Research On Evaluation,Investigation And Improvement Of New Type Of Mainstream Media Communication Capacity

The media plays an important role in the division of social operations,not only influence social politics,economics,and cultural trends,but also affect the audience's perception of the objective world to a certain degree.Therefore,in a complex communication environment,there is a need for mainstream media that can reflect the trend of the times and the direction of social development,disseminate the mainstream values of the society,and conduct correct public opinion guidance.The main reason why the mainstream media be mainstream and fulfill the responsibilities of the mainstream media needs to be based on strong communication capacity.Communication capacity is the core competitiveness of the media.Only when the audience is aware of it,its dissemination content can have an impact on the audience.Having strong communication capacity is not only a necessary condition for becoming a mainstream media,but also a representation of mainstream media.With the spread of environmental change,once owned channels hegemony advantages of traditional mainstream media advantage is no longer,traditional mainstream media is suffering from technological and audience changes,market competition and other multiple challenges,the urgent need for restructuring to adapt to the new mainstream media spread new competitive environment.The primary task of these new mainstream media is to increase their communication capacity.The first part of this article analyzes and defines the media's communication capacity,and draws a method for assessing the media's communication capacity,and the factors that the entity can control the promotion of communication:The media communication capacity can be assessed from the degree to which the media's final dissemination effect has reached the goal of media communication.The purpose of the media's dissemination is determined by its social status function and its own positioning and determination.The factors affecting the media's dissemination are the dissemination of content,the communication channels,and the main management including operational mechanisms,personnel,equipment,and imagemanagement.The second part of this paper is based on Hubei TV as a case.Received feedback from the audience through questionnaires and interviews.In the third part,based on the above data,we evaluated the completion goal of Hubei Satellite TV,and combined with Hubei Satellite TV's relevant case experiences to analyze the problems existing in the promotion of Hubei Satellite TV's propagation and sum up the desirable experience.In the fourth part,based on the questions and experience gained in the third part,we begin with several influencing factors that are controllable by the propagator,and propose strategies and suggestions for new mainstream media to improve the communication in the new communication environment.In disseminating content,it is necessary to adhere to original quality and maintain the high quality of content quality.We must also keep up with the times to adapt to the new communication environment,update the production concept,and consciously inject genes into the content,and be good at using the data for fine production.In the communication of channels,it is necessary to break the single trend towards pluralism,be good at integrating multiple channels of communication,and use various means of communication to disseminate content.However,it should be noted that different channels of communication have different characteristics,and when multiple channels of transmission are selected it is also necessary to choose channels that are appropriate for the media itself and to make appropriate adjustments based on the characteristics of the channel or the communication platform.In the management of communication subjects,smooth and scientific operating mechanisms can make the communication more efficient;Optimizing the team of staff and rationally configuring the personnel can ensure the vitality of media communication;Good media devices are the basis for realizing various means of communication and directly affect the viewing experience of the audience;Differentiated positioning and media brand image shaping are the necessary conditions for the current mainstream media to stand out in the fierce competition.Only by improving the optimization from the above aspects can we finally achieve the goal of improving the communication capacity of the new mainstream media.