Research On Audience Surver In The New Era

Abstract: the audience survey is the empirical study and quantitative analytical method developed on the base of the public opinion poll and market research in the western countries. It is the common study method employed in the audience study of news communication. Since the Beijing audience survey was conducted in 1982, it has been more than 20 years since the audience study through audience survey was developed in China, while audience survey itself has not atttracted attention. There has been four phases, such as startup, development, advanced development and marketization in the past 20 years. Base on reviewing and combing the audience study in the past 20 years, This paper attempts to describe and analyze the evolutionary path so that a new audience survey system in response to social development in the new era coulde be constructed and journalism could be promoted.PartⅠ: development course of the audience study in the new era in China. The rise of audience survey in our country is on the basis of the journalism reform after the Third Plenum of the Eleventh Central Committee of the CPC. not only is it the ourcome of the special times, but it will keep on a mutual interaction with the journalism reform and social development and take on distinct features and connotations at different phases if it happens. The audience survey in our country has undergone four stages: 1982-1986: the startup;1986-1988---the primary prosperity;1989-1996---further development (deepening audience survey and standardization of survey operating mechanism) 1996-nowadays—marketization of the audience survey.PartⅡ: characteristics of audience survey in China.the develomental tendency of audience survey in China takes on comprehensive and rich contents, stable development and standardization of survey process and means.Furthermore, with the advance of journalism reform and social-ecnomic growth and development, the audience survey keeps on realizing the break-through and transcendence.The break-through comes through in the following.(1) Content of the audience survey goes on with from the general knowledge of audience contacting medium, to probing into the medium impact on audience untill the process of audience survey in the medium market.(2) The method of audience survey has made overall progress not only in planning survey at the beginning survey but the upper data analysis method too.(3) The audience survey objects have been more diversification, and partitcipatornts of audience survey have been more commercialization. In addition, disadvangtages of audience depict in this thesis. There are lack of methodology, lag and random in ethods of audience surveyl, deceleration of statistics data study, development and application, lack of essential evaluation and supervision mechanism and scarcity of credibility of audience survey orgnization and audience survey results.PartⅢmainly states the specific framework of audiene survey with Chinese. charateristics. That is to emphasize four changeovers. Linearity study to mutual study; rigidity control to open controll; separate of transmission and acceptance to syncretism of transmission and acceptance; single medium audience survey to integrated medium audience study. As to methods of audience survey, attention should be paid to prophase expansion of content and objects of audience survey, metaphase scienfication of survey sample and planning survey and anaphase rationalization of data analysis and structure analysis. It is desirable to perfect regulations in systems of audience survey.Content analysis is introduced in this thesis. And audience survey in the past is reviewed and status quo is assessed. Besides, audience survey in the future is prospected. Moreover, it put forward that we should construct system of audience survey in theory, method of audience survey and pratice of marketorientation...