Research On The Mechanism And Effect Evaluation Of Think Tanks Information Dissemination In New Media Environment

In January 2015,the Central Office of the People's Republic of China and the General Office of the State Council issued the "Opinions on Strengthening the Construction of New Types of Think Tanks with Chinese Characteristics",proposing to strengthen the capacity for external communication and the construction of a discourse system for new types of think tanks with Chinese characteristics.The rapid development of new media technologies has brought new opportunities and challenges to the dissemination of information in think tanks.New media such as Weibo and WeChat have become indispensable media and tools for people's daily communication,information acquisition and point of view,and have become important for the dissemination of information in think tanks.way.Since the information dissemination mode,path and network structure of new media are different from traditional media,the mode and characteristics of traditional think-tank information dissemination are not applicable to the dissemination of think-tank information in the new media environment,the mode of dissemination of backward think-tank information and the wrong The promotion method is easy to cause interference in the process of information dissemination of think tanks,reduce the effect of information dissemination of think tanks,and it is difficult to play the role and function of the new media platform of think tanks.Therefore,this paper draws on the theory of information dissemination to analyze the internal mechanism,influencing factors,mechanism and network structure of think tank information dissemination in the new media environment,and proposes the evaluation index system and method of think tank information dissemination effect under the new media environment,and it exists in the process of communication.The problem raises the strategy of promoting information dissemination in think tanks,and provides theoretical basis and reference suggestions for the guidance of public opinion of think tanks,the construction and operation of new media platforms,the management of think tank information,and the construction of think tank communication capabilities.The main work and conclusions of this paper are as follows:First,the internal mechanism analysis of information dissemination of think tanks in the new media environment.Firstly,the concept of think tank information dissemination in the new media environment is defined,and its characteristics and functions are expounded.Secondly,the ways and processes of think tank information dissemination,the various components,the interrelationship between elements,and the communication dynamics are analyzed.Finally,the internal mechanism model of think tank information dissemination in the new media environment is constructed,which lays a theoretical foundation and basis for the research on the mechanism of information dissemination in the think tank.Second,the influencing factors and mechanism of the information dissemination of think tanks in the new media environment.Firstly,based on the intrinsic mechanism of planning behavior theory and think tank information dissemination,combined with the characteristics of think tank information dissemination and previous research results,the conceptual model of the influencing factors of think tank information dissemination under the new media environment is constructed,and the information of think tanks in the new media environment is disseminated.The influencing factors are divided into four dimensions: think tank information dissemination subject,think tank information dissemination object,think tank information dissemination technology and think tank information dissemination environment,with a total of 25 influencing factors.Secondly,using partial least squares structural equations to empirically study the influencing factors of think tank information dissemination in new media environment,the data results show that think tank information dissemination subject,think tank information dissemination object and think tank information dissemination environment all positively influence think tank information The intention of communication,the influencing factors of think tank information dissemination technology are positively affecting the behavior of think tank information dissemination.Then,the DEMATEL method is used to analyze the interrelationship between the influencing factors of the information dissemination of the think tank in the new media environment,and identify the key influencing factors.Finally,according to the research conclusions,the mechanism of the influence factors of think tank information dissemination under the new media environment is analyzed.Third,the analysis of the structure of think tank information dissemination networks in the new media environment.Firstly,the reasons,topology and dynamic evolution of the think tank information dissemination network in the new media environment are analyzed.Then,a representative "business think tank" Weibo was selected as the application research object,and the data was collected using Gephi tools to map the cloud information dissemination network cloud map,and the social network analysis was carried out.From the perspectives of mobile and non-mobile,the network density,centrality and network structure of the network are analyzed.The coherent subgroups in the network are detected,and the network characteristics of each substructure are analyzed.This chapter is the follow-up To study the theoretical basis of the evaluation of think tank information dissemination and the strategy of think tank information dissemination under the new media environment.Fourth,the evaluation of the effect of information dissemination in think tanks under the new media environment.First of all,the preliminary screening of the evaluation indicators of the information dissemination effect of think tanks in the new media environment.Based on the concept of think tank information dissemination under the new media environment,based on Lasswell's information dissemination theory and persuasion theory,combined with literature review and expert interview results,35 indicators were initially selected and evaluated by Delphi method.Indicators are revised and improved.Secondly,the fuzzy DEA method is used to empirically study the preliminary evaluation indicators,and the evaluation index system of think tank information dissemination in the final new media environment is established.The index system includes think tank information,think tank,think tank users,think tank information new media communication platform,There are 17 indicators in 7 dimensions of cognition,emotion and behavior.Finally,the evaluation method of think tank information dissemination in the new media environment based on PSO-BP neural network is proposed,and the data of think tank WeChat public number is collected for application research.The data analysis reveals the new media environment based on PSO-BP neural network designed by this research.The evaluation method of the information dissemination effect of the lower think tank is obviously superior to the commonly used fuzzy comprehensive evaluation and weighted average evaluation methods of information dissemination.In terms of search efficiency and iterative convergence speed,it is significantly higher than the standard BP neural network,which can realize rapid training of samples.This part of the research provides a theoretical basis for communication strategies.Fifth,propose a strategy for promoting information dissemination in think tanks under the new media environment.Based on the information dissemination mechanism of think tanks,the network structure analysis of think tank information dissemination and the evaluation research of think tank information dissemination,from the think tank information dissemination object,the think tank information dissemination subject,the think tank information dissemination environment,the think tank information dissemination technology,the think tank information dissemination network structure At the same level,the strategies and suggestions for the promotion of think tank information in the new media environment are proposed,in order to provide theoretical basis and reference suggestions for the operation of the new media platform of think tanks,effective guidance and control of public opinion.From the theoretical level,this paper enriches the theoretical system of information dissemination in the new media environment,deepens the application field and scope of information communication theory,and provides scientific methods and theoretical basis for the think tank to use the new media to carry out information dissemination.At the practical level,it provides reference and suggestions for the new media operation and promotion of think tanks.It can be effectively applied to guide the information dissemination activities of think tanks,provide method support for the organization and management of think tank information in the new media environment,and provide practical basis for information dissemination of think tanks.