广告传播政治经济学分析的若干问题刍议

An Initial Discussion of Some of the Key Issues of the Political Economy of Advertising Communication

广告传播政治经济学脱胎于传播政治经济学。与传播政治经济学一样,广告传播政治经济学也深受马克思主义政治经济学思想的影响,并在其发展过程中从西方的道德哲学和制度经济学广泛地汲取营养。专注于对广告传播系统中不合理的权力关系——这些权力关系共同建构了广告传播资源的生产、分配、交换和消费——的分析,并以此为基础冀望提出和建设一个更加公正合理的国际广告传播新秩序,是广告传播政治经济学分析的根本旨趣。作为传播政治经济学和广告学的一个共同分支,广告传播政治经济学存在着三条基本的分析进路——“商品化”“空间化”和“结构化”。在新时期,广告传播政治经济学研究在实践与理论层面都具有重要意义。

The political economy of advertising was born out of the political economy of communication.Like political economy of communication,political economy of advertising communication has also been deeply influenced by Marxist Political Economy thought.In addition,in its development,the political economy of advertising communication has benefited extensively from western moral philosophy and institutional economy.The fundamental objective of the political economy of advertising communication has been the analysis of power relations in the advertising communication system,these relations,collectively constructed the production,distribution,exchange and consumption of communication resources.As a shared sub-discipline of both political economy of communication and advertising,there exists three analytical approaches in the political economy of advertising communication,i.e.commodification,spatialization and structuration.In the new era,study of the political economy of advertising communication has great significance in both practical and theoretical dimensions.