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媒体研究,当以一个美好社会中媒介和社会之间应有的理想关系作为尺子。——英·詹姆斯·库兰《媒介与社会》目前,媒介传播存在“80:20”现象,即企业主投放广告时,80%是依据受众对营销业绩的贡献度,只有20%投放于“影响力”建设。这种模式带来的负面影响是:造成了广告效果与价值的降低化趋势,广告成本的增加,人群的“抗腐蚀能力”日益增强,消灭广告的消费呼声更是此起彼伏。
Media research should be based on the ideal relationship that should exist between media and society in a good society. - British James Curran “Media and Society” At present, there is a phenomenon of “80:20” in media communication, in which 80% of advertisers’ ads are based on the audience’s contribution to marketing performance and only 20% In “influence ” construction. The negative impact of this model is: the advertising effect and the value of reducing the trend, the increase in advertising costs, the crowd “anti-corrosion ” increasing, eliminating the voice of consumer advertising is one after another.