城市户外广告监管的多元互动

基于城市户外广告媒体监管机制的文献梳理和现实回顾,分析了城市户外广告的监管主体和监管机制,阐述了城市户外广告媒体监管的不确定性风险,即政府俘获造成寻租风险,资源开发造成产权风险,特许经营造成市场风险,并结合监管过程中的治理冲突,尝试构建城市户外广告监管的协作性公共管理系统。该系统以政府、行业与公众三方互动为输入,通过协作性管理的转换机制输出良好的广告秩序和经济效益,实现治理模式从单一垄断向多元互动模式的转变。

On the governance of city outdoor advertising

Based on the analysis to the literature and reality on the regulation of urban outdoor advertising,this article analyzes the main body and mechanisms of urban outdoor advertising regulatory,poiuts out the uncertainty risk which involves in the rent-seeking by governmental capture,the property risk by resource planning and market risk by specially permitted operations.Combined with the conflicts governance and risks mentioned above,suggestions on the reconstructing of collaborative public management system are thus presented,through which the government-industry-public interaction is eventually realized,shifting the governance model from a single monopoly model to transmutation of multiple interactions,and resulting in good order and the economic benefits in advertising industry.