媒介技术发展对广告产业的影响研究

发布时间：2018-02-12 15:32

本文关键词： 媒介技术广告产业影响研究　出处：《新疆大学》2017年硕士论文　论文类型：学位论文

【摘要】：技术的发展助推社会的进步。在人类进行信息传播的历程中,媒介技术在信息传播以及媒介产业的动态发展中一直扮演着基础性的重要角色,新的媒介技术的产生和发展不断改变着媒体形态和受众认知并对媒介产业产生深刻的影响。广告产业也毫不例外。从最初文字、报刊的出现,到广播、电视、互联网的问世,广告产业在媒介技术的发展过程中得以不断成长。而现阶段新媒介技术发展正剧烈的改变着广告产业的发展环境,这种环境的变化对广告产业的发展起到外在选择的作用,广告产业遇到种种问题和潜在机遇。本研究以媒介技术发展为研究视角,以广告产业为分析单位,在时间的维度上分析了媒介技术发展对广告产业的影响。媒介技术对广告产业发展的影响中最直接和最具变革性的主要是广告产品形态、生产理念和组织制度。媒介技术的发展不仅增加了人类的信息传播渠道,还改变了信息传播方式和信息传受者的心理行为,同时也直接决定了广告形式的产生和发展,影响着广告产业生产理念的变化。技术的外溢性影响对广告产业的组织制度产生了深刻的影响并直接决定了广告产业的运行机制。媒介技术是广告产业发展的内在驱动力,这是马克思主义哲学中生产力决定生产关系原理的外在体现。首先,媒介技术提供与广告产业发展相符合的信息承载渠道和体系以推动广告产品形态的发展,即媒介技术成为社会进程中编织“意义之网”的工具;其次,媒介技术的变化改变了大众认知世界的模式和信息渠道,从而倒逼广告产品生产理念的变化;最后,技术的外溢性效果会对整体社会生态系统内各个领域产生变化,从而影响广告产业与其他产业进行交流活动的组织机制。最后,笔者试图以史观今,在分析和把握历史发展脉络的情况下,进而对当前新媒介技术冲击下广告产业的发展研究提供一定的理论基础,试图丰富产业理论研究并指导社会实践。
[Abstract]:The development of technology boosts the progress of society. In the course of human information dissemination, media technology has always played a fundamental role in the information dissemination and the dynamic development of media industry. The emergence and development of new media technology constantly change the media form and audience cognition and have a profound impact on the media industry. The advertising industry is no exception. From the appearance of the original words, newspapers and periodicals, to the advent of radio, television and the Internet, The development of new media technology is changing the development environment of advertising industry, which plays an external role in the development of advertising industry. This research takes the media technology development as the research angle of view, takes the advertising industry as the analysis unit, This paper analyzes the influence of media technology development on advertising industry in the dimension of time. The most direct and transformative influence of media technology on advertising industry is the form of advertising products. The development of media technology not only increases the channels of human information dissemination, but also changes the way of information dissemination and the psychological behavior of the recipients, and directly determines the emergence and development of advertising forms. The spillover effect of technology has a profound impact on the organization system of advertising industry and directly determines the operating mechanism of advertising industry. Media technology is the internal driving force of the development of advertising industry. This is the external embodiment of the principle that productive forces determine production relations in Marxist philosophy. First, media technology provides information carrying channels and systems consistent with the development of the advertising industry in order to promote the development of advertising products. That is, media technology has become a tool to weave "web of meaning" in the social process; secondly, the change of media technology has changed the mode and information channel of mass cognition of the world, thus forcing the change of the concept of production of advertising products. The spillover effect of technology will change every field in the whole social ecosystem, thus affecting the organization mechanism of communication between advertising industry and other industries. Under the condition of analyzing and grasping the historical development, this paper provides a certain theoretical basis for the research on the development of advertising industry under the impact of the new media technology, and tries to enrich the industrial theory research and guide the social practice.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;G206

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