本文選題：全球傳播 + 媒介化��； 參考：《青年記者》2017年30期

【摘要】：正研究概述品牌全球傳播的興起和媒介化與消費(fèi)文化的發(fā)展,是伴隨著全球化的深入而進(jìn)行的。從馬歇爾·麥克盧漢的《地球村——戰(zhàn)爭(zhēng)與和平》(1969),到茲比格紐·布熱津斯基的《兩個(gè)時(shí)代之間》(1969)和美國經(jīng)濟(jì)學(xué)家西奧多·李維特(Theodore Levitt)提出"全球化"概念,認(rèn)為"技術(shù)和全球化是塑造世界的兩個(gè)動(dòng)力"開始,"全球化"就一直被爭(zhēng)論和濫用而失去了一部分解釋力,(1)其中尤以文化全球化的爭(zhēng)議最大。不可否認(rèn),跨國公司主導(dǎo)的國際品牌傳播帶來的文化沖擊是導(dǎo)致產(chǎn)生爭(zhēng)議
[Abstract]:The current research summarizes the rise of global brand communication and the development of media and consumption culture, which is carried out with the deepening of globalization.From Marshall McLuhan's Global Village-War and Peace, to Zbignu Brzezinski's between two eras (1969) and the American economist Theodore Levitt, he put forward the concept of globalization.It is believed that "technology and globalization are the two driving forces to shape the world", and that "globalization" has been debated and abused all the time and lost some explanatory power.There is no denying that the cultural impact of international brand communication led by multinational corporations leads to controversy.
【作者單位】： 中國傳媒大學(xué)傳播研究院;
【分類號(hào)】：G206-F
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本文編號(hào)：1738824