广告人类学的历史、论域与范式  

History, Domain and Paradigm of Advertising Anthropology

作　　者：柏茹慧 周茂君[1] BAI Ru-hui;ZHOU Mao-jun

机构地区：[1]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《中南民族大学学报（人文社会科学版）》2022年第5期148-156,187,共10页Journal of South-Central Minzu University (Humanities and Social Sciences)

基　　金：中国高等教育学会2020年度“基于一流课程的教学改革与实践研究”专项重点课题(JXD05);武汉大学教学研究项目“新闻传播学本科专业核心课程体系构建研究”(BY-1)。

摘　　要：广告学范式拓展与人类学领域扩延催生广告人类学的产生。极具应用特性的“中间的人类学”的出现,使广告人类学进入新的发展阶段。由于交叉学科的属性,其主要议题既超越又受限于相关学科视域,其知识谱系的建构主要基于传统社会的广告、广告的跨文化传通、广告的民族性、广告生产与消费中的亚群体与亚文化等论域。与此相关,基于民族志,特别是网络民族志方法,形成功能、释义和批评三种基本范式。The expansion of the paradigm of advertising and the field of anthropology have led to the emergence of advertising anthropology.The emergence of thepragmatic“anthropology of the middle”has brought advertising anthropology into a new stage of development.Due to cross-disciplinary nature of advertising anthropology,the main issues of advertising anthropology are both exceeded and limited by the related disciplines.The construction of knowledge genealogy of advertising anthropology is mainly based on the traditional society of advertising,the cross-cultural communication of advertising,the ethnicity of advertising,the subgroups and subcultures in the production and consumption of advertising.Based on ethnography,especially netnography,the advertising anthropology has developed three basic paradigms:functional paradigm,interpretive paradigm,and critical paradigm.

关 键 词：广告人类学 历史 论域 民族志 范式 

分 类 号：F713.8[经济管理—广告]