Analyzing The Advertising Management In Portals Media From Regime And Culture Viewpoint

This paper with the knowledge in sociology, communications, marketing and culture tomake a multiple angle for thinking and data collection so that to form an view for theadvertising business and cultural products in the entire society. The view will be the importantbasic to study the advertising management in network media and culture study. In this paper,the author will analyze the advertising management in Portals Media from regime and cultureviewpoint. The policy culture including advetrising in the political and economic environment,govenrment policy guidance, regulations and supervision system and so on, and the ideaisticculture includes the audience ideology, the first impression of traditional customs and habits,etc. The author is thinking from the two way and focusing on the concept of the advertisingmanagement in network media.This paper is based on data collecting and comparative analysis. There are some reliabledata to suppotr the view effectively. Through the empirical analysis, and in accordance withthe laws and regulations for the government, industry, the system of supervision andself-discipline cultural management to analyze the popular culture in network mediaadvertising and the advertising management in network media. This paper would like to provethe government policy culture in advertising is based on the government policies, and thenetwork advertising relfects the government system, the particularity of the policy. In Chinesetraditional culture, ideology and pop culture parallel network environment, the advertising innetwork media also presents the corresponding characteristics, and develops.Pop culture as a special culture in network media, the element in the culture will promotethe cultural in China to be diversified and good for the social development and prosperity.However, in the Economy of Attention, if just pay attention to attracting audiences for gettingmoney, the culture will hinder the social development and progress.