The Institutional Change Model of China's Advertising Industry from the Perspective of Historical Institutionalism (1978-2023)
Based on the structural-historical analysis paradigm of historical institutionalism,the ontology of structure-agent duality is introduced,and the concepts of key nodes and path dependence are revised. The discontinuous evolution analysis framework is constructed to examine the institutional change process of China's advertising industry from 1978 to 2023. It is believed that the advertising industry system presents a change pattern of alternating radical and gradual change cycles. From the perspective of synchronic structural causality,the radical change of the advertising industry system is marked by three key nodes of the construction or transition of the legitimacy logic (1978-1983),market logic (1992-1995),and technical logic (2010-2016) of the institutional change path. From the perspective of diachronic structural causality,the key nodes,including start-up costs,coordination effects,learning effects and adaptive expectations,trigger the self-reinforcing mechanism of path dependence,which generate resistance to the change of the country's large-scale reversal of the institutional choices of key nodes,resulting in the advertising industry system presenting a gradual change with stable,continuous,and marginal characteristics;as well as completing adaptive evolution through stratification,substitution,and exhaustion. Our country should grasp the creativity and plasticity of the path of institutional change in the advertising industry within the above-mentioned model and laws and promote the timely transition and gradual improvement of the advertising industry system.
NETL
NSTL
万方数据
