失衡的权力:国际广告的政治经济学批判  

Imbalanced Power:A Political Economy Critique of International Advertising

作　　者：张殿元[1] 

机构地区：[1]复旦大学新闻学院,上海200433

出　　处：《中国地质大学学报（社会科学版）》2009年第1期105-110,共6页Journal of China University of Geosciences(Social Sciences Edition)

基　　金：复旦大学文科科研推进计划"金穗"科研项目(07JS062);上海市重点学科建设项目(b106)

摘　　要：国际广告是一种权力或一种力量,不同的国家对这种权力和力量的控制能力是完全不同的,发达国家和发展中国家在国际广告传播活动中所处的状态可以描述为:不分地区的权力和毫无权力的地区、消费经验的建构和被建构的消费经验、经济的剥削和被剥削的经济。对国际广告可能带来的负面影响要保持足够的警惕并寻求相应的对策:认清国际广告散布的语义迷思;发展本土广告业抢占国际传播空间;坚持"和而不同"的文化态度。International advertising is a power or force, over which the control capability vary among different countries. The status of developed and developing countries in the activities of international advertising communication can be described as. the power regardless of regions versus the powerless regions, the construction of consumption experience versus the constructed consumption experience, and the economic exploitation versus the exploited economy. It is necessary for us to keep adequate vigilance and seek countermeasures to the negative effect that may be brought by international advertising, to clearly recognize the semantic myth of international advertising dissemination, to occupy the territory of international communication by developing local advertising industry, and to keep the culture attitude of ＂Harmony without Sameness＂.

关 键 词：国际广告 权力失衡 政治经济学批判 

分 类 号：G210[文化科学—新闻学]