從“意義轉(zhuǎn)移”到“意義依附”——對電視廣告的社會學(xué)批評.pdf

1、福建師范大學(xué)博士學(xué)位論文從“意義轉(zhuǎn)移”到“意義依附”——對電視廣告的社會學(xué)批評姓名：劉泓申請學(xué)位級別：博士專業(yè)：中國現(xiàn)當(dāng)代文學(xué)指導(dǎo)教師：顏純鈞20060401攝建蛭菹叁堂煌堂焦j金塞AbstractThiSdissertationpresentsailoutlineofthetransformationfromsymbolic‘meaningtrailsfer’tosocialfunctional‘meaningattachment’t

2、hestructuraltransformationintheproductionandcommunicationoftheTVadvertisingmeaningsystemItanalyzestheconflictsamongdifferentsocialrelationshipsandpowersand也erisksbroughtbytheseconflictsaswellItalsoexaminesthecommunityofi

3、nterestsconsistedofthemediaofTVadvertisingagentandadvefliserundertheimpactof血ecommercializationofcommunication，surveytheinstitutionalabuseandthereasonleadingtodifferentkiMsofcolludingforinterest，andthensociologicallygive

4、sadeeprethoughtofthesocialfunctionandvaluesresultedfromTVadvertising’senteringintothepubliesphereandthusarguesthatweshouldproperlyuseTVadvertisingssocialmeaningtopositivelyconstructaudience’spublicidentityOnlybyconstruct

5、ingthepublicidentitycanwemaketheaudiencetakepartinthepowergamingandstruggllinginthepunicsphereofmassmedia，protectanddefendthepublicsphere，thetopmostprincipleofmassmediaAndthuswecanavoidtllepossiblemistakesof‘meaningattac