摘要
广告媒介作为以资本主义方式分配资源进而实施文化宰制的世界体系的组成部分,具有一定的隐匿性,它遮蔽了文化表象背后更为深层的文化宰制失衡的问题,这种文化宰制的主要特点是:以心灵塑造为旨归,通过强大的示范效应进行文化渗透;以商品促销为手段,通过跨国集团的商业扩张实施文化操纵;以市场分配为原则,通过信息要素的自由流通强化文化宰制。西方资本主义消费文化通过广告对发展中国家进行的渗透和宰制通常以两种方式展开,一种是直接宣传西方资本主义生活方式和价值观;一种是对发展中国家的传统文化的西方式解读。因此,发展中国家应该做好其现代化转型工作,加强弱势文化的国际合作,对传统文化加以重点保存,扩大本土文化的国际影响等几项工作。
Cultural control in international advertising shows the following three main characteristics. Firstly, cultural infiltration is conducted through powerful demonstration effects, which is aimed at moulding people＇ s souls. Secondly, cultural manipulation is carried out by multinational groups which expand their business by means of promotion of their commodities. Thirdly, based on the principle of market distribution, cultural control is strengthened by free circulation of information elements. The consumer culture of Western capitalism has been infiltrating and eontroling developing countries through advertising normally in two ways ： directly propagandizing the lifestyle and values of Western capitalism and interpreting the traditional cultures of developing countries from the perspective of Western culture. Therefore, the developing countries should take particular care to preserve their traditional culture and expand the international effect of their own culture by doing a good job of modernized transformation and by strengthening international corporation among strong and weak cultures.
出处
《上海师范大学学报（哲学社会科学版）》
CSSCI
北大核心
2009年第3期66-71,共6页
Journal of Shanghai Normal University(Philosophy & Social Sciences Edition)
基金
上海市重点学科建设资助项目(07JS062)
教育部人文社会重点研究基地2007年重大项目"中国媒介文化三十年"(07JJD860212)
关键词
国际广告
文化宰制
政治经济结构
传统文化
international advertising, cultural control, political and economic structure, traditional culture
