Evaluation Of The Media: Exploring The Evolutionary Trajectory And Social Influence

Since the founding of the People's Republic of China,the media industry has undergone a process from scratch,weak to strong.The nature of media has changed from early nationalization to marketization,industrialization,and capitalization.The attributes of media have changed from newspapers to radio and television,Internet media.media boundaries continue to expand.Adapted to this,China has continuously updated its media evaluation methods.Especially by the beginning of the 21st century,it has created a set of "policy,market,and professional" balanced comprehensive evaluation systems,which respectively represent "the pursuit of political orientation,economic benefits,and professionalism." It plays an irreplaceable role in stabilizing China's media ecological balance and promoting national security.As "media convergence" and "Internet+" become the trend of the times,the balance system is gradually dissipated,presenting "intensified audience discourse","dominant market domination",and "Government regulation changed from weak to strong".The emergence of the phenomenon makes the media ecology imbalance and the public field noise constantly.In order to prevent new media deviant,the government needs to re-dominate the evaluation system and adjust the media ecology with policy power.This article will analyze the methods of media evaluation methods in different periods,and understand the important role played by different subjects,especially the important role of the government,in order to find out how to build a media evaluation mechanism in the new period.The study found that China's media evaluation is highly compatible with the characteristic media industry,and has gone through a large process from the early pursuit of "political demands" to the "leader and expert-led evaluation discourse",and "market evaluation method intervention" to "multi-evaluation" after the reform and opening up.In this process,the substance has not deviated from the "State management".The media evaluation system is regarded as a government-led strategy to improve the political system,so that media organizations can pursue national authority and obtain material,spiritual satisfaction.However,the ecological innovation brought by the new media,the new evaluation method dissolves the traditional balance,and the market once again dominates.This new evaluation method has too much freedom to control and must be out of order.Therefore,the government needs to adjust and reshape the policy discourse,in order to seek a balance of multiple parties and prevent imbalances and disconnections in the new ear.