试论媒体评论的效益

媒体评论的效益研究，一直比较薄弱。现有的媒体评论效益研究，主要从宏观层面分析其积极的一面，缺乏应有的维度和深度。实际上，评论的社会效益有“正”、“负”两类。媒体评论不仅具有显著的社会意义，也能够给媒体和作者带来直接或间接的经济收益，其社会责任和效益是媒体评论的客观属性，二者只有协调共存，才能有助于和谐社会的构建。

On Benefits of Media Commentaries

Research on media commentaries＇ benefits has always been weak relatively. The existing research lacks the proper depth as to the knowledge of social benefits, which analyzes the positive side from the macro-perspective. Actually, social benefits can be divided into two kinds： positive benefit and negative one. Media commentaries can take on remarkable social influence; they can also bring about direct or indirect benefits to both the media and authors at the same time, within which the social responsibilities characterize its impersonality. Social responsibilities and social benefits of media commentaries are inseparable, and they are both the key to build a harmonious society.