本文選題：廣告人 + 廣西�。� 參考：《廣西大學(xué)》2015年碩士論文

【摘要】：不斷增長(zhǎng)的廣西廣告市場(chǎng)需求造就了龐大的廣告從業(yè)群體,他們是廣西廣告業(yè)的核心,推動(dòng)著廣西經(jīng)濟(jì)與文化發(fā)展。研究廣西廣告從業(yè)群體對(duì)廣西廣告業(yè)來(lái)說(shuō)至關(guān)重要。本文是關(guān)于廣西壯族自治區(qū)內(nèi)廣告實(shí)業(yè)界從業(yè)人員(以下簡(jiǎn)稱廣西廣告人)職業(yè)狀況的實(shí)證研究。主要采用問(wèn)卷調(diào)查和內(nèi)容分析的方法,問(wèn)卷調(diào)查圍繞著廣西廣告人的“基本信息”、“從業(yè)環(huán)境”、“自我認(rèn)同”、“職業(yè)歸屬”這幾個(gè)維度展開(kāi)。從社會(huì)學(xué)和傳播學(xué)的角度分析廣西廣告人的社會(huì)角色、社會(huì)地位、自我認(rèn)同、職業(yè)歸屬、職業(yè)期待等從業(yè)的現(xiàn)實(shí)面貌,期望梳理出在新舊媒體共存的環(huán)境下影響廣西廣告從業(yè)者職業(yè)狀況的因素。研究結(jié)果表明,廣西廣告人認(rèn)為廣西的廣告業(yè)市場(chǎng)潛力大、從業(yè)前景好,對(duì)廣西廣告行業(yè)的人文氛圍較為滿意。但是,廣西廣告人的現(xiàn)實(shí)狀態(tài)也存在著社會(huì)地位較低、自我認(rèn)同不高,職業(yè)歸屬感不強(qiáng)等問(wèn)題。主要表現(xiàn)在中年危機(jī)、福利待遇不高、專業(yè)素養(yǎng)缺失、職業(yè)流動(dòng)頻繁、從業(yè)壓力大等多方面。筆者認(rèn)為這種狀態(tài)存在的原因是多方面的,不僅是廣告人的主觀作為,應(yīng)綜合考慮廣告人的社會(huì)角色擔(dān)當(dāng)、職業(yè)道德失衡、廣告行業(yè)“現(xiàn)實(shí)的震蕩”、社會(huì)價(jià)值觀的衡量與批判、時(shí)代發(fā)展的挑戰(zhàn)等多層面因素。因此,改善這種狀態(tài)應(yīng)當(dāng)依靠加快廣西廣告行業(yè)發(fā)展、廣告教育改革、加強(qiáng)廣告監(jiān)管、采用現(xiàn)代企業(yè)制度、提升媒介素養(yǎng)、建立話語(yǔ)機(jī)制、依托社會(huì)等多方的共同努力。
[Abstract]:The growing demand of Guangxi advertising market has created a large number of advertising industry groups. They are the core of Guangxi advertising industry and promote the development of Guangxi economy and culture. It is very important to study the advertising industry in Guangxi. This paper is an empirical study on the professional status of advertising practitioners in Guangxi Zhuang Autonomous region. This paper mainly adopts the methods of questionnaire investigation and content analysis. The questionnaire survey focuses on the dimensions of "basic information", "working environment", "self-identity" and "occupation ownership" of the advertisers in Guangxi. From the angle of sociology and communication, this paper analyzes the social role, social status, self-identity, occupation attribution, career expectation and so on of the advertisers in Guangxi. The author expects to comb out the factors that affect the professional status of advertising practitioners in Guangxi under the coexistence of old and new media. The results show that the advertising professionals in Guangxi think that the advertising industry in Guangxi has great market potential and good employment prospects, and is satisfied with the humanistic atmosphere of the advertising industry in Guangxi. However, there are some problems such as low social status, low self-identity and weak sense of professional belonging. It is mainly manifested in midlife crisis, low welfare, lack of professional accomplishment, frequent professional mobility and great pressure. The author thinks that there are many reasons for the existence of this state. It is not only the subjective action of advertisers, but also the social role of advertisers, the imbalance of professional ethics, and the "real shock" of advertising industry. The measurement and criticism of social values, the challenges of the development of the times and other multidimensional factors. Therefore, to improve this situation should rely on the joint efforts of accelerating the development of advertising industry in Guangxi, reforming advertising education, strengthening advertising supervision, adopting modern enterprise system, improving media literacy, establishing discourse mechanism, relying on society and so on.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.8;F272.92

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本文編號(hào)：1863927