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说到电视媒体,大多会谈及“影响力”话题。但长期以来,学界缺乏对于“电视媒体影响力”有针对性的分析和解读,研究大多呈现出“重定性轻定量”“重市场影响轻社会影响”的特征。本文借鉴“郑丽勇指标体系”的长处,结合融媒体的时代特征,本着既要适用于单一频道和栏目的影响力评价,又要服务于媒介整体影响力对比的原则,提出了广度、强度、信度、效度、融度“五位一体”的电视媒体影响力WSRVC分析模式,同时对“电视媒体影响力指数”合成的必要性进行了探讨。
When it comes to television media, most talk about “influence”. However, for a long time, academia lacked a targeted analysis and interpretation of the “influence of the television media.” Most of the studies showed the character of “re-characterization of quantitatively” and “emphasis on market impact on light social impact.” This article draws on the strengths of the “Zheng Liyong indicator system” and combines the characteristics of the era of financial media. Based on the principle that it should be applied to the evaluation of the influence of a single channel and columns as well as to the comparison of the overall influence of the media, Strength, reliability, validity, and financial “five in one ” TV media influence WSRVC analysis mode, at the same time “television media influence index ” the necessity of the synthesis is discussed.