A Study On The Metrics System Of Communication Effect Of Foreign Media In Mobile Internet Era

With the advent of the era of mobile Internet,mobile intelligent terminal has been further popularized.And the news dissemination method with the characteristics of the mobile internet era has emerged which has promoted the development and revolution of news formats,and has also brought new challenges to the measurement methods of the communication effects of news media organizations.How to measure the effects of communication scientifically and effectively has become a difficult point to the news media industry.This study selects "The New York Times","The Guardian" and "The Huffington Post" as the research objects.It mainly analyzes the measurement system of the communication effect of foreign news media in the era of mobile Internet,which is divided into measuring tools and related metrics of communication effects.Combining the technical characteristics of mobile Internet and the propagation characteristics of information on mobile intelligent terminals,to explore the influence of changes in media technologies on metrics and methods of communication effect measurement,and to analyze the underlying reasons behind the selected measurement metrics by foreign media.And then find a reference for mainstream media in our country.The study found that the metrics system of communication effects in the mobile Internet era continued to use some of the measurement indicators of the PC Internet era.However,information reception terminals,audience reading habits and media usage behaviors have changed in the mobile Internet era.The design of indicators reflects the characteristics of mobile information communication in terms of geographical location monitoring,social sharing monitoring,and traffic source monitoring.And foreign media generally use real-time data analysis tools to guide the news production process.The measurement metrics and advanced measurement tools of foreign media have inspired the measurement of the communication effects of news media in China.However,because of the different political and economic systems in China,the news media needs to assume different responsibilities.They need to take into account both economic and social benefits and can't be completely controlled by data.We must ensure the news production practice is guided by the current situation of media environment in our country.