Coase's Concept Of Mass Communication

In the early 1990s, New institutional economics had become a significant study. And at the same time, Ronald Harry Coase----the initiator, had been focusing on Mass Communication. This paper based on the communication books, analysis its mass communication, research perspectives and methods, and its revelation on the current communication research..Coase's concept of Mass Communication mainly include three parts:Exposition on the freedom of the press, that is, the phenomenon of the"Market failure " has existed in "Market for Ideas". The nature, allocation and protection of Radio spectrum, that is, The natur of scarcity is not the characteristics, distribution of Radio spectrum should be adopted for pricing mechanism and property rights mechanism. The BBC known for public service is not intentional also due to the spirit of the times.Dissemination of research for the study of Revelation is:to create a new perspective-a paradigm of institutional analysis; avoid "on the blackboard of knowledge", in the real world in search of knowledge; academic language seeks to smooth expression.The main revelation for the study of mass communication research is that, it has create a new perspective, called paradigm of institutional analysis; to avoid learning on the blackboard,but to in search of knowledge in the real world; and its academic language seeks to smooth expression.Because the characteristics of this paper belong to the study of individual thought Summary, it determines the main research methods used in this paper is literature research method, supplemented by a comparative analysis method, case analysis method and so on.