MCLC: public opinion analyst test

[Denton, Kirk]

MCLC LIST
From: Long Cheng <Long.Cheng at rnw.org>
Subject: public opinion analyst test
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Source: pao-pao.net (8/25/14):
https://a248.e.akamai.net/f/1/1/1/dci.download.akamai.com/35985/159415/1/p/
?u=article/158

After passing the NPST test, trainees achieve a “network PO analyst”
certificate awarded by CEIAEC. This certificate claims to offer more
chance of promotion and wage raise for PO professionals, but what is
exactly tested for getting this certificate?

Let’s take senior analyst test as example. This closed- book exam lasts
two hours. The evaluation takes seven days and the results will be
released after a month. Whoever passes the exam gets the certificate.
Besides, PO analyst test doesn’t include operational software practice.

The main points of PO analyst test are: basic PO knowledge, data
collection, data classification, events analysis, basic response, and
similar knowledge and skills. There are differences between different
levels analysts and the differences are also seen in the cases and
proportional practice used in the test. Contents about PO judgment and
response in senior analyst test are twice as much as that in junior
analyst test.

Using senior PO analyst test as example, question types are: multiple
choices, true or false judgment and correction, short-answer questions,
essay questions and extracurricular practice.

Multiple choices are basically about basic PO knowledge, such as the
definition of internet public opinions and how to select monitoring
targets.

By true of false judgment and correction, the examinees need to give a
true or false judgment first. If the statement is false, they need to
underline the incorrect part and correct it. Some statements are with
obvious faults, such as “Daily monitoring is not necessary in PO analysis,
monitoring when there is unexpected incident is already enough.” There are
also relatively complex statements referring to  Spiral of Silence Theory.

Short-answer questions test the skill of data collection and familiarity
of workflow. There are two short-answer questions in total. The first one
asks the advantages and disadvantages of machine monitoring and manual
monitoring. The second one requires the examinees to describe the work
processes at every link (monitoring, analysis and response) in detail, and
give their own understanding of the processes.

Skills of judging and analyzing are tested in essay questions. There are
two essay questions. The first question is a case study about Nongfu
Spring event. Nongfu Spring refused the media to check their production
environment, and scolded “Fuck off” towards the reporter from Beijing
News. The examinees need to give three arguments about this case,
discussing about the relations with the media. “Media relations” is
included in the exam, because most data of PO monitoring come from the
media. Sometimes media are also needed to guide the public opinions during
the response. Therefore media is an indispensible factor of PO works. The
second question is more like a question in Civil Servants Exam, that is,
discussing about the importance of “credibility” with suitable cases.

The last section is extracurricular practice. The examinees need to stand
in the position of the government, give comment on the gains and losses of
the way the government handled “Pingdu arson” event, and write a report.
Some elements need to be mentioned in the report: a brief description of
the event, the original information source, attitudes of different
parties, how the government handled this event and its gains and losses.
The integrated abilities of the examinees are evaluated, especially the
abilities of analyzing events and writing reports.

Throughout the senior PO analyst test, it is not hard to find out that
China emphasizes on judging and analyzing abilities of PO talents. The
questions refers more to after-event responses, but barely about early
warning to massive negative PO information. To put it bluntly, most PO
analysts in China who have passed the test are more second-guessers than
strategists.

Contact the writer at: info at pao-pao.net