A Study on the Quantitative Evaluation Model for the Dissemination Effectiveness of Ideological and Political Discourse on Social Media Platforms

Abstract

As social media has become a major channel for information dissemination, the communication path of ideological and political discourse has changed significantly. Scientifically evaluating dissemination effectiveness is essential for improving communication quality and optimizing discourse strategies. This study integrates communication effectiveness theory, ideological discourse characteristics, and social media dissemination patterns to construct a quantitative evaluation framework for ideological and political discourse on social media platforms. The framework includes five primary dimensions: dissemination breadth, dissemination depth, audience feedback, guidance effectiveness, and industry adaptability, which are further divided into 15 secondary indicators. A combination of the Analytic Hierarchy Process and entropy weighting is used to determine indicator weights, and a multidimensional comprehensive evaluation model is established. Empirical validation is conducted using cases from Douyin, WeChat Official Accounts, and specialized online platforms. The results show that the proposed model can effectively quantify dissemination effectiveness and provide methodological support for improving communication strategies, audience engagement, and discourse guidance in digital public communication environments.