从属性数据到关系数据:社群时代新闻传播学研究方法新转向

From Attribute Data to Relational Data:New Changes in Journalism and Communication Research Methods in the Community Era

问卷调查法、内容分析法和古典实验法这三大传播学定量研究方法均是大众传播时代的产物,社交网络崛起使得这三种定量研究方法面临诸多局限与挑战,近年来新闻传播学基于社群传播在研究对象与研究方法上均出现了三种新转向,以社会网络分析、社会语义网、高频词聚类分析、高频词多维尺度分析、眼动追踪与脑电实验为代表的认知神经科学实验手段等不断成为新闻传播学的新方法和新范式。社群时代新闻传播学研究方法在范式和底层技术架构上进行更新迭代发展,新闻传播学是有可能形成自己相对独立、与其他学科区隔的研究范式和研究手段的。因此,如何平衡研究方法的学科间性与融合性成为未来新闻传播学研究方法发展的主要方向。

The research methods of communication such as questionnaire,content analysis and classical experiment are the products of the era of mass communication.The rise of social network makes these methods face many limitations and challenges.There are three new turns in the research objects and research methods of journalism and communication:social network analysis,social semantic network,clustering analysis of high-frequency words,multidimensional scale analysis of high-frequency words and eye movement.The cognitive neuroscience experiment represented by tracking and EEG experiment has become a new method and paradigm of journalism and communication research.In essence,communication is a discipline,which follows bringing in doctrine,is interdisciplinary and penetrating.The process of establishing communication discipline is an academic enclosure movement.In the era of community communication,the research methods of journalism and communication are undergoing updating and iterative development in terms of paradigm and underlying technical framework.Journalism and communication are likely to form their own relatively independent research paradigm and research means.How to balance the interdisciplinary nature and integration of research methods becomes the main problem in the development of journalism and communication research methods in the future.