环境、市场与观念:历史制度主义视野下中国高校广告实践教育的动力研究(1983-2023)  

Environment,Market and Perception:Research on the Dynamics of Advertising Practice Education in Chinese Universities from the Perspective of Historical Institutionalism(1983-2023)

作　　者：杨雪[1] 李鑫垚 Yang Xue;Lin Xinyao

机构地区：[1]湖北大学广告系 [2]湖北大学新闻传播学院

出　　处：《现代广告》2024年第11期47-56,共10页Modern Advertising

基　　金：湖北省教育厅项目《中美比较视域下的儿童公益广告传播策略研究》的阶段性成果(项目编号:202111801301011)。

摘　　要：自1983年厦门大学传播系开办中国高等院校首个广告专业以来,中国高校广告教育历经了40年的变革与发展。作为应用型学科,广告实践教育的重要性不言而喻,其变迁与社会环境、市场制度和教育者观念等密不可分。本文视广告学科的实践教育为制度,借鉴历史制度主义的分析框架,将高校广告实践教育40年划分为四个时期,从环境、市场与观念等角度总结不同时期实践教育的发展路径及动力体系,分析未来广告实践教育的可能趋势。Since 1983,when the Department of Communication of Xiamen University opened the first advertising major in Chinese colleges and universities,advertising education in Chinese colleges and universities has undergone 40 years of reform and development.As an application-oriented discipline,the importance of advertising practice education is self-evident,and its changes are inseparable from the social environment,market system and educators'concepts.This paper regards the practical education of advertising discipline as a system,draws on the analytical framework of historical institutionalism,divides the 40 years of advertising practice education in colleges and universities into four periods,summarizes the development path and dynamic system of practice education in different periods from the perspectives of environment,market and concept,and analyzes the possible trends of advertising practice education in the future.

关 键 词：广告教育 广告实践教育 历史制度主义 制度变迁动力 

分 类 号：G64[文化科学—高等教育学]