A Study Of Dimensions Of Performance Evaluation System Of China's Media

In information society where any information is fleeting, whether it is international organizations, nation, or independent individuals, is increasingly dependent on media organizations to help communicate with the outside world. The significance of media organizations have long transformed from information transmission and entertainment to inherit national culture and enhance national strength. In China, influential media organizations can not only serve as a bridge for the successful communication of government and organizations of all levels, but also function as a great tool to express opinions and promote cultures internationally. However, there is also possibility that our own ideology and culture can be influenced and even subverted by powerful media organizations of foreign countries. Therefore, the development of media organizations not only decides their own survival, but more importantly, is crucial to a nation's political, economical and cultural power of influence and infiltration. Today, as more positive results have been achieved and as the external environment of China's media organizations is gradually optimized with the deepening of China's political and economic reform, their internal construction and appraisal has become a pressing issue attracting widespread public attention. It is well recognized that only with a set of comprehensive management; monitoring and appraisal system can media organizations realize"the survival of the fittest"and expedite their overall development within the established framework.Unlike western counterparts, China's media organizations possess some unique characteristics. Considering that neither performance appraisal system of public organizations nor that of enterprise can be directly applied to appraise the performance of China's media organizations, it is of vital importance on both theoretical and practical sense to establish a set of appraisal system suited China's media organizations. This dissertation aims to establish a feasible performance appraisal system for China's media organizations based on the urgent requirement and actual needs for their development. Since the performance of China's media organizations is heavily influenced by several elements, such as the target, stakeholders and structure of the organizations. This dissertation will also make a scientific dimension division according to the to demands of performance of China's media organizations as well as discuss the relations between different dimensions and their impact on the media organization from the perspectives of structure, relation and content with a detailed analysis of internal and external factors of China's media organizations.The discussion on the performance level of China's media organization can not only examine the situation of the current media system of China, but is also beneficial for its overall development through evaluation and stimulation. In any case, a systematic research on performance appraisal of China's media organizations and a thorough evaluation are indispensable for the overall development of China's media. Only in this way can China's media organizations grow more powerful and can their potential be fully developed.