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读者调查,是我党新闻工作的优良传统之一。过去,一般都是由各新闻单位,通过个别访问、小型座谈等方式,进行典型调查的。1982年6月至8月,经北京新闻学会发起,中国社会科学院新闻研究所,会同人民日报、工人日报、中国青年报组成调查组,采用社会统计分析方法,对北京市13岁以上的居民读报、听广播、看电视的情况,进行了一次抽样调查。由北京市统计局用电子计算机制定抽样方案,按照随机原则抽选样本,使样本单位成为总体单位的缩影,以保证样本单位具有较强的客观代表性。在这次调查中,采用统一问卷、直接访问的方式,调查了样本单位295个,共2,423人,调查数据由北京市计算中心用电子计算机分析处理。调查结果得到两种资料:一种是根据调查表统计的数字资科,从量上反映了读者、听众、观众的兴趣、需要、态度;另一种资料是在调查过程中,通过开座谈会、个别交谈和查阅文献得到的非统计资料,说明产生那些数量规律的条件、背景和关系等等。调查组将两种资料结合起来,进行综合分析,共写出六份调查报告,使人们对报纸、广播、电视在北京市13岁以上居民的生活中所占的地位,有一个总体的了解,并对目前新闻工作中的应该肯定之处和不足之处,有个比较明确的认识,为新闻改革提供一些依据。运用科学的方法,采用现代化的统计手段,对一个地区的读者、听众、观众进行大规模的综合调查和研究,在我国新闻史上这是第一次。这次调查受到了首都新闻界和有关方面的重视。北京新闻学会于今年6月15日举行了读者调查学术讨论会,并就读者调查问题向有关负责同志征求了意见。现将胡绩伟、安岗同志的谈话发表于下。
Reader surveys are one of the fine traditions of our party’s journalistic work. In the past, the general investigation was carried out by various news organizations through individual visits and small forums. From June to August 1982, initiated by the Beijing Institute of Journalism, the Institute of Journalism of the Chinese Academy of Social Sciences, in conjunction with the People’s Daily, the Workers’ Daily and the China Youth Daily, formed a survey team to use social statistics to analyze the residents over the age of 13 in Beijing Newspaper, listen to the radio, watching TV, conducted a sample survey. The sampling plan was formulated by Beijing Municipal Bureau of Statistics by computer and sampled according to random principles. The sample unit became a microcosm of the overall unit to ensure that the sample unit has a strong objective representation. In this survey, using a unified questionnaire and direct interview, we surveyed 295 sample units with a total of 2,423 people. The survey data were analyzed and processed by computer in Beijing by computer. The survey results obtained two kinds of information: one is based on the statistics of the questionnaire, which reflects the readers ’, listeners’ and audience’s interests, needs and attitudes; another kind of information is that during the course of the investigation, , Individual conversations and access to non-statistical data obtained from the literature, indicating the conditions, background and relationships that generate those quantitative laws. The investigation team combined the two materials for a comprehensive analysis and wrote a total of six survey reports to gain an overall understanding of the status of newspapers, radio and television in the lives of residents over the age of 13 in Beijing. And we should have a clearer understanding of what should be affirmed in the current press work and its inadequacies, and provide some basis for news reform. It is the first time in the history of China’s news that a large-scale comprehensive investigation and study of readers, audiences and audiences in a region should be conducted using scientific methods and modern statistical methods. The survey received the attention of the capitalist press and other interested parties. Beijing Institute of Journalism held a reader survey symposium on June 15 this year, and solicited opinions from responsible comrades on the investigation of readers. Now the voices of Comrade Hu Kuang-wei and Angang Gang are given below.