广告传播对受众文化身份的影响  

The Influence of Advertising Communication on Audience's Cultural Identity

作　　者：王君[1] 

机构地区：[1]华中师范大学社会学院,湖北武汉430079

出　　处：《河南大学学报（社会科学版）》2013年第3期122-127,共6页Journal of Henan University(Social Sciences）

基　　金：湖北省教育厅人文社会科学项目"广告传播对文化公民身份的建构"(211jyty023)阶段性成果

摘　　要：在全球化的背景下,现代广告传播正以其无可比拟的影响力和渗透力影响着受众的文化身份;而且这种影响正逐步从隐性走向显性,从间接走向直接。在广告传播的强势介入下,受众的文化身份正经历着从精英到大众、从传统到现代、从一元到多元的转变。这种转变并不是完全抛弃原有的精英的、传统的、一元的文化模式,而是一种选择性的转向。在广告传播对受众身份产生影响的过程中,文化的冲突与共存、变更与坚守、裂变与融合得到了淋漓尽致的体现。In the context of globalization, there is more and more attention and importance on the topic of cultural identity. Similarly, advertising communication is a focus of our era. A study on the combination of both has a double meaning on the theory and practice. The incomparable influence and seepage force of the modern advertising affect the audience＇s cultural identity. And this effect varies from recessive to dominant, from indirect to direct. In the strong intervention of advertising communication, the audience＇s cultural identity is being changed from the elite to the masses, traditional to modern and unitary to multiple. Of course, this shift does not completely abandon the original elite, traditional, single cultural patterns, but is just a selective transformation. Thus, we can see that cultural confliction and coexistence, changes and persistence, fission and mergence are vividly reflected in the process of advertising eommunication＇s impact on the audience identity.

关 键 词：广告传播 文化身份 精英文化 大众文化 传统文化 现代文化 

分 类 号：G237.4[文化科学]