobalenvironmentandwithChinasopenandreformpolicies,inrecentyears,Chinahasmadegreateffortsfor“l(fā)ettingtheworldknowChinabetterandlettingChinaknowtheworldbetter.”Shanghaiasalargemetropolis,naturallyexhibitsmuchenthusiasminsuchefforts.Themediaformimportantchannelsforfulfillingthisobjective.ThispaperstudiesthecurrentmedialandscapeinShanghaiaswavesofglobalizationlaptheculturalseashoresofvariouscountries,withspecialemphasisontheissueofthemediaaschannelsforimprovingmutualunderstandingbetweenChina(Shanghaiinparticular)andtherestoftheworld.Furthermore,itexploresthewaysforbetterachievingthisgoal.Keywords:globalizationmediadevelopmentmutualunderstandingI.GlobalizationandGlobalCommunicationInrecentyears,globalizationhasbecomeabuzzwordwithfrequentappearanceinthemedia,andhasreceivedmuchacademicattentioninvariousfields.Thefieldofcommunicationstudiesisnoexception.Arecentsearchbythewriteron“G”byenteringthewords“globalizationandmedia”ledtothelinksto576items.Inthediscourseofglobalization,theredoesnotseemtobeagenerallyaccepteddefinitionoftheterm.Ondifferentoccasionsglobalizationisviewedasthefreeworldwideflowoftheelementsandresourcesofproduction,oras“stateless”or“borderless”economy,orastheeconomic,politicalandculturalintegrationofthewholeworld,orasWesternizationOpinionsonwhatwillbebroughtbyglobalizationaredividedaswell.Whilesomepeopletendtothinkthatglobalizationwillbringprosperityandprogresstothewholeworld,othersworrythatitmaybringpovertyandculturaldisastertothedevelopingcountries.Regardlessofthedifferentviewsandconceptionsofglobalization,thefactremainsthatnowadays,capital,commodities,technologies,servicesandsooncanflowacrossnationalboundarieswithincreasingspeedandease,transnationalcorporationshaveglobaloperations,andnationsarenowmoreandmoreeconomicallyinterdependent.And“globalization”appearstobeaconvenienttermforlabelingsuchaphenomenonandtheprocessinwhichthisphenomenonisgrowinginprominence.Thus,itisnowonderthat“globalization”iscausingmuchdiscussion.Evenbeforetheterm“globalization”enteredtheacademicaswellaspopularvocabularyinthe1990s,transnationalcorporationsandglobaloperationsinvariousindustrieshadexistedandformedanimportanttopicforacademicstudies.“Globalization”inevitablycarrieswithitrelatedproblems,especiallyproblemsofimbalanceininternationaltradeandsoon.Intheworldwheredifferentcountriesandregionsexhibitdifferentlevelsofeconomicandtechnologicaldevelopmentandhavedifferentoverallstrengths,suchimbalanceeasilyoccursandhasarousedalotofconcerns.Inthefieldofcommunication,thephenomenonofthetradingofmediaproductsintheinternationalmarketshadlongbeenatopicofmuchstudy.In1983,forexample,Hamelinkshowedhisconcernovertheculturalautonomyofthedevelopingcountriesinglobalcommunication(Hamelink,C.,1983)；Mattelartdiscussedtheextremelylargemarketsharesheldbythetransnationalgiantsintheglobalcommunicationmarkets(Mattelart,A.,1983).Foranotherexample,McPhailin1985discussedelectronicimperialism(McPhail,T.,1985)；HerbertSchillerin1984lashedatthespreadofconsumeristvaluesbythetransnationalmediacorporations(Schiller,H.,1984)Academicattentiontoglobalcommunicationandrelatedissueshascontinuedthroughoutthe1990sanduptillnow.Amidstvariouscomments,thetrendofglobalizationhaspersisted.Andsincethe1990s,thistrendhasbeenunfoldingitselfinmultipledimensionswithgreatermomentumthanbefore.Intodayscommunicationlandscape,weseemediasystemsdailypouringlargenumberofmessagesintotheworld；wefindtrans-borderinformationflowsincreasingexponentially；weperceivemediaproductsbeingtradedintheinternationalmarketswithtransnationalmediagiantsdominatingsuchtrade.Globalcommunication,thoughcertainlywithitsproblems,hasbecomeanincreasinglyprominentphenomenonintheworldtoday.Thisconstitutesthebroad,internationalenvironmentinwhichcurrentmediadevelopmentinShanghaitakesplace.II.CurrentMediaLandscapeinShanghaiWithChinasopenandreformpolicies,mediaindustriesinChinahavegrownrapidlyinrecentyears.InShanghai,mediadevelopmentisreflected,amongotherthings,intheincreasedeffortsincommunicatingtoforeignaudiencesandincarryingoutcooperationandexchangeswithforeignmediacompaniesaswellasintheincreasednumberofnewspapersandmagazinespublished,theincreasedsizeofthenewspapers(e.g.,thesizeofthepopulareveningnewspaperXinminEveningNewshasgrownfrom4pagesto8pages,thento16pagesandthenagainto32pages),increasedbroadcastinghours,andgrowingdiversityinmediacontent.StatisticsofferedbyChinaJournalismYearbook1998indicatethatin1997Shanghaipublished80newspapers,includingtheEnglish-languagenewspaperShanghaiStar(anewspaperrunbyChinaDailysShanghaioffice).XinminEveningNews,whichestablishedanofficeintheUnitedStatesin1996,begantoextendthedistributionsofitsUSeditiontoCanadaaswellin1997.Altogether,thecitypublished1.934billioncopiesofnewspapersthatyear,showinga2.2%increaseoverthatofthepreviousyear.Sofarasbroadcastinghoursareconcerned,in1997,ShanghaisthreeTVstations,i.e.,ShanghaiTV,OrientalTVandShanghaiEducationTVstationshadaweeklybroadcastingtimeof389hours,andShanghaiCableTVStationhadanaverageweeklybroadcastingtimeof605hours(reaching2,200,000households)；bothshowingsomeincreaseoverthatofhepreviousyear.StartingfromFeb.1997,programsofShanghaiTVwerebroughttotheInternet.ThestationsEnglishbroadcastingserviceestablishedsomecooperativerelationshipwithCNNintheUnitedSates,andafewdozensofEnglish-languagefeatureprogramsonChinawerebroadcastthroughCNNsglobalsatelliteTVnetwork.1Fiveyearslater,in2002,Shanghaismediahadfurtherdeveloped.ThefollowingstatisticscomefromtheofficialwebsiteofShanghaiStatisticsBureau:TVandRadioStationsinShanghaiandTheirOperations（2002）2/2003shtj/tjnj/2003tjnj/tables/17-24htmNumberofPeriodicalsPublishedinShanghai（2002）3/2003shtj/tjnj/2003tjnj/tables/17-36htmNewspapersPublishedinShanghai(2002)4/2003shtj/tjnj/2003tjnj/tables/17-37htmComparedwiththecasein1997,the2002statisticsshowtremendousgrowthinthenumberofnewspaperspublishedinShanghaiandtheweeklybroadcastingtimebyShanghaisTVstations.Besidesprintandbroadcastingmedia,Shanghaihasalsoestablishedmanymediawebsite,amongwhichEisjointlyestablishedby10majormediainstitutionsinShanghai.IthasbeenoperatingsinceMay28,2000.Inaddition,ShanghaicurrentlyhasthreemediagroupstheWenhuiXinminUnitedPressGroup,theJiefangDailyGroupandShanghaiMedia&EntertainmentGroup.Besides,withthedevelopmentofsatelliteTVnetwork,programsofthesatellitechannelsof11provinces,municipalitiesandautonomousregionsofChinaarenowavailabletoaudienceinShanghai.Apartfromtheabove-listedmediainstitutions,manywell-knownforeignmediacorporationshavesetuptheirShanghaiofficesinrecentyears.ThewriterssurfingontheNetfindsthattheofficialwebsiteoftheForeignAffairsOfficeofShanghaiMunicipalGovernmentlists51foreignmediaorganizationsthathavesetuptheirShanghaioffices,includingtheUS-basedNewYorkTimes,WashingtonPost,LosAngelesTimes,DowJonesNewswires,AsianWallStreetJournal,Newsweek,Time,BusinessWeek,Far-EasternEconomicReviewandsoon,theUK-basedFinancialTimes,BBC,ReutersandNetworkPhotographers,theJapan-basedNHK,NkhonKeizaiShimbunandsoon,andsomemediaorganizationsfromBelgium,Germany,Russia,France,Finland,SouthKorea,theNetherlands,SwitzerlandandSingapore.WiththeiroperationsinMainlandChina,theseShanghaiofficesofforeignmediamaybedescribedasonespecialsceneinShanghaismedialandscape.Thewebsitealsomentions,besidestheseforeignmedia,theSouthChinaMorningPostofChinasHongKongSpecialAdministrativeZone,whichalsohasaShanghaiOffice.Shanghaihasstrengtheneditseffortsforinternationalcooperationandinternationalcommunication.NewspaperscurrentlypublishedinShanghaiincludetheEnglish-languageShanghaiDaily(localEnglish-languagenewspaperofShanghaiofficiallylaunchedinSept.2001)andShanghaiStar.Theyhavetheirwebsitesaswell,thusmakinguseoftheInternetforreachingpotentialinternationalaudienceinvariouspartsoftheworld.ShanghaisbroadcastingmediaalsohaveEnglish-languagenewsservices.Forexample,theOrientalBroadcastingNetwork(satelliteTV)airstheEnglishnewsprogram“NewsatTen”,ShanghaiTVStationsfinancialchannelbroadcasts“ShanghaiNoon”aswellas“NewsatTen.”AsShanghaisbroadcastingmediahaveestablishedtheirwebsites,suchprogramsarealsoavailabletopotentialworldwideaudience.InternationalcooperationisincreasingforShanghaismediaindustries.InDec.2001,ShanghaiBroadcastingNetwork(nowcalledOrientalBroadcastingNetwork)reachedanagreementwiththeJapaneseTVcompanySTV-JapanfortelecastinginJapanprogramsofShanghaiBroadcastingNetwork.Accordingtotheagreementbetweenthetwosides,STV-JapanisresponsibleforthetransmissionoftheprogramsofShanghaiBroadcastingNetwork.ThetargetaudienceconsistsofChineselivinginJapanandordinaryJapanesewithbusinessrelationswithChinaorfeelinginterestedinChinasaffairs.5AfterShanghaiMediaandEntertainmentGroup(SMG),alargemediagroupforthebroadcastingandfilmindustriesinShanghai,wasfoundedin2001,ithasenthusiasticallypromotedinternationalexchangesbetweenShanghaisbroadcastingmediaandforeignbroadcasters.InAprilthisyear(2003),SMGandCNBCAsiaPacific,aworld-renownedbusinessandfinancialnewsserviceorganizationheadquarteredinSingaporewithitschannelsavailableinmorethan25millionhomesacrosstheAsiaPacificregion,signedanagreementtosetupastrategicpartnership.Accordingtotheagreement,