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China Automobile Magazine Growth

Posted on:2011-05-19Degree:DoctorType:Dissertation
Country:ChinaCandidate:Y G ZhangFull Text:PDF
GTID:1118360305997191Subject:Media Management
Abstract/Summary:PDF Full Text Request
This paper targeted automotive magazines, an industrial journal, as study objective to review automotive media in the context of social system and with systematology; establish automotive media ecosystem with AGIL analytical framework under Parsons, social systems theory; and analyze the interaction between automotive media, automotive manufactures, government and audience in the context of social system. In the meantime, it studied the game relations between automotive media, as subject of the system and represented by automotive magazines, and other individuals in the system with hierarchical and holism of systematology; focused on investigation to the integration and win-win relations between automotive magazines and other automotive media in the automotive media system in the context of systematology and particularly investigated how automotive magazines developed further through digitalized platform in the context of media convergence. Ultimately, it raised new point of view to audience strategy of industrial magazines represented by automotive magazines.AGIL analytical framework under Parsons is an abstract and continuously developing theoretical form, and can be applied to various systems. The functionalities of adaption, goal attainment, integration and pattern maintenance in automotive media ecosystem were illustrated individually in the interactive relations between automotive media, government, automotive manufacture and audience. Automotive media ecosystem as a system was with attributes of integrity, self-organization, openness and purposiveness. It motivated development of automotive industry in the progress of game relations as well. The interactive between automotive media, as subject, and audience, government and automotive manufacturer, as well as how automotive media balance relationship with the other three components of the system and promote robust development of the system, are undoubtedly our study focus. Automotive magazine as subject of automotive media system differed greatly from other traditional media like TV, newspaper and etc. When the automotive media was significantly struck by new media typically as internet, automotive magazine must develop with digitalization through integration and pattern maintenance in the context of media convergence to realize win-win with other media. The last but not least, the audience strategy of "audience segment in the mass" raised at end has provided new mindset for automotive magazines and other industrial journals.The paper applied systematology and social system perspective, interviewed vast automotive media experts and analyzed as well as evidenced interactive relationships of automotive magazines in the auto ecosystem with empirical study approach. It analyzed report content and advertisement of 132 "Auto Fan" magazines during 1986 to 2008, which was with greatest circulation and oldest history in Chinese automotive magazines. Simultaneously, it performed advertisement analysis to three automotive journals with differentiated positioning, i.e. "Car Market Guide", "Auto King", and "Top Gear", during 2004 to 2008 (15 for total) to echo advertisement analysis results from "Auto Fan"(during 1994-2008,15 for total). It can be regarded as one of the empirical studies with most sampling volume and covering period. We hope to help China automotive journal industry identify challenges and opportunities, study on digitalization development and apply new audience strategy so that to enhance capability of automotive report and advertising operation, facilitate benign and robust development of automotive media ecosystem, and promote the national automotive industry to a new level.
Keywords/Search Tags:automotive journal, Auto Fan, AGIL analytical framework under Parsons, Automotive media ecosystem, media convergence, audience segment in the mass, content analysis
PDF Full Text Request
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