动力机制视角下我国广告学高等教育研究的发展演进：1979~2023年

The Development and Evolution of Higher Education Research in Advertising within China from the Perspective of Dynamic Mechanisms: 1979~2023

摘要: 自改革开放以来，我国广告学高等教育研究的知识生产经历了酝酿期、起步期、发展期和求变期四个阶段。1979~1996年为蓄力待发的酝酿期，彼时广告学高等教育初兴，相关研究成果稀少；1997~2005年为白手拓荒的起步期，广告教育的学术成果陆续涌现，知识生产体系初现；2006~2015年为精耕细作的发展期，学术规模与深度兼具，研究主题呈多热点散发；2016年至今为突破自新的求变期，知识生产面临全新挑战，亟需探寻新的方向。在这一演进历程中，“大学”、“产业”和“政府”三元动力机制始终贯穿其中，共同建构了以功用教育为导向的学术生产场域。“政府”发挥了最核心的外在规制力量，“产业”和“大学”则提供了直接动力和资源支持。但在不同时期，这三者的影响路径和力度存在明显差别。

Abstract: Since the inception of the policy of reform and opening up, the knowledge production in higher education research in the field of Advertising in China has undergone four distinct phases: the gestation period, the nascent stage, the developmental phase, and the phase of seeking transformation. The period from 1979 to 1996 marked the gestation phase, characterized by preparatory efforts, during which higher education in Advertising was in its formative stage with limited research output. From 1997 to 2005, the endeavor to establish a foothold marked the nascent stage, witnessing a gradual emergence of academic achievements and the initial formation of the knowledge production framework in Advertising education. The period spanning from 2006 to 2015 was characterized by meticulous cultivation, where academic endeavors achieved a balance between scale and depth, and research topics began to proliferate across various domains. From 2016 to the present, the pursuit of innovation and transformation has defined this phase, wherein academic research encounters novel challenges, necessitating the exploration of new avenues for knowledge production. Throughout these evolutionary phases, the triadic dynamic mechanism involving the “university”, “industry”, and “government” has remained pivotal, collectively shaping an academic landscape oriented towards utilitarian education. While the “government” has wielded significant external regulatory influence, the “industry” and “university” have provided direct impetus and resource support. However, it’s noteworthy that the pathways and intensities of their influence have varied notably across different temporal contexts.