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随着舆论的社会力量不断放大,重要性不断凸显,舆论学也被认为是社会科学研究领域的一门显学。然而舆论学研究理论尚不成体系,研究方法也遭遇了前所未有的困境,传统民意调查方法和大数据分析结果均难以准确预测舆情发展实际结果。本文尝试探讨了舆论学科知识体系的建设问题,认为在理论体系上应吸纳多学科理论并不断检验和发展原有理论,拓宽舆论学研究范畴;在方法体系上应重新审视现有研究方法的不足,引入多元研究方法反复论证问题,构建综合舆论研究框架;并加强舆论学在现实社会中的应用研究,发展舆论管理的实务教育。除此之外,舆论学学科发展和知识体系建设还需要合理的人才培养体系和组织资源的支撑。
With the continuous enlargement of social forces in public opinion, the importance has been constantly highlighted, and public opinion learning has also been considered as a significant study in the field of social sciences. However, the theory of media studies is not yet a system, research methods also encountered an unprecedented predicament, the results of traditional opinion surveys and big data analysis are difficult to accurately predict the actual results of public opinion development. This article attempts to discuss the construction of knowledge system of public opinion subject, and thinks that it is necessary to absorb multidisciplinary theory in the theoretical system and to constantly test and develop the original theory so as to broaden the research scope of public opinion science. On the methodological system, we should reexamine the shortcomings of existing research methods , Introduce multiple research methods to demonstrate the problem repeatedly and build a comprehensive research framework of public opinion; and strengthen the applied research of public opinion in the real society and develop the practical education of public opinion management. In addition, the development of public opinion subject and the construction of knowledge system also need reasonable personnel training system and organizational resources support.