Cognitive Perception of Chinese Audience on Media Image of Foreign Media

Abstract

This study tries to conduct a second-order CFA model of audience perception and evaluation on media image of foreign media. Communication capacity, popularity and credibility are the three factors tested in this study through utilizing online questionnaire survey. The results show that besides the frequency of media exposure that could affect the perception and evaluation of audience on media image, the three factors of communication capacity, popularity and credibility all have significant influence in contributing to the media image build. The significance of research on media image lies in that it is the most intuitive cognitive outcomes of audience as well as the most direct means in highlighting the inherent quality of media in the competitive market, and also the most intuitive signs to highlight differences with other media.