Use of Baidu Index to Measure Public Attention toward Double Reduction Policy in China

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Qinyi Tan, Fang He, Luyan Teng

Southwest University (China)

With the support of the Erasmus+ project "Teacher training with specialization on life and information technology skills - 21st TS", this study investigates the public’s attention to the educational policy “double reduction” and analyzes its trend and distribution, to know the public’s attention after the release of the educational policy of double reduction. Using the Baidu Index, one of the important information technology skills, as the research tool and the “double reduction” policy as the keyword, putting emphasis on information literacy and educational technology related to the 21st century skills. The attention and characteristics of Internet users for the “double reduction” policy were obtained from three aspects: trend research, demand map, and crowd portrait. It is found that the search trend of the word “double reduction" increased first and then decreased. The public pays the most attention to the “double reduction policy” and “what is the double reduction policy”. The groups paying attention to the “double reduction" is mainly distributed in Guangdong, Zhejiang province, and Jiangsu province, and most of them are women aged 30 ~ 39. At the same time, the search trend of the word “double reduction policy” is like that of "double reduction”. In conclusion, Baidu Index is a research instrument to study the trend of keyword search, gain insight into the change in Internet users’ demand and monitor the trend of media public opinion. The influencing factors of the change in the search volume of the word “double reduction” include the implementation of the “double reduction” policy issued by the Ministry of Education, the rectification of educational and training institutions, etc. The public is more inclined to understand the “double reduction policy” and “what is the double reduction policy”.