| Social media has developed more rapidly with the evolution of the Internet.With its strong influence and penetration,it has become a major participant in the current media field.News media is the most important link in the media field,especially the mainstream media headed by the People's Daily and Xinhua News Agency has become the main disseminator of all media forms with the mouthpiece status of the Party and the government.At the same time,a number of corporate media have passed on corporate voices,attracted external users and built public opinion guidance through professional media construction.China Telecom,as an established state-owned enterprise in China,occupies a great market share and user awareness.However,in the construction of social media,how to use new media platforms to tap a larger customer base and produce better news content is the top priority in the future construction of corporate media.The effect test of news dissemination content and public opinion guidance work needs to rely on scientific communication index system for quantification.Strive to build a scientific and objective evaluation index system,use scientific research methods to evaluate the current official news media of China Telecom,and give full play to its news propaganda work and other enterprises or media in enterprise propaganda,public opinion guidance and commercial value.It has strong practical significance.This article implements the spirit of General Secretary Xi Jinpi ng's "219 speech",that is,the requirements for the "communication power,guiding power,influence and credibility" of the public opini on guidance of the news media,constructs a news communication e ffect evaluation index model based on the "four forces",adopts the communication power,guiding power,influence and credibility as t he first-level indicators of the index model,and refines 13 second-1 evel indicators and 47 third-level indicators under it,and evaluates the media communication effect in all aspects and at multiple level s.In the process of index establishment,a primary index system is constructed according to literature review and field research,the De lphi method is used for index screening,and 12 experts in the fiel d are invited to score and evaluate,forming an index evaluation sy stem.The analytic hierarchy process is used for weight matching a nd consistency testing,forming the final news communication effect index system based on the "four forces".This study takes the "fou r forces" requirement as the standard to measure the official news media of state-owned enterprises,integrates the main research conte nts of the "four forces" in China,conducts targeted monitoring and data analysis of China Telecom's news media,and constructs a new s dissemination effect index system based on the "four forces".Tak ing China Telecom's news media content as the research object,fiv e experts in the industry field were invited to conduct an empirical study on the news content of Douyin,Weibo and the official websi te to determine the feasibility of the index system,analyze and find the content of China Telecom's lack of professional talents and tec hnical means,inaccurate user touch and insufficient platform constru ction in the construction of news media,and put forward suggestio ns on strengthening media content mining,improving user retention and improving platform construction.2020 is the year when the do mestic COVID-19 Epidemic broke out,and the problems of audienc e attention fatigue and social media construction slowdown are pro minent.2021 is the "golden year" for resuming work and productio n.It is a year full of opportunities and challenges for the construct ion of domestic media,especially the news media of state-owned e nterprises.It is necessary to strengthen the external publicity and p ublic opinion control of enterprises,which is conducive to tapping new customer resources and displaying good corporate brand image and social influence. |
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