媒体参与质量维权的动因、路径及效应∗--以中央人民广播电台“天天315”栏目为例

摘要

Through the case study of “Everyday 315”of China National Radio,the prize-winner of Social Organization Award of 2014 “Wangli Cup”,we empirically find that persistent concerns, high social prestige and considerable commercial interests will encourage the medias to take participate in protecting consumer rights.And it will produce some positive effects:compensating the inefficient and inadequate of formal governance mechanisms and accelerating the decreasing of inferior products;Strengthening consumers’dominant position and effectively helping consumers to solve disputes;forming an effective incentive and restraint for the enterprises through the spillover effect of corporate reputation.To further develop the governance capabilities of media supervision in our transition period,we should establish legally binding mechanism, media and consumer co - promoting mechanism,the convergence of mechanism between media and administrative intervention,media and corporate reputation mechanism and so on.%通过对2014年“中国王力杯”好质量奖社会组织奖的获得者中央人民广播电台“天天315”栏目这一案例的深入分析，发现媒体参与质量维权将保有持久的社会关注度、获得较高的社会声誉和可观的商业利益等动因，能够激励媒体积极地参与质量维权；媒体参与质量维权还会产生相当的正效应，包括弥补正式治理机制的低效与不足，加速市场对质量的“优胜劣汰”作用；强化消费者在质量关系中的主导性地位，有效促进消费纠纷的解决；通过企业声誉的溢出效应，对企业质量行为形成有效的激励与约束等。要进一步发挥媒体监督在我国转型时期对质量维权的治理功能，要建立法律约束机制、媒体与消费者共促机制、媒体治理与行政介入的衔接机制和媒体与企业的声誉机制等。