新文科背景下广告学专业核心课程设置与人才培养——基于国内48所院校本科培养方案的内容分析  

The Core Curriculum and Talent Training of Advertising Major Under the Background of New Liberal Arts: Content Analysis Based on the Undergraduate Training Program of 48 Colleges and Universities

作　　者：周茂君[1,2] 何江移 Zhou Maojun;He Jiangyi(Wuhan University)

机构地区：[1]武汉大学媒体发展研究中心,湖北武汉430072 [2]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《新闻与传播评论》2023年第1期114-128,共15页Journalism & Communication Review

基　　金：中国高等教育学会2020年度专项重点课题(JXD05);湖北省教学研究项目、武汉大学教学研究项目(BY-1)。

摘　　要：新文科的“新”主要体现为学科融合、技术赋能、创新发展,这从整体上为广告学本科专业教育改革指明了方向。研究以国内48所新闻传播院校广告学专业本科培养方案为样本数据,在内容分析的基础上,结合半结构式访谈,对广告学本科专业的核心课程改革进行讨论:新文科的本质在于学科交叉融合和数字化转型与应用,广告学本科专业核心课程改革应该体现这一建设思路;依据学校类型、专业定位、师资结构来协调理论素养类课程和实务操作类课程间的关系,通过设置核心课程和扩展课程、课外“加量”等方式来平衡二者间的比例;重新思考广告的“变”与“不变”,在核心课程的改革中体现出行业的“变”与“不变”;基于培养定位,在实战应用型与数据创新型课程之间有所取舍,加强课程学习与场景运用之间的联系,在具体场景中培养学生的数据科学思维;强化基础理论学习,培养学生的基础能力、数字传播能力、创新能力,满足业界对于广告学专业的人才需求。The "New" of the new liberal arts is mainly reflected in the integration of disciplines, technological empowerment, and innovative development, which has pointed out the direction for the reform of undergraduate education in advertising.This paper takes the sample data of undergraduate training programs of advertising majors in 48 journalism and communication colleges in China.It analyzes the current situation of the core curriculum set based on the content analysis method.And this study combines semi-structured interviews to discuss the core curriculum reform of undergraduate advertising majors.The core curriculum reform of the undergraduate major in advertising should reflect the essence of the new liberal arts, that is, the cross-discipline integration and the application of digital transformation.The setting of the ratio between theoretical literacy courses and practical operation courses should take into account the type of school, professional orientation, and teacher structure.At the same time, the ratio between the two is balanced by setting up core courses, extended courses, and extracurricular "additions".We should rethink the "change" and "unchange" of advertising, and the reform of core courses should also reflect the "change" and "unchange" of the industry.Based on the training orientation, we should choose between practical application and data innovation courses, strengthen the connection between course learning and scene application, and cultivate students’ data science thinking in specific scenes.Strengthening students’ learning of basic theories, and cultivating students’ basic ability, digital communication ability, and innovation ability, meet the industry’s talent demand for advertising majors.

关 键 词：新文科 广告学 核心课程设置 内容分析 本科培养方案 

分 类 号：F713.8[经济管理—广告] G64[经济管理—产业经济]