新媒体背景下广告的社会文化意义

On the Socio-cultural Significance of Advertising in the Background of New Media

新媒体技术带来社会文化的多元化发展,广告是解读当今多元社会文化的一面镜子。新媒体时代受众行为方式发生改变,由被动的广告信息接受者很大程度上转变为广告活动的参与者与评判者,广告通过与受众的互动引领新型社会文化;新媒体时代社会阶层差异消解,普通人借助新媒体实现广告流量变现,带来社会文化发展新动力;新媒体广告融合多种文化元素,促进不同文化模式的相互交流;新媒体广告打破官方媒体话语垄断,构建新的社会话语。

New media technology has brought about the diversified development of social culture, and advertising serves to mirror the diverse social culture. In the new media era, the behavior of audiences has changed, and the identity of audiences has to a great extent changed from passive receivers of advertising information into participants and judges of advertising activities. Advertising leads new social culture through interaction with audiences;with the elimination of social class differences in the new media era, many ordinary people are able to realize monetization through new media , which put impetus to the development of social culture;new media advertising integrates multiple cultural elements and promotes the exchange of different cultural models;new media advertising breaks the monopoly of official media discourse and constructs new social discourse.