1672-8505

CN 51-1675/C

从“产品”到“机制”:全媒体传播的评价体系创新

From "Product" to "Mechanism": Innovation of the Evaluation System for the Omnimedia Communication System

  • 摘要: 基于全媒体传播体系建设目标与进程,在坚持效果导向的基础上,构建具有针对性与前瞻性的评价体系,是更好地助推全媒体传播体系建设与发展的关键。而当前全媒体传播体系的评价体系,在很大程度上延续了新型主流媒体的评价体系,聚焦在“产品”传播的“效果/结果”上,呈现出典型的“结果性评价”导向。以“结果性评价”为主导的评价体系,能够呈现与验证全媒体传播体系建设效果,却很难直接指引与动态督促更为复杂的建设实践。基于“结果性评价”体系,融入“过程性评价”逻辑,从“产品”到“机制”、从“效果/结果”到“网络/过程”,探索评价目标、评价逻辑、评价体系的创新升级,是构建更为理想的评价体系的可行进路。由此建构的全媒体传播体系评价体系,既关注“产品”也重视“机制”,既检验“效果”也指引“过程”,由多元交互的主体维度、资源维度、业务维度、生态维度的复合性评价构成。

     

    Abstract: Developing a targeted and forward-looking evaluation system, aligned with the objectives and advancements of the omnimedia communication system and adhering to an effect-oriented approach, is crucial for promoting its construction and development. Currently, the evaluation system largely extends from that of new mainstream media, focusing primarily on the "effect/result" of product communication, which typifies a "result-oriented evaluation" approach. While a "result-based evaluation" can demonstrate and validate the effectiveness of the omnimedia communication system's construction, it struggles to directly guide and dynamically oversee more complex construction practices. To address this, integrating the "result-based evaluation" with "process-based evaluation" logic offers a viable pathway. This approach involves innovating and upgrading evaluation objectives, logic, and systems from "product" to "mechanism" and from "effect/result" to "network/process". Such a restructured evaluation system would not only focus on "product" and "mechanism" but also test "effects" and guide "processes". It would encompass a composite evaluation across multiple interactive dimensions, including subject, resource, business, and ecological aspects.

     

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