数智化时代广告专业教育面临的机遇与挑战  

Opportunities and Challenges Faced by Advertising Education in the Digital Age

作　　者：丁俊杰[1] 刘珊[1] DING Junjie;LIU Shan

机构地区：[1]中国传媒大学

出　　处：《新闻传播学刊》2024年第3期23-33,共11页

摘　　要：数智化时代,人类的信息沟通与交互方式发生了巨大的变化,广告产业亦在各种内外因素的作用下发生着颠覆与重构。基于此背景,本文对广告专业教育所面临的机遇与挑战进行了分析与探讨,提出:一方面,广告专业教育迎来了全新的空间和机会,另一方面也面临着重大的冲击与挑战;如何抓住机遇、迎接挑战、尝试转型,成为当下国内广告专业教育的必答题。In the era of digitization,there have been significant changes in the way humans com-municate and interact with information.In this process,the advertising industry is undergoing dis-ruption and reconstruction under the influence of various internal and external factors.Based on the emergence of the advertising industry,advertising professional education has ushered in new spaces and opportunities,while also facing significant impacts and challenges.How to seize op-portunities,meet challenges,and try transformation has become a must answer question in current domestic advertising education.

关 键 词：数智化 机遇与挑战 广告专业教育 

分 类 号：G642[文化科学—高等教育学] F713.80-4[文化科学—教育学]