Research on Media Market Evaluation: Theory, Methods, and Indicator Systems

Author: Zhao Yanhua
Publisher:
Publish Date: 2004-03-01
Features: This book focuses on the transformation and development of China's media market, using social control theory as the academic foundation for media social evaluation and interpreting the influence of media on the market. It employs a combination of qualitative and quantitative methods, as well as descriptive and interpretive approaches, to provide a comprehensive and detailed theoretical explanation on various issues. These include the theoretical and practical significance of establishing an evaluation index system for the media market, understanding and judging the influence of the media market, the relationship between audience consumption demand and media economic growth, the evaluation of the economic benefits of major media, the acquisition of evaluation values for the media market, and media market forecasting. Additionally, the book offers as detailed, practical, and operationally feasible application models as possible for media market evaluation and forecasting.