Research on the Communication Effects and Mass Media Credibility in China

Professor Yu Guoming, Changjiang Scholar, and member of the sub-committee of Journalism and Communication Studies of the 7th Academic Degrees Committee of the State Council. Currently he is the director of the academic committee of the School of Journalism and Communication of Beijing Normal University, director of the Communication Innovation and Future Media Experimental Platform of Beijing Normal University, vice Chairman of the Beijing Association of Social Sciences, and Chairman of the Committee for Media Economic and Management in the Chinese Association for History of Journalism and Communication. He is the editor-in-chief of the Annual Report on China’s Media Development Index (Blue Book), the Annual Report on Public Opinion in China (Blue Book) and the Annual Report on Internet Marketing Development in China (Blue Book). He is the leader of empirical research in communication studies, the founder of media economics and one of the pioneers of cognitive neuroscience and communication in China.  He has authored/co-authored 40 monographs, textbooks and bluebooks, and has published more than 900 journal articles. He is the frequently cited scholar in the discipline of journalism and communication.

Definition of Conceptual Framework.- Analysis of Judgment Dimensionality of Public Trust in Mass Media.- Analysis of Influence Factors of Public Trust in Mass Media.- Analysis of Generative Mechanism and Control of Public Trust in Mass Media.- Influence of Public Trust on the Function of Medium.- Discussion of Literature in Evaluative Methods.- Thesis and Design of Research in Evaluative Methods.- Analysis of Judgment Criterions of Chinese Media.- Development of Chinese Media Public Credibility.- Media Public Credibility Measurement Based on this Survey Specimen.- Methods of Survey.- Residents Exposure to Media.- Status Quo of China’s Media Public Credibility.- Judging Dimension Scale of Media Public Credibility.- Influential Factors of Media Public Credibility.- Cognition and Trust in New Figures and Events.