Deconstructing Public Opinion: An Empirical Study by a Communication Scholar

Author: Yu Guoming
Publisher:
Publish Date: 2001-01-01
Features: This book focuses on the practical application of public opinion survey methods, marking another milestone in the author's research and achievements in public opinion surveys in China. Building upon existing history, fundamental theories, and operational methods of public opinion polls, it incorporates the author's reflections on the development of public opinion surveys in China since the 1990s and new materials. The book collects survey reports from projects on precise news reporting and media market research, conducted in collaboration with relevant media outlets during the author's tenure at the Public Opinion Research Institute of Renmin University of China. The themes cover social, economic, gender, and media topics of general concern in mass society, providing a multi-faceted reflection of the public opinion landscape and media market in mainland China during the mid-to-late 1990s. The book is both theoretically grounded and practically applicable, offering valuable reference and inspiration for professionals engaged in news gathering, media decision-making, advertising, public relations, and social surveys. It can also serve as a supplementary teaching material for students majoring in journalism and communication.