摘要
西方广告商对媒体施加了直接和间接的压力,其后果是媒体公信力的丧失和报道的同质化。在我国,广告商对媒体的控制虽未达到西方的水平,但却呈现愈演愈烈的趋势。因此政府和媒体要及时采取措施,防微杜渐。
Advertisers in the western countries have exerted direct and indirect pressure on the media which directly leads to the loss of media credibility and homogenization of content. Chinese advertisers have not had the same degree of influence on the media but the situation is worsening. The government and the media should take immediate actions to combat this issue.
出处
《湖南大众传媒职业技术学院学报》
2011年第4期51-54,共4页
Journal of Hunan Mass Media Vocational and Technical College
关键词
广告商
媒体
公信力
同质化
advertiser
media
credibility
homogenization
作者简介
马婷婷（1983-），女，回族，广东广州人，广东外语外贸大学国际学院教师。研究方向：语言教学研究、媒体研究。
