Public opinion (0503Z3)
1. The basic direction of public opinion
Public opinion, also known as "news philosophy", is a new and hot research field in the Department of Journalism and Communication. In today's social development process, the importance of public opinion has become increasingly prominent, and issues such as public opinion diffusion, public opinion guidance, public opinion supervision and public opinion control have been widely concerned by the party and government departments, academia and all walks of life in China. Strengthening the research on public opinion will help to build Socialism with Chinese characteristics's public opinion theory system, promote the news media to better play the role of public opinion guidance and supervision, and provide theoretical support for the news propaganda management department to better grasp and regulate public opinion.
This direction mainly studies the basic principles of public opinion, the development history of public opinion at home and abroad, and the intersection of public opinion with other disciplines (such as journalism, communication, politics, sociology, information science, informatics), with special emphasis on the study of the elements, functions, movement laws and influences of news public opinion; Pay special attention to the research of media public opinion guidance, public opinion supervision and government public opinion regulation art. In terms of research methods, we pay attention to fully absorbing the achievements of modern social science research methods and attach equal importance to qualitative research and quantitative research.
Postgraduates in this direction should have a solid theoretical foundation of Marxist-Leninist philosophy, rich historical knowledge reserves, master systematic theories and research methods of news public opinion, have a comprehensive understanding and understanding of China's current social conditions and public opinion, be able to integrate theory with practice, not only do a good job in public opinion investigation and analysis, but also use public opinion principles to guide actual news propaganda work. This direction aims to cultivate students into advanced compound talents who can not only engage in academic research on public opinion, but also use public opinion knowledge to carry out news propaganda and reporting. Graduates can not only enter institutions of higher learning, social conditions and public opinion research institutions to engage in teaching and scientific research, but also enter party and government departments, news media, enterprises and institutions to engage in propaganda management, news reporting, public relations communication and other work.
The teachers in this direction are relatively strong, and have achieved fruitful research results in the fields of public opinion supervision research and public opinion guidance research.
2. The direction of applied public opinion
This direction is one of the important branches of public opinion research and one of the hot research fields under journalism and communication in recent years. Focus on the application of the general principles of public opinion to solve practical problems in reality, including social conditions and public opinion surveys, public opinion monitoring analysis, public opinion guidance strategies, etc. Because of its importance in the field of political communication, it is even called "political arithmetic".
This direction mainly studies the formation and diffusion law of public opinion, as well as the technology and art of control and guidance, paying special attention to the unique public opinion environment formed in China under the comprehensive influence of globalization, networking and social transformation. Through public opinion survey, public opinion monitoring and analysis, this paper describes and analyzes the manifestations and characteristics of current public opinion, and explores solutions. Pay attention to the intersection and integration of multiple disciplines in the research, and pay attention to integrating theory with practice; In terms of methods, we attach importance to both theoretical speculative analysis and empirical research, and comprehensively use qualitative and quantitative research methods to reveal the law of public opinion movement in China's social transformation period, and at the same time put forward corresponding countermeasures and suggestions to solve problems, so as to provide theoretical support and decision-making consultation for media, news propaganda departments, enterprises and institutions.
Postgraduates in this field should be familiar with the basic principles and research methods of public opinion, and at the same time should be able to master the theories of related interdisciplinary subjects, such as politics, sociology, psychology, etc., especially the theory of social transformation and the national conditions of China. This direction aims to cultivate students into advanced applied talents with solid theoretical foundation and excellent scientific research ability, and at the same time, they can combine theory with practice to do a good job in news propaganda. Graduates can not only enter universities and scientific research institutions to engage in teaching and scientific research on public opinion and related disciplines, but also enter the party and government news propaganda and management departments, media organizations and enterprises and institutions to engage in public opinion surveys, public opinion monitoring analysis, market research and consultation and other work related to publicity, management and public relations activities.
Teachers in this direction are relatively strong. As an academic platform, the Institute of Public Opinion has a wealth of vertical and horizontal research topics, which can provide more research opportunities for students.
3. Direction of public opinion survey
This direction is one of the core research fields of public opinion. Relying on the multidisciplinary theories of politics, sociology, journalism and public opinion, actively absorbing modern sociological research methods, focusing on the research of public opinion methodology system and the training of public opinion investigation technology, and combining with the current actual needs, public opinion investigation and public opinion monitoring analysis not only provide first-hand data and information for the basic theoretical research and applied research of public opinion, but also provide objective basis for solving practical problems.
This direction mainly studies how to carry out public opinion survey scientifically, that is, how to choose appropriate research methods, obtain real and objective data, and conduct in-depth analysis of the data, so as to provide a basis for scientific decision-making by using the data. Specific research issues include: basic principles of scientific research, basic theories, methods and skills of scientific public opinion survey, principles and methods of sampling survey, questionnaire design and evaluation methods, organization and quality control of survey implementation team, analysis of survey data and writing of survey report. This direction mainly focuses on the learning and training of quantitative research techniques, while taking into account both speculative research and qualitative research.
Postgraduates in this direction should not only master the theory and research methods of public opinion survey, but also master the main methods and technologies of empirical research, and also dabble in the theories and research methods of political science, sociology, psychology, marketing, behavioral science and other related disciplines. This direction aims to cultivate senior applied talents who can engage in public opinion survey, market survey, social survey and other related professional work. Graduates can enter the national news propaganda department, government social conditions and public opinion research institutions, news media, market research institutions, enterprises and institutions to engage in public opinion surveys, public opinion monitoring and analysis, social surveys, market surveys and other related work; You can also enter universities and scientific research institutions to engage in related teaching and scientific research work.
Teachers in this direction are relatively strong. As an academic platform, the Institute of Public Opinion has a wealth of vertical and horizontal research topics, which can provide more research opportunities for students.
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