This research direction aims at cultivating academic and applied talents, and strives to make the development of public relations theory in China keep up with the rapid development of industry practice.
The research direction focuses on the ideas, concepts, schools and innovations of the relationship between public and private. It is characterized by the research of basic theoretical methods and ontology.
Graduates in this direction can not only participate in industry practice, but also be employed in enterprises, public relations companies, various marketing and communication companies and media; You can also continue in-depth research and go to universities and other research units.
2. The practical direction of public relations
The research in this research direction can combine the basic theory with the practice of public relations, thus enriching the theory of public relations, promoting the standardization and systematization of academic research and providing theoretical guidance for practice.
The research content of this research direction is the tools, technologies, skills and strategies of public relations practice and their application in various social organizations.
Graduates in this field can not only work in various enterprises and institutions, but also meet the urgent needs of such institutions for public relations research and strategic operation talents; In addition, you can go to scientific research institutions or practical application institutions to continue to learn relevant theories.
3. Crisis management direction
The research direction is to use professional knowledge to serve the society and enterprises, solve the daily and special crisis events of enterprises and other organizations, nip in the bud, or minimize the harm.
The research content in this direction is crisis management, especially the principles, theories, principles and skills of crisis communication. It is characterized by paying attention to the crisis between enterprises and the public and paying attention to practical application.
Cultivate high-quality research-oriented and professional talents to meet the urgent needs of enterprises and institutions for operators of research and crisis management mechanisms.
4. Marketing public relations direction
The research direction focuses on cultivating academic talents and applied talents, so that the development of public relations theory can keep up with the needs of front-line practice in the industry. With the continuous promotion of the strategic and tactical position of public relations in corporate marketing communication activities, the Department of Public Relations of Advertising College of China Communication University has specially set up the research direction of "Marketing Public Relations".
The research content of this research direction is the strategic and tactical position and application of public relations in enterprise marketing communication activities. With the in-depth study of marketing public relations by scholars at home and abroad, the theoretical system of "marketing public relations" has been reconstructed and trimmed. It is not only a tactical tool to study "marketing public relations", but also a strategic understanding of "marketing public relations". The Public Relations Department of Advertising College of Communication University of China has keenly grasped the pulse of the domestic grandfather relationship practice and the strong demand of the industry for this research field, and set up a research team composed of professors, associate professors, doctoral students and graduate students to carry out in-depth research activities in this field, creating a precedent for the domestic "marketing public relations" research, and specially setting up this research direction.
Graduates of this major can not only work in enterprises, public relations companies, various marketing and communication companies, media and various institutions, but also conduct in-depth research in this field in various scientific research units.
Communication psychology Professional (050332)
1. communication psychology's theoretical direction
Communication psychology's Subject Orientation: communication psychology is an interdisciplinary subject of communication and psychology. It is not only a branch of applied psychology but also a branch of communication theory. Communication psychology major can be divided into three directions: communication psychology's basic theory direction, communication psychology's application direction and communication psychology's measurement and analysis direction.
The research content of this direction: to master the main representatives and viewpoints of the five theories of modern psychology (biological theory, behaviorism, psychoanalysis, humanism and cognition), and their contributions and limitations in the history of psychological development. Use Marxist theory to sublate these theories, take their essence and discard their dross, apply relevant theories and knowledge to communication activities, and analyze the cognitive law, behavioral law, conscious and subconscious activities and healthy development of personality of recipients. The research method of communication psychology's theoretical direction: Marxist dialectical materialism and historical materialism are the fundamental guiding ideology of communication psychology's theoretical research (that is, the general principles of methodology). Communication psychology's basic theory has two research orientations: scientism (that is, the research paradigm of objective experiment, which is mainly used to study the physiological mechanism and perception of the receiver) and humanism (that is, the research orientation of humanism that adheres to the psychological viewpoint of cultural science and the subjective experience paradigm, which is mainly used to study human nature, values, experience, needs and motives). The research focus and characteristic advantages of communication psychology's basic theory direction: This direction mainly uses the five theories of modern psychology to analyze the psychology and behavior of the recipients. From the research of communication psychology in China, it is the original creation of the Institute of Communication Psychology in our school to systematically and comprehensively explain the psychology and behavior of the recipients from the perspective of modern psychology, which has been gradually recognized by the academic circles. Through learning, we can improve students' ability to criticize and inherit western psychological theory with Marxist theory, self-study ability and innovation ability, and improve their psychological quality.
Judging from the current situation of communication psychology's development in China, there is a lack of professional researchers and teaching staff. The students we train are welcomed by journalism and communication majors in colleges and universities, and are also valued by the communication industry. Even our master students have shown their advantages in the competition of political counselors in colleges and universities.
2. The application direction of communication psychology
Communication psychology is a two disciplines under the first-class discipline of journalism and communication. The application direction of communication psychology is an important research direction of communication psychology specialty.
The research contents of this direction: systematically master communication psychology's research ideas and methods in practice; Fully understand the general situation and frontier contents of applied research in communication psychology. Communication psychology's application direction is to study the occurrence and development of psychological phenomena in mass communication and interpersonal communication, with special emphasis on the specific psychological activities of communicators and receivers in important fields such as news, advertising, film and television, network, and the psychological basis and strategies for improving the efficiency of mass communication activities. The important role of communication psychology's applied research lies in revealing the laws of these psychological phenomena and helping participants in communication activities to use these laws to predict and control the occurrence and development of psychological phenomena in the field of communication practice. The research on the application direction of communication psychology depends on the scientific attitude, that is, the attitude of respecting objective facts and seeking truth from facts. Absorbing the specific research methods of psychology and communication, and adopting quantitative and qualitative research methods, it constantly reveals the laws of psychological phenomena in the field of communication practice. At present, this direction has advantages in the research of news psychology and advertising psychology. Journalism psychology mainly studies the psychology and behavior of news subjects, psychological phenomena and psychological life, existence and special psychology, and psychological interaction between news subjects. News psychological phenomenon is the main part of communication psychology's research. The study of news psychology has important theoretical and practical significance. The former is mainly manifested in two aspects. First, strengthen the understanding of the nature of news subjects as human beings; Second, we can constantly improve our rational understanding of news practice. The latter is mainly manifested in the news disseminators' editing and broadcasting activities according to the characteristics and laws of news audience's psychological activities; Use the theory and knowledge of news psychology to guide and adjust themselves, optimize their psychological quality and form a healthy mentality. The research of advertising psychology mainly discusses the psychological activity law and its application of communicators and audiences in advertising communication activities. The influence of advertising on the psychology of its audience is the core goal of advertising communication effect; At the same time, the psychological activities of advertisers in advertising communication also directly affect the effect of advertising communication. Therefore, the research of advertising psychology has been paid more and more attention by academia and industry. The application direction of our hospital in communication psychology has a wide range of research fields. In addition to the mature research mentioned above, there are also some achievements in the research of network communication psychology, film and television communication psychology and host psychology.
The application direction of communication psychology is to cultivate compound talents with communication psychology's research perspective and innovative research consciousness, master communication psychology theory and combine it with practice, and have high scientific research literacy and practical ability. Suitable for communication industry, scientific research, universities and other fields.
Media Education Major (050334)
1. The direction of media literacy education
The research direction of media literacy education is the first-class discipline of journalism and communication and the third-class discipline of media education in two disciplines. The research direction of this paper is a new discipline composed of journalism, communication, education and psychology, which is an integral part of quality education. Its fundamental goal is to make people fully understand the media, effectively use the media, cultivate and improve the ability and quality of rational use of the media, create an environment where people and the media coexist, and promote the harmonious development of society. Because the information society is an irreversible trend of the development of human society, media literacy education is universal and lifelong, and it is an indispensable and important content in family education, school education and social education. Scientific use of information resources, effective resistance to information crimes, media literacy education has important sociological significance.
Media literacy education was first put forward by British scholars and Danish educators in 1930s, and now it has become a regular teaching content in the education system of many countries. In China, due to the continuous improvement of people's living standards, there are more and more opportunities to get in touch with mass media, and mass media such as radio, television and internet have an ever-present influence on people. How to guide the public, especially teenagers, to use the media correctly and effectively while avoiding the influence of negative information has become a major problem to be solved urgently in China.
This research direction mainly studies the development history and basic theories of media literacy education at home and abroad, strives to carry out the localization practice of media literacy education in China, and creates theories and demonstration courses with China characteristics in practice and research, so as to make contributions to promoting media literacy education in China. In terms of research methods, in addition to respecting traditional and standardized research methods such as literature, comparison and investigation, qualitative research methods and quantitative research methods will be selected around the problem. At the same time, efforts are made to explore the application of media philosophy and media research methods in media literacy education research. Media literacy education is a new interdisciplinary subject, and the research focuses on the construction of basic theories, so that the subject has the power of sustainable development. The discipline direction of media literacy education in China Communication University is a new discipline direction based on the strong discipline group of journalism and communication in our university. There is a strong research foundation and teaching foundation of journalism and communication as the backing of this research direction, with unique academic advantages and distinctive radio and television characteristics.
Through the cultivation of this research direction, students will master the basic theories and knowledge in the field of media literacy education and related disciplines, and have strong survival ability in the realistic media environment, thus making due contributions to the development of modern society. The training objectives of this direction are as follows: (1) R&D personnel of media literacy education in universities and research institutions in China; Teachers of media literacy education in primary and secondary schools in China; The media, especially youth education programs, plan and comment on media education columns; Education, management, promotion and other related talents in national youth education institutions and youth education research institutions.
2. Compare the direction of media education
Comparative media education is an important research direction of media pedagogy and a third-level discipline of journalism and communication and media pedagogy. It belongs to an applied discipline. With the help of the theories of journalism, communication, pedagogy and other disciplines, this paper studies the core and basic issues in international media education and the hot issues in current society by means of comparative research, and finds out the law of the development of media education in the world, so as to improve the understanding of the importance of media education and grasp the law of media education, and provide reference experience for the development of media education in China.
Comparative media education belongs to a new discipline in media education. This paper mainly adopts the research method of comparison between China and foreign countries to study the historical development, policies, modes, characteristics and laws of media education in various countries in the world, the implementation ways and methods of media education and the different characteristics of media education in various countries. Compare different schools, different types of media education, the influence of different media on the audience, and the future development trend of media education. This research direction not only adopts comparative research method, but also adopts literature method, interview method and quantitative research method. The research focuses on the development history, present situation, problems and trends of media education in the United States, Britain, Canada, Australia, Japan, South Korea and other countries. The characteristics of this research direction are mainly reflected in the research methods and research objects. The research object contains two clues, the comparison of the main problems of media education and the comparison of media education in different countries or regions.
This research direction will help students master the basic knowledge and ability of world media education and its related fields, especially the practical ability in media education practice. The main training goal of this research direction is to train researchers and developers of media education for universities and scientific research institutions in China; Provide teachers for media literacy education in primary and secondary schools; Train planners and commentators for the media, especially for youth education programs and media education columns.
3. The direction of media higher education
With the advent of the information age, the status of modern media in social life has become increasingly prominent. It is a new mission of higher education research to see through the opportunities, challenges and countermeasures faced by higher education in the media age. In the pedigree of higher education in different fields, higher education in the field of media has also become an important research field and professional field. It is urgent to strengthen the media's research on higher education and find a suitable position in the world higher education pedigree.
The research direction is devoted to the theory of media higher education, the interaction between media and higher education and the special laws of media higher education. The research direction is devoted to grasping the characteristics and trends of higher education in the media age from a macro perspective, paying attention to the research of communication colleges at home and abroad from a micro perspective, and making theoretical and empirical research on its development characteristics, discipline and specialty setting, curriculum setting, teacher structure and talent training mode. So as to provide development ideas for the development of domestic media colleges, and open up a road of college research with China cultural characteristics.
This research direction will train students to master the research ideas and methods of media higher education from the perspective of higher education theory, study media higher education from a multidisciplinary perspective on the basis of case studies of media colleges at home and abroad, and master the basic development laws of media colleges and their disciplines and majors, so as to cultivate students' ideas, methods and abilities in the research and practice of media higher education. The goal of talent training in this research direction is to train theoretical researchers of higher education in the field of media and management talents in media colleges (departments).
Media Policies and Regulations (050335)
Media policies and regulations belong to the interdisciplinary subjects of law and journalism and communication. With the continuous improvement of social democracy and the rule of law in China and the rapid changes in the media field, the research on media policy and law has become more and more important, and the demand for relevant theoretical, academic and practical talents is also increasing. The construction of the Master of Media Policy and Regulation is established to meet the needs of this era.
The cultivation of this major enables students to have a solid theoretical foundation of media policy and law, to conduct academic research by using the general research methods of social science and the special research methods of this subject, to independently carry out theoretical and practical research in the field of media policy and law, and to have the ability to independently deal with practical problems of media law and related media business problems. Graduates of this major can go to relevant government departments, media and legal practice departments to engage in practical and research work, or conduct higher-level research work to provide a foundation for teaching in colleges and universities.
1. Practical direction of media law
The practical direction of media law mainly studies the related practical problems in the field of media law. The content includes media-related legal practices in the fields of constitution, administrative law, civil law, intellectual property law, economic law, criminal law, judicial system and procedural law, as well as the relationship between media policy, media legal norms and media industry self-discipline. First, the overall description of the research direction:
2. Compare the direction of media law
The direction of comparative media law mainly studies the similarities and differences between the theory and practice of legal issues in the media field at home and abroad and the international community and their mutual influence. The content includes media law theory, media law practice, media law and media law history.
Media Economics (050336)
Media economics is a new interdisciplinary subject, and its research scope mainly reflects the intersection and integration of economics, management and communication. This major trains senior professionals who understand not only the theory of communication, but also the theoretical knowledge and management knowledge of economic system, the special laws of media economy, the policies and regulations of media industry and the management practice of media industry. The specific training objectives are:
(1) sending researchers of media economic theory to universities and research institutions;
(2) training high-level media economic management talents for governments at all levels and industry authorities;
⑶ Cultivate high-level economic management talents for media enterprises.
The major of media economics consists of six aspects: media industry system, media industry management, media industry organization, international cultural trade, cultural industry research and film production management.
1. Management direction of media industry
Cultivate students to master the basic principles of Marxism and be familiar with the basic line, principles, policies and regulations of the party and the country; Familiar with relevant policies and regulations of media industry management in China; Have extensive professional basic knowledge, and firmly grasp the systematic media industry analysis theory and method. Based on the theory of industrial organization and management, this paper discusses the interactive relationship between media policies and regulations and media economic management from the perspective of national media development strategy, and carefully analyzes and summarizes the historical track, experience and lessons of China's media development policies and regulations and their policy enlightenment. In-depth study of the laws of the media market and the main problems and solutions in the economic management of China's media industry; In-depth study of media industry organizations, put forward the regular characteristics and management measures of media organization operation; This paper makes an in-depth analysis of the group operation of the media industry, and puts forward the preconditions, target strategies and management measures of the group operation of the media. Postgraduates in this direction are suitable for management research and practical work in the media industry.
2. Direction of international cultural trade
The rapid development of cultural industry and cultural trade calls for high-level talents who know both international cultural trade theory and international cultural market. International cultural trade is a brand-new interdisciplinary field, which combines the knowledge of media economy, international trade, cultural studies, economics, communication and so on, aiming at the frontier issues and latest trends of international cultural trade development. Taking international cultural trade theory, cultural market theory, international communication, media and cultural economics, film and television trade, book copyright trade, performance and exhibition trade, applied communication, WTO and international cultural trade as the main professional courses, we will focus on cultivating and mastering the basic theories and methods of international cultural trade, widely understand the frontier issues of international cultural trade, and master the knowledge and skills of international cultural marketing and planning, market operation and negotiation skills. Professional, practical and innovative senior talents who can engage in cultural foreign trade management, research, development and planning in cultural departments, media organizations, foreign-related economic and trade departments, enterprises, institutions and government agencies.
3. Cultural industry management direction
The rapid development of cultural industry urgently needs a large number of compound senior talents who not only understand the development policy of cultural industry, but also are familiar with market economy and management. Modern cultural industry management has been involved in the knowledge fields of economics, management, marketing, culture and art, industrial policy, communication and other disciplines, and it is interdisciplinary and has broad development prospects. Based on the basic law of cultural industry development, this study focuses on the macro-field research of cultural industry development policy and the micro-field research of cultural industry organization and management efficiency. Through scientific professional training, students are trained to have rigorous professional quality and rich knowledge background, be proficient in theoretical research and analysis of practical problems, and become compound talents who can meet the needs of cultural industry development. Graduates of this major should be able to engage in policy research, industrial management, project planning and operation in national government departments, cultural industry research institutions or cultural industry organizations.
4. Film and television project management direction
The training goal of this research direction is to cultivate senior project management talents such as film and television planning, production, publishing, etc., who are both intelligent and creative, who know both art and economic management and market operation.
Film and television project management is a new comprehensive discipline, which mainly studies the management and market operation law of film and television projects (including films, TV dramas, documentaries and other film and television products).
Film and television project management is an interdisciplinary subject, which is a combination of film and television art and economic management from a disciplinary point of view, requiring both an understanding of art and economic management and an understanding of market operation; Secondly, it is a very practical subject. While improving students' comprehensive theoretical literacy, we emphasize the cultivation of students' innovative practical ability, business operation ability and comprehensive management ability.
The tutor of this major has profound theoretical foundation, artistic creation practice and project operation experience, both theoretical and practical experience, and has made remarkable achievements in scientific research and artistic creation.
This major will implement the dual tutorial system. We will hire famous producers with outstanding achievements and profound knowledge in the industry as part-time tutors to be responsible for the cultivation of graduate students in this major together with the tutors in the school. Each graduate student in this major will have two tutors at the same time. In-school tutors are mainly responsible for theoretical teaching, and part-time tutors are mainly responsible for guiding artistic practice.
The academic system of this major is three years (two years for students similar to this major (such as production management)); The first year focuses on theoretical study, and the second year requires students to participate in artistic creation and project operation practice in the industry. When students graduate, in addition to completing their graduation thesis, each student is also required to complete a creative work or project operation plan as a graduation design work.