隨著輿論的社會力量不斷放大,重要性不斷凸顯,輿論學也被認為是社會科學研究領域的一門顯學。然而輿論學研究理論尚不成體系,研究方法也遭遇了前所未有的困境,傳統民意調查方法和大數據分析結果均難以準確預測輿情發展實際結果。本文嘗試探討了輿論學科知識體系的建設問題,認為在理論體系上應吸納多學科理論并不斷檢驗和發展原有理論,拓寬輿論學研究范疇;在方法體系上應重新審視現有研究方法的不足,引入多元研究方法反復論證問題,構建綜合輿論研究框架;并加強輿論學在現實社會中的應用研究,發展輿論管理的實務教育。除此之外,輿論學學科發展和知識體系建設還需要合理的人才培養體系和組織資源的支撐。

Public opinion is appeared to be a famous study in social science as its importance and social forces increase rapidly. However, the theoretical system and research methods of public opinion research are facing unprecedented difficulties. Both traditional investigating methods and big data are not stable on interpretating and predicting public opinion. We should keep on absorbing, testing and developing the original theories in multi-discipline and broadening the scope of public opinion research, constantly retesting the research questions by multiple methods, and eventually build a comprehensive public opinion research framework. Besides, The development of public opinion always needs the support of reasonable talents cultivation system and discipline organization resources.