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澳大利亚留学生论文:Advertising industry and cultur

Keane, M. and Spurgeon, C. (2004) ‘Advertising Industry and Culture in Post-WTO
China’,澳大利亚留学生论文Media International Australia, No. 111 (May): 104-117.
Authors’ final manuscript for publication
Advertising industry and culture in post-WTO China.
Michael Keane and Christina Spurgeon
Abstract
This paper looks at recent developments in the Chinese magazine industry to illustratetrends in advertiser-funded media associated with China’s accession to the WorldTrade Organisation (WTO). It argues that advertising services are an integral part ofthe WTO “wrecking ball” now being wielded to reform the marketplace and promoteinnovation and entrepreneurship. Because it is the smallest of ‘main media’categories, and relatively under-researched in comparison to other media, the Chinesemagazine industry provides an interesting and manageable starting point for a largerinvestigation ofthe impact of competition unleashed by internationalisation on keycreative industries sectors, including media and advertising. Two case studiesillustrate the roles and limits of advertising in this complex process and, morebroadly, in the management of China’s developing “commercial culture”. These areShanghai Bride (linlang xinniang), a provincial magazine distributed from Shanghaitargeted primarily at women considering marriage; and Caijing, a national ‘blue-chip’financial magazine, based in Beijing.Author Notes
Michael Keane is an ARC postdoctoral research fellow at the Queensland Universityof Technology. He can be contacted atSpurgeon lectures in Media and Communication in the Creative IndustriesFaculty at the Queensland University of Technology, and can be contacted by emailat: c.spurgeon@qut.edu.au.
AcknowledgementsThis research is part of a larger research project supported by an Australian ResearchCouncil Discovery grant, “Internationalising Creative Industries: China, the WTO,and the knowledge based economy”. We are grateful to our co-collaborators, JohnHartley, Stuart Cunningham, Stephanie Donald and Terry Flew for their input to thisarticle. We would also like to acknowledge the invaluable in-country researchassistance provided by Cao Shule, Feng Yu and Lucy Montgomery, and the timelyassistance with translation provided by Jiannu Bao and Li Hui.
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Introduction
This paper looks at recent developments in the Chinese magazine industry to illustratetrends in advertiser-funded media associated with China’s accession to the World
Trade Organisation (WTO). It argues that advertising services are an integral part ofthe WTO “wrecking ball” now being wielded to reform the marketplace and promoteinnovation and entrepreneurship. Because it is the smallest of ‘main media’categories, and relatively under-researched in comparison to other media, the Chinesemagazine industry provides an interesting and manageable starting point for a largerinvestigation of the impact of competition unleashed by internationalisation on keycreative industries sectors, including media and advertising. Two case studies



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