深化广播宣传改革的思考

进入20世纪90年代以来，广播的改革引人注目。以系列化、专业台、大板块、主持人直播为特征的广播改革，打破了传统广播节目的沉闷气氛，引来了广大听众的积极参与和广泛兴趣。人们欣喜地发现，广播在与电视、报纸的竞争中又焕发出了生机。但是，随着社会主义市场经济体制的推进，广播该如何适应新情况，并进行符合市场经济体制发展需求的运作，这对广大广播工作者来说，无疑是一个新的课题。     

Boost Movie Ticket Sales by Location-Based Advertising: A Bayesian VAR Approach

Compared to previous research studying movie advertising focusing on traditional advertising, this study introduce location-based ads (LBA), an important new media advertising, to raise limited coverage of traditional movie advertising. This study explores the role of LBA in generating ticket sales dynamically and compares it with that of pop-up window ads (PWA). Using daily aggregate cinema sales data on about three million consumers, developed time-series models reveal that (a) LBA can affect ticket sales in short and long terms, and its sales impact can last for 9 days across audience segments; (b) compared to low involvement audience segments, sales impact of LBA is 15 times larger for high involvement audience segment in long term; (c) ticket sales impact of LBA are cumulatively 3 times and 47 times stronger than those of PWA in low involvement audience segment and high involvement audience segment, respectively.     

Narrative Transportation in Radio Advertising: A Study of the Effects of Dispositional Traits on Mental Transportation

This study examined the impact of 3 individual traits—namely need for cognition, vivid mental imagery ability, and transportability—on one's psychological transportation and ensuing belief change subsequent to listening to a narrative radio advertisement. The study demonstrated that both vivid mental imagery ability and transportability tend to significantly influence one's degree of transportedness. Moreover, the study showed that a higher degree of transportedness leads to a more potent persuasive impact on one's affective and conative responses to narrative radio advertising.     

Broadcasting Queer Feminisms: Lesbian and Queer Women Programming in Transnational,Local, and Community Radio

Notable radio scholars including Christine Ehrick, Phylis A. Johnson, and Caroline Mitchell have explored critical challenges of gender and sexuality radio research and its importance in relation to communities. A major issue faced in studying the early years of women’s history in broadcast is the ephemeral nature of the medium as many of the voices are lost in the ether, unrecorded or once deemed inessential to archive. Web-based radio and podcast archives provide renewed avenues for listening to lesbian and queer women’s radio across transnational borders yet many long running shows in Canada such as The Lesbian Show on Vancouver Co-Op Radio have only recently begun to surface as digital collections. As personal and institutional archives of lesbian and queer women radio begin to reach a public audience, analysis of radio works across decades of LGBTQ2+ activism and feminisms must be traced to understand the role of radio and digital radiogenic media in creating space and identity for queer activism. A turn to the past brings forward questions of analog and digital futures for radio and podcasting space as place to construct and shape queer and especially lesbian communities and identities in the North American broadcasting industry. Through research of notable live and pre-produced content including Dykes on Mykes on CKUT 90.3 FM, and The Lesbian Show on Vancouver Co-Op Radio, this work offers an exploration of radio and radiogenic media’s role in creating sonic space for queer and feminist subjectivities.     

Programming Plus Subject Expertise: A Combined Approach for Approval Profile Modification

This article focused on the analysis of four years of circulation data from print monographs acquired through an approval plan and firm ordering and incorporated interlibrary loan data to compare purchases with demand. A group of subject areas, including communication, psychology, and engineering were selected as examples for in-depth analysis. Using R programming, the authors automated an analysis to identify areas needing attention. The results from the analysis, together with librarians' subject expertise, enabled librarians to adjust monograph purchases accordingly.     

In Our Own Voices: Reproductive Health Radio Programming in the Peruvian Amazon

This article examines the political and social implications of broadening public discourse and facilitating a collective mediated space in which gendered inequities, interests, and identities are debated via the feminist reproductive health radio program Bienvenida Salud! The article describes the mediascape in rural and indigenous Peruvian Amazonian communities and the ways in which feminist reproductive rights discourse has been introduced and interpreted in communities that have limited exposure to global feminism. By analyzing the reception and listening practices among the Bienvenida Salud! audience, the authors explore arguments about the limits and possibilities of participatory media to effect social change. Finally, the article examines the capacity of Amazonian women to use alternative media to voice their traditionally ignored reproductive health priorities, goals, and practices, and in so doing, critically assesses the potential of participatory media interventions to influence the discourses of global feminism and population planning.     

Dreamtime Radio: Remote Aboriginal Communities in Australia Create a Voice of Their Own

The indigenous peoples of Australia have recently won legal battles and are asserting their rights as the original owners of the land. Although state-controlled media provides them with some programs, broadcasting focuses primarily on the non-Aboriginal population. Recently, indigenous groups have started their own organization, and have initiated two projects to connect remote Aboriginal communities with both radio and television networks, as well as providing equipment and training for production of their own programs. These communities are linked via satellite to this network, which has the potential to unite this population politically, culturally, and socially. This will enable Aboriginal people to resist the hegemonic influences of the mainstream commercial media.     

Market Size,Preference Externalities,and the Availability of Foreign Language Radio Programming in the United States

Using data for 320 radio stations operating in the 50 largest Arbitron metro radio markets during 2004 that offered at least some programming in 1 or more of 19 different foreign languages, strongly positive statistical relations were found between the size of foreign language populations in the radio market and the amount, or variety, of radio programming in their respective language that is available. A preference externality effect was also found: consistently negative relations between the variety of foreign language programming available and size of the English language population. Similar results were found for a measure of programming quality: the percentage of news and talk programming that is locally produced. Conventional wisdom that minority populations tend to be “underserved” by media is generally supported.     

省市级公共图书馆的运作和管理——澳大利亚昆士兰州立图书馆的启示

澳大利亚昆士兰州立图书馆近年来在读者服务、图书馆管理和州内公共图书馆网点建设方面突破图书馆传统管理框架,大胆创新、扩大影响、广设网点、转变方式、增加功能,在文化事业建设和社会生活中发挥着重要的作用。其发展现状和趋势对中国省市级公共图书馆的现代化建设和图书馆管理具有深刻的借鉴和指导作用。     

Advertising Practitioner Perceptions of HDTV Advertising: A Diffusion of Innovations Perspective

Abstract

A nationwide online survey of advertising agency executives was conducted to investigate attitudes toward high-definition television (HDTV) diffusion. The survey was completed by 70 practitioners. The majority of respondents (85.9%) had viewed HDTV, but only 18.6% owned an HDTV set. Among non-owners of HDTV sets, 50% said they would not be acquiring 1 for at least 24 months. More than one half of the respondents believed that HDTV would not become the norm for 5 or more years. Respondents recognized the benefits of HDTV, but were not yet comfortable recommending HD advertising to clients. Factors inhibiting greater support of HDTV advertising include perceptions of insufficient HDTV programming, low HDTV diffusion among viewers, and greater cost of producing HD ads. Agency executives feel under-informed about HDTV, and would like to learn more about it. Industry groups interested in promoting greater acceptance of HDTV among advertising practitioners need to educate executives about the actual rate of HDTV diffusion to convince them that the medium is capable of attaining critical mass.     

The Influence of Humor in Radio Advertising on Program Enjoyment and Future Intent to Listen

Research has found that humor in advertising can have effects on media evaluation. This experimental research discovers that positive effects suggested by excitation transfer and framing theories can apply specifically to radio advertising. It also extends previous research beyond the American context. Although gender sometimes leads to differences in humor appreciation, no important differences were identified in this research. Indirect links between humorous advertisements and potential audience ratings are uncovered, although direct links were not proven.     

Myth and Photography in Advertising: A Semiotic Analysis

For 18 years, Kohler's "As I See It" ad campaign has delivered romanticized and fantasized portraits of high-end kitchen and bath fixtures. Drawing from semiotic and psychoanalytic theories and critical frameworks, this article examines 4 advertisements created by surrealist photographer Hugh Kretschmer. The visuals embody symbols, metaphors, and mythic allusions as signs of a transformative relationship between female models and products, connoting referents of human commodification, self-alienation, sexual activity, and desire. The study calls for public relations stewardship to act as a gatekeeper for ambiguous or unintended visual messages in corporate advertising.     

Measuring Exposure to Direct-to-Consumer Advertising: A Validation Study in the Context of Cancer-Related Treatment Advertising

This research examines two recurrent conceptual issues of measuring media exposure in survey research—content specificity of survey items and whether exemplars should be provided to aid recall. In two population-based surveys, we evaluated three candidate measures of cancer patients’ self-reported exposure to cancer-related direct-to-consumer advertising (CR-DTCA); these measures varied in content specificity and provision of ad exemplars. All three measures performed equally well in terms of internal consistency, convergent, nomological, and discriminant validity. Increased content specificity or ad exemplars did not improve performance of the exposure measures. Participants were able to extrapolate from ad exemplars to report their exposure to broad categories of CR-DTCA. The briefest of the three measures posed the lowest level of survey costs and was deployed successfully for mailed and internet-based survey administration. We discussed future directions for application of these findings in DTCA research for other illness and for media exposure research more generally.     

Radio,Democracy and Development: Evolving Models of Community Radio

Although community radio has a long history in South and North America, new models are evolving in other parts of the world from South Africa to Central Eurasia. True to its community roots, stations reflect the unique history, culture, and political climate of each country. Radio is the most democratic of media both in providing easy access to citizen participation and in being widely available. In rural areas from subsistence farmers in Mozambique to nomadic herders in Mongolia, radio is the only medium. With limited resources in new democracies, it is the most cost-effective medium. The expressive human voice and natural sound engage the imagination through story telling. Radio stations are not simply passive transmitters of information or hit music; they are a catalyst for building community, for improving health and education, for fostering a civil society. These are no longer theoretical visions; many stations now demonstrate all of these goals.     

公益广告十五年

所谓公益广告,是指经媒介发布的为公众利益服务的不以营利为目的的广告。它旨在通过传播公益观念,促使人们公益行为的形成,甚至进而促使某些公益事业的发展。非商业性、公益性和非人际直接传播性是公益广告的三个主要特性,正是这三个特性使它有别于商业广告、其他意识形态广告和具有公益性质的口头宣传。所谓公益广告十五年是指公益广告事业史而非公益广告史十五年,换句话说,以《广而告之》问世为开端的中国公益广告事业史的基本事实是本文评述的主要对象。     

Reviewing Net-only College Radio: A Case Study of Brooklyn College Radio

This article explores the history and development of college Net-radio and analyzes the factors underlying Net-only college radio's growing popularity. It reports on an ethnographic study conducted in 2005 about one of North America's first Net-only college radio stations, City University of New York's (CUNY) Brooklyn College Radio.     

Stewart,Essential Radio Skills: How to Present a Radio Show

This article reports on ongoing studies of political satire in the seriocomedy genre produced by the Canadian Broadcasting Corporation (CBC) and its French language counterpart, la Société Radio‐Canada (SRC). We compare and contrast examples of each network's way of imagining its respective society as well as each other's society. We situate the definition of seriocomedy in a discussion of the contrasting role of private and public broadcasting in the North American context. Then we present examples from programs produced in two historical periods. The definition of seriocomedy and the analysis of texts follows the dialogical theory of discourse developed by the Russian thinker, Mikhail Bakhtin. In the conclusion, we discuss how these examples of dialogical criticism help demonstrate the complex process in which the seriocomedy genre expands and reinstitutes the normative boundaries of what can be said or represented in public culture.