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Advertising Industry and Culture in Post-WTO China

Keane, Michael A. & Spurgeon, Christina L. (2004) Advertising Industry and Culture in Post-WTO China. Media International Australia Incorporating Culture and Policy: quarterly journal of media research and resources, 111(May), pp. 104-117.

Abstract

This paper looks at recent developments in the Chinese magazine industry to illustrate trends in advertiser-funded media associated with China's accession to the World Trade Organisation (WTO). It argues that advertising services are an integral part of the WTO "wrecking ball" now being wielded to reform the marketplace and promote innovation and entrepreneurship. Because it is the smallest of 'main media' categories, and relatively under-researched in comparison to other media, the Chinese magazine industry provides an interesting and manageable starting point for a larger investigation of the impact of competition unleashed by internationalisation on key creative industries sectors, including media and advertising. Two case studies illustrate the roles and limits of advertising in this complex process and, more broadly, in the management of China's developing "commercial culture". These are Shanghai Bride (linlang xinniang), a provincial magazine distributed from Shanghai targeted primarily at women considering marriage; and Caijing, a national 'blue-chip' financial magazine, based in Beijing.

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ID Code: 6746
Item Type: Journal Article
Additional URLs:
Keywords: China, advertising, World Trade Organisation, magazines, Shanghai Bride, Caijing
ISSN: 1329-878x
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100) > Communication and Media Studies not elsewhere classified (200199)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2007 (The authors)
Deposited On: 28 Mar 2007
Last Modified: 29 Feb 2012 23:10

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