新媒体环境下新闻传播效果评估的指标和权重

Index System and Index Weight of News Communication Effects Evaluation in the Context of New Media

互联网的快速发展带来了新闻发布工具和新闻传播方式的变化。传统媒介形态下的新闻传播效果评估方式,已不再完全适用于新媒体新闻传播发展的需要,因此有必要创新新媒体新闻传播效果评估方式。基于内容分析、搜索、数据挖掘等研究方法,对目前新媒体新闻传播效果评估进行指标体系建构,并运用德尔菲法对这些指标进行权重赋予。这些效果评估指标粗分为:新闻传播渠道与形态指标、新闻发布指标、用户接收与互动显性指标、媒体接收与反馈指标等,各类指标又细分为更具体的指标。通过三轮专家问卷咨询,对各具体指标赋予相应的权重,从而构建了新媒体环境下新闻传播效果评估的完整体系和实用方法。通过对传播效果指标体系权重的赋予,将不同因素的影响等级分隔、归类,旨在从动态、流动的行为中,找到效果评价的突破口,得到更有针对性、更加科学的指数计算。

Rapid development of the Internet nowadays has brought huge changes to news communication technologies and modes.Previous evaluation index system of news communication effects are no longer applicable.So it is necessary to innovate evaluation methods of online news communication effects.This research is aimed to establish an evaluation index system of news communication effects in the context of new media,mainly based on text analysis,search,data mining,and etc.Using Delphi Method to examine weight of above indexes,the thesis takes the aim at constructing a complete system and an applicable method in evaluation of online news communication effects.These effect evaluation indexes can be roughly divided into:news communication channels and form index,news release index,user reception and interaction explicit index,media reception and feedback index,and etc.Various index are subdivided into more specific index.Through three rounds of expert questionnaire consultation,each specific index is endowed with corresponding weight.In this way,a complete system and practical methods to evaluate news communication effect under the new media environment is constructed.By endowing weight to the index system of communication effect,this paper divides and classifies the influence levels of different factors.It aims to find a breakthrough in effect evaluation from dynamic behaviors and obtain more targeted and scientific calculation results.