广告话语霸权下受众弱势群体的研究-新闻学；传播学专业论文.docxVIP

摘要 摘要 I I 摘 要 在广告话语霸权强大的攻势下，广告受众产生分化，有些受众由于长时间暴 露在广告传播炮火之下，而自身信息加工能力差，于是很容易成为虚假广告的易 感人群，并一再受害。基于此，笔者提出了广告受众弱势群体这一概念。这是从 社会学角度对广告受众研究的一次创造性的探索。本文分三个部分、五个章节来 阐述。 上篇讲述广告受众弱势群体的发现。分为两个章节：第一章广告受众弱势群 体的发现与界定，第二章广告受众弱势群体产生的背景。第一章通过收集媒体报 道的资料和对广告受众弱势群体假设人群进行的问卷调查及滚雪球调查来得出 证明假设存在，并用象限法来界定这一特殊人群。第二章从广告话语霸权的研究 综述入手，讨论广告话语霸权与广告受众群体之间的关系，指出广告话语霸权是 广告受众弱势群体产生的前提与必要条件。 中篇讨论广告受众弱势群体的现状并对此进行分析。也分为两章：第三章广 告受众弱势群体的分析，第四章广告受众弱势群体的成因及其理论解读。广告受 众弱势群体的分析，是根据问卷调查和滚雪球调查而提出这一特定人群的特征来 分类，把该群体分为“二高三低”五个指标，并讨论这一群体在广告接受中的弱 势地位，以及对社会产生的负面影响。具体分为对媒体、对社会、对广告业这三 个层面来阐述。第四章通过传者传播、受者接受和媒介使用这三个方面，在理论 层面通过不同的传播学理论和哲学理论来分析广告受众弱势群体产生的深层次 原因。 下篇提出对广告受众弱势群体的保护与支持，这也是本文研究的主要目的， 即提出了从净化广告传播环境、提高受众自身认识和构建和谐传播系统三个方面 来保护广告受众弱势群体的建议。 关键词： 广告话语霸权，广告受众弱势群体，虚假广告，知沟，马丁·布伯 Abstract Abstract II II Abstract Under the forceful control of the hegemony of advertising discourse, the ad audiences come into different groups. Some of them become the powerless groups who are easily influenced by the misleading ad because of the longer time spending on the ad, the weakness of handling information and other reasons. Therefore I supposed the conception of the vulnerable groups among ad audience, also called new paupers generated by social communication environment in my article. It is the first try to give a research to ad audience from sociological view. This dissertation is composed of 3 sections which divided into 5 chapters. The first part is about the discovery of the vulnerable groups among ad audience. It is divided into 2 chapters. The first chapter talks about the discovery and the definition of the vulnerable groups among ad audience. The second chapter talks about the background of the generation of the vulnerable groups among ad audience. The second part is talking about the current situation of the vulnerable groups among ad audience and there is an analysis of it. This part is also divided into 2 chapters. The third chapter concludes the features of the vulnerable groups among ad audience and shows the bad effort to