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面对国际传播格局中的激烈竞争、国际社会对我国媒体的刻板印象以及西方文化霸权等挑战,我国媒体对外传播不仅需要扩大市场传播力和社会影响力,还需提升其价值引导力。本文从受众认知、态度与行为三阶段传播效果入手,构建了整合传统媒体与新媒体的评估框架,并以此为基础,设计了由传播广度、深度、准确度和互动度四类量化指标构成的评估体系。一、我国媒体国际传播效果的评估目标目前,国际传播格局中竞争激烈,除BBC、CNN、路
Faced with the fierce competition in the international communication landscape, the international community’s stereotypes about the media in China and the challenges such as the western cultural hegemony, the media of our country’s external communication need not only to expand market communication power and social influence but also to enhance its value guidance. Based on the three stages of audience cognition, attitude and behavior, this paper constructs an evaluation framework that integrates traditional media and new media. Based on this, four kinds of quantitative indicators, namely, breadth, depth, accuracy and interaction, Constitute the assessment system. I. Objectives of Evaluating the Effect of International Communication in China’s Media At present, there is fierce competition in the international communication environment. Except BBC, CNN, Lu