大数据与信息传播 Big Data and Information Dissemination

本课程主要讨论人、媒介、信息在社会化媒体环境下的新规律。包括媒体的结构性框架、信息接受者的注意力路径、信息传播路径的优化；网络人群识别的方式和工具；网络人群聚合方式和互动规律；网络口碑产生的内在动因、外在驱动力、各类数据分析工具和方法；以及移动时代的终端竞争。

This course focuses on regular patterns of interactions among people, media and information under surrounding social media. The curriculum mainly concerns: the framework and structures of net medias; the interesting focus and evolution of the message-acceptor; the optimization of info-transition paths; methods and tools for detecting online communities; the building, development and interaction within, inside and between online communities; word-of-mouth dynamics along the social net; terminal-competition in mobile medias; useful data analytics.

第一周:  序言  计算机信息技术的变革，是造就数字媒体，改变人、媒介、信息之间关系的核心。

第二周：我们是否认清今天互联网世界的基本结构？解释：社会化媒体及其基础平台，媒体结构性框架、信息传播流动路径。

第三周：我们是否能识别并洞察生存在社会化媒体中的各类人群？分析社会化媒体人群的识别方式、识别工具。

第四周：我们是否能厘清网络社会人群的镶嵌、连接和涌现的规律？分析网络社会人群在不同阶段聚合的方式和规律。

第五周：我们是否能够获知网络人群之间产生互动、对话的缘由？分析互动多寡、情感关系、亲疏程度、互惠行为和最终产生的效果有何必然关联。

第六周：我们是否理解网络口碑的产生、作用及其对社会发展的影响？分析网络口碑产生的内在动因、外在驱动力；以及各类网络口碑的评测工具和评估方法。

第七周：我们是否以APP为例能够理解占据移动互联网入口的独特作用？以手机终端APP为例，分析其应用类别、独特价值；以及APP广告的投放形式、定位、用户分析，以及知识性及交互性。

第八周：我们是否能够区别网络公关和网络营销的本质差别？当代公共传播采用社会化媒体已成常态，解析在线活动策划的基本方法、大数据公关的新要求和新标准。

第九周：我们是否理解移动时代的终端革命：搜索引擎之价值？分析移动搜索入口的演变，移动搜索终端的竞争，桌面搜索和移动搜索终端的竞争；媒体使用者的终端使用习惯与媒体接触习惯。解释搜索引擎在品牌传播、市场推广中的现状与问题、价值与前景。

第十周：课程小结。

 

1st week: Introduction. IT revolution brings up digital media and transforms the relationship among people, media & information.

2nd week: The fundamental structure of web. Social media as a platform, the framework of media, the paths of messages transition & diffusion.

3rd week: Observation and discrimination of the special crowds (communities) living in the words of social media. Introduction of useful methods & tools for identifying online communities (data analytics).

4th week: Clarifying the principles of embedding, concatenation and emergence operations in online society. Analysis the different stages in the development of community.

5th week: Emotional relationships among online crowds. Sentimental analysis in social network.

6th week: Understanding the word-of-mouth in social network; how it is engendered or formed, its dynamics, and its effects in online society, with test tools and estimate methods.

7th week: The unique effect of occupying the entrance in webs. Take APP as case-study to show the values of the terminals of mobile phones, the classification of APP, position analysis, the types of putting-on the market, customer analysis and effects, etc. of advertisement. 

8th week: PR vs. Marketing in socialnet. Net is already a popular social stage for modern public communication. Analysis the basic methods for online planning or strategy, the new standards & criteria for Big Data PR.

9th week: The importance of searching engines in the mobile epoch. The evolution of mobile searching, competition in the terminals of mobile searching, the competition in between desk & mobile search engines, users’ habits with media equipment and their effects. The current situation, perspectives and problems with applying search engines in brand communication, market promotion, etc.

10th week: Summary and discussion.