论文部分内容阅读
随着越来越多的新闻媒体开始依靠慈善资金的资助,新闻媒体正面临日益增大的压力,去证明新闻可以改变世界,开始着手跟踪新闻作品在现实世界里的影响。同时,捐助者也在寻找方法来评估他们资助的媒体项目的影响,希望可以按照指标进行管理,从而得到影响力的证据。目前,可用来测评“影响力”的工具尚处于萌芽阶段,本文就媒体影响力测评在国际上的现状和发展做了较为详细的介绍。
As more and more news media begin to rely on charity funding, the news media is under increasing pressure to prove that news can change the world and begin to track the impact of news work in the real world. At the same time, donors are also looking for ways to assess the impact of the media projects they fund, hoping they can be managed in the light of indicators to gain evidence of influence. At present, the tools that can be used to measure “influence ” are still in the embryonic stage. This article gives a more detailed introduction to the status quo and development of media impact assessment in the world.