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1、新媒体受众行为分析课程简介课程英文名Analysis of New Media Audience课程代码S0503Z61学分3总学时48理论学时48实验/实践学时0先修课程新媒体广告研究适用专业广告学内容简介 （中文）新媒体受众行为分析是传播学的理论知识与方法在新媒体时代的拓展与应 用，该课难度较大，是一门选修课，鼓励学有余力和将来有志于学术研究的学生学 习。该课程对学生系统讲授关于受众分析的最新理论与新媒体时代各个细分领域受 众测量的基本方法，让学生系统掌握受众的心理活动特点和规律，提高学生对新媒 体受众行为与心理进行具体研究和实地运用的能力。该课程能为学生将来从事相关 领域工作打下扎实的基
2、础，开拓学生的视野，让学生形成初步的批判性思维与创新 思维。内容简介 （英文）“Analysis of the new media audience ” is the development and application of theoretical knowledge and methods of communication in the new media era. The course is a difficult elective course for students majoring in advertising and encourages students who want
3、to take part in academic research in future to learn. The course aims to teach the basic theory and method of audience analysis and measurement system of segment audience in new era of media. Through learning, students can grasp the psychological characteristics and rules of the audience and improve their specific research ability of new media audience behavior and psychology. Besides that, this course can lay a solid foundation for students to engage in related fields in the future, open up their horizons and form a preliminary critical thinking and innovative thinking.执笔人审定人制定时间2017年11月6日