2012年第7期今天,媒体监督对企业特别是上市公司的形象进而对企业的销售收入、公司治理水平、管理水平甚至对整个企业的绩效都产生重要影响。作为重要的外部治理机制,媒体是发达市场经济不可缺少的组成部分,对企业绩效有着重要的影响并且加速了市场“优胜劣汰”的作用。厦门大学管理学院游家兴副教授借用传播学媒介效果研究中的“沉默的螺旋”理论,以金融市场上长期存在的异象——资产误定价为切入点,首次从媒体情绪 2012 No.7 Today, the media supervision has a major impact on the image of enterprises, especially listed companies, and on the sales revenue, corporate governance, and management of the enterprises, and even the performance of the entire enterprise. As an important external governance mechanism, the media is an integral part of the developed market economy and has an important impact on the performance of enterprises and accelerates the role of the market in “survival of the fittest.” Associate Professor You Jiaxing of Xiamen University School of Management borrowed “silent spiral ” theory in the study of media effects of communication to take the long-standing visions in the financial market - asset mispricing as the starting point, for the first time from the media sentiment