A Study On Performance Evaluation Index System Of China’s Media Organization

In an informationized society, media organizations now play a more significant role in the social, political, economic and cultural life than ever before. The overall level of a country’s media industry is an important indicator of the economic and cultural progress of the society, directly reflecting as well as influencing its political, economic, and cultural development. With the spread of global economic integration and globalization, the interaction between culture and economy has become more intensified. And media is a double-edged sword in international exchanges as it plays an irreplaceable role in shaping the national image, expressing the concept of a state, passing on national values and demonstrating its history and cultures. Meanwhile, issues such as ideological and cultural infiltration and national security also rise in the information dissemination. Since it is the obligation of media organizations to assist the enhancement of a nation’s international status and promote its ideology and culture, the strength of media has become a key part of a country’s overall soft power.Therefore, the evaluation of the performance of media organization is of great importance in measuring the soft power of a country. Building performance evaluation system for China’s media organizations is not only an urgent need for promoting the core competitiveness of media organization, but also an actual need for constructing the national soft power. Hence, it is significant both on theory and on practice.As China’s media organizations have multiple properties including political, industrial and cultural ones, neither the performance evaluation system of public organizations nor that of corporate can be applied to it without modification. Based on the multiple attributes of China’s media organization and the uniqueness of its product, this paper will follow the guideline of economics and management theory to analyze the relevant elements of media organization, their core interests and set criteria for a comprehensive evaluation of media’s performance. It will apply a variety of methods to study the performance indicators of media organizations in depth from multi-angle and multi-dimension, and analyze the logical relations between these indicators and the stimulating relations of the indicator system in order to construct a performance evaluation index system for China’s media organizations with more Chinese characteristics.