| 后现代视域下广告主与大众媒体关系研究 |
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| 引用本文： | 李若婧.后现代视域下广告主与大众媒体关系研究[J].合肥教育学院学报,2013(6):74-78. |
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| 作者姓名： | 李若婧 |
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| 作者单位： | 安徽广播电视大学文法学院,合肥230022 |
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| 基金项目： | 安徽广播电视大学青年教师科研基金项目（qn13-24）研究成果. |
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| 摘 要： | 随着市场经济的进一步发展，中国的大众媒体在政治力量和经济力量的共同作用下，与广告主之间建立了密不可分的关系。为了保证自己的收入来源，大众媒介的很多行为不再是以向受众提供信息服务为主，而是逐渐变成了以向广告主提供受众为主。广告主挑战了大众媒体作为多元意见的公共场域的基本功能，同时，这种现状对大众媒体的内容产制、产业结构发展和媒介形象的塑造等都产生了深远的影响。
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| 关 键 词： | 广告主 大众媒介 媒介信用 媒介产业 |
On the Relationship Between Advertisers and Mass Media in Postmodern Perspective |
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| Authors: | LI Ruo-jing |
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| Institution: | LI Ruo-jing (School of Humanities and Law, Anhui Open University, Hefei 230022, China) |
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| Abstract: | With the development of the marketing economy, the mass media in China have established a close relationship with the advertisers under the combined action of the political and the economic power. In order to make certain the income stream, the mass media offer the audience to the advertisers instead of offering the information service to the audience. Advertisers challenge the basic functions of mass media as a public field of multiple views. Meanwhile, this relationship causes far-reaching impacts on the content producing, the development of industrial structure and the image-building of the mass media. |
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| Keywords: | advertiser mass medium media credibility media industry |
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