共查询到20条相似文献,搜索用时 46 毫秒
1.
广告传播中媒体应承担的社会责任在于媒介为促进媒体公信力,依据法律准绳,以社会效益为主,刊播让受众愉悦的广告信息。广告传播中媒介社会中责任的实现模式主要有三种:通过政府行为强制实施的强制模式,通过道德约束实现的自主模式,以及通过市场激励加以调节的诱导模式。三种模式相互作用,相辅相成,缺一不可。 相似文献
2.
广告传播公信力的缺失与导入 总被引:4,自引:1,他引:3
广告传播的效果,究其本质是建立在公信力基础上的。所谓公信力,即指公众的信任度。公信力是广告最有价值的内在品质,是广告服务于商品营销以在市场竞争中制胜的关键性因素。但长期以来"公信力"并没有被视作广告、乃至整个传媒业的评价标准,使得公信力缺失已成为一种客观事实。本文在对广告传播公信力缺失问题提出的基础上,对其原因进行深层分析,并对公信力向广告传播导入的对策进行探讨。 相似文献
3.
伴随广告影响力的不断增强,人们对广告道德。的关注越来越多。不过,这些关注主要集中于广告内容,对于媒体的刊播行为却较少涉及。其实广告刊播行为与媒体的道德操守有着直接关系,在一定程度上,广告刊播反映媒体的道德操守。分析目前广告刊播行为可以发现,许多媒体为了获利,不惜侵犯公众阅听权益,即俗语所言损人利己。只不过这种侵犯带有较强的隐蔽性,往往被人们忽视。因此,深入研究媒体在广告刊播中的道德操守,对于更有效地规范我国的传媒业、广告业,使其健康发展具有重要的理论和实践意义。 相似文献
4.
5.
6.
非新闻现象是指以新闻之名行广告之实的传媒活动,它以软性广告、新闻性广告和新闻事件的商业性炒作为主要表现形式。基于对公众的责任和媒体公信力的考虑,媒介必须从强化他律和自律的角度进行综善治理,才能在公众心目中树立起良好的形象。 相似文献
7.
浅谈广告编辑环境中的噪音问题 总被引:1,自引:0,他引:1
当今的世界,全球经济一体化的步伐正在日益加快,发展经济成了世界各国的首要任务.随着加入WTO的临近和市场经济的深入发展,中国的市场竞争和广告大战愈演愈烈.广告不仅成了发展经济、拓展市场的排头兵,而且成为使公众认识环境、满足需求的向导,广告逐渐成为人们社会生产、生活的一部分.广告主积极地利用大众传播媒介宣传某种产品或服务,激起消费者的购买欲望,说服他们采取行动,从而达到推销产品或树立品牌的效果.在印刷媒介和电子媒介中,广告主和媒介编辑注重广告策划、文案设计、品牌构筑及刊播版面或时段等要素,而往往容易忽视广告编辑环境中的噪音因素.结果,广告主花费巨资,媒介编辑也耗费了巨大精力,而广告传播效果却往往事倍功半.笔者认为:广告传播中,噪音已成为影响传播效果的重要因素之一. 相似文献
8.
传媒公信力是公众对媒介的一种信任程度,是媒介具备社会影响力的一个核心要素。如何建设传媒公信力是当前我国传媒业界和学界都关注的热点。
首先,需要把握传媒公信力的变化趋势。从美国、新加坡、中国香港等地的长期监测数据来看,媒介公信力都呈现下降趋势。我国大陆地区也不例外,北京师范大学传播效果实验室最近七年的有关监测数据也显示了公信力下降这一趋势。原因至少有如下几点:一是社会越来越开放,可供公众选择的媒介渠道越来越多样化,公众接触的信息来源也越来越多元;二是公众的文化程度越来越高,对媒介的批判意识也在提高;三是社会大环境的转型带给公众观念的转变;四是媒介自身功能的转变--经济功能开始突出,公众对媒介的认知有了很大变化。 相似文献
首先,需要把握传媒公信力的变化趋势。从美国、新加坡、中国香港等地的长期监测数据来看,媒介公信力都呈现下降趋势。我国大陆地区也不例外,北京师范大学传播效果实验室最近七年的有关监测数据也显示了公信力下降这一趋势。原因至少有如下几点:一是社会越来越开放,可供公众选择的媒介渠道越来越多样化,公众接触的信息来源也越来越多元;二是公众的文化程度越来越高,对媒介的批判意识也在提高;三是社会大环境的转型带给公众观念的转变;四是媒介自身功能的转变--经济功能开始突出,公众对媒介的认知有了很大变化。 相似文献
10.
广告对传媒的影响建立在传媒对广告的需要上,尽管在商业化传媒的历史上也曾有过媒体强势地位时期,那时,媒介市场尚未形成,传媒处于垄断地位,经济的繁荣使大量广告客户排队在传媒上刊播广告,在传媒的结构布局和传媒产品的生产上,广告几乎没有什么发言权。但随着传媒商业化程度的不断提高,媒介市场开始出现,这个阶段很快就结束了。 相似文献
11.
Michael C. Keith Chris Sterling Susan Tyler Eastman Gary R. Edgerton 《Communication Booknotes Quarterly》2013,44(4):228-231
RADIO'S NICHE MARKETING REVOLUTION: FUTURESELL by Godfrey W. and Ashley Page Herweg (Boston: Focal Press, 1997‐$37.95, paper, ISBN 0–240–80202–0, 274 pp., figures, bibliography, notes, index) THE RECORDING INDUSTRY by Geoffrey P. Hull (Boston: Allyn & Bacon “Series in Mass Communication,”; 1998‐$24.00, ISBN 0–205–19689–6, 304 pp., Internet sources list, notes, bibliography, glossary, index) THE CABLE AND SATELLITE TELEVISION INDUSTRIES by Patrick R. Parsons and Robert M. Frieden (Boston: Allyn & Bacon “Series in Mass Communication,”; 1998‐$24.00, paper, ISBN 0–205–20013–3, 370 pp., diagrams, tables, bibliography, index) THE BROADCAST TELEVISION INDUSTRY by James R. Walker & Douglas A. Ferguson, with contributions by John F. Long and Kevin Sauter (Boston: Allyn & Bacon “Series in Mass Communication,”; 1998‐$24.00, paper, ISBN 0–205–18950–4, 228 pp., figures, glossary, bibliography, index) “DENY ALL KNOWLEDGE:” READING THE X FILES edited by David Lavery, Angela Hague, and Maria Cartwright (Syracuse, NY: Syracuse University Press “Television Series,”; 1996‐$45.00/16.95, ISBN 0–8156–2717–3 hard, 0–8156–0407–6 paper, 233 pp., notes, appendix, works cited, index) MINORITY COMMERCIAL BROADCAST OWNERSHIP IN THE UNITED STATES by NTIA's Minority Telecommunications Development Program (Washington: National Telecommunications and Information Administration, U.S. Department of Commerce, 1997‐price not given, paper, no ISBN provided, 50 pp., tables) THE BROADCASTER'S GUIDE TO RDS by Scott Wright (Boston: Focal Press, 1997‐$36.95, paper, ISBN 0–240–80278–0, 203 pp., figures, glossary, bibliography, index) 相似文献
12.
《Communication Booknotes Quarterly》2013,44(5):117-119
ELECTRONIC MEDIA LAW AND REGULATION by Kenneth C. Creech (Stoneham, MA; Focal Press, 1993—$34.95, paper, ISBN 0–240–80130‐X, 404 pp.) MEDIA, SEX AND THE ADOLESCENT edited by Bradley S. Greenberg, Jane D. Brown, and Nancy L. Buerkel‐Rothfuss (Creskill, NJ: Hampton Press, 1993—$55.00/24.95, ISBN 1–881303–36–5 cloth, 1–881303–37–3 paper, 376 pp.) CHILDREN & TELEVISION: IMAGES IN A CHANGING SOCIOCULTURAL WORLD edited by Gordon L. Berry and Joy Keiko Asamen (Newbury Park, CA: Sage, 1993—$23.95, paper, ISBN 0–8039–4700–3, 332 pp.) “RADIO: THE FORGOTTEN MEDIUM.” Media Studies Journal 7:3, Summer 1993 (Freedom Forum Media Studies Center, Columbia University, 2950 Broadway, New York, NY 10027–7004—$5.00 per copy, ISSN 1057–7416, 204 pp.) ALL TALK: THE TALKSHOW IN MEDIA CULTURE by Wayne Munson (Philadelphia: Temple University Press, 1993—price not given, ISBN 0–87722–995–3, 216 pp.) THE GODS OF TELEVANGELISM: THE CRISIS OF MEANING AND THE APPEAL OF RELIGIOUS TELEVISION by Janice Peck (Cresskill, NJ: Hampton Press, 1993—$45.00/19.95, ISBN 1–881303–65–9 cloth, 1–881303–66–7 paper, 296 pp.) WORKING IN COMMERCIALS: A COMPLETE SOURCEBOOK FOR ADULT AND CHILD ACTORS by Elaine Keller Beardsley (Stoneham, MA: Focal Press, 1993—$19.95, paper, ISBN 0–240–80160–1,194 pp.) THE FIRST AMENDMENT AND THE FIFTH ESTATE: REGULATION OF ELECTRONIC MASS MEDIA by T. Barton Carter, Marc A. Franklin, and Jay B. Wright (Westbury, NY: Foundation Press, 1993—price not given, ISBN 1–56662–039–2, 891 pp.) 相似文献
13.
《Communication Booknotes Quarterly》2013,44(2):35-36
SMOOTH TALKERS: THE LINGUISTIC PERFORMANCE OF AUCTIONEERS AND SPORTSCASTERS by Koenraad Kuiper (Mahwah, NJ: Erlbaum, 1996—$16.50, paper, ISBN 0–8058–1720–4, 110 pp.) PUBLIC INTIMACIES: TALK SHOW PARTICIPANTS AND TELL‐ALL TV by. Patricia Joyner Priest (Creskill, NJ: Hampton Press, 1995—$19.95, paper, ISBN 1–57273–003‐X, 246 pp.) Dominick, Joseph R. et al. BROADCASTING/CABLE AND BEYOND: AN INTRODUCTION TO MODERN ELECTRONIC MEDIA (New York: McGraw‐Hill, 1996—price not given, ISBN 0–07–017988–3, 493 pp.) BASICS OF VIDEO PRODUCTION by Des Lyver and Graham Swainson (Newton, MA: Focal Press, 1995—$14.95, paper, ISBN 0–240–51409–2, 128 pp.) DUNCAN'S RADIO MARKET GUIDE: 1996 EDITION by James H. Duncan Jr. (Duncan's American Radio, PO Box 90284, Indianapolis, IN 46290—$325, spiral bound, no ISBN given, about 400 pages) THE CAMERA ASSISTANT: A COMPLETE PROFESSIONAL HANDBOOK by Douglas C. Hart (Newton, MA: Focal Press, 1996—price not given, ISBN 0–240–80042–7, 421 pp.) STUDIO MONITORING DESIGN: A PERSONAL VIEW by Philip Newell (Newton, MA: Focal Press, 1995—price not given, ISBN 0–240–51407–6, 393 pp.) TIMECODE: A USER'S GUIDE by John Ratcliffe (Newton, MA: Focal Press, 1996—price not given, ISBN 0–240–51404–1, 236 pp.) BROADCAST SOUND TECHNOLOGY by Mike Talbot‐Smith (Newton, MA: Focal Press, 1995—$32.95, paper, ISBN 0–240–51436‐X, 224 pp.) BASICS OF VIDEO SOUND by Des Lyver (Newton, MA: Focal Press, 1996—$14.95, paper, ISBN 0–240–51410–6, 128 pp.) 相似文献
14.
15.
16.
从媒介使用到媒介参与:中国公众媒介素养的基本现状 总被引:11,自引:0,他引:11
本研究聚焦媒介素养的两个维度——媒介信息处理能力和媒介参与意向,探讨个体政治认知、人际讨论模式、媒介使用、媒介评价和媒介参与功效意识对它们的影响。在对四城市2409名市民随机面访调查的基础上,研究发现:公民的政治与公共事务兴趣和开放型的人际讨论模式对媒介素养的两个维度均有显著的正面影响,网络新闻和海外媒介的使用对媒介信息处理能力有重要贡献,媒介评价和媒介参与功效意识正向影响公众的媒介参与意向,而更高的媒介信息处理能力也预示着更高的媒介参与意向。 相似文献
17.
Robert Huesca 《Communication Booknotes Quarterly》2013,44(2):107-111
AUTOPERCEPCIÓN DEL PERIODISMO EN LA ARGENTINA / SELF‐PERCEPTION OF ARGENTINE JOURNALISM edited by Rosendo Fraga (Buenos Aires: Editorial de Belgrano, 1997—ISBN 950–577–202–5, 196 pp., tables, charts) CUARTO PODER: COMO EL PODER ECONÓMICO SE INSERTA EN LOS MEDIOS DE COMUNICACIÓN COLOMBIANOS / THE FOURTH ESTATE: THE INFLUENCE OF ECONOMIC POWER IN COLOMBIAN MEDIA by Emilio Juan Ruiz (Bogotá, Colombia: Castillo Editorial, 1996—ISBN 958–9499–09–0, 300 pp., tables, reproductions of documents, appendices) LA METAMÓRFOSIS DE LA TV / THE METAMORPHOSIS OF TV edited by Carmen Gómez Mont (Mexico City: Universidad Iberoamericana, “Cuadernos de comunicación y prácticas sociales, 8,”; 1995—ISBN 968–859–213–7, 134 pp., notes) MORIR ES LA NOTICIA / DEATH IS NEWS edited by Ernesto Carmona (Santiago, Chile: Ernesto Carmona, 1997 [2nd ed]—ISBN 956–7495–05‐X, 432 pp., tables, illustrations, index) TELENOVELA/TELENOVELAS: LOS RELATOS DE UNA HISTORIA DE AMOR / SOAP OPERA/SOAP OPERAS: THE NARRATIVE OF A LOVE STORY edited by Marita Soto (Buenos Aires: Atuel, 1996—ISBN 987–9006–28–3, 199 pp., notes) LA TERCERA MIRADA: PANORAMA DEL AUDIOVISUAL LATINOAMERI‐CANO / THE THIRD VIEW: A PANORAMA OF LATIN AMERICAN AUDIOVISUAL SPACE by Octavio Getino (Buenos Aires: Paidós, 1996—ISBN 950–12–2705–7, 325 pp., tables, charts, glossary) 相似文献
18.
19.
20.
Robert Huesca 《Communication Booknotes Quarterly》2013,44(3):173-175
Diversidad, tecnología, y communicación: Una mirada a nuestra América/DIVERSITY, TECHNOLOGY, AND COMMUNICATION: A LOOK AT OUR AMERICA edited by Serio Inestrosa (Mexico City: Universidad Iberoamericana and Felfacts/Federción Latinoamericana de Facultades de Communicación Social. 1997—price not available, ISBN 968–859–276–5, 248 pp., tables charts) La batalla de la comunicación: El desafío de la identidad en la Argentina privatizada / THE BATTLE FOR COMMUNICATION: THE CHALLENGE OF IDENTITY IN PRIVATIZED ARGENTINA by Luis Lázzaro, Daniel Rosso, and Adrián Scalise (Buenos Aires: Instituto de Estudios sobre Estado y Participación, 1997—price and ISBN not available [OCLC 38304494], 48 pp., charts) Pasquim: Gargalhantes pelejas / PASQUIM: FIGHTING FUNNIES by Norma Pereira Rego (Rio de Janeiro: Relume‐Dumará, 1996—price not available, ISBN 85–7316–093–4, 127 pp., illustrations, reproductions, bibliography) Qué hacer con la televisión: Problemas y soluciones / WHAT TO DO ABOUT TELEVISION: PROBLEMS AND SOLUTIONS by Jorge Yarce (Santafé de Bogotá, Colombia: Planeta, 1997—price not available, ISBN 958–614–571–9, 247 pp., bibliography) 相似文献