| 广告舆论研究探析 |
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| 引用本文： | 杨海军.广告舆论研究探析[J].新闻与传播研究,2010(5). |
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| 作者姓名： | 杨海军 |
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| 作者单位： | 河南大学新闻与传播学院;河南大学传媒研究所; |
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| 摘 要： | 在媒介融合和媒介社会化大环境下,广告舆论和新闻舆论一样成为信息传播和话语表达的重要工具,广告舆论的功能和社会影响力不断增强,广告舆论研究的社会意义凸显。本文归纳了广告舆论研究状况,梳理了广告舆论研究的不同语境,提出广告舆论研究中存在的问题,并在分析媒介融合、广告传播、舆论形成三者之间关系的基础上,探析广告舆论研究的独特视角。
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| 关 键 词： | 舆论引导 媒介融合 舆论学 舆论导向 新闻舆论 广告现象 广告传播 |
Research on the Public Opinion of Advertisement |
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| Yang Haijun.Research on the Public Opinion of Advertisement[J].Journalism & Communication,2010(5). |
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| Authors: | Yang Haijun |
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| Institution: | Yang Haijun |
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| Abstract: | Based on the development of media convergence and the socialization of media,the public opinion on advertisement has become as much significant as news has played in disseminating information and expressing discourse.The crucial social meaning of the public opinion on advertisement has come out of the expansion of the functions on the public opinion on advertisement and the enhancement of its social influence.This paper sums up the current research on the public opinion on advertisement and illustrates the ... |
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