Research on the Social Concern of “School Bullying†Based on Baidu Index

Yu Gou, Luyan Teng and Haohong Nie

SAGE Open, 2025, vol. 15, issue 3, 21582440251375519

Abstract: The rapid development of the Internet has made search engines the preferred way for people to obtain information. As the world’s largest Chinese search engine, Baidu Index developed by Baidu is an important data analysis platform. Similar to Google Trends, Baidu Index is a data tool based on data that provides the display frequency and related statistics of keywords or topics in different periods. This study uses the Baidu Index analysis tool to study the public’s attention, changing trends and geographical distribution of “school bullying.†School bullying is a social phenomenon with certain characteristics such as cross-regional, cross-cultural, and international. Many empirical studies have shown that school bullying has a very serious negative impact on the entire society and education system, threatening the healthy growth of adolescents. This study uses the Baidu index to obtain the attention of the keyword “school bullying†from June 2014 to June 2024, and analyzes the characteristics of attention from three aspects: trend research, demand map and crowd portrait. By analyzing the trend of search volume related to “school bullying†in the Baidu index, the study studied the degree of attention to school bullying in different time periods. Judging from the trend, the phenomenon of school bullying has gained significant attention in the past 10 years. Especially when a specific school bullying incident occurs, the search volume will reach a peak. The search trend of mobile and PC means is the same, but after 2016, the search volume of mobile is significantly higher than that of PC. From the perspective of the demand map, words related to “school bullying†also include “bullying,†“school violence,†“school bullying,†and so on. From the perspective of crowd portrait, East China (Guangdong, Jiangsu and Shandong) and Beijing, Shanghai, and Chengdu as city representatives have attracted more attention. Among them, women aged 30 to 49 have the highest search volume for “school bullying.†Therefore, the search trend of “school bullying†provided by Baidu Index provides an important reference for reflecting the hot spots of public netizens and further understanding of the problem of school bullying, which is helpful to promote the joint efforts of all sectors of society to build a safer and more harmonious school environment.

Keywords: search engine; Baidu Index; school bullying; adolescents and children (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:15:y:2025:i:3:p:21582440251375519

DOI: 10.1177/21582440251375519

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