Mapping Four Decades of Research on Advertising Higher Education in Mainland China: A Thematic Review of 1,605 Journal Publications
Journal: Journal of Higher Education Research DOI: 10.32629/jher.v5i6.3401
Abstract
This paper utilizes CiteSpace to analyze 1,605 journal articles from the CNKI database. It employs a keyword timeline map to visualize the academic landscape and knowledge framework of Advertising higher education research in Mainland China over the past four decades. The results indicate that research in this field has progressed from an exploratory stage to a specialization-driven developmental phase, and more recently, to a transformation period addressing new challenges. Recent trends highlight a shift towards topics of digital transformation, new liberal arts education, and application-oriented education. In light of national strategic shifts and the rise of digital marketing, a central issue for Advertising education research is how to integrate academic knowledge to enhance both frontline teaching and societal development.
Keywords
Advertising education, Mainland China, Topical evolution, CiteSpace
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[2] Song, H. M. (2019). Forty years of advertising education in China (1979–2019) [in Chinese]. Social Sciences Academic Press.
[3] Huang, S. M. (2006). Transformation, aggregation, and innovation: The tasks of advertising education and advertising research [in Chinese]. Advertising Research (Theory Edition), (03), 14-15.
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