解构与重构:20世纪80年代中国广告业合法性的获得

Deconstruction and Reconstruction of the Legitimacy of Chinese Advertising Industry in 1980s

1978年改革开放后,中国广告业开始恢复发展。通过梳理20世纪80年代的文献资料,辅以深度访谈,探讨当时中国广告业恢复过程中如何获得合法性身份。研究发现改革伊始中国广告业的恢复备受质疑和争论,陷入了合法性危机,如何将被视为"资本主义附属"的广告纳入社会主义的意识形态和制度体系成为其获得合法性的关键。首先通过解构广告与资本主义的关系,破除广告是资本主义附属的藩篱,获得社会主义主流意识形态的支持,奠定广告合法性的认知基础。其次,通过赋予广告具有中国特色社会主义的新意义,创建有效的法律法规、政策条例,重构其获得合法性的制度保障。在这个过程中,民间自下而上的自发变革和政府自上而下的有意介入成为广告获得合法性的主要力量。

After the reform and opening up in 1978,Chinese advertising industry has recovered and developed rapidly.Based on previous literatures in 1980 s and in-depth interviews,this paper attempts to explore the issue of how to establish the legitimacy of Chinese advertising industry. It shows that Chinese advertising industry was stuck in doubt and met with a profound crisis of legitimacy in the early stages of the reform and opening up,then how to integrate advertising belonged to the category of capitalism into socialist ideology and system became the key of establishing legitimacy of Chinese Advertising Industry. Firstly,Chinese advertising industry get the support of socialist ideology by deconstructing relations between advertising and capitalism,breaking down the barrier of it attached to capitalism,which forms cognitive basis of legitimacy. Secondly,Chinese advertising industry get system support by giving advertising a new connotation and significance,and creating a new institution. Spontaneous change from the bottom up and top-down deliberate intervention that guided by government are the mainly powerful forces to push the institutional change.