历史制度主义视域下中国广告产业制度变迁模式研究(1978-2023)

The Institutional Change Model of China's Advertising Industry from the Perspective of Historical Institutionalism(1978-2023)

文章基于历史制度主义的结构—历史分析范式,引入结构—代理二元性的本体论,并修正关键节点和路径依赖概念,构建间断进化分析框架,考察1978-2023年中国广告产业制度变迁历程,认为广告产业制度呈现激进式与渐进式变革周期交替的变迁模式。从共时性结构因果关系来看,广告产业制度激进式变革以制度变迁路径的合法性逻辑(1978-1983)、市场性逻辑(1992-1995)、技术性逻辑(2010-2016)三个构建或转折的关键节点为标志。从历时性结构因果关系来看,关键节点触发路径依赖的自我强化机制,包括启动成本、协调效应、学习效应、适应性预期,产生国家大规模逆转关键节点制度快择的变革阻力,导致广告产业制度呈现稳定、连续、边际性特征的渐进式变革;并通过分层、替代、衰竭完成适应进化。国家应在上述模式规律中把握广告产业制度变迁路径的创造性、可塑性,促进广告产业制度适时转轨和逐步完善。

Based on the structural-historical analysis paradigm of historical institutionalism,the ontology of structureagent duality is introduced,and the concepts of key nodes and path dependence are revised.The discontinuous evolution analysis framework is constructed to examine the institutional change process of China's advertising industry from 1978 to 2023.It is believed that the advertising industry system presents a change pattern of alternating radical and gradual change cycles.From the perspective of synchronic structural causality,the radical change of the advertising industry system is marked by three key nodes of the construction or transition of the legitimacy logic(1978-1983),market logic(1992-1995),and technical logic(2010-2016)of the institutional change path.From the perspective of diachronic structural causality,the key nodes,including start-up costs,coordination effects,learning effects and adaptive expectations,trigger the self-reinforcing mechanism of path dependence,which generate resistance to the change of the country's large-scale reversal of the institutional choices of key nodes,resulting in the advertising industry system presenting a gradual change with stable,continuous,and marginal characteristics;as well as completing adaptive evolution through stratification,substitution,and exhaustion.Our country should grasp the creativity and plasticity of the path of institutional change in the advertising industry within the above-mentioned model and laws and promote the timely transition and gradual improvement of the advertising industry system.