媒介化与消费文化:国际品牌的全球传播

发布时间：2018-04-12 07:42

  本文选题：全球传播 + 媒介化　； 参考：《青年记者》2017年30期

【摘要】：正研究概述品牌全球传播的兴起和媒介化与消费文化的发展,是伴随着全球化的深入而进行的。从马歇尔·麦克卢汉的《地球村——战争与和平》(1969),到兹比格纽·布热津斯基的《两个时代之间》(1969)和美国经济学家西奥多·李维特(Theodore Levitt)提出"全球化"概念,认为"技术和全球化是塑造世界的两个动力"开始,"全球化"就一直被争论和滥用而失去了一部分解释力,(1)其中尤以文化全球化的争议最大。不可否认,跨国公司主导的国际品牌传播带来的文化冲击是导致产生争议
[Abstract]:The current research summarizes the rise of global brand communication and the development of media and consumption culture, which is carried out with the deepening of globalization.From Marshall McLuhan's Global Village-War and Peace, to Zbignu Brzezinski's between two eras (1969) and the American economist Theodore Levitt, he put forward the concept of globalization.It is believed that "technology and globalization are the two driving forces to shape the world", and that "globalization" has been debated and abused all the time and lost some explanatory power.There is no denying that the cultural impact of international brand communication led by multinational corporations leads to controversy.
【作者单位】： 中国传媒大学传播研究院;
【分类号】：G206-F
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本文编号：1738824