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.


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.

Impact and interest:

Search Google Scholar™

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

3,753 since deposited on 28 Mar 2007
342 in the past twelve months

Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 6746
Item Type: Journal Article
Refereed: Yes
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 00:00
Last Modified: 29 Feb 2012 13:10

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page