本文關(guān)鍵詞： 現(xiàn)代廣告 知識權(quán)力結(jié)構(gòu) 技術(shù) 市場　出處：《當代傳播》2013年01期 　論文類型：期刊論文

【摘要】：現(xiàn)代廣告活動知識權(quán)力結(jié)構(gòu)是現(xiàn)代知識權(quán)力結(jié)構(gòu)的一種新形態(tài),它是由廣告資源、廣告技術(shù)、資本及其擁有者設(shè)計的,由普通大眾參與構(gòu)建的信息傳播活動的資源控制形式和財富分配關(guān)系。廣告行業(yè)本身就是一個智力資本行業(yè),擁有廣告資源、技術(shù)、資本的廣告知識精英居于主導(dǎo)地位,受眾作為廣告信息的宿點,則是現(xiàn)代廣告信息活動權(quán)力結(jié)構(gòu)中的另外一極。技術(shù)與市場是推動廣告活動進化的兩個主導(dǎo)性力量,二者合力塑造了現(xiàn)代廣告活動的知識權(quán)力結(jié)構(gòu),對廣告?zhèn)惱淼挠^察與思考,應(yīng)當建立在這一基本的分析和認識之上。
[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.
【作者單位】： 河南財經(jīng)政法大學文化傳播系;
【分類號】：D923.4;F713.8
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本文編號：1524539