新媒体广告的社会责任缺失问题研究

发布时间：2018-04-17 14:43

本文选题：新媒体广告 + 网络　；参考：《东北农业大学》2015年硕士论文

【摘要】：经济全球化的日新月异与互联网技术的迅速崛起,为新媒体广告提供了广阔的发展平台。新媒体广告作为宣传产品信息、打造品牌形象、促进消费活动的重要手段,不但可以获取巨大的经济利润,也对我国社会的消费方式、道德行为和价值观念的形成具有引导作用。尽管新媒体广告的发展正如日中天,但当我们理智地剖析这一现象时,却也不难发现其繁荣背后存在的负面影响。广告主、广告经营者以及广告发布者因为缺乏必要的社会责任而致使广告行业违背社会道德的事件屡屡上演;而大量的失范不良广告不仅污染了社会环境,也引发消费者的普遍厌恶,更冲击着社会的主流价值观念。本文关注的重点正是新媒体广告引发的社会责任意识形态领域的问题。由于媒体是意识形态工作的主阵地,因此在当代媒体环境中,新媒体怎样占领思想舆论环境的制高点、怎样在思想舆论工作中做到尽忠职守,成为各媒体在今后意识形态工作的首要议题[1]。当前,有待完善的广告业市场在面对新媒体广告这一新鲜事物时略显乏力,新媒体广告所呈现的负面影响已经使人们无法忽视其所应肩负的社会责任。本研究主要从新媒体广告社会责任缺失的表现、原因及对策等方面展开论述。首先,我国社会责任缺失的新媒体广告主要有:虚假广告、欺诈广告、侵权广告与恶俗广告等;其次,我国新媒体广告社会责任缺失的原因有:法律法规的相对滞后、政府监管的缺位、社会结构的多元变化、市场经济逐利性引发的个体心理膨胀、广告从业人员素质的滑坡以及部分消费者维权意识不够等;最后,本文针对上述问题提出了增强我国新媒体广告社会责任的相关对策,如增强新媒体广告的法制建设、优化新媒体广告的社会环境、增强广告行业的自律意识以及提升社会大众的群体素质等。希望本文能够有助于使广告各主体的逐利性与他们应履行的社会责任达成统一,从而引导、规范广告行为,促进新媒体广告业的诚信、健康、稳定发展,让新媒体广告更好地推动社会主义和谐社会的建设。
[Abstract]:The rapid development of economic globalization and the rapid rise of Internet technology provide a broad development platform for new media advertising.As an important means of publicizing product information, creating brand image and promoting consumption activities, new media advertisements can not only obtain huge economic profits, but also contribute to the consumption patterns of our society.The formation of moral behavior and values plays a leading role.Although the development of new media advertising is in the ascendant, when we analyze this phenomenon rationally, it is not difficult to find the negative influence behind its prosperity.Advertisers, advertisers and publishers lack the necessary social responsibility to cause the advertising industry to violate the social morality events, and a large number of unhealthy ads not only pollute the social environment,It also causes the general aversion of consumers and impacts the mainstream values of the society.The focus of this paper is the ideological field of social responsibility caused by new media advertising.Because the media is the main position of ideological work, in the contemporary media environment, how does the new media occupy the commanding point of the ideological and public opinion environment, and how to fulfill its duties in the ideological and public opinion work?To become the top issue in the ideological work of the media in the future [1].At present, the advertising market needs to be improved in the face of the new media advertising, a new thing, the negative impact of the new media advertising has made people can not ignore the social responsibility it should shoulder.This research mainly discusses the expression, reason and countermeasure of social responsibility deficiency of new media advertisement.First of all, the lack of social responsibility in China's new media advertising mainly include: false advertising, fraud advertising, tort advertising and vulgar advertising; secondly, the reasons for the lack of social responsibility of new media advertising in China are: the relative lag of laws and regulations.The absence of government supervision, the pluralistic changes of social structure, the individual psychological expansion caused by market economy, the decline of advertising workers' quality, and the lack of awareness of some consumers' rights; finally,In view of the above problems, this paper puts forward some relevant countermeasures to enhance the social responsibility of new media advertising, such as strengthening the legal system construction of new media advertising, optimizing the social environment of new media advertising,Enhance advertising industry awareness of self-discipline and improve the quality of the community and so on.It is hoped that this paper will help to unify the profit-seeking nature of advertising subjects with their social responsibilities, thus guiding and standardizing advertising activities, promoting the integrity, health and stable development of the new media advertising industry.Let new media advertising better promote the construction of socialist harmonious society.
【学位授予单位】：东北农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

【参考文献】