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基于空间生产的理论,分析了城市户外广告媒体的空间生产层次,即符号消费的广告生产和广告媒体的空间生产。在此基础上,阐述了政府、市民与广告活动主体之间的利益博弈,认为其根源在于空间生产中的资本霸权、体制冲突和政府的权力滥用,所以必须要强化广告空间资源的规划监管,完善利益分享与利益补偿机制,构建横向与纵向的利益协调机制。
Based on the theory of space production, this paper analyzes the spatial production level of outdoor advertising media in cities, that is, the advertising production of symbolic consumption and the spatial production of advertising media. On this basis, it expounds the game of interest between the government, the citizens and the main body of advertising activities, and considers that the root causes lie in the capital hegemony, the system conflicts and the abuse of government power in space production. Therefore, it is necessary to strengthen the planning and supervision of advertising space resources, Improve the mechanism of benefit sharing and interest compensation, and establish a horizontal and vertical coordination mechanism of interests.