Research on Evaluation of the Media Market__Theory, Methods, and Indicator System

Author: Zhao Yanhua
Publisher:
Publish Date: 2004-03-02
Features: This book focuses on the transformation and development of China's media market. Using social control theory as the academic foundation for evaluating media and interpreting its market influence, it employs a combination of qualitative and quantitative methods, as well as descriptive and interpretive approaches, to provide a comprehensive and detailed theoretical elaboration on various issues. These include the theoretical and practical significance of establishing an evaluation index system for the media market, the understanding and judgment of media market influence, the relationship between audience consumption demand and media economic growth, the evaluation of the economic performance of major media, the acquisition of media evaluation values, and media market forecasting. The book also offers as detailed, practical, and operationally feasible application models as possible for media market evaluation and forecasting.