媒体制造 _ 以上海某房产运营公司为例.pdfVIP

论 文 摘 要 传播专业主义背景下，人们对媒体的诉求和媒体角色之间出现了偏差。媒体 技术的快速发展和注意力资源的稀缺使现代社会进入了波德里亚笔下的“拟象” 时代，符号意义取代商品的使用价值成为主导公众消费的首要因素。广告便是这 些拟象的主要来源，而随着商业业态的逐步成熟，广告链条上分化出一类新的以 整合传播营销为主要特征的传播公司，对传统的市场、媒介进行新的定义和组合， 从而达到最佳的说服效果。在这个过程中，人群被区隔，加速了重新部落化的进 程，特定的信息通过各种传播方式将强化了的概念传递给大众，引发消费行为， 进而影响社会生产、分配等环节，真实地影响了大众的生活，一定意义上构建了 新的社会文化。 本文以上海某房产公司为例，以翔实的资料为基础阐述了其对市场、媒介以 及社会文化的构建过程。并对其主要采用的整合传播营销模式做出解释，从深层 次分析了构建出来的符号盛典如何真实地影响了人们的生活。在分析了传播公司 自身运作的特点之后，论文最后从社会文化的角度对这种新型传播公司的出现和 发展做出客观评价并对其不足之处给出合理化建议。 关键词：市场 媒体 整合传播营销 建构 消费社会 ABSTRACT With the development of the communication professionalism, media supply and demand are drifting apart. The growing media technology and diluting attention have driven the society into a “simulation” era, as pointed out by Jean Baudrillard. In this era, symbolic rather than pragmatic values of commodities become the primary reasons for the mass consumption, and the advertisements are the main source of this “simulation”. A new type of company with the main features of IMC has emerged. They redefine the traditional market and media, trying to make ads more convincing. Throughout this process, markets and consumers are re-segmented. Customized information is pushed to specific groups of people through different channels, which is likely to give rise to intended consumer behavior and thus to affect production, distribution and other aspects of the society. This tangible and non-trivial influence is fostering a new culture. This thesis focuses on the case of a Shanghai real estate agency, trying to illustrate the whole picture of this emerging culture. Based on concrete information, the author portrayed the relationship of market, media and social culture; and clarified the disguised links between these constructed symbols and peoples real life. After the focuse