互联网、大数据、营销传播结构主义视角下我国高校广告教育体系的解构与重构
姚 曦[1] 李春玲[2]
内容提要：互联网和大数据的发展，深刻影响着社会生活的方方面面，也使我国高校的广告教育面临解构的危机。结构主义坚持“整体论”的观点，注重结构要素的调整和转换，本文尝试从结构主义的视角构建了数字传播时代我国高校广告教育体系的结构模型，并对广告教育理念、课程体系、实践教学、教材教师教法和教学评价等结构要素提出了新的思考。
关键词：广告教育结构主义解构重构
Internet，Big data，Marketing Communication Deconstruction and Reconstruction of the Advertising Educational System in China's Colleges and Universities Under the Perspective of Structuralism
Abstract:The development of the Internet and big data has a profound impact on all aspects of social life，and it also makes the advertising education in Colleges and universities face the crisis of deconstruction.Structuralism adheres to the viewpoint of“the whole theory”，and pays attention to the adjustment and transformation of the structural elements.In This paper，under the perspective of structuralism，a structure model was constructed about the advertising educational system in China's colleges and universities，and many structural elements such as advertising education philosophy，curriculum reform，practical teaching，textbooks，teacher，coaching methods and teaching evaluation were restructured.Meanwhile a new thinking about thestructural elements such as advertising education philosophy，curriculum system，practical teaching，textbooks，teacher，coaching methods and teaching evaluationis put forward.
Key words:Advertising education Structuralism Deconstruction Restructure