广告如何影响媒体:“救星”抑或“瘟神”?  

How advertising influence media:Good or Bad?

作　　者：史学军[1] 

机构地区：[1]北京大学新闻与传播学院广告系

出　　处：《广告大观（理论版）》2012年第5期42-54,共13页Journal of Advertising Study

摘　　要：本文对媒体经济学领域中关于商业广告如何影响媒体内容的新近研究做了一个简要的综述,特别地,本文主要关注商业广告投放如何影响媒体内容产品的横向差异化与纵向差异化的决策,而这是媒体领域中具有根本性的问题。本文结合产业现实,尤其结合中国的媒体现状对新近发展的若干重要理论模型及相关实证研究进行了介绍和讨论,特别是讨论了模型结果对产业的含义及其对中国传媒改革的参考意义。In this essay, I will review the recent media economic studies on the impact of advertising on the position of media contents. After introducing and discussing the classical spatial position models and their implication for the media industry, I will focus on the horizontal differentiation models developed by Gabszewicz, Laussel and Sonnac in the last decade, and on the vertical differentiation model developed by Ellman and Germano in the last several years. I will explore the implications and conditions of these models＇ conclusions for the three players in the market： advertisers, audiences and media companies, as well as for the market-orient reforms of Chinese media.

关 键 词：广告 媒体多元化 媒体偏见 媒体腐败 

分 类 号：F713.8[经济管理—广告]