CAJ | 학술논문

在理论和实践层面上，新媒体具有公共文化服务功能应该可以形成共识。在当今公共管理实践中，以网络治理理论为依据的公共服务合作供给模式也备受实践推崇。新媒体公共文化服务合作供给是顺应时代发展的必然选择，政府、新媒体企业成为新媒体公共文化服务供给的主要主体并形成合作关系。运用演化博弈工具分析了新媒体公共文化服务供给过程中，政府与私人举办的新媒体企业以及新媒体企业之间的合作可行性，研究这些主要供给主体在博弈中的策略选择，得出在提供新媒体公共文化服务时，它们存在广泛的合作供给现象的结论；并针对合作关系面临的实践挑战，提出了信任、协调适应、整合、维护等保障机制。
재이론화실천층면상，신매체구유공공문화복무공능응해가이형성공식。재당금공공관리실천중，이망락치리이론위의거적공공복무합작공급모식야비수실천추숭。신매체공공문화복무합작공급시순응시대발전적필연선택，정부、신매체기업성위신매체공공문화복무공급적주요주체병형성합작관계。운용연화박혁공구분석료신매체공공문화복무공급과정중，정부여사인거판적신매체기업이급신매체기업지간적합작가행성，연구저사주요공급주체재박혁중적책략선택，득출재제공신매체공공문화복무시，타문존재엄범적합작공급현상적결론；병침대합작관계면림적실천도전，제출료신임、협조괄응、정합、유호등보장궤제。
It is generally believed that new media can provide public cultural services at the theoretical and practical levels. Nowadays, a cooperative supply model of public services based on the theory of network governance has been widely applied to our public management practices. The cooperative sup-ply of public cultural services by new media corresponds with the development trends of the era. On this basis, the government and new media enterprises should play a key role in supplying such services and a cooperative relationship should be established between these two types of suppliers. This paper adopts the evolutionary game theory to analyze the feasibility of cooperation between the government and privately-held new media enterprises and cooperation among new media enterprises themselves in the process of supplying public cultural services. Also, it investigates the strategies they select in the game process, leading to the conclusion that those main suppliers have cooperated with each other ex-tensively in offering public cultural services. Finally the paper proposes that a guarantee mechanism be constructed on the basis of trust, coordination and adaptation, integration and maintenance to meet the challenges different suppliers face when they cooperate with each other in practice.