Media Studies On Evaluation

"Public sphere" is a political conception raised by the German scholar Jurgen Habermas in his book The Structural Transformation of the Public Sphere. The idea of his public sphere basically is interactive conception. That is to say, it is based on the interpersonally communicating individuals as equal participants involved in a shared sphere. The mass media plays a vital role in it. Media public sphere refers to as a speech environment composed by media. And the speech environment makes up a unique content of contemporary mass media news, and embodies the feature and communicative manner of a nation's media culture.As a platform to inform public and supply point-of-view communication, publicness has been given more and more importance by populace, and it has been regarded as vital criterion to judge the media value. In China, publicness as popular media by which people can speak has more important meaning. However the conception "publicness" has been abstract from beginning, and this makes it hardly understood what the media publicness is and what the degree of certain media is. If we can materialize the media publicness by other known ideas, and test the publicness, then it will be very helpful to promote media recognition, improve media context, and facilitate the public sphere development. Therefore, as a blank research of quantitative method, this research will be very significant to media publicness testing criterion.The paper is composed by 4 parts.The first chapter raises the conception of publicness, and simply introduces the importance of publicness to media , and it is very necessary to study publicness.At the same time, it also indicates that there are two purposes of this article, first of which is the review of the researches concerning to the media publicness from which the logical basis and theoretical ground of media publicness testing criterion; second of which is to explore the feature of the China's mass media publicness to establish media publicness testing criterion.The second chapter is involved with the connection between the media publicness and media public sphere. From the relationship between public media and public sphere, we can draw the feature of media publicness, analyze the reconstruction of mass media to public sphere and it points out that the media publicness research should combine with the social context of media.The third chapter reviews the past researches concerning media publicness, especially, the media publicness. And it offers a good inspiration to the review of public media publicness. Though the researches have nothing with the quantitative testing, the results lend solid theoretical support for media publicness testing criterion.The fourth chapter, the key point of the paper, based on the previous researches and mixed with China's realistic media environment, raises 4 one-level indexes to test media publicness, and elucidate it in order to the logical ties between the 4 indexes and media publicness. Having established 4 one-level testing criteria, this paper forms some two-level indexes, and simply introduces the design of questionnaires and the testing methods.The last part, conclusion, points some applied approaches of media publicness testing research as well as impurities of the paper.The research frame involves such theories as publicness theory, public sphere theory, media market transformation theory, journalism theory, media function theory and the theory of the right of access to mass media, with the guidance of which literature analysis and content analysis are applied.