定量内容分析法在中国大陆新媒体研究中的应用——以六本新闻传播类期刊为例

Application of Quantitative Content Analysis to Chinese Mainland New Media Studies——Example of Papers from Six Journalism & Communication Journals

新媒体研究已经成为了新闻传播学领域中的显学,而定量内容分析法作为一种常用的研究方法也成为了新媒体研究的主要工具之一。本文采用定量内容分析法,运用普查的方式,选取2005年至2014年间在六本新闻传播类期刊上运用定量内容分析法进行新媒体研究的论文作为研究对象,系统地考察了近10年以来中国新媒体研究领域对定量内容分析法的应用状况。研究发现,在近十年的新媒体研究中,定量内容分析法得到了越来越广泛的应用,同时理论研究与新媒体的实际发展历程基本同步。但是,对定量内容分析法的运用仍然存在许多方法规范上的缺失。在此基础上,本文还重点分析了定量内容分析法在新媒体环境下遇到的困难和挑战,包括样本的代表性和客观性难以保证,海量信息与网络无边界带来的抽样困境以及新媒体的超文本形式和网络语言的复杂性使得类目建构和编码操作模糊化等问题,并对此提出了相应的建议。

The study of new media has become a prosperous discipline in the field of communication science.As a common research methodology,quantitative content analysis is one of the main tools of new media studies.Adopting the methodology of quantitative content analysis and mass screening,this ppaper selects papers which adopted quantitative content analysis to study new media from six journalism and communication journals from 2005 to 2014.After the systematical description of the application status of quantitative content analysis in the study of new media in the past 10 years in China,the paper finds that it has been used more and more widely and the development of theories synchronizes with the actual development of new media technology.But there are lots of non-standard use of methodology in these studies.On this basis,the paper analyzes the difficulties and challenges of quantitative content analysis in the new media environment.For example,sample representativeness and objectivity are not reliable;massive information on the Internet makes the processes of sampling and coding more difficult.Besides,hypertext and network language bring more challenges for category construction and coding operations.The paper puts forward corresponding suggestions to deal with the above problems.