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消费文化是跨国公司在中国扩张的前提,也是中国自身经济成长的重要保证;在跨国公司渗透的大力推动下,中国在短短的20年中培育出了西方历经百年发展起来的消费文化;电视媒体作为传播消费文化的利器被大加利用,其对消费文化中享乐、暴露和自恋主张的回应是导致中国电视媒体低俗化的重要原因。跨国公司在推广消费文化的同时,借助其在本土媒体市场中的代理人——跨国广告公司和外资媒介购买公司实现了对中国媒体利益分配格局的重构,在欧美模式的广告代理制下,作为跨国公司重要代言人的外资媒介购买公司实现了对中国优质广告客户的控制(跨国公司和本土大品牌)以及对本土优质电视媒体资源的掌握,在压缩本土电视媒体经济利益的同时,出现了向内容领域扩张的倾向,对本土电视媒体的社会利益提出了挑战,需本土电视媒体审慎应对。
Consumption culture is a prerequisite for the expansion of multinational corporations in China and also an important guarantee for China’s own economic growth. Under the impetus of multinational corporations, China has cultivated a culture of consumption that has developed for centuries in the past 20 years. Television The media is widely used as a weapon to spread the culture of consumption. Its response to the pleasures, exposures and narcissistic claims in the consumer culture is an important reason for the vulgarization of the Chinese television media. While promoting the consumer culture, MNCs have reorganized the distribution pattern of the interests of Chinese media with the help of their agents in local media markets - multinational advertising companies and foreign media agencies. Under the advertising agency system of European and American models, As a foreign media buying company that is an important spokesman for MNCs, control of high-quality advertisers in China (multinational corporations and big domestic brands) as well as mastery of local high-quality television media resources has been achieved. While reducing the economic interests of the local TV media, The propensity to expand in the content area poses a challenge to the social interests of the local TV media and requires a cautious response from the local TV media.