广告符码的文化研究与政治经济学批判——评加利(Sut Jhally)的广告理论

Cultural Studies and Critique of Political Economy of Advertising Codes——Review of Sut Jhally's Advertising Theory

汉语学界兴盛的文化研究偏重于形式的意识形态批评,却由于学科背景的限制而多少对政治经济学的批判维度有所忽视,这一定程度上影响了文化研究的批判力度。而美国传播学学者Sut Jhally的研究接合了文化研究和政治经济学,形成广告符码阐释的双重视域,对汉语学界正在掀起的传播学与文化研究应有启发作用。

Cultural studies which come on to the Chinese academic focused on ideological criticism, but it have neglected the critical latitude of political economists because of the restriction backgrounds, This will affect the critical intensity of cultural studies to some extent, American communication scholar Sut Jhally, who coalesce cultural studies and poltical economics, create the dual domain of advertising codes interpretations, which should enlighten the communications and cultural studies in the Chinese academic.