민국(民國) 시기 상해에서의 언론과 광고
Journalism and Advertisement in Shanghai during the Republican Period
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초록
이 글에서는 1920, 30년대 상해에서의 언론(특히 신문)과 광고의 관계를 상술하고 중국에서 매체-사회의 관계에 대한 인식이 어떻게 변화했는가에 관해검토했다. 이 시기 상해의 신문들은 그 발행 부수가 증가됨에 따라 광고에의의존도가 높아지면서, 신문이 광고를 위한 매체라는 점이 강하게 의식됐다. 이러한 경향은 신문의 구성과 운영을 광고 중심으로 만들어 버렸다. 이러한상황 하에서 언론 내부의 권력관계에서도 변화가 발생했던 바, 정치권력과의관계뿐만 아니라 광고회사 및 광고주와의 관계 역시 중요해졌다. 이는 상업자본에 의한 매체 통제로 비판받았다. 이는 공론장이 이성적 토론의 공간에서 거대 기업과 국가가 광고와 선전을 통해 합의를 확보하려는 공간으로 변모했다는 하버마스의 논의에 대응한다.
Abstract
The newspapers increased the circulation, intensified thedependency on the advertisement, and get aware of that thenewspapers were the media for advertisement. This trend made thenewspapers composition centered on the advertising. Sometimes theyintended to let the advertisement merge into the article. Theadvertising agencies were growing rapidly since later 1920s, and thereare many ones in the management of these advertising companies tohold posts concurrently in the newspapers, or who were originally inthe newspaper world. It was related to that the newspapers still werethe major media for the advertisement to these advertising agenciesafter 1920s, when the new media such as cinema and radio wereemerging. As the newspapers’ dependency on the advertising income was,intensified, there were also changes of power relationships within thenewspaper companies. The relationship to the advertising agencies andthe client of advertising were important for the newspaper, as well asthe one to the political power, and such trends were criticized as themedia control by the commercial capital. On the other hand, theadvertisement also was often criticized in the viewpoint of sexual, ornationalistic norm those days. The advertisement developed amid the tensions between the norm, and the profit pursuit, which were frequently two sides of the same coin.