Summary: the internet is growing rapidly, in the webPublic information disseminationThe speed and coverage are increasing. A proper assessment of the effectiveness of the dissemination of information will enable the media to tap into information material, take a positive position and improve the quality of information. The selection of information dissemination indicators and the collection of sample data from the point of view of the internet and the media, and the more comprehensive construction of the evaluation system, allow for the quantification of the impact of news dissemination. Generating valuable commentary data in the dissemination of information that can be usedText diggingThe methodology is clustered or classified to understand the structure of the news and the direction of public opinion. ApplicationVisualizeThe method is to create a network of news communications that will provide a visual display of news communication nodes and depths。
KeywordsWeb mediaInformation dissemination, evaluation systems, text mining, visualization
Introduction
It occupies an important place in people's lives and has important functions such as disseminating information, communicating information, reflecting affection and leading public opinion. With the development of information technology, the channels of news dissemination have gradually shifted from traditional media such as newspapers, radio, television and news agencies to internet-led web pages, mobile phones, etc. In the context of the internet, the news media are spreading rapidly and in large numbers, and the news media industry is developing rapidly. For example, the media and internet users can use mobile phone news clients, microblogs, twitter and other mobile end applications to receive and deliver news at any time. An effective assessment of the effectiveness of the dissemination of information in a web-based environment can test the quality of information and the quality of information and contribute to its subsequent dissemination。
Given the wide reach of the news audience and the level of dissemination, the impact of web-based news dissemination is assessed with more indicators, requiring a more comprehensive evaluation system. Web news is primarily aimed at internet users and other media. The news is disseminated by the media. The study sought to develop models for assessing the effectiveness of online news dissemination, starting from the behaviour of netizens and the media. At the same time, valuable data were provided for the dissemination of information, as well as methods of data mining during the assessment and analysis process。
1 meaning of the effectiveness of online news dissemination
Its dissemination reflects its value. The effectiveness of web-based news dissemination encompasses both operational and social effects. Operational effectiveness refers to the degree to which news reports match the intended objectives of the broadcaster with the outcomes of the audience (e. G., the audience's arrival, the level of attention generated, etc.) and, in general, the higher the degree of conformity, indicating that the news retains the will of the broadcaster in the process of dissemination and has a low level of distortion. Social effects refer to the social impact of journalism, which can have positive or negative social effects. This dissemination effect reflects the social responsibility of the media. Because of the interactive and free nature of the online media, online news can be easily distorted in its dissemination and can not easily judge authenticity. In addition, public opinion is more widely influenced than traditional media because of the wide reach of online news outlets and the number of interactive participants. In addition, in the course of the dissemination of information, communication depth, communication networks and audiences can also reflect the impact of online news from different perspectives。
2 establishment of an overall communication impact assessment system
In developing a model for evaluating the effectiveness of public information dissemination, indicators that affect the effectiveness of public information dissemination should first be selected with sufficient information. In the selection of indicators to assess the effectiveness of web-based news dissemination, consideration should be given to the operational and social impact of web-based news, taking into account the two levels of information received by the internet and the media, and diversifying the selection of indicators to establish a scientific evaluation system. Second, the collection of sample news indicator data, as well as the cleansing and processing of data, would be preferable to make data processing quantifiable without a schematic basis to reduce errors. Third, the weight of the impact of the indicators on the dissemination of information should be determined and the relevant formula for the calculation of the evaluation of the impact of information dissemination should be generated. Ultimately, using the established formula, it is possible to calculate the score of the information communication impact index by bringing in data for the relevant indicators。
2. 1 evaluation indicator selection
In traditional ways, the impact of the dissemination of information depends mainly on verbal transmissions from news recipients, and indicators are difficult to quantify. Since web 2. 0, internet users have been able to generate original user content in the form of comments, relays and so forth, and indicators can be clearly quantified. At the same time, direct media communication and reproduction can be traced back. This allows the system to be structured through quantitative and specific indicators when the impact evaluation of dissemination is conducted。
The extensive use of social media has led to changes in individual and information relationships in society in the context of the “dialogue” era of human beings, where individuals actively search for and share personal information, bringing together like-minded individuals. The latest version of the ips dissemination model, which provides audiences with access to information, articulates the three lines of behaviour that resonate: “acknowledging”, “participating in action”, and “sharing and spreading”, thus furthering the process of disseminating impact assessments. In the process of disseminating information, internet users and the media have also demonstrated the behaviour of these three stages。
When selecting evaluation indicators, they can be screened through three aspects: internet consumption behaviour, internet production behaviour, and media response behaviour. The selected indicators should include cognitive attitudes and behavioural will on the part of the news audience。
2. 1. 2 information consumption behaviour of internet users
The news consumption behaviour of internet users refers to their behaviour as recipients of information. Information consumption can reflect the level of interest of the internet in news. In terms of internet consumption behaviour, the following indicators can be selected:
(1) news hits
The number of hits on the news page directly reflects the number of times the news is viewed by the internet. The number of hits on news is the number of users who click on the news header to open the news body page. Web news is delivered to users first by a title link, and the text is the most central text level of the news, so that the reading rate of the news body reflects to a large extent the extent to which news messages reach audiences. For example, the people's network web page provides users with access to the number of hits on a particular news item, and the related twitter and twitter public number can easily access news access data via the post。
(2) news search volume
When news emerges with some influence, internet users can access news content or progress stories via online search keywords. The internet search for news is an act of proactive journalism consumption that is more targeted. The search engine allows real-time monitoring of news keyword searches and gives statistics. For example, a 100-degree index can measure, in real time, the amount of a news search and search trends。
2. 1. 3 news production by netizens
The online news production practice refers to the reproduction of the news by the internet through the provision of news leads, the expression of opinions and participation in discussions, and the promotion of its dissemination. The public information production behaviour reflects the extent to which netizens are involved in the news in the online environment. Internet users can be involved in the dissemination of news by initiating stories, expressing their views, web surveys, original reviews, spreading news, and interactive engagement. The following indicators can be selected with regard to internet-based information production:
(1) press review volume
The number of comments under one news item reflects both the extent to which news affects the audience and the extent to which it is viewed. The commentary, as an interpretation of the media view, presents the mainstream public opinion and stimulates more in-depth public opinion discussions, with the greatest dissemination effect. In-depth news tends to stimulate a lively discussion among readers, while comments are moving the news forward to maximize both quantitative and qualitative impact。
In addition to the number of comments, the emotional analysis of the content of the press comments by the netizens can also reflect the impact of news dissemination. A large number of comments can reflect the public opinion of internet users on a particular story. For example, online comments in the “sitters arson” news show how people express their feelings of resentment, sympathy, regret, etc. This one-sided form of opinion can contribute to the further development and dissemination of the news。
(2) news transmission
