摘要
本文将台湾老牌财经杂志《天下杂志》广告经营的发展变化置于台湾社会特有的政经环境中进行考察，分析其变迁的轨迹。在台湾特有的政经结构下，经济是影响《天下杂志》广告经营的决定性因素，而政治势力则是影响《天下杂志》广告经营的重要力量，商业利益和社会责任的矛盾一直贯穿于《天下杂志》广告经营的始终，而且二者的矛盾越来越加剧，是台湾特定政经结构下媒体所面临窘境的一个具体体现。
This study exams Common Wealth advertising management development under Talwan＇s special political and economic structure. Economy is the decisive factor affecting the advertising development and the political power is an important power that affecting Common Wealth advertising management. The conflicts of commercial interests and media Responsibilities have always existed during Common Wealth 36 years of advertising management and the conflicts are becoming more and more serious which is the concrete manifestation of Taiwan specific political andeconomic structure.
出处
《现代广告》
2017年第21期18-27,共10页
Modern Advertising
基金
本文系福建省社科规划重点课题“台湾数字内容产业发展经验及其对福建的启示研究“（项目批准号：FJ2015A019）、国家社科艺术类项目“台湾数字nerit,产业发展与中华民族优秀传统文化传承研究”（项目批准号：16BH134）以及厦门大学舆论创新团队“海峡两岸舆论：动力机制及其演化轨迹研究”（项目批准号：207211171005）的阶段性成果.
关键词
《天下杂志》
广告经营
特定政经结构
发展变化
Common Wealth
Advertising Management
Taiwan＇s Special Political and Economic Structure
Development
