融通、拓展及其影响:新媒体时代广告的公共性建构——基于哈伯马斯公共领域理论的分析

发布时间：2018-08-19 14:03

【摘要】：在网络新媒体时代,广告和公共领域的表现形态和功能都发生了改变,它们之间的关系也变得日益多样化。首先,由于新媒体公共领域的影响力及其向私人领域的成功扩张,赢得了广告的眷顾;其次,在国家政策的支持下,资本在网络新媒体领域加速扩张,互联网产业的高度集权化倾向,导致对公共利益的不断冒犯,以消费意识削弱了公民意识;再次,广告对公众的信息获取、信息质量、信息形态的制约影响了公共领域的形成;最后,新媒体广告通过精准营销、口碑传播和非市场化操作重新定义了它和公共领域的关系,有可能使公共讨论和舆情民意受商业广告的影响降低。随着广告等商业信息的染指,新媒体公共领域中公和私的边界逐渐模糊,身份认同将取代权力成为新媒体公共领域的关键词。
[Abstract]:In the era of new network media, the forms and functions of advertising and public domain have changed, and the relationship between them has become more and more diversified. First, because of the influence of the new media public sphere and its successful expansion into the private sphere, it won the favor of advertising. Secondly, with the support of the state policy, the capital has accelerated its expansion in the new network media field. The highly centralized tendency of Internet industry leads to the incessant affront to the public interest and weakens the citizen's consciousness with the consumption consciousness, thirdly, the restriction of advertisement to the public information acquisition, information quality and information form affects the formation of the public domain. Finally, new media advertising redefines its relationship with the public domain through precise marketing, word-of-mouth communication and non-market-oriented operations, which may reduce the influence of commercial advertising on public discussion and public opinion. With the influence of commercial information such as advertising, the boundaries between public and private in the new media public domain are gradually blurred, and identity will replace power as the key word in the new media public domain.
【作者单位】：复旦大学新闻学院;
【分类号】：F713.8;G206

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