空间生产理论与城市户外广告监管

基于空间生产的理论,分析了城市户外广告媒体的空间生产层次,即符号消费的广告生产和广告媒体的空间生产。在此基础上,阐述了政府、市民与广告活动主体之间的利益博弈,认为其根源在于空间生产中的资本霸权、体制冲突和政府的权力滥用,所以必须要强化广告空间资源的规划监管,完善利益分享与利益补偿机制,构建横向与纵向的利益协调机制。

Space production theory and urban outdoor advertising supervision

Based on the theory of producing of space,this article analyzes two aspects of the producing of urban outdoor advertising media,which involve symbol production and advertising production.It discusses the interests game among government,citizen and advertising campaign mainstay,which is rooted in the government’s system conflicts,power capital abuse and capital hegemony.It puts forward the policy suggestions on the management of urban outdoor advertising with a hope to supervise the planning of advertising space resources,to perfect the interest share and benefit compensation mechanism and to construct the transverse and longitudinal interest coordination mechanism.