摘要
以近5年刊登广告学论文的68种期刊为研究文本,从研究者现状、问题意识、研究方法选择三个方面对当下广告学研究进行实证分析,研究发现:广告学研究的核心期刊、核心作者都非常少。广告学研究主要涉及十大主题,分别是战略对策、媒介技术、效果研究、产业发展、热点现象、监管治理、广告教育、基础理论、广告史研究和广告批评等,而研究方法主要集中于人文主义与科学实证主义两种范式。现有研究成果表明,广告学的研究问题、研究方法都有待进一步聚焦与深入。
After reviewing 68 journals which published articles about advertising in recent five years as the research objects and making an empirical analysis of the current advertising research from the 3 aspects of researchers'status,problem awareness and selection of research method,this paper discovers that the core journals and core authors of advertising are very few.Advertising research mainly involve ten major themes,which are strategic countermeasures,media technology,effect study,industrial development,advertising hot phenomenon,regulatory governance,advertising education,basic theory,advertising history study and advertising criticism,and while the research methods mainly focus on the paradigm of scientific positivism.These facts suggest that the research topics and methods of advertising science need a further and in-depth focus.
作者
李雪枫
姚洁
Li Xuefeng;Yao Jie(Shanxi University)
出处
《新闻与传播评论》
CSSCI
2021年第5期56-70,共15页
Journalism & Communication Review
基金
教育部后期资助项目(2019JHQ044)。
关键词
广告学研究
问题聚焦
方法选择
学术期刊
文献计量学
advertising research
major problems
method selection
learned periodical
bibliometrics
