The Study On The Evaluation System Of International Communication Capacities Of Chinese Web Contents

As the "soft power" is increasingly becoming an important part of national comprehensive strength, China began to promote media communication capabilities as an important mean of national soft power and strengthen the construction of Chinese communication capabilities on a national priority of the development strategy. However, communication capabilities of China's traditional media and new media are still weak that China could not make its voice heard when facing with international opinion dealing with some key problems.Network media plays an important role in China's international communication. To strengthen network media is of great value since Internet is able to cover the world. This thesis aims to provide evaluation tools to communication capabilities of China' s network contents by building the evaluation system. Also by using media data to verify the feasibility and evaluate communication capabilities of China's network.This thesis divided the communication capabilities of China's network contents into three dimension, including quantities of information, qualities of information and degrees of information And divided them into 14 index, including overseas daily visit page, overseas visit rate, the number of foreign languages, the total monthly copies, the total daily copies and the original rate, first release rate of copy, international news rate, information validity, information image, amount of reading, amount of topic, recognition rate of audiences, social elites rate. And figure out the weight of index by means of analytic hierarchy process. This thesis introduce the data of 10 websites including XinhuaNet, People.cn, CCTV.com, ChinaDaily.com, China.com,CRI online and so on into the evaluation system to verify its feasibility and figure out the index. To draw a conclusion, XinhuaNet and Sina's international communication capabilities ranks first among 10 websites, The author found that, generally speaking, the total amount of visit is large with less international visit; these websites has great capabilities in first release of the copies but with less international first release and leading topics; the rate of recognition of international audiences is rising with less social elites rate. In order to tackle these problems, the author raised three strategies:promoting the international popularity and improving international image; Improving the overseas spots and achieving the local operation of international news; applying differentiation strategies to promote international recognition.