广西广告人生存状态研究与对策

发布时间：2018-05-09 01:17

本文选题：广告人 + 广西　；参考：《广西大学》2015年硕士论文

【摘要】：不断增长的广西广告市场需求造就了庞大的广告从业群体,他们是广西广告业的核心,推动着广西经济与文化发展。研究广西广告从业群体对广西广告业来说至关重要。本文是关于广西壮族自治区内广告实业界从业人员(以下简称广西广告人)职业状况的实证研究。主要采用问卷调查和内容分析的方法,问卷调查围绕着广西广告人的“基本信息”、“从业环境”、“自我认同”、“职业归属”这几个维度展开。从社会学和传播学的角度分析广西广告人的社会角色、社会地位、自我认同、职业归属、职业期待等从业的现实面貌,期望梳理出在新旧媒体共存的环境下影响广西广告从业者职业状况的因素。研究结果表明,广西广告人认为广西的广告业市场潜力大、从业前景好,对广西广告行业的人文氛围较为满意。但是,广西广告人的现实状态也存在着社会地位较低、自我认同不高,职业归属感不强等问题。主要表现在中年危机、福利待遇不高、专业素养缺失、职业流动频繁、从业压力大等多方面。笔者认为这种状态存在的原因是多方面的,不仅是广告人的主观作为,应综合考虑广告人的社会角色担当、职业道德失衡、广告行业“现实的震荡”、社会价值观的衡量与批判、时代发展的挑战等多层面因素。因此,改善这种状态应当依靠加快广西广告行业发展、广告教育改革、加强广告监管、采用现代企业制度、提升媒介素养、建立话语机制、依托社会等多方的共同努力。
[Abstract]:The growing demand of Guangxi advertising market has created a large number of advertising industry groups. They are the core of Guangxi advertising industry and promote the development of Guangxi economy and culture. It is very important to study the advertising industry in Guangxi. This paper is an empirical study on the professional status of advertising practitioners in Guangxi Zhuang Autonomous region. This paper mainly adopts the methods of questionnaire investigation and content analysis. The questionnaire survey focuses on the dimensions of "basic information", "working environment", "self-identity" and "occupation ownership" of the advertisers in Guangxi. From the angle of sociology and communication, this paper analyzes the social role, social status, self-identity, occupation attribution, career expectation and so on of the advertisers in Guangxi. The author expects to comb out the factors that affect the professional status of advertising practitioners in Guangxi under the coexistence of old and new media. The results show that the advertising professionals in Guangxi think that the advertising industry in Guangxi has great market potential and good employment prospects, and is satisfied with the humanistic atmosphere of the advertising industry in Guangxi. However, there are some problems such as low social status, low self-identity and weak sense of professional belonging. It is mainly manifested in midlife crisis, low welfare, lack of professional accomplishment, frequent professional mobility and great pressure. The author thinks that there are many reasons for the existence of this state. It is not only the subjective action of advertisers, but also the social role of advertisers, the imbalance of professional ethics, and the "real shock" of advertising industry. The measurement and criticism of social values, the challenges of the development of the times and other multidimensional factors. Therefore, to improve this situation should rely on the joint efforts of accelerating the development of advertising industry in Guangxi, reforming advertising education, strengthening advertising supervision, adopting modern enterprise system, improving media literacy, establishing discourse mechanism, relying on society and so on.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8;F272.92

【参考文献】