The Effect Research On The Comments In Network Media

The Internet is the fourth kind of medium after newspaper, radio and TV. Internet news comment, as a news type dependent on the new media, only has a short history. But it develops very fast. At present, the internet news comment has become the highlight of every internet content provider. Many websites have their own brand for news comment, for instance, the "People's Time Comment" of Renmin Web, the "Online Time Comment" of Sohu, the "Today's Comment" of Eastern Web. All these have become the programs that has great influence.The thesis explains the basic situation of internet news comment and its communication effect. With the approaches of the traditional communication research, the author also probe the ways of evaluating the effect of internet news comment.The first chapter gives the definition, the forms, the characteristics and its unique effect of the internet news comment.Generally speaking, the internet news comment divides into two categories. They are broad one and narrow one. The narrow one refers to those traditional articles that published on the internet. It is the copy or extent ion of the traditional news comment. The broad one includes internet forum and the internet users' real-time comment. The present author adopts the latter one.The forms of the internet news comment can be divided into editors' comment, experts' comment and internet users' comment, according to the subject of the comment. Based on its carrier, the comment can be divided into internet news comment program, internet users' real-time comment and internet forum.The internet news comment is of the same characteristic as the other media's comment. It has such types as news offering and politics comment. But it has its unique characteristics, like openness, interactivities and its real-time. The subject of the communication is of multi-sources and equality.The internet news comment, is on the one hand, the transcend of the traditional news comment. On the other hand, it is a good complement of the traditional one. It plays a unique role in leading the mass thinking. It can not only work as a social emotion editor, but also enjoys better effects in terms of spreading people's idea, focusing on the events. It is even has the effect of "snowball rolling". The second chapter analyzes the category of communication effect, the process of realization, the elements of influencing the effects, the different of communication effect and communication profit. This part also discusses the internet communication's impact on the theory of communication effect and the re-interpretation of a few communication effect theory against the background of internet.The third chapter discusses the approaches of evaluating the effect of internet news comment. There are no systematic approach for evaluation the effect at present. But the traditional communication research approach can be borrowed to do the job. They are the contents of the evaluation, the feedback of the evaluation and the efficiency of the evaluation.In terms of constructing the following system of news comment effect evaluation, the present author adopts the theory of media leading mass thinking, and discusses the approaches of enforcing internet news comment.The purpose of researching the effect of internet news comment is to better lead the mass thinking. Therefore, the forth chapter analyzes the principles and approaches of leading the internet news comment.