前期出版
前期出版
頁數：139﹣159
廣告的政治經濟學分析法初探
Outline the Critical Political Economy Approach to the Study of Advertising
研究誌要
作者(中)
胡光夏
作者(英)
Guang-shiash Hu
關鍵詞(中)
新聞學研究,政大
關鍵詞(英)
Advertising, International Advertising, Mass Media, Critical
中文摘要
本研究是運用批判性傳播政治經濟學的一些重要概念（如機制分析、結構分析等 ），來運用於廣告的分析。本文計分為三個主要部份來作探討：第一、文獻探討的部 份包含批判性傳播政治經濟學的主要特色、研究取向，以及研究問題等。第二、廣告 的政治經濟分析，首先是國內的廣告政治經濟分析，其次是國際廣告的政治經濟分析 ，此單元所探討的問題包含，廣告如何影響國內的經濟結構？廣告如何影響國內的傳 播產業結構？廣告對媒體的型式與內容上有何影響？廣告在全球化經濟中所扮演的角 色為何？國際廣告與國際廣告公司對第三世界國家的文化、經濟與社會產生了那些的 影響？第三、結論。
英文摘要
This paper is intended to outline the critical political economy approach to the study of advertising. Some concepts of critical political economy of communications (such as institutional analysis and structural analysis, etc.) are used to provide a political economic analysis of advertising. Specifically, this paper addresses three major areas: first, it reviews main concepts of critical political economy of communications and its main research questions. Secondly, it applies some concepts of critical political economy of communications to analyze the role that the domestic and international advertising play in societies. This study poses the following questions: How does advertising affect the structure of the domestic economy? How does advertising affect the structure of the local media industry? What is advertising's impact on the form and content of media products? What is the role of advertising in the global economy? What are some of the potential effects of international advertising, particularly in Third World countries' societies, cultures, and economies? Finally, this paper concludes its findings.
274次下載
2000/ 夏
No.64
