- From www.coursera.org
大数据与信息传播 Big Data and Information Dissemination
- Self-paced
- Free Access
- Бесплатный сертификат
- 10 Sequences
- Introductive Level
Course details
Syllabus
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. ITrevolution brings up digital media and transforms the relationship amongpeople, media & information.
2nd week: The fundamentalstructure of web. Social media as a platform, the framework of media, the pathsof messages transition & diffusion.
3rd week: Observation anddiscrimination of the special crowds (communities) living in the words of socialmedia. Introduction of useful methods & tools for identifying onlinecommunities (data analytics).
4th week: Clarifying theprinciples of embedding, concatenation and emergence operations in onlinesociety. Analysis the different stages in the development of community.
5th week: Emotionalrelationships among online crowds. Sentimental analysis in social network.
6th week: Understanding theword-of-mouth in social network; how it is engendered or formed, its dynamics, andits effects in online society, with test tools and estimate methods.
7th week: The unique effectof occupying the entrance in webs. Take APP as case-study to show the values ofthe 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. Marketingin socialnet. Net is already a popular social stage for modern publiccommunication. Analysis the basic methods for online planning or strategy, thenew standards & criteria for Big Data PR.
9th week: The importance ofsearching 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 inbrand communication, market promotion, etc.
10thweek: Summary and discussion.Prerequisite
Instructors
- Shian Cheng 程 士安 - Journalism School
Editor
Platform
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