新媒体环境下政府在公益广告中的作用研究.pdf

摘要 公益广告在我国至今已经发展了近三十年，由于我国特殊的国情，政府从公 益广告诞生之初就一直在其中起着主导作用。在传统媒体环境下，政府通过颁布 法律法规、组织公益广告活动等手段发挥其作用。随着科技的发展和网络的普及， 我国已经进入了一个新的传播时代，处于一个新旧媒体融合的环境下。不得不承 认相较于传统媒体，政府对新媒体的控制能力有所下降，至少在目前相应的政策 法规和管理制度尚未到位，而在这样一个媒体环境下，公益广告势必面临新的机 遇和挑战，会有新的变革和发展。新媒体环境会为公益广告带来怎样的机遇？政 府在传统媒体环境下对公益广告的作用手段是否适用于今天的新媒体环境？新 媒体环境下政府应该如何在公益广告的运行过程中发挥应有的作用？这些都是 值得探讨和关注的话题。本文以新媒体环境为研究背景，通过分析新媒体环境的 特点、趋势以及为公益广告带来的新机遇，梳理传统媒体环境下政府在公益广告 中的作用形式，探究在新媒体环境下，政府在公益广告中应该如何更好地发挥指 导和促进作用，推动新媒体公益广告的良性发展。 关键词：公益广告；政府；新媒体环境 II 万方数据 ABSTRACT It has been 30 years since the first public service advertising broadcast on TV. As a result of the special national condition, government plays a very important role from the beginning of the birth of public service advertising. In the traditional media environment, government worked in the advertising via making or enacting laws, or organizing advertising activities. With the development of technology and the popularization of network, China has met a new era of communication, in which government has less control over media than the traditional media environment. Under this environment, public service advertising also in front of new chance and challenge, and will have new change and development. What kind of chance the new media environment will bring to public service advertising? Will the methods government had token in traditional media environment still available in the new environment? How Chinese government should play its role in