改革开放40年中国广告研究在国际话语体系中的学术图景与范式取向——以25种SSCI期刊(1979—2019年)为样本的考察  

The Landscape and Paradigm of Chinese Advertising Research in the Framework of International Discourses across 40 Years:A Study of 25 SSCI Journals

作　　者：杜艳艳[1] 陈培爱[2] DU Yan-yan;CHEN Pei-ai

机构地区：[1]浙江工业大学人文学院,浙江杭州310023 [2]厦门大学新闻传播学院,福建厦门361005

出　　处：《新闻大学》2022年第2期97-116,121,共21页Journalism Research

基　　金：国家社会科学基金“中国近代广告史史料整理与研究(1840-1949)”(15CXW004)

摘　　要：在全球化与数字化背景下,中国广告市场总量持续上扬,有关中国广告的学术研究在国际学术共同体中的关注亦渐趋升温。本研究以1979年为起点,历时性地研究了作为一个学术研究领域的中国广告研究在国际学术话语体系中的发展与变化趋势。研究发现,作者个体和国家的来源国优势生产力效应明显。同时,学术研究的本土化优势减弱,国际合作渐趋明显;理论驱动型研究在过去40年中呈上升趋势,文化理论为中国与跨国广告比较研究提供参照基础;经验和定量研究主导了研究方法,其中问卷调查、内容分析和实验法是主要的研究方法。希冀中国广告研究在研究方法、国际合作和学科共创方面能够创新范式,为未来研究带来新气象。In the context of the globalization,digitalization,and the rising of the total amount of China’s advertising market,the academic research on Chinese advertising has earn more interest in the international academic community.Starting from 1979,this study uses diachronic research to update and expand Chinese advertising as an academic research field in the development and trend of international academic discourse systems.The study found there were home of effect advantage in the research of China advertising area when we calculated the authorship and institution productivity.At the same time,the trend of international cooperation in academic research has become increasingly apparent.The theory-driven approach has shown an upward trend(74%;n=148)in the field of Chinese advertising research in the past 40 years.Culture theory often provide a basis for studying Chinese advertising and cross-country comparative research.Empirical and quantitative research dominate the research direction and methods,among which questionnaire survey,content analysis and experiments are the main research methods.In the future,in terms of research methods,international cooperation and co-creation of disciplines,we hope to be able to innovate research paradigms and method theories and explore new phenomena.

关 键 词：中国广告研究 内容分析 作者与机构生产力 

分 类 号：G237.5[文化科学] F713.8[经济管理—广告]