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Global Conference 2019
July 12–16, 2019
Peking University, Beijing, China
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The sense-making logic of the institutionalization in China’s advertising industry
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Content Analysis Research
Magazines
Management
Abstract
Based on combing of the development of China's advertising industry since 1990s, this paper grasps the sensemaking logic of the change on the cognitive level, in order to realize the dual observation of the institutionalization of China's advertising industry. It is found that Internet companies and digital advertising agencies are the focal actors in the sensemaking of China's advertising industry institutionalization while advertisers and third parties will play a key role in the subsequent development of it, technology/technics is the core element during the sensemaking of China's advertising industry institutionalization while talents will replace capital to become the key one in the subsequent development， the "technology/technics + capital" discourse framework initiated by Internet companies was the dominant logic in the early stage while the "technical + talent" discourse framework initiated by digital advertising agencies will become the dominant one of the subsequent development.
First & Corresponding Author
Deng Min, Hunan University
Authors in the order to be printed.
Deng Min，Yao Xi