基于主题模型的中国广告教育研究热点及发展导向研判  

Research on the Hot Topics and Future Research Direction of Advertising Education in China Based on Topic Model

作　　者：陈豪 Chen Hao

机构地区：[1]重庆工商大学文学与新闻学院

出　　处：《现代广告》2024年第11期57-65,共9页Modern Advertising

摘　　要：本研究以中国知网内的期刊文章为基础,检索词为“广告教育”,共搜集了1983年至2023年间的925篇文献摘要作为研究语料。通过LDA主题模型对这些文献的分析,确定了中国广告教育领域的五大研究热点,包括职业教育、变革创新、高校教学、产教融合以及国际视野。在过去的四十年中,广告教育在不同阶段呈现出不同的侧重点。为推动未来的研究,应特别关注以下几个方面:首先,提升广告学的理论化水平;其次,深入研究职业教育和高校教育之间的差异;此外,深度融合产业、学术界和教育体系将是未来广告教育研究的关键方向。This research is grounded in a corpus of journal articles obtained from the China National Knowledge Infrastructure(CNKI),utilizing"Advertising Education"as the designated search term.A comprehensive set of 925 abstracts from articles published between 1983 and 2023 was amassed to serve as the research dataset.Through a meticulous analysis of these documents,we have identified five principal research focal points within the domain of advertising education in China,namely vocational education,transformative innovation,university teaching,industry-education integration,and an international perspective.Over the past four decades,advertising education has exhibited divergent emphases across different developmental stages.To propel future research endeavors,particular emphasis should be directed towards the following dimensions:firstly,elevating the theoretical sophistication of advertising studies;secondly,conducting in-depth investigations into the distinctions between vocational education and university teaching;furthermore,the profound integration of industry,academia,and educational systems emerges as a critical trajectory for future research in advertising education.

关 键 词：广告教育 主题模型 热点主题 

分 类 号：G63[文化科学—教育学]