本文選題：戶外 + 媒體�。� 參考：《南京林業(yè)大學(xué)》2012年碩士論文

【摘要】：戶外傳媒作為一種新媒體，近年來發(fā)展迅猛。在“家庭之外”懸掛的電子顯示牌、燈箱、櫥窗、立體造型物、條幅，利用交通工具設(shè)置、繪制、張貼的廣告都屬于戶外傳媒范疇。目前行業(yè)有7萬多家，擁有近百萬廣告牌。世界權(quán)威市場研究公司亨利中心調(diào)查后得出結(jié)論：“戶外廣告媒體將成為21世紀(jì)最具成長性和發(fā)展?jié)摿Φ膬?yōu)異媒體”。 戶外傳媒高速發(fā)展同時(shí)，也出現(xiàn)了一系列倫理問題。戶外傳媒倫理問題是應(yīng)用倫理學(xué)中傳媒倫理需要解決的實(shí)踐課題。同時(shí)，我國戶外傳媒倫理問題在實(shí)踐中引起了廣泛關(guān)注。近年來，一些部門積極開展了行風(fēng)整治，，但往往由于缺乏相應(yīng)的倫理規(guī)約和法律法規(guī)，在整治過程中，給多方造成損害。國外不少國家制定了相關(guān)措施，強(qiáng)化戶外傳媒的倫理道德建設(shè)。國內(nèi)對戶外傳媒倫理問題關(guān)注較少，一方面是因?yàn)閼敉鈧髅绞墙陙聿胖饾u發(fā)展壯大，倫理問題才日漸暴露；另一方面，戶外傳媒倫理問題研究屬于交叉學(xué)科，倫理學(xué)領(lǐng)域關(guān)注者甚少，在傳媒領(lǐng)域也往往將戶外傳媒歸為廣告，而廣告研究中又大多涉及的是管理和設(shè)計(jì)層面，戶外傳媒倫理問題就成為“真空地帶”。因此，加強(qiáng)研究、健全機(jī)制迫在眉睫。 本文通過文獻(xiàn)分析、調(diào)查研究、價(jià)值分析等多種途徑，探討了目前戶外傳媒發(fā)展的倫理困境和道德失范，分析問題產(chǎn)生的原因和危害，并在此基礎(chǔ)上，提出進(jìn)一步規(guī)范戶外傳媒健康發(fā)展的倫理對策。全文分為五個(gè)部分。 第一章：國內(nèi)外戶外傳媒發(fā)展趨勢及政策環(huán)境。本部分對戶外傳媒發(fā)展趨勢進(jìn)行了分析，探討了國外規(guī)范戶外傳媒發(fā)展的相關(guān)制度，提出了加強(qiáng)戶外傳媒倫理建設(shè)迫在眉睫。 第二章：戶外傳媒倫理價(jià)值標(biāo)準(zhǔn)。本部分分析了戶外傳媒的道德困境，分析了戶外傳媒應(yīng)該堅(jiān)持的倫理價(jià)值標(biāo)準(zhǔn)。 第三章：戶外傳媒的倫理問題表現(xiàn)及原因。本部分結(jié)合調(diào)查研究，對戶外傳媒倫理失范進(jìn)行了歸納。本文認(rèn)為，戶外傳媒存在虛假內(nèi)容、媚俗化、違背風(fēng)俗和道德禁忌、惡意競爭、性別歧視以及弱勢群體歧視、侵犯廣告創(chuàng)意、名人失范、語言失范、價(jià)值導(dǎo)向發(fā)生偏離、破壞生態(tài)環(huán)境等一系列道德失范現(xiàn)象。此部分文還就失范的原因和危害進(jìn)行了闡述。 第四章：解決戶外傳媒倫理問題的對策。本部分探討了解決戶外傳媒倫理問題的價(jià)值原則和具體對策。 結(jié)語。本部分總結(jié)全文的主要內(nèi)容。本文認(rèn)為，只有加強(qiáng)戶外傳媒倫理建設(shè)，樹立從業(yè)人員的道德自律意識(shí)，加強(qiáng)戶外傳媒道德失范問題的監(jiān)管和懲戒，建立公眾參與的監(jiān)督機(jī)制，才能共同推動(dòng)戶外傳媒健康、可持續(xù)發(fā)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
【學(xué)位授予單位】：南京林業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：B82-05;G206

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