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本文以广告学1979年至2013年期刊论文为研究样本,采取文献计量学的分析方法,并以学科成长“S”型曲线和库恩的科学发展模式为基本理论分析工具,展开对中国广告知识生产的成长轨迹与现实状况的研究。其主要研究结论是:中国广告学知识生产大体经历缓慢增长期(1979年-1997年)、快速增长期(1998年-2008年)、平稳增长期(2009年-2013年)三个研究发展阶段。中国广告学的知识生产,目前仍处于学科发展的成长期,或如库恩所说的“前科学”时期,准确地说,是处于学科发展成长期的后期,“前科学”时期的后期,只是尚未进入学科发展的成熟期或库恩所谓的“常规科学”期。
This article takes periodical articles of advertisement studies from 1979 to 2013 as the research samples and adopts the bibliometrics analysis method. Taking the disciplinary growth “S” curve and Kuhn’s scientific development model as the basic theoretical analysis tools, Research on the Growth Track and Reality of Advertising Knowledge Production. The main conclusions of the study are as follows: The knowledge production of advertising in China generally experiences three stages of research development, that is, slow growth period (1979-1997), rapid growth period (1998-2008), steady growth period (2009-2013) . Knowledge production in China’s advertising science is still at a stage of its growth, or as Kuhn put it, in the period of “pre-science” or, to be precise, in the latter part of the discipline’s growth phase. “Pre-science” The latter part of the period has only yet to enter the maturity of discipline development or Kuhn’s so-called “conventional science” period.