Deconstructing Public Opinion: An Empirical Study by a Public Opinion Scholar

Author: Yu Guoming
Publisher:
Publish Date: 2001-04-01
Features: This book focuses on the practical application of public opinion survey methods, marking another stage of achievement and crystallization in the author's research on 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 collaborative projects between the author and relevant media organizations during their time at the Public Opinion Research Institute of Renmin University of China, covering topics of widespread public concern such as social, economic, gender, and media issues. These reports provide a multi-faceted reflection of the public opinion landscape and the mass 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 journalism and communication studies.