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本文试图回答的问题是:广告主导型报刊作为一种传播体制是怎么形成的?这种传播体制形成之后,产生了什么样的社会后果?现代报刊在17世纪问世之始就刊登有广告,但这并不等于新闻事业从一开始就依赖于广告而生存。本文基于对18-19世纪美国报纸和广告发展历史的梳理,考察了发行主导型报刊走向衰落与广告主导型报刊兴起的历史。广告主导型报刊体制的形成不是遵循一个普遍、超越历史和亘古不变规律的结果,而是在特定的历史条件下形成的。广告主导型报纸成为一种普遍的社会制度之后,广告改变了报刊市场上的市场关系,广告主取代读者,占据了市场权力的中央位置,获得了干预新闻媒体的权力。广告还使得新闻媒体出现结构性偏向,这种偏向有利于以富裕读者群体为对象的报纸在市场竞争中胜出,而以相对较弱购买力读者群体为对象的报纸在竞争中被边缘化,甚至出局。
This article attempts to answer the questions as follows: How did advertising-dominated newspapers form as a communication system? What kind of social consequences have arisen from the formation of this communication system? Modern newspapers and periodicals were advertised before the 17th century, This does not mean that journalism has relied on advertising for survival from the very beginning. Based on the review of the history of the American newspapers and advertisements from the 18th to the 19th century, this paper examines the decline of the leading newspapers and the rise of the advertising dominant newspapers. The formation of the advertising-oriented press system does not follow a universal, beyond the results of the laws of history and the everlasting, but under the specific historical conditions formed. After ADR became a universal social system, advertising changed the market relations in the newspaper market. Advertisers replaced readers and occupied the central position of market power, gaining the power to intervene in the news media. Advertising also makes the news media appear structural bias, this bias is conducive to the rich readers for the newspaper as the object of the competition in the market to win out, while the relatively weak purchasing power of the readership of the newspaper as a subject in the competition marginalized, or even out .