关于制度与中国广告产业发展研究方法的思考  

Reflections on Research Method of Institution and Development Period of Advertising Industry in China

作　　者：卿婧[1,2] Qing Jing

机构地区：[1]北京大学新闻与传播学院 [2]北京大学招生办公室

出　　处：《广告大观（理论版）》2019年第6期15-21,共7页Journal of Advertising Study

摘　　要：以制度为视角的广告产业研究是产业研究深入发展的表现。目前学界关于制度与产业发展的相关研究已经取得一些进展,然而也存在局限。尤其是在产业恢复初期,围绕制度视角的研究更是十分缺乏。但这一阶段的制度与产业发展却具有最为明显的互动关系和内在逻辑,因此对制度与产业恢复早期的研究具有更重要的意义。然而这一阶段产业制度的缺失,使研究的对象缺乏载体,产业制度的建构更像是产业主体不断摸索和实践的过程。因此,研究方法是否适用直接影响了研究结果的准确性。笔者在梳理以往研究的基础上,提出围绕制度与中国广告产业早期发展的研究,应该借鉴实践社会学的过程--事件分析法。这一方法能够使产业制度建构的过程具有可接近性,而这种方法最好的承载手段,是以深入的案例作为研究对象展开研究。The study of advertising industry from the perspective of institution is the manifestation of the in-depth development of industry research.At present,some researches on academic and industrial development have made some progress,but there are also limitations.Especially in the early stage of industrial recovery,there is a lack of research from the institutional perspective.However,the institutional and industrial development at this stage has the most obvious interactive relationship and internal logic,so it is of great significance for the early research on institutional and industrial recovery.However,the lack of an industrial system at this stage makes the research object lack of a carrier.The construction of an industrial system is more like a process of continuous exploration and practice by the industrial subject.Therefore,the applicability of the research method directly affects the accuracy of the research results.On the basis of combing past researches,this study proposes that the research about the institution and the early development of Chinese advertising industry should draw lessons from the process-event analysis method of practical sociology.This method can make the process of industrial institution construction accessible,and the best way of carrying this method is to conduct in-depth case studies.

关 键 词：制度 中国广告产业 发展 研究方法 

分 类 号：F713.8[经济管理—广告]