广告主对大众媒体运营的影响与控制研究以传统四大媒体为例精选.docVIP

广告主对大众媒体运营的影响与控制研究以传统四大媒体为例 这既是对目前广告实务存在问题的回应，也是广告理论空间扩展的一个重要课题。 笔者认为：在当今社会，广告主对大众媒体运营的影响与控制已经成为传媒业发展的一个新问题。从目前来看，由于国家的宏观管制，这种控制尚未达到完全控制媒体和支配社会的程度。但是，随着中国传媒业逐步融入世界市场，外国资本（包括国外传媒集团和国外广告主）不断渗透国内市场，如任由广告主对大众媒体运营的影响与控制程度进一步加剧，就极有可能发生我国传媒被外资控制利用，甚至发生危及产业发展和国家安全的事件。对于广告主对大众媒体的关系，我们必须要有全面深刻的认识，并从宏观调控和微观调整等多方面引导我国广告业向健康良性的方向发展。希望本文能够抛砖引玉，引起学术界和业界关于广告主对大众媒体运营的影响与控制机制的更多关注和研究。 关键词：广告主、大众媒体、有偿新闻、媒体经营管理、广告代理制 II Abstract As the development of the socialist market economy in our country, the quality of our Media Industry has changed a lot. At the beginning time, Media is a kind of scarce resource. It is only a government agency, a mouthpiece of our government and our Party. The advertising market keeps in over-demand state. Less pressure of making profit, less challenges and running pressure. But since the Media in China deepen the reform in the circumstance of socialist market economy, the nature has changed to be a mixture of a government agency and an enterprise. In one word, the Media in China started to be responsible for its own profit and loss, to survive among many competitors. At present, the 80%~ 90% revenues of the Media depends on the advertising revenues. The transformation makes the Media become real enterprises which develop on the base of advertising revenues. It is obvious that the close relationship has been established between the Advertisers and the Mass Media. On one hand, the advertisers take advantage of the Media to spread the advertising news; on the other hand, the advertising revenues has already become the main way of compensating for resources and value-added, a decisive avenue of making profit. This fact will afford more privileges to the advertisers during the process of releasing and communicate the advertising news. The advertising, as the fatal economic factor of the Mass Media, plays a very important role in the process of running the Media. This paper focuses on the concrete manifestation of the Influence and Control from the