マス・コミュニケーション研究
Online ISSN : 2432-0838
Print ISSN : 1341-1306
ISSN-L : 1341-1306
■論文
市場競争とともに発展する中国のテレビ放送 : 中央テレビの広告オークションを中心に
楊 霜
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ジャーナル フリー

2001 年 58 巻 p. 154-170,221

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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.

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© 2001 日本マス・コミュニケーション学会
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