Perspective From Media Ecology: Chinese Outdoor Advertising Industry Study

The development of outdoor advertisement in China experienced a long journey from a scattered and chaos primary stage to a prosperous and integrated industry since the"Reform-and-open-policy"was launched in 1978. As a newly cultivating business sector, the marketing and management of outdoor advertising is seemingly under developing, hence lots of problem and issues are raised in this industry inevitably.From the aspect of media ecology, this paper conducts a theoretical analysis about the development of Chinese outdoor advertising industry.Firstly, according to media ecology studies, it emphasizes on how the political, economical and other external factors effect the ecological environment where the outdoor advertisement media survive and grow. Secondly, from the angle of media anthropology and the idea of ecological niche, it explores the survey about current situation, existed problems and offers a possible strategy of solution for the future. Finally, it integrates the outdoor advertising into a general ecosystem and finds the management dilemma commonly existed in China. The key premise of the profound solution is maintaining the ecological balance in the system to make suitable operational rules.