技术与市场:塑造现代广告的知识权力结构

发布时间：2018-02-22 13:40

  本文关键词： 现代广告 知识权力结构 技术 市场　出处：《当代传播》2013年01期 　论文类型：期刊论文

【摘要】：现代广告活动知识权力结构是现代知识权力结构的一种新形态,它是由广告资源、广告技术、资本及其拥有者设计的,由普通大众参与构建的信息传播活动的资源控制形式和财富分配关系。广告行业本身就是一个智力资本行业,拥有广告资源、技术、资本的广告知识精英居于主导地位,受众作为广告信息的宿点,则是现代广告信息活动权力结构中的另外一极。技术与市场是推动广告活动进化的两个主导性力量,二者合力塑造了现代广告活动的知识权力结构,对广告伦理的观察与思考,应当建立在这一基本的分析和认识之上。
[Abstract]:The knowledge power structure of modern advertising activity is a new form of modern knowledge power structure. It is designed by advertising resources, advertising technology, capital and its owners. The form of resource control and the distribution of wealth in the information communication activities constructed by the general public. The advertising industry itself is an intellectual capital industry, with advertising resources, technology and capital in the dominant position of the advertising knowledge elite. The audience, as the destination of advertising information, is the other pole in the power structure of modern advertising information activities. Technology and market are the two leading forces to promote the evolution of advertising activities, and together they shape the knowledge power structure of modern advertising activities. The observation and thinking of advertising ethics should be based on this basic analysis and understanding.
【作者单位】： 河南财经政法大学文化传播系;
【分类号】：D923.4;F713.8
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本文编号：1524539