1.Introduction
With the rapid development and popularity of new media, especially the rise of social media platforms, people are increasingly relying on these platforms to obtain information, express opinions, and interact with others. However, the problems of information overload and excessive false information will follow, among which Weibo, as one of the largest social media platforms in China, plays a crucial role in public cognition [1]. Therefore, it is of great practical significance to study the role of new media in public cognition, especially taking microblog platforms as an example.
Exploring the role of new media in public perception can better understand and deal with the problems of information overload and false information. Understanding the impact of microblog platforms on the public can not only help improve the public's ability to distinguish information and cultivate healthy media literacy [2] but also guide the platform to strengthen the supervision of content, so as to safeguard the public's right to know and the audience's rights and interests.
This study will use the method of literature review and content analysis, deeply analyze the characteristics and importance of microblog platforms by combing relevant studies and theories, and then explore the role of new media in public cognition. Through the content analysis, the bad speech and speech orientation on Weibo will be analyzed in detail, including the research of speech theme, emotional tendency, and information accuracy [3].
This study aims to fully understand the role of new media in public cognition, and take the microblogging platform as an example to deeply analyze its negative effects, so as to attract public attention to bad speech and speech orientation [4]. Through the research results, corresponding countermeasures and suggestions will be put forward to promote the positive role of new media in public cognition and safeguard public rights and interests and social stability.
2.Background
2.1.Definition and Development of New Media
New media refers to a form of media that uses emerging technologies and platforms such as the Internet, mobile network, and social media, as well as multimedia information content and services based on these technologies and platforms to realize the functions of information transmission, ideological transmission, and social interaction [5]. Compared with traditional media, new media has the characteristics of fast communication speed, wide communication range, and strong interaction.
The development of new media has benefited from the rapid development of Internet technology [6]. The popularity of the Internet makes the transmission cost of information greatly reduced, and the acquisition and sharing of information becomes more convenient. The rise of new media not only presents a new feature in the form of content and the mode of communication but also brings great impact and change to traditional media.
2.2.Relationship Between Weibo Platform and Public Cognition
2.2.1.Target User
Weibo platform is a social media platform with ordinary users as the main body. The group of Weibo users is huge, including people of all ages, careers, and interests. These users post short texts, pictures, and videos through Weibo, and are also the recipients of the information [7].
The user composition of the Weibo platform has exerted an important influence on public cognition [8]. Different users have different backgrounds, views, and information needs, and the information they publish on the platform also presents the characteristics of diversity. The public interacts with these users through behaviors such as following, forwarding, and commenting, thus influencing and being affected.
2.2.2.Public Influence
As a place for information dissemination, the Weibo platform not only has an influence among the users who release information but also has a certain influence on the public.
The Weibo platform has expanded the scope of public influence. Through the information dissemination mechanism of Weibo, the information released by users can spread quickly and affect more public [9]. When a message is widely forwarded and commented on the platform, its influence increases significantly, attracting wide public attention and discussion. This public influence, in turn, will have a greater impact on the dissemination of information on Weibo platforms.
The public's behavior and feedback on the Weibo platform will also affect the cognition and behavior of other users [10]. When the public expresses their opinions and comments, other users may be inspired or affected. This interaction and influence relationship promotes communication and cognitive construction among the public [11].
2.2.3.Mode of Information Dissemination
The way of information dissemination on the Weibo platform is quite different from that of traditional media. Traditional media usually adopt the mode of one-way communication, that is, the media conveys information to the public, and the public is the passive receiver of information. And the Weibo platform has more two-way communication characteristics.
Weibo platforms publish information in the form of short texts, pictures, and videos. This fragmented and brief-expression is closer to the public's reading habits and needs. The public can get more relevant information by following the users or topics they are interested in, and can selectively retweet, comment, and like operations.
The information dissemination of the Weibo platform is highly real-time. Users can release the information and update the dynamics in real time to realize the real-time transmission of information. This real-time nature makes Weibo become an important channel for the public to understand and participate in news events.
3.The Influence of New Media Social Platforms on Public Cognition
3.1.Communication Theory
On the new media social platform, there are some communication theories that can be used to explain and analyze the process of information dissemination and its impact on public cognition.
3.1.1.Theory of Disease Transmission
The disease transmission theory is an explanatory model for the prevalence of infectious diseases [12]. On new media social platforms, this theory is used to explain the process of information dissemination. According to this theory, information is transmitted in social networks by means of interpersonal communication, similar to the process of viral infection [13]. Specifically, on the Weibo platform, users send information to their fans through followers, forwarding, and comments and fans can further spread it to their followers, and so on. This kind of interpersonal communication mode is very fast, which makes information transmission widely spread in a short time.
3.1.2.Two-step Process Model
The two-step process model is the theory of information dissemination in social psychology. According to this model, there are usually two steps in the dissemination of information: the first step is to transmit the information from the media to the "insider" of the social network, and the second step is for the "insider" to transmit the information to others [14]. On the Weibo platform, this model also applies. In the dissemination of information, some "insiders" refer to the users with a high influence, and their forwarding and comment behavior can quickly attract the attention and participation of other users. Other users are obtaining and disseminating information under the guidance of these "insiders"[6].
3.1.3.Application on Weibo Platform
These communication theories have a wide range of application scenarios on Weibo platforms. Disease transmission theory can be used to explain the process by which information spreads rapidly among users, as well as the extent and speed of information transmission [15]. A two-step process model can help to understand the influence of user influence and behavior on the cognition and behavior of other users.
3.2.Influence on Public Perception
As a new media social platform, the Weibo platform has exerted a profound impact on public cognition. The following are some specific effects of the Weibo platform on public awareness.
3.2.1.Acceleration of Information Transmission Speed
With its real-time performance and high-speed characteristics, the Weibo platform has greatly accelerated the speed of information transmission. Through the Weibo platform, the public can get the latest news, events, and views for the first time. Compared with traditional media, Weibo platforms can realize the rapid dissemination and wide dissemination of information, making the public's cognition of social events more timely and comprehensive [16].
3.2.2.Increase of Information Content
The massive users and information flow on the Weibo platform enable the public to obtain more information. The public is no longer limited to the limited information provided by traditional media but can obtain more accurate and diversified information by paying attention to interested users and topics [17]. This increase in information helps the public broaden their cognitive horizons and capture more comprehensive and diverse views.
3.2.3.Challenges of Information Credibility
Most of the information on the Weibo platform is released by ordinary users. Since there is no strict audit and professional editing, the credibility of the information has great challenges. False information, rumor spread and other problems also occur from time to time [18]. This challenge of information credibility has an impact on the public's cognition, and the public needs to screen and judge in the massive information to improve the ability of information discrimination.
3.2.4.Changes in Influence
On the Weibo platform, users' influence is no longer limited to the recognition given by traditional media or authoritative organizations. By actively participating in interactions and accumulating influence, ordinary users can also play an important role in influencing public perception. This change in influence makes more views and opinions spread, and public cognition more diversified and diversified.
4.The Role of New Media on Public Cognition
4.1.Potential Problems and Risks
Although new media, especially Weibo platforms, have had a positive impact on public perception, there are also some potential problems and risks.
4.1.1.Spread of Rumors
Information on the Weibo platform spreads fast, but it is also prone to the problem of rumor dissemination [19]. False information, false remarks, and rumors can often spread on the platform at a fast speed and have a negative impact on the public. These rumors will mislead public awareness, affect the public's judgment and decision-making on the event, and may even cause social panic and bad behavior.
On Weibo platforms, the transmission of information is often transmitted many times by different users, which may lead to information distortion. When users forward and comment on the information, they will often add their own interpretation and evaluation according to their personal wishes and positions, so as to change the original meaning of the information [20]. Such information distortion may distort facts and views in the process of dissemination and mislead the public perception of it.
During the epidemic, some bad remarks and rumors on the Weibo platform had a negative impact on the public, leading to panic and loss of judgment. These real examples can be more convincing to support the role of new media in public cognition.
Some speech orientation makes users lose their judgment is also a key example. During the outbreak, some Weibo users made biased and emotional comments about the origin, route of transmission, and prevention and control measures. These remarks often have strong emotions and personal views and lack an objective and impartial attitude. This speech guidance will affect the public's judgment ability, make it difficult for them to distinguish between facts and false information, and have a negative impact on the public's decision-making and behavior.
In addition to the examples during the epidemic, the role of microblog platforms in other fields can also be observed. For example, when social events occur, microblog platforms have become an important channel for the public to obtain the latest information and express their views. In some major events, microblog users have formed a huge information network by means of instant publishing, forwarding, and commenting, which accelerates the speed and scope of information dissemination. This is of great significance for the public to understand the truth of the event, assess the importance of the event and form a consensus.
However, it should be pointed out that bad speech and speech orientation are only a part of the problems existing in the microblogging platform, and they cannot erase its positive role in public cognition. In dealing with these problems, rumors can be reduced by strengthening information monitoring and screening; new media platforms should improve the credibility of information and strengthen supervision in the content audit. At the same time, the public also needs to improve their media literacy and cultivate the ability to distinguish between the authenticity of information, so as to better deal with information overload and information distortion.
To sum up, there are indeed examples of bad speech and speech orientation on Weibo during the epidemic period, which indicates that the role of new media in public cognition is dual. Although there are some negative effects, new media can still play a positive role by strengthening the monitoring of information, improving the credibility of information and improving the public's own media literacy, meeting the public's demand for information to obtain knowledge and information, and promoting the formation of public awareness and the conclusion of consensus.
4.1.2.Information Overload
A large amount of information has emerged on the Weibo platform, bringing the phenomenon of information overload to the public. When the public face a large amount of information, it is often difficult to distinguish between true and false, effective and ineffective information, which hinders the effective dissemination and acceptance of information. Information overload may reduce the public's reading interest and comprehension ability, and have a negative impact on the public's cognition.
4.2.Suggestions for Media Communication
In order to improve the impact of Weibo platforms on public awareness, the following are some suggestions for media communication:
4.2.1.Strengthen Information Monitoring and Screening
In view of the problem of rumor dissemination and information overload, the media and platforms should strengthen information monitoring and screening. Related platforms will intensify the investigation and punishment of false information and rumors, and regularly clean up the low-quality or repeated information on the platform [21]. In addition, the platform side can also provide users with more valuable and quality information through recommendation algorithms and other technical means, and reduce the problem of information overload.
4.2.2.Effective Screening of Information
Media and users should work together to improve the credibility of the information. The media should strengthen fact verification and reduce the dissemination of false information [22]. At the same time, when forwarding and commenting, users should also make a reasonable judgment and review of the information, and not blindly trust or spread the unconfirmed information. The platform side can set up the authentication mechanism and user interaction restrictions to improve the credibility of users' information release and dissemination.
In order to avoid the excessive spread of rumors and low-quality information, the media should actively provide valuable content. This includes news reports, professional interpretation, authoritative views, etc., which can provide accurate, comprehensive, and in-depth information for the public. The media can increase the coverage and reference to professionals, scholars, and authoritative institutions to improve the quality and credibility of information.
In addition to the supervision of the media, the public should also improve their own media literacy. The public should have the ability of critical thinking and the ability of information discrimination, and learn to distinguish and screen the authenticity, value, and credibility of information [23]. Critical thinking ability can help the public to examine the motivation and position behind the information and understand it more comprehensively and objectively.
5.Conclusion
This paper mainly discusses the role of new media on public cognition and puts forward some suggestions on the possible problems and risks of the Weibo platform. The following conclusions can be drawn from the analysis:
New media, especially Weibo platforms, have had a positive impact on public cognition. It accelerates the speed of information dissemination, enabling the public to access the news and information around the world faster, and meeting the needs of the public to obtain knowledge and information. At the same time, the new media has rich and diverse forms, allowing the public to obtain and understand information through text, pictures, videos, and other ways, which improves the effect and quality of information dissemination.
New media also brings some potential problems and risks. One of the main problems is rumor spreading, information overload, and information distortion. False information, false remarks, and rumors can often spread on Weibo platforms at a fast speed and have a negative impact on the public. In addition, a large amount of information has emerged on the Weibo platform, bringing the phenomenon of information overload to the public, making it difficult for the public to distinguish between true and false, effective and invalid information. In the process of transmission, multiple dissemination may lead to the distortion of information, distorting the facts and views.
References
[1]. Yihan W, Xuehong Z, Wenai X.(2023).Research on the New Media Marketing Strategy of Kedong Manchu Embroidery under the Background of the Digital Economy.Academic Journal of Business & Management,5,9.
[2]. Xi H.(2023). Exploration and study of ideological and political teaching reform of marketing courses based on network New Media. Journal of Guangzhou Radio and Television University, 23,02,61-66 + 110.
[3]. Jiayan L, Erlito M., Jieyi F, Yiwen H.(2023).Analysis of the Integrated Development of Cultural Industry Based on New Media Marketing.Management, 6,2.
[4]. Leadshine Actively Explores the Development Path of New Media Marketing(2023).M2 Presswire.
[5]. Nana Z.(2022). Reflections on New Media Marketing. China market, 20,140-142.
[6]. Yifei W.(2022). Research on marketing Strategy promotion of Shanghai Ancient Books Publishing House under the network new media environment. East China Normal University.
[7]. Feng L. (2022). The cognitive practice of "Phantom Public": The Interpretation of the life world in the post-Truth Era. Media Watch, 04,87-92.
[8]. Tongle G. (2021).Analysis of agricultural products' new media marketing under the background of "Internet +". Science and technology economy market, 09,130-131.
[9]. Feifeng H.(2021). Research on the new media marketing strategy of QYH Studio in the Internet + era. Quality and Market, 16,148-150.
[10]. Xuehan C. Zuoping W. (2021).Research on the Impact of New Media Health Communication Strategies on Public Cognition. News Research Guide, 12,14, 146-148.
[11]. Liguo Y.(2021). Research on the influence of police and civilian media literacy on police credibility in the new media environment. People's Public Security University of China.
[12]. Xinrui L. (2021).Study on factors influencing the level of HPV vaccine. Dalian University of Technology.
[13]. Jie C.(2021). Research on the Innovation of Network Marketing Strategy of Agricultural Products from the perspective of new media. Agricultural economy, 05,127-129.
[14]. Yue H.(2021). Research on the new Media Marketing strategy of W Group. University of Electronic Science and Technology.
[15]. Wenyan P. Yongjie M., Lingling W., Siyuan W. Tingting Z., Yao L.(2020). Research on the influence of new media atmosphere on public safety awareness and the participation of community residents. Journal of Wuhan University of Technology (Information and Management Engineering Edition), 42,05, 467-472.
[16]. Changzhong W.(2020). Overview of the public cognition of new poetry and its influence on the development of new poetry. Journal of The Three Gorges University (Humanities and Social Sciences edition), 42,04,90-96.
[17]. Shiling Y. Feng L. (2020).Public cognition and Improvement Path of Jiangsu Grand Canal Culture in the Context of new media. Guangxi Quality Supervision Guide, 06,79-81.
[18]. Rao F.(2020). Research on the Public Image of Jilin Province. And Jilin University.
[19]. Hongyan Z.(2020). My view of new media marketing strategies in the Internet environment in the new era. Modern Economic Information, 06,146 + 148.
[20]. Yi T.(2020). Discussion on the new media Marketing strategy in the era of "Internet +". Marketing community, 08,36-37.
[21]. Yu W.(2019). A conceptual discussion of new media marketing. Business, 28,136-137.
[22]. Xiaoqin W. (2019).Discussion on the construction of modern agricultural new media marketing Network. Agricultural economy, 08, 136-138.
[23]. Jung Y.(2019). Analysis of the characteristics and strategies of new media marketing in the Internet era . News Research Guide, 10 ,13, 233 + 235.
Cite this article
Zong,X. (2023). The Role of New Media in the Public Cognition: Take the Weibo Platform as an Example. Communications in Humanities Research,13,54-60.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the International Conference on Global Politics and Socio-Humanities
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).
References
[1]. Yihan W, Xuehong Z, Wenai X.(2023).Research on the New Media Marketing Strategy of Kedong Manchu Embroidery under the Background of the Digital Economy.Academic Journal of Business & Management,5,9.
[2]. Xi H.(2023). Exploration and study of ideological and political teaching reform of marketing courses based on network New Media. Journal of Guangzhou Radio and Television University, 23,02,61-66 + 110.
[3]. Jiayan L, Erlito M., Jieyi F, Yiwen H.(2023).Analysis of the Integrated Development of Cultural Industry Based on New Media Marketing.Management, 6,2.
[4]. Leadshine Actively Explores the Development Path of New Media Marketing(2023).M2 Presswire.
[5]. Nana Z.(2022). Reflections on New Media Marketing. China market, 20,140-142.
[6]. Yifei W.(2022). Research on marketing Strategy promotion of Shanghai Ancient Books Publishing House under the network new media environment. East China Normal University.
[7]. Feng L. (2022). The cognitive practice of "Phantom Public": The Interpretation of the life world in the post-Truth Era. Media Watch, 04,87-92.
[8]. Tongle G. (2021).Analysis of agricultural products' new media marketing under the background of "Internet +". Science and technology economy market, 09,130-131.
[9]. Feifeng H.(2021). Research on the new media marketing strategy of QYH Studio in the Internet + era. Quality and Market, 16,148-150.
[10]. Xuehan C. Zuoping W. (2021).Research on the Impact of New Media Health Communication Strategies on Public Cognition. News Research Guide, 12,14, 146-148.
[11]. Liguo Y.(2021). Research on the influence of police and civilian media literacy on police credibility in the new media environment. People's Public Security University of China.
[12]. Xinrui L. (2021).Study on factors influencing the level of HPV vaccine. Dalian University of Technology.
[13]. Jie C.(2021). Research on the Innovation of Network Marketing Strategy of Agricultural Products from the perspective of new media. Agricultural economy, 05,127-129.
[14]. Yue H.(2021). Research on the new Media Marketing strategy of W Group. University of Electronic Science and Technology.
[15]. Wenyan P. Yongjie M., Lingling W., Siyuan W. Tingting Z., Yao L.(2020). Research on the influence of new media atmosphere on public safety awareness and the participation of community residents. Journal of Wuhan University of Technology (Information and Management Engineering Edition), 42,05, 467-472.
[16]. Changzhong W.(2020). Overview of the public cognition of new poetry and its influence on the development of new poetry. Journal of The Three Gorges University (Humanities and Social Sciences edition), 42,04,90-96.
[17]. Shiling Y. Feng L. (2020).Public cognition and Improvement Path of Jiangsu Grand Canal Culture in the Context of new media. Guangxi Quality Supervision Guide, 06,79-81.
[18]. Rao F.(2020). Research on the Public Image of Jilin Province. And Jilin University.
[19]. Hongyan Z.(2020). My view of new media marketing strategies in the Internet environment in the new era. Modern Economic Information, 06,146 + 148.
[20]. Yi T.(2020). Discussion on the new media Marketing strategy in the era of "Internet +". Marketing community, 08,36-37.
[21]. Yu W.(2019). A conceptual discussion of new media marketing. Business, 28,136-137.
[22]. Xiaoqin W. (2019).Discussion on the construction of modern agricultural new media marketing Network. Agricultural economy, 08, 136-138.
[23]. Jung Y.(2019). Analysis of the characteristics and strategies of new media marketing in the Internet era . News Research Guide, 10 ,13, 233 + 235.