Advertising: A Bridge of money voting

The 21st Century Economic Report, "the media convergence in the post-media era", 14, is entitled: "Vote by advertisement"

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As a matter of principle, many things in this society are still quite "democratic", but they are not "one person, one vote" but "one dollar one vote". A joint-stock company in a business society is a form of democracy in which the final decision-making power is in the hands of the most stock holders. In the market economy, the so-called "efficiency first", in essence, is a "fittest" type of Darwinism: Make money to explain OK, make big money to prove big.

In the http://www.aliyun.com/zixun/aggregation/34319.html "> Full Competition Society, the company should belong to the" private "field, the private domain democracy is not important at all, and, also impossible. But the media of this kind of commercial company is more special, it control the media, precisely also be called "Social public device", belong to "public" field.

Early media sages were aware of the problem, so there was a so-called "journalistic professionalism". In the era of the basic eminence of print media, media practitioners practiced the system of strict separation of editing and advertising. The fundamental foundation on which this system can be maintained is that the content itself generates revenue. By selling newspapers, you can maintain a media company's continued operations, and it naturally does not have to bow to other commercial companies (or advertisers). This seemingly complicated and wordy institutional arrangement seeks to maintain a sense of independence as much as possible in the media.

The benefits of making content easier to spread and replicate in the digital age are obvious: getting more people to get information. But the world has not only a single blade sword, digital brings a lingering demons is: content can no longer generate income.

The kernel is also a corporate media that has to demand another kind of income: advertising. Free + advertising is certainly to the audience to bring huge garbage information, but in my opinion, this is only the disease of mustard moss. The real scourge is that the media can no longer maintain independence, and the journalistic professionalism mentioned above can only be reduced to a den-style ideal today.

We all say today is a recreational society, but this is not a national problem, but it is a global problem. The essential reason for the media's increasingly entertaining is the media's thirst for advertising. If the content can generate income, a little more professional and serious media survival or even development is not a problem. But if content does not generate revenue, in order to get enough advertisers to pay for it, expanding the scale to attract more audiences is the inevitable way. So the cycle is created: The big, eating small, niche media is hard to survive (with all exceptions, one exception is The Economist magazine, but sometimes you have to take into account the history of it so long), and more, just to cater to the interests of public entertainment is not a thoughtful media.

Yes, this is a bit beat a lot of people, but still have to say: most of the mass media today, the idea of two words, is not related to them.

Another aspect of the problem is that more and more media are no longer producing content, but only integrating content. For example, abstract media around the flowering, and then, for example, a large amount of rapid network media construction into a "road." Content integrators are naturally more interested in the latter when confronted with both content and advertising. Although no one has yet shouted the slogan: Content for advertising services, but I am afraid that this is the advertising in the media era of money voting in fact, many media begotten.

The strong involvement of advertising has fundamentally influenced the "agenda setting" of the media. But the media's agenda setting efficiency has fundamentally influenced the public's view on the importance of society and the importance of ranking. Davicoton's "Company rules the World", it sounds very exaggerated, but thin taste down, said not empty.

So money became a voting tool. Who gives enough money, who can get the media concessions, there are clear-cut ads, there are exquisite and meticulous PR, there are furtive but sound very good "implantable advertising", "event marketing", and, "News manufacturing."

Advertising for the wide spread of information has made a great contribution, but also for this society gradually towards the money ruling society set up a bridge, and the audience, of course, is not the early mass communication theory of those who face vague disunity of the masses, but indeed, has become a "tourist group."

This paper originates from it talks& #8211; Wei http://weiwuhui.com blog, original address: http://weiwuhui.com/2460.html