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This form of subject change has not fundamentally changed in its nature, and the public's attention remains on the subject, but the focus may shift from one aspect to another, turning to concerns about issues and even related areas, but not really giving up on the original issues.
If the public perception of an issue as a complete picture, it will undoubtedly consist of many details. Each object on the agenda has numerous attributes, that is, the features and characteristics that enrich each object's picture.
If the "Big River Crash Gate" event is regarded as an independent agenda set object, its related chain events can be regarded as its different attributes. Since the son of Li Gang Li incident on the internet caused a sensation, pull out the radish out of mud, people's focus on this, began to ask, the little deputy director in the end how much ability. It was not long before someone blew up five sets of property, worth millions. The issue with the rapid spread of the event, the River University students were sealed news of the school, people accused the school began to dig up "fierce material", the river senior Colonel suspected of academic fraud. For a time, rumors about the Big River crash door were rife. The whole process vividly reflects the proliferation of network issues.
It is noteworthy that the proliferation of such issues in the traditional mode of communication and communication in the field, although there is not common, exactly is accompanied by the network into people's vision, has been rapid development.
The diffusion of issues in the Internet era is deeply influenced by several factors.
(a) The change of discourse power in the internet age
The network is the bi-directional net spread, the topic derives the ability to be strong. The instant interactivity and participation of the network communication can make the audience feedback participate in the process of information dissemination in time, which will influence the development and evolution of the topic, and enlarge the topic continuously. Because different users pay attention to different angles, the impact of the interpretation of the topic is different, after the constant interaction of netizens, discussion and even debate, a topic often evolved into a lot of topics. In the network age, the transformation of the topic has provided unprecedented conditions and platform, and accelerated the change of the topic.
In addition, the proliferation of online issues also has a spontaneous character, refers to anyone can be online for people to provide information, unconsciously act as gatekeeper. This communication is spontaneous, without the guidance or regulation of the media, and the network media undertakes the responsibility of providing information to the public. And unlike the traditional media, the network media in the process of the role of the gatekeeper weakened or even disappeared to make the public have sufficient discourse power.
(ii) High public demand for information
Directed demand (the need for orientation) is a psychological concept that refers to the public or individual's perception of an environment or event and the need for guidance. This concept can be used to determine what issues the public is interested in and how the agenda of the Government, the media and others affects the public.
The guiding demand is the cognitive version of the scientific principle of "there is no vacuum in nature". In the area of public affairs, the higher the demand for personal guidance, the more likely he or she will be to focus on the mass media agenda that carries rich political and government information. [4] The two indicators of guidance demand are relevance and uncertainty. High relevance and high uncertainty bring high guidance demand. The "Big River crash gate" has aroused widespread concern in the public domain because of its high relevance and high uncertainty, that is, the Li Gang gate incident is highly correlated with the public life, and any one of us is likely to become the next victim of the "crash door". The occurrence of "car crash door" has deeply threatened the safety of the public in the society, and aroused people's worries about their social environment. At the same time, as a sudden public event, the trend of events, the results are still unknown, there is a high degree of uncertainty. The public can not rely on their own social experience to obtain information, and therefore must instead rely on the media, with rapid communication capabilities of the network media has become a good platform. And the proliferation of the "Li Gang Gate" issue is also closely related to the demand for guidance. After a new topic enters public view, the public needs a lot of true and reliable information to satisfy their own psychology, the public has a strong desire to pay attention to the situation, this kind of attention is expressed in the desire for a lot of information about the various aspects of the event itself and its related fields. In the context of this incident, the public is concerned about the progress of the situation and would prefer to have a full understanding of the case and to put this incident in a complete context, which requires an understanding of the relevant background. With the understanding of the demand, the corresponding also have the knowledge of the provision and explosive material.
(iii) The audience's active mining information psychology
In the process of diffusion of Internet issues, it also reflects the new connotation of audience psychology. That is, in the traditional six kinds of psychological characteristics: Cognitive psychology, curiosity Psychology, herd psychology, performance psychology, empathy psychology, rebellious psychology, the initiative to explore the information of the psychological highlights.
The psychology of active excavation of information is prevalent before the advent of the Internet, and people have the tendency to use their own conditions to find other information which is unknown after they know certain information. This is determined by people's desire for information. This mentality exists in any age, but it has been strengthened and magnified in the network age. The network provides the platform, stimulated the audience to actively excavate the information and disseminates the information. It is in this psychological role, when the public issues hot debate, network users will be recount, provide information related to the issue. This mentality, in human flesh search performance is particularly prominent, now the Tianhe big crash issue spread, in the search for personal information more or less with human flesh search has the same place.
(iv) "Broom star effect" play a role
"Broom star effect" refers to the interpersonal perception of a perceptual bias, that is, a certain aspect of a person has a bad impression, then the other aspects of the person also make poor understanding and evaluation.
Looking at the spread of this issue, it will be found that all the proliferating topic branches are questioning the sons and their defenders, who think they have other improper or even wrongful acts. The public soon shifted their anger against Li to his father, Li Gang, and soon a netizen blew up five homes.
This process actually reflects the perceptual biases of netizens and extends the poor impression of Li Gang's father and son into other areas. The "Broom star effect" is a good way to explain why almost all of the issues that appear in the diffusion process are information that contains negative content. When the initial issue arose, people had preconceived opinions about Li Gang's negative image, so people would be willing to endorse it when there was a negative message.
Iii. issues proliferation and network public opinion
The construction of public opinion revolves around the public issue, that is to say, the public issue is the support point of the public opinion, which plays a vital role to the public opinion, and the change of the subject will inevitably cause the corresponding change of the public opinion.
(i) The role of proliferation of issues in public opinion
1. Expanded the issue, increased public opinion, resulting in high social awareness of the issue
The diffusion phenomenon makes the public opinion expand with the original topic, which is beneficial to the formation of the public opinion field. This enlargement objectively expands the impact of the issue, bringing it into the public eye and gaining sustained attention.
A topic that has the continued focus of the audience is that it can continue to attract audience attention. The audience's attention is limited, and may be the development of transfer at any time, the information age media to the audience of the vast amount of information scattered by the audience limited attention. Only events that are in the midst of change and with great uncertainty can get people's universal attention. Taking the case of Li Gang gate as an example, it is in the initial stage of the event when it enters into the public view, the development of which is very uncertain and the public is very interested in the trend of the situation. At this point, the proliferation of issues increases the uncertainty in the event, has greatly broadened the scope of the public's unknown, focusing not only on the punishment of the perpetrators (which is a matter of general concern) but also on whether Li Gang is guilty of wrongdoing and whether the president of the river has plagiarized--something that is just a matter of spreading the issue. Public attention to these issues has created a "resultant force" that focuses public attention on crashes and related issues, which is the direct effect of the proliferation of issues.
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