介于报纸新闻与广告之间的“软文”概念研究

摘要

In the recent study,there is a looming tendency that the news and advertising are two diametrically opposed forms of the media discourse,so the journalism scholars pay little attention to advertising,the advertising scholars do not study journalism.In fact,news and advertising are not so clearly distinguished by clear boundaries.This paper will discuss the news and advertising as a whole and focus on the ＂gray area＂ trying to comb the ＂gray area＂ two dimensions of time and space.%在目前的研究中,若隐若现的存在着这样一种倾向,即把新闻和广告看作是媒介中两种截然对立的两种媒介话语形式,以至于在谈新闻者不论广告,论广告者不谈新闻。事实上,新闻与广告也非如此泾渭分明、界限清晰,本文将尝试这样的视角——将新闻和广告视为一个整体,将研究的焦点放在两者之间的＂软文＂,尝试在历时性和共时性两个维度梳理＂灰色地带＂的概念。