1978年—1995年多重逻辑下中国广告产业的制度变迁  

Institutional changes of advertising industry in China, under the multiple logics from 1978 to 1995

作　　者：孙美玲[1] 

机构地区：[1]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2014年第3期4-10,共7页Journal of Advertising Study

摘　　要：在本文中笔者借鉴了社会学者周雪光的"多重制度逻辑"的理论分析框架,对1978年到1995年间中国广告产业制度建构中的多重制度逻辑进行探讨。笔者发现改革开放后广告产业制度初步构建的过程主要涉及国家、市场与意识形态三个不同领域的制度逻辑的参与和相互作用。三者并非独立的,而是相互作用,共同影响并制约着制度的选择、制度的路径、方向和动力,促进制度的变迁。主要表现为1978-1980年新旧意识形态对抗冲突中的广告产业,1980-1992年国家逻辑和市场逻辑萌生中的广告产业,1982-1987年国家逻辑主观建构和市场逻辑自然演进中的广告产业以及1987-1995渐入有序竞争的广告产业。The author refers the theoretical analytical framework of the ＇multiple institutional logics＇ from Sociologist Zhou Xueguang, discussed the multiple institutional logics in the construction of Chinese advertising institution during 1978 to 1995. The author argues that preliminary construction of advertising institution after the reform and opening involves the participations and interactions of three different areas of institutional logics including nation market and ideology. Three of them, instead of independent to each other, interact and co-effect the choice, path direction and dynamic of institution, boost the institutional cha ndustry in the conflict of old and new ideology during 1978 to nges 1980 The mainly performances are the advertising the advertising industry under the influences of the sprouting national and market logic during 1980 to 1982, the advertising industry under the influences of the ntentional construction of national logic and the natural evolvement of market logic during 1982 to 1987, and the advertising industry that gradually goes to orderly competition

关 键 词：广告产业 多重制度逻辑 制度变迁 

分 类 号：F713.8[经济管理—广告]