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影响力是指人们用自己喜欢的方式左右他人行为的能力。具体到媒体的影响力,它指媒体通过手段进行新闻、信息传播,从而实现媒体对企业和观众控制力的能力。在我国构成主流媒体影响力的要素主要有以下几个:公信力、权威性、接触性、可信度、指导性、贴近性。主流媒体有着人才资源、信息资源、品牌资源以及政策资源几个方面的资源优势,而央视可以说是主流媒体的代表。
Influence is the ability of people to influence others’ behavior in their own preferred way. Specific to the media’s influence, it refers to the media by means of news and information dissemination, so as to achieve the media control over the ability of enterprises and audiences. In our country, the factors that form the influence of the mainstream media include the following: credibility, authority, contact, credibility, direction, and closeness. The mainstream media has the resources advantages of human resources, information resources, brand resources and policy resources, while CCTV can be regarded as the representative of the mainstream media.