“门户化”垄断时期中国互联网广告品类分析传播学专业论文.docxVIP

华 华 中 科 技 大 学 硕 士 学 位 论 文 Abstract New media must compete with the existing media for audiences’ time、attention and social support in order to survive and obtain financial revenue. To understand the new media that grew out of a complex system we must understand economic reality and economic power. Advertising revenue is considered as the main economic factor of media competition, analyzing audience value and advertising categories that gather on the media can help us understand competition between different media forms and the evolution of media competition and convergence. The study focuses on the online advertising categories distribution during the 1999- 2004 China’s internet “portal” monopoly period, and compares the similarities and differences of advertiser evolution between Chinese internet, Chinese traditional media and American internet. Using the research method of historical-comparative research, the study mixed collects data from the existing materials, literature, newspapers and other resources. Through diachronic longitudinal and cross-media, cross-border comparison, we found online advertising was considered as a supplementary mean of advertisers’ media strategy during the “portal” monopoly period, and the online advertising categories of China were quite different from those of traditional media, and the former showed reliance on the computer peripheral with significant technology-oriented imprint. The U.S online advertising market was quite mature at that time, and the online advertising categories were mainly based on the consumer-related industry which showed great difference to Chinese market. China’s internet did not have the ability to compete for advertisers with traditional media during the years 1999-2004, the main reason was attributed to the netizens that gathered on the internet who were young, low-income and low educational attainment. The rapid development of U.S. internet was also attributed to the netizen structure which was young,