How Advertising and the Media Have Created a New China - Research Paper Example

Only on StudentShare

Extract of sample
How Advertising and the Media Have Created a New China

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). ...
Download paper

Summary

[Author’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…
Author : una87

Related Essays

New Media in China
(Ditong, 2009). This was unexpected of China. As in the past, Chinese media had never broadcasted instantly news related to natural disasters without the consultation and direction from the Chinese Government. But this was the first time it had behaved differently. In the 1980’s reporting of such disasters was not allowed as it was considered not to be in the best interest of China. It was thought that reporting such events would harm the country’s good reputation. With time, China’s perspective regarding the broadcasting of news related to natural disasters changed to becoming more open...
8 pages (2008 words) Essay
New forms of advertising in digital age and social media. Fashion Blogs: A viable tool for marketing fashion brands?
Advertising was always the best medium to communicate with the consumer. It was reliable and extensive and the advertiser had control over what he wanted communicated to the public. Come the present times however, there has been a totalt transformation in this scenario due to social media. Advertising in traditional media is undergoing a dramatic decline due to the increasingly popular use of digital media and increased methods of bypassing traditional advertisement. Today if a brand is not on a social networking site their presence on internet is equal to zero.
...
15 pages (3765 words) Research Paper
Media Advertising Criticism
The major role of advertising is to increase sale of products and services, in addition to creating and maintaining the brand identity and image. It also entails communicating the change that exists in the product line and introducing a new product or service (Bartels 46). It is also viewed as a favorable representation of products to make customers, consumers and the public aware of the existent products. In other words, it lets potential users, buyers, and the public as a whole become familiar with the various brands of products, goods and services found in the market. Advertising has faced...
10 pages (2510 words) Essay
Old advertising and marketing vs. effective new media campaigns
Both Fordism and post-Fordism have to do with the organisation of businesses, but they are normally extended to include political and social spheres (Tuten, 2008). Fordism was the accepted process and practice in the industrialisation of nations in the past. It was focused on delivering effectiveness in the processes of mass production. Post-Fordism, on the other hand, is applied in modern definitions of industrial progress as the previous grew less efficient in handling the new technical innovations (Ioannides and Debbage, 1997). The fundamental values of Fordism were the establishment of big...
9 pages (2259 words) Essay
Peculiarities of media creation nowadays
The creation of media in USA was initiated as a political decision of technological invention. This led to the political decision of having a state run postal service that eventually affected the society in one way or the other. The government through laws such as the public access to information laws clearly demonstrated the role of the state in shaping the path that journalism, mass media and mass communication would be affected. It also shows how future media would be created and how it influences the society either socially, politically or politically and how it relates to the global...
7 pages (1757 words) Essay
How do western media cover China
Historically, western nations of the world have risen and developed much earlier than those from the far east, especially South East Asia. Such developments in the west from the fifteenth century have radically shaped the image of Europe being a forerunner in progress. It has set the standard for the rest of the world to emulate (Cao, 2012). This has developed an arrogance which claims the western portrayal of the ‘orient’ as incapable of ‘modernization’ (Said, 1978). From nineteenth century scholars such as Marx and Hegel, to modern authors such as Fukuyama (1989), non-Western nations...
11 pages (2761 words) Essay
Media Futures & New Technologies: Through a Research Report presentaninformedanalysis ofoneof the industrysectorsan
Introduction Media and technology are two inseparable aspects of society that rely on one another as they develop further and integrate with the lives of more and more stakeholders within society. New media is defined by on-demand access to a litany of different types of information. Some of the common examples of new media may be things like the internet, websites, computer multimedia and video games. The new media industry is growing at an increasing rate and taking over the world. This is due to the fact that it makes information readily available as it makes communication easy.1 This paper...
9 pages (2259 words) Essay
Got a tricky question? Receive an answer from students like you! Try us!