中国广告教育近四十年研究热点转向--基于CiteSpace的可视化呈现

The Turn of Research Hotspots in Advertising Education in China for 40 Years--Visual Presentation Based on CiteSpace

从1983年开办广告教育开始,已走过了近40年。广告已经深入人们的日常生活,时代发展、技术革新等都对广告教育不断提出新要求,从整体上认清广告教育研究重点的转向非常必要。以中国知网(CNKI)为数据源,结合CiteSpace分析软件,选取358篇文献,对样本的发文量、作者和机构等信息进行量化处理和可视化分析。结果发现,广告教育的研究大致经过了空白期、波动上升期和波动下降阶段。广告教育的推进和技术进步密不可分,近几年更注重对新技术的运用,且反复强调要培育“全媒体人才”。同时,学者们也在不断对出现的新问题进行反思并提出建议。

Nearly 40 years have passed since the opening of advertising education in 1983.Advertising has penetrated into people’s daily life,and the development of the times and technological innovation have continuously put forward new requirements for advertising education.It is very necessary to recognize the shift in the focus of advertising education as a whole.This article uses CNKI as the data source,combined with CiteSpace analysis software,selects 358 documents,and quantifies and visualizes the number of articles published,authors,and institutions of the sample.It turns out that the research on advertising education has roughly gone through a blank period,a period of rising volatility,and a period of falling volatility.The promotion of advertising education is inseparable from technological progress.In recent years,more attention has been paid to the use of new technologies,and the need to cultivate“all-media talents”has been repeatedly emphasized.At the same time,scholars are constantly reflecting on the problems that arised and giving suggestions.