A Study Of The Supply And Governance Mechanism Of Public Service Advertising From The Perspective Of Supply-Demand Equilibrium

With commonweal as perspective,Public Service Advertising(PSA)is a kind of public cultural product,which can convey the core socialist values,promote the public order and good morals in the society,further create a beneficial social atmosphere for the deployment of national strategic plan and implementation of public policies,and bring together a multilateral consensus.The Party and government in China have attached great importance to the development of PSA and explicitly identified that “PSA should help disseminate social mainstream values and promote civilized fashion.” On this basis,PSA in China is growing rapidly.However,there are also many problems in China’s PSA industry: supply imbalance,relatively single supply structure,insufficient market participation,and weak interaction among different supply entities,which profoundly affect the supply effects.This paper aims to solve five main questions:(1)How to build a theoretical analysis framework for the PSA supply mechanism from the perspective of keeping supply and demand equal;(2)How to determine the public’s demand for PSA and analyze the effects of PSA;(3)How to advance the balance between the supply and demand of PSA;(4)How to establish the governance mechanism involving the government,the provider(enterprise,media party,etc.),and the public in the PSA supply process;(5)What is the optimal path of PSA supply.On the basis of the above-mentioned five questions,this paper will show research on the improvement of both PSA supply and the improvement of governance mechanisms by introducing theories of Public Product Theory,Supply-Demand Equilibrium Theory,Polycentric Management Theory,and Persuasion Theory,as well as research ways of Questionnaire Surveys,Descriptive Analysis,Data Visualization,Structural Equation Model,Factor analysis,Python Programming Language,Chi-Square Test,Multi-Case Analysis,and other methods.There are conclusions:(1)From the demand side,PSA’s source,content,and communication channels directly play a role in the public’s satisfaction degree with PSA.When it turns to PSA’s source,reliability will more significantly affect the satisfaction level of the audience than professionalism and rich manifestation patterns;When it comes to PSA’s content,interestingness and practicality have a more direct impact on the satisfaction degree of the audience;as for the medium coverage of PSA,it can more easily influence audience’s satisfaction degree compared to the convenience of media access.The audience of PSA can positively and remarkably regulate the public’s satisfaction degree with PSA.In terms of attitude,the general satisfaction degree with PSA from the public can significantly benefit the behavior change of the public.(2)There is a degree of imbalance in the PSA supply.In the type dimension,the quality of PSA documentary needs to be improved;in the theme dimension,the PSA supply of social civilization should be increased;in the style dimension,the quality of the touching PSA needs to be improved,the quantity and quality of mind-blowing PSA urgently need to be increased,and the production and dissemination of educational PSA should be reduced;in the dimension of discourse strategy,the quality of PSA that combine sensation and reason needs to be improved,and horrible and appellative PSA are rejected by the citizens but its persuasive effect is very efficient due to its high quality;in the dimension of communication channels,mainstream media,and non-mainstream media are both significant channels and media for PSA’s communication.(3)After Multi-Case Analysis,it is found that the administrative-command style supply mechanism of the“government-oriented and traditional radio and television responsible” pattern has the features of timeliness and popularization when facing sudden public affairs or an urgent government policy needing instant implementation;while there are insufficient innovativeness and competitiveness.The market supply mechanism of "self-raised and self-built enterprises as main assistance with varied self-medias as participants" has a stronger resource allocation ability and a more scientific evaluation and assessment system.The Research shown in this paper is innovative in three aspects:(1)The innovation of research perspective.The focus of the original PSA study is mainly on PSA’s social function,communication effect,and development plight,rarely placing PSA in the research system of government management,and lacking studies of elaborating PSA’s interaction with public policy,public management,and its supply mechanism.In this paper,the PSA is considered to be the important public product in the modernization perspective of China’s capacity for governance,and synthesize Polycentric Management Theory,Public Product Theory,Persuasion Theory,and Agenda Setting Theory to structure the analysis frame about government-society(enterprises,media)-the public management relationship theory.Besides,the internal logic and relations contributed to the improvement of supply capacity are analyzed in this paper,so as to propose the way to advance the supply capacity,and creatively provide a broader research perspective.(2)The innovation of research methods.Different from original research ways of single quantitative study or qualitative study,innovative research methods like Python Programming Language and Multi-Case Analysis are applied in this paper to combine a quantitative study with a qualitative study to carry out the empirical test,in order to guarantee the science nature of the research.With the application of Multi-Case Analysis and qualitative Comparative Analysis,both administration-supply PSA’s and market-supply PSA’s different features and regular factors to the success of both are concluded,and the summarization that PSA plays different roles in different policy underground and social environment.In addition,the strategy to improve the communication effect of PSA is found by analyzing PSA’s supply side and demand side with research ways of Web Crawlers,Structural Equation Model,and quantitative analysis.Multiple research ways of both quantitative study and qualitative study answer the theory question about PSA’s supply mechanism studied in this paper,enrich research content and ways,and achieve the innovation of research method.(3)The innovation of academic thoughts.Existing researches have not formulated a systematic settlement mechanism for the realistic plight caused by administration supply and market supply.Based on research perspectives and methods innovation,government-society-the public governance mechanism,a multi-center management way,is constructed;key contributing elements like law,policy,technology,talents are identified;and the reconstruction of the optimization path,the "demand-oriented,government-led,all-media-based,and society orderly supplied" way,are suggested.These findings will provide PSA governance in China with a helpful guide.