摘要
大数据方法已经逐渐渗透和影响到各个学科的研究,而传播学方法包括研究程序、研究的具体手段、研究效度信度、研究伦理几个维度,大数据方法在这几维度上存在着局限和需要厘清的地方。大数据方法的研究程序仍然需要关注理论,大数据方法对传播学研究的具体手段产生了以下的影响,如从问卷调查到自然数据,从抽样调查到海量数据,从内容分析到文本挖掘,从控制实验到互联网实验,从定量与定性分别切入,发展到将定量与定性研究相结合。大数据方法要为传播学研究所认可和接受,就必须注意测量的有效性、样本的代表性、隐私保护等。而确保大数据方法中机器编码的有效性,就要通过和人工编码相结合,取长补短。大数据分析数据与随机抽样调查的结合来克服大数据的样本代表问题。通过解决好数据共享问题,使研究人员获得以及检验相关数据。同时还要将大数据跟原有的传播学研究方法结合起来,使得不同方法互相弥补,互相验证,交叉对比等。而大数据方法应用在传播学研究伦理中的一个关键的问题就是隐私保护。
Big data methods have impacted on different disciplines. As a discipline,communication studies,including research procedure and specific techniques of research,the reliability and validity of research and research ethics,which needs to be clarified in some limitations in big data methods. The research methods of big data still needs to focus on the theory. In big data area,specific methods of communication research have been changed from surveys to natural data,from sample to big data,from text mining to content analysis,from controlled experiment to Internet natural experiment,from quantitative. Qualitative research is divided into the integration of quantitative and qualitative research. Big data methods would be accepted by communication if it pays more attention to measuring effectively,sample representative and privacy protection and others. Big data methods should code data with human and machine to ensure measuring effectively,do survey combining with big data and sample selected to ensure sample representative.While big data methodology should be combined with traditional methodology to make different methods complement each other. Privacy protection decides how big data analysis is applied to communication research in terms of ethics.
出处
《晓庄学院社会科学学报》
CSSCI
北大核心
2018年第3期148-156,共9页
Journal of Social Science of Hunan Normal University
基金
2017年国家社会科学基金后期资助项目"社会心态与舆论的现状及关系的理论和实证研究"(17FXW009)
2016年度教育部人文社会科学研究规划基金项目"基于大数据的社会心态与舆论研究"(16YJA860001)
教育部重大攻关项目"一带一路"沿线国家新闻传播业历史与现状研究(17JZD042)
关键词
大数据方法
传播学研究方法
研究程序
big data methodology
communication research methodology
research procedure
