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Although a considerable body of research has examined the use of digital media communication by Chinese NGOs, no attention has been paid to whether and how NGOs in China evaluate the results of their efforts in digital communication. This study explores the perceptions and practices of individuals who work for NGOs in China with specific regard to the evaluation of their digital media tools. The study also considers the influence of government and both foreign and domestic donors on the digital media use and evaluation capacity of NGOs. The analysis of data collected through interviews with NGO staff in Shanghai and Beijing demonstrated that Chinese NGOs, although they rely on digital media to publicize events, broadcast accomplishments, and deliver services, are less expert in and ascribe relatively less value to the evaluation of their digital communication. The findings of the study suggest that the attention to and organizational capacity for evaluation are influenced by relationships with foreign donors. Based on these findings, it is recommended that Chinese NGOs develop the capacity to measure the offline consequences of their online activity if they are to continue to develop their organizations and demonstrate outcomes. [ABSTRACT FROM PUBLISHER]

China's aggressive strategy to develop a modern economy is matched only by an even more ambitious program of technological development. The Chinese government has earmarked digital broadcasting as the pre-eminent media technology to emerge in China's expanding and diversifying mediascape. Yet, in spite of predictions of 30 million subscribers by 2005 and $220 billion in revenue by 2015, there is still much to do to sell digital broadcasting to consumers and achieve these targets. This study examines the challenges facing China's digital broadcasting industry using the theory of controlled commodification to critique implementation strategies. Emerging from this analysis is a deeper understanding of the contested role of media in China's socialist market economy, which has had an impact on the successful adoption of digital broadcasting at a crucial stage of development. [ABSTRACT FROM AUTHOR]