我国西部大开发战略的实施已有十余年,国家在资金、人才、资源、政策等方面都逐步向西部倾斜,在此宏观政策背景下,西部传媒产业逐渐实现领域内的改革和结构调整,并获得了一定程度上的发展,但却并未实现跨越式前进,并且与东部发达地区依然存在着相当大的差距。之所以西部传媒产业持续发展缓慢并与东部出现严重失衡的情况,我们可以从媒介与社会关系的角度出发探究其深层次的原因。麦奎尔认为,媒介不是孤立存在的,它是一种 In the context of this macro-policy, the media industry in the western part of China has gradually realized the reform and structural adjustment in the field. As a result, And achieved a certain degree of development. However, it did not achieve leapfrog development and there was still a considerable gap with the developed eastern regions. The reason why the media industry in western China continues to develop slowly and is in serious imbalance with the east is that we can explore the underlying causes from the angle of media and social relations. McGuire believes that the media does not exist in isolation, it is a