数字化与广告学科建设--“面向未来的全球广告发展”国际研讨会专题论坛三综述  

Digitalization and the Construction of Advertising Discipline:A Review of the Third Symposium on Future-Oriented International Advertising Development

作　　者：兰文浩 Lan Wenhao

机构地区：[1]北京大学新闻与传播学院

出　　处：《现代广告》2023年第19期11-17,共7页Modern Advertising

摘　　要：数字化技术在为广告产业带来诸多现实挑战的同时,也为广告学科的建设与转型提供了机遇,关注数字化背景下广告学科的建设,具有重要的理论与现实意义。2023年5月3日,“面向未来的全球广告发展”国际研讨会专题论坛三“数字化与广告学科建设”在北京大学英杰交流中心举办,国内外11位专家学者共话数字化背景下广告学科建设的可能进路,主要集中在数字化背景下广告学科的再定位、广告教育模式的升级、广告人才培养的转向以及广告学科视域下的社会议题研究等四个方面。Digital technology not only brings many practical challenges to the advertising industry but also provides opportunities for the construction and transformation of the advertising discipline.It has important theoretical and practical significance to pay attention to the construction of the advertising discipline under the digital background.On May 3,2023,the"International Symposium on Global Advertising Development for the Future,Panel Forum III:Digitalization and Advertising Discipline Construction"was held at Yingjie Exchange Center of Peking University.Eleven scholars were invited to discuss the possible approaches to the construction of the advertising discipline under the digital background,mainly focusing on four aspects:the repositioning of the advertising discipline,the upgrading of the advertising education model,the turning of advertising talent training and the research on social issues under the perspective of advertising discipline.

关 键 词：数字化 广告学科 教育模式 人才培养 

分 类 号：G64[文化科学—高等教育学]