以人为本:数字媒介生态与广告传播  

Humanism: digital media ecology and advertising communication

作　　者：张庆梅[1] 

机构地区：[1]西北大学新闻传播学院,陕西西安710069

出　　处：《西北大学学报（哲学社会科学版）》2007年第3期166-168,共3页Journal of Northwest University：Philosophy and Social Sciences Edition

基　　金：西北大学科研基金项目(04NW23)

摘　　要：为了把握当今数字化时代媒介生态环境与广告传播的变革,运用尼尔·M·波兹曼(Neil M.Postman)提出的“媒介生态”理论与当前广告传播实践相结合的研究方法,研究认为以人为本的数字媒介生态正在形成,广告传播以此为背景,呈现出以人为本的娱乐化价值取向、定向多维传播模式和非线性创意思维的特征。For grasping the revolution of media ecology and advertising communication in digital age nowadays, Neil M. Postman＇s ＂Media Ecology＂ theory and today＇s advertising communication practice are combined,which pro- rides a study that humanism Digital Media Ecology are coming into being. Under the background of that advertising communication presents humanism character on advertising amusing tropism, directional and excessive dimension advertising Communication-mode and non-linearity creativity-thought.

关 键 词：以人为本 数字媒介生态 定向多维广告传播模式 

分 类 号：G206[文化科学—传播学]