权变评估法在媒介价值量化研究中的应用——以BBC为例

起源于环境经济学的权变评估法(Contingent Valuation,CV)是一种基于问卷调查的量化研究方法。本文以CV方法对BBC的价值评估为例,在阐释CV方法相关理论的基础上,分析了采用CV方法对媒介进行价值评估的可行性和存在的问题,并指出了这一方法对构建我国媒介价值评估体系的启示。

The Application of Contingent Valuation Method to Media Value Measurement Research in the case of BBC

As a quantitative method originally developed by western environmental economists,the Contingent Valuation Method has been adopted by researchers of mass communication to measure the media value.This article,on the basis of expounding related theories,argues the feasibility of its application in this field and points out its meaning for evaluating China's media.