2001 年 58 巻 p. 154-170,221
Market-oriented economic reform in China reaches every aspect of the society.Television, which had relied entirely on government funding, now has to use new sources of revenue in order to survive and make a profit.This paper attempts to shed light on the development of television by analyzing the relationship between modernization and the mass media.To achive this aim, we concentrate on the television stations' advertising activity.Specifically, we examine the advertising auction of Chinese Central Television.From our analysis, we conclude that the advertising activity does promote the process of the industrialization of television in China.