Construction Of Evaluation Index System Of Government-owned Media Weibo Communication Power In Tibetan Areas Of China

Tibetan area is located in the borderland of China,and its news propaganda work assumes an important role in maintaining local stability and guiding local public opinion.Amid the rapid development of Internet information technology,great changes have taken place in the mode of information dissemination and reception.Weibo attracts a large number of active users for its user-based platform for information sharing,dissemination and access.Weibo,therefore,still plays a significant role in news communication.The empirical study and field investigation show that the Weibo accounts of the Tibetan Government-owned media is weak in overall communication capacity.In view of the reality,it is of great theoretical and practical significance to construct the evaluation index system of the Weibo accounts of the Tibetan Government-owned media,and to evaluate and calculate such a system.Based on related concepts of communication capacity and theoretical model of information ecology,this study makes use of Delphi method,grey statistical method and analytic hierarchy process,and is supplemented by questionnaire survey and literature analysis method to construct a scientific research model.On the basis of literature research and the early field investigation,this paper first introduces the present situation of the development of the Weibo accounts of the Tibetan Government-owned media.Then,combined with the theoretical model of information ecology and the present situation of information dissemination of the Weibo accounts of the Tibetan Government-owned media,the paper finds that the theory of information ecology coincides with the information dissemination ecology of the Tibetan Government-owned media,and the index system of communication capacity evaluation is initially constructed.Then,based on the grey statistical method,the initial indexes are screened.According to the relevant ideas of AHP and Delphi method,the index system model and judgment matrix of this study are established.The relevant indexes are assigned by YAAHP analytic hierarchy process software and weighting method,and the construction of the evaluation index system of the communication capacity of the Tibetan Government-owned media is completed.Finally,according to the index system,this paper makes an empirical analysis of 5 specific accounts of "China Tibet News Network","ABTV Live Aba","Qinghai TV","Wei Diqing" and "China Gannan Network",and evaluates their communication capacity indexes.Based on the evaluation results,the existing problems and deficiencies are analyzed,and relevant countermeasures and suggestions are proposed.The paper summarizes that the Weibo accounts of the Tibetan Government-owned media are saddled with problems of lack of planning and positioning,short planks of the in-depth reporting and interpretation,lack of new media talents,underdevelopment due to limited funds and the polarization of communication capacity.Finally,in light of the relevant instructions of the Party Central Committee on the development of new media,some reference solutions are proposed in response to the current deficiencies,for example,the construction of talent teams should be strengthened and the integration of people and machines should be achieved.Importance should be attached to top-level design,cross-platform linkage should be strengthened,platform integration should come into being.Provincial resources should be integrated and business integration should be realized;the content should be consolidated,the ability to respond to public emergencies should be improved.