| 广告权力研究的基本问题及模式建构 |
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| 引用本文： | 倪宁,谭宇菲.广告权力研究的基本问题及模式建构[J].中国地质大学学报(社会科学版),2012(2):75-78,139. |
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| 作者姓名： | 倪宁 谭宇菲 |
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| 作者单位： | 中国人民大学新闻学院新闻与社会发展研究中心;首都经济贸易大学文化与传播学院 |
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| 摘 要： | 本文将社会科学研究的基本概念"权力"引入广告理论研究中,将"广告权力"从"媒介权力"研究体系中剥离出来,以社会学范畴和文化研究视域中的"权力"作为广告权力研究的概念基础,通过讨论广告权力的来源、关系与结构、施行途径及特性等基本问题,初步建立了具有学科特性的、独立性、系统性的广告权力研究框架,并通过模式建构,直观描述了广告权力这一来源于社会又作用于社会的特殊机制。
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| 关 键 词： | 广告权力 研究框架 结构模式 |
Basic Issues and Model Construction of Advertising Power |
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| NI Ning,TAN Yu-fei.Basic Issues and Model Construction of Advertising Power[J].Journal of China University of Geosciences(Social Sciences Edition),2012(2):75-78,139. |
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| Authors: | NI Ning TAN Yu-fei |
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| Institution: | NI Ning,TAN Yu-fei |
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| Abstract: | This paper introduces the concept of "power" into advertising theory research,using the "power" concept of sociology and cultural studies as the conceptual basis of advertising power research and taking the advertising power out of media power studies.The paper discusses the origin,relationship and structure,approach and basic characteristics of advertising power,and initially sets up the study framework of advertising power research with disciplinary characteristics,independence and system.At the end,the paper intuitively describes the special social mechanism of advertising power by structural model. |
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