How Advertising and the Media Have Created a New China

How Advertising and the Media Have Created a New China Research Paper example
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Journalism & Communication
Pages 9 (2259 words)
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[Author’s Name] [Tutor’s Name] [Class] 06 August 2011 Advertising, Media and Communication: How Advertising Is Creating New China Introduction Advertising is an integral component of the global consumer culture. A driver of trade and business, advertising has grown to become a distinct area of research and the source of major influences on cross-cultural identity formation.


China is no exception: a country with a long history of communism, China slowly adopts a new, westernized vision of the global reality. Chinese media reflect and contribute to the development of new consumer images. The influence of advertising on individual and collective identities is difficult to overestimate. More important are the influences of media advertising on the development of gender relations and the changing perceptions of femininity in the postmodern Chinese culture. A content analysis of Chinese printed ads will provide a brief insight into the role of media and advertising in creating the country’s female ideals. Advertising and the making of new China: Setting the context How advertising shapes new China is a question surrounded by much controversy. It is no secret that the end of the 1970s marked a new stage in the political, economic, and cultural evolution of China. Since the end of the 1970s, China has changed dramatically from being predominantly Marxist to a becoming a new, market-socialist country (Tse, Belk & Zhou 457). The no-advertising culture gave place to a well-developed advertising infrastructure, which both facilitates and is facilitated by the rapid development of modern media sources and consumer values (Tse, Belk & Zhou 457). ...
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