户外传媒伦理问题研究

发布时间：2018-05-12 12:50

本文选题：户外 + 媒体　；参考：《南京林业大学》2012年硕士论文

【摘要】：户外传媒作为一种新媒体，近年来发展迅猛。在“家庭之外”悬挂的电子显示牌、灯箱、橱窗、立体造型物、条幅，利用交通工具设置、绘制、张贴的广告都属于户外传媒范畴。目前行业有7万多家，拥有近百万广告牌。世界权威市场研究公司亨利中心调查后得出结论：“户外广告媒体将成为21世纪最具成长性和发展潜力的优异媒体”。户外传媒高速发展同时，也出现了一系列伦理问题。户外传媒伦理问题是应用伦理学中传媒伦理需要解决的实践课题。同时，我国户外传媒伦理问题在实践中引起了广泛关注。近年来，一些部门积极开展了行风整治，，但往往由于缺乏相应的伦理规约和法律法规，在整治过程中，给多方造成损害。国外不少国家制定了相关措施，强化户外传媒的伦理道德建设。国内对户外传媒伦理问题关注较少，一方面是因为户外传媒是近年来才逐渐发展壮大，伦理问题才日渐暴露；另一方面，户外传媒伦理问题研究属于交叉学科，伦理学领域关注者甚少，在传媒领域也往往将户外传媒归为广告，而广告研究中又大多涉及的是管理和设计层面，户外传媒伦理问题就成为“真空地带”。因此，加强研究、健全机制迫在眉睫。本文通过文献分析、调查研究、价值分析等多种途径，探讨了目前户外传媒发展的伦理困境和道德失范，分析问题产生的原因和危害，并在此基础上，提出进一步规范户外传媒健康发展的伦理对策。全文分为五个部分。第一章：国内外户外传媒发展趋势及政策环境。本部分对户外传媒发展趋势进行了分析，探讨了国外规范户外传媒发展的相关制度，提出了加强户外传媒伦理建设迫在眉睫。第二章：户外传媒伦理价值标准。本部分分析了户外传媒的道德困境，分析了户外传媒应该坚持的伦理价值标准。第三章：户外传媒的伦理问题表现及原因。本部分结合调查研究，对户外传媒伦理失范进行了归纳。本文认为，户外传媒存在虚假内容、媚俗化、违背风俗和道德禁忌、恶意竞争、性别歧视以及弱势群体歧视、侵犯广告创意、名人失范、语言失范、价值导向发生偏离、破坏生态环境等一系列道德失范现象。此部分文还就失范的原因和危害进行了阐述。第四章：解决户外传媒伦理问题的对策。本部分探讨了解决户外传媒伦理问题的价值原则和具体对策。结语。本部分总结全文的主要内容。本文认为，只有加强户外传媒伦理建设，树立从业人员的道德自律意识，加强户外传媒道德失范问题的监管和惩戒，建立公众参与的监督机制，才能共同推动户外传媒健康、可持续发展。
[Abstract]:As a new media, outdoor media has developed rapidly in recent years. Electronic display signs, light boxes, windows, stereoscopic objects, banners, use of vehicles to set up, draw, and post advertisements all belong to the field of outdoor media. At present, the industry has more than 70,000, with nearly a million billboards. Henry Center, the world's leading market research firm, concluded: "Outdoor advertising media will become the best media with the greatest growth and development potential in the 21st century." At the same time, there are a series of ethical problems in outdoor media. The ethical problem of outdoor media is a practical subject which needs to be solved in applied ethics. At the same time, our country outdoor media ethics question has aroused the widespread concern in the practice. In recent years, some departments have actively carried out work style rectification, but often due to the lack of corresponding ethical regulations and laws and regulations, in the process of regulation, the damage to many parties. Many countries abroad have formulated relevant measures to strengthen the ethics and moral construction of outdoor media. On the one hand, it is because the outdoor media has developed gradually in recent years, and the ethical issues have been exposed gradually; on the other hand, the research on the ethical issues of outdoor media is an interdisciplinary subject. In the field of ethics, there are few people who pay close attention to it. In the field of media, outdoor media is often classified as advertising. However, most of the researches in advertising involve management and design, so the ethics of outdoor media becomes a "vacuum zone". Therefore, it is urgent to strengthen research and perfect mechanism. Through literature analysis, investigation and value analysis, this paper discusses the ethical dilemma and moral anomie in the development of outdoor media at present, analyzes the causes and hazards of the problems, and on this basis, The paper puts forward the ethical countermeasures to further standardize the healthy development of outdoor media. The full text is divided into five parts. Chapter one: the development trend and policy environment of outdoor media at home and abroad. This part analyzes the development trend of outdoor media, probes into the relevant systems of regulating the development of outdoor media in foreign countries, and points out that it is urgent to strengthen the construction of outdoor media ethics. The second chapter: outdoor media ethics value standard. This part analyzes the moral dilemma of outdoor media and the ethical value standard that outdoor media should adhere to. Chapter three: the expression and reason of outdoor media's ethical problems. This part combined with the investigation and research, summarized the outdoor media ethics anomie. This paper argues that outdoor media has false content, vulgarization, violation of customs and moral taboos, malicious competition, sexism and discrimination against vulnerable groups, infringement of advertising creativity, malpractice of celebrities, language loss, and deviation of value orientation. Damage to the ecological environment and a series of moral anomie phenomenon. This part of the text also describes the causes and harm of the anomie. Chapter four: the countermeasures to solve the ethical problems of outdoor media. This part probes into the value principle and concrete countermeasure of solving outdoor media ethics problem. Conclusion This part summarizes the main contents of the full text. This paper holds that only by strengthening the construction of outdoor media ethics, establishing the awareness of practitioners' moral self-discipline, strengthening the supervision and punishment of the moral anomie of outdoor media, and establishing the supervision mechanism of public participation, can we jointly promote the health of outdoor media. Sustainable development
【学位授予单位】：南京林业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：B82-05;G206

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