The characteristics, essence and countermeasures of public opinion in the era of intellectual media

Author: Hu Zhengrong (Director of the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, Dean and Professor of the School of Journalism and Communication of the University of China) Li Hanshu (PhD student of the School of Communication Research of China University of Communication)

Source: "Youth Reporter", No. 18, 2022

In recent years, multi -media integration has continued to deepen, and information technology achievements represented by 5G, artificial intelligence, cloud computing, and big data have promoted the intelligent process of the media ecology. [1] This means that the era of the smart media is more deeply connected with a diverse digital medium, and the generalized digital ecological pattern is gradually formed. Placing. Followed by the original media form and information dissemination paradigm, the IoT, mobile Internet, and artificial intelligence were reconstructed. Based on mobile interconnection, virtual reality, big data and other new technologies, intelligent media that realize information and user needs intelligent matching has deeply embedded the production, distribution, and feedback of modern media information. The multi -media platform of the Intelligent Media Age has become an important channel for the people to express their opinions. The technical -driven media form gradually evolved from a single model to a multi -modal direction, and the problem of news and public opinion governance emerged in.

Through the public opinion pattern and ecological expansion of the intelligent media era, the media ecological pattern based on the era of the intellectual media and the superimposed status quo of the new crown pneumonia's epidemic, expand the laws and trends of the diversified integration of digital media, and sort out the prominentness of the news of the news of the Journal of the Intelligent Media era. Features, then analyze the global public opinion situation and communication pattern, and analyze the impact of emerging digital media technology on public opinion dissemination, which can provide reference for the full model communication of diversified media.

Public opinion representation of intelligent media

As an important exchange carrier in the new digital media field, the intellectual media technology is attached to the digital medium due to its high matching nature of the human-media interaction. It is important and even the only carrier function of people, people, and social exchanges. The public opinion in the intelligent media field is driven by digital technology. Based on the scenario of acquaintances in traditional society to the strange connection of individuals in virtual network society, news and public opinion in the field of intellectual media shows "the trend of new mainstream public opinion evolution" [2] At the same time, it also promoted the individual in the current media context to improve its awareness and insight into the world and human society's development. Due to the emergency update iteration of the traditional media industry brought about by technological innovation, it is constantly filled with various symbols for information dissemination and media ecological environment, such as the fusion of text and network, image and new technology, that is, a three -dimensional of the public opinion field has been constructed by the public opinion field. The dissemination ecosystem of omnidirectional and hearing officials and non -strict communication content reflect the remaining continuity of news and public opinion dissemination paradigms, and also presents the construction of new intellectual media system construction and media representation.

(1) Public opinion pattern of human -machine symbiosis

The application of intellectual media technology has changed people's life, survival methods and status. The first is the dissemination of video information, the risks and crisis of global dissemination, and the risk and crisis of the epidemic. The physical isolation is to block the spread of the virus and the circles of the information dissemination ecology at the distance of time and space, which causes a large number of information dissemination to gather in the virtual "cloud". The personal experience and words of individuals have achieved resonance harvesting and information exchanges based on vivid instant audiovisual information dissemination and public opinion communication. Secondly, diversified main bodies spread. Given the innovation of the entire digital communication ecology, all things and the media have become the norm in the process of digital communication. The transformation of the communication form between videos is also a major manifestation of diversified representation, that is, digital medium practice based on intelligent media as the technical foundation, in digital technology editing of intelligent labeling, voice synthesis, and cross -screen transcoding , And then make public opinion information production and communication content with fragmented, scattered points, and many traits such as in progress.

With the continuous advancement of intellectual media technology, the development of people-machinery is developing in depth. Man-Computer Symbiosis originally refers to the development stage of cooperation between humans and electronic computers. Human-machine symbiosis is an inevitable trend of artificial intelligence development. In the era of intellectual media, the overall changes and overall order construction of new technologies, new products and their applications are the overall changes and overall order of the three. Essence Therefore, under the perspective of human -machine symbiosis, intellectual media technology empowers public opinion practice. On the one hand, intellectual media can accelerate the efficiency of public opinion transmission; on the other hand, intellectual media can effectively select influential public opinion content to spread. With the gradual penetration of the content of the intelligent media technology, personalized and targeted public opinion gradually appears, and it will be reflected in news communication. In addition, the continuous evolution of intellectual media technology will also affect the overall feelings of the audience for the intellectual media, and the content of "human -machine collaboration" in the production and communication of public opinion will continue to be humane. At the same time, improving the audience's acceptance of intelligent technology will also become a new feature given by smart media technology to public opinion.

In addition, the intelligent media technology deepen the in -depth integration of the body medium and other media, and the consumption of virtual and realistic boundaries is emerging. And Kuli proposed that "people reflect each other with each other, and the interaction with others is a necessary means to form a 'self -concept' [3]. The relationship between the people in the realm and the interconnection of the person-machine-machine interconnection is transformed into virtual space by digital technology, and the "medium is an extension of human beings" to the greatest extent. The embedded of biological quantum chips, VR/AR, artificial intelligence and other technologies, constantly collect, store, release, transmit, analyze the information produced in the world, do not need to use external equipment to break through human "technical body", based on the based on the human body, based on external equipment. This realizes the practice of specific personalized scenarios for the main body of the communication. Therefore, it is clear that the subjective judgment of the content of public opinion is an important benchmark point for the research and public opinion in the era of the intellectual media. In the era of intellectual media, the content of public opinion seems to be through the intellectual media as the main body of the output, but public opinion is a cultural symbol, which is essentially a culture created by humans. The direction of public opinion content. (2) Algorithm of the intellectual media field

As an intermediary, algorithms change to some extent and even reshape people's cognitive methods. Digital technology -driven intellectual media, with its diverse changes, multi -dimensional showing the mystery of data in the field of public opinion and algorithm representation. The diversification of social media terminal settings and the popularity of the Yuan universe have proved the fusion and perception replacement of the number of new and old media ecology. In the "virtual-reality" field of the intellectual media era, the multi-dimensional fusion network of digital space, real society, and media technology is unified in the algorithm structure of the digital structure, and promoted news production in the staggered grid with information dissemination.

The information dissemination channels, methods, and audience participation brought by digital technologies have been innovated to promote the breakthrough of 5G technology and the formation of mimic social atmosphere. Current news information Public opinion communication environment web 3.0 times of the web 3.0 era -everything is integrated, and everything is the algorithm represented by data. And the concept category of cloud computing, silently controlled the unidirectional communication in the dark box, turning it into a diversified transmission and multi -directional interactive digital communication.

At the same time, digital media collects user viewing preferences and interests. After the statistics of big data, they will again push a new round of public opinion information that users love. It eliminates the boundary between producers and consumers, highlighting the opposition and conflict of the hidden force of the media, and then presents algorithm mechanisms and influencing factors in various aspects such as socioeconomic, political, and technological. However, the person constructed by the digital medium-coordinated public opinion pattern is not the relationship between "this time to disappear", but the dynamic mechanism of "one another" [4]. , Can have more initiative. The connection model of people to the world can mostly map people's social relations in different aspects, and the prosperity of individual public opinion shows the aspirations of people's instincts in the era of big data and intelligence. Life, various phenomena, and various civilizations, through the rational logic hidden behind the media, realize the construction of the overall development state of society.

Fracture and integration: the essence of information public opinion field

"In the future, the era of intellectual media gradually shows more obvious personalization and social characteristics" [5]. Unlike previous single connection modes, digital media gradually realized the personalized construction of information public opinion based on digital technology. Overview of the history of media development, the technical technology as the object and the main body of "present" are constantly interweaving and entangled. During the information dissemination process, the body as a medium is drawn and involved. In this way, it is necessary to incorporate people themselves into the discussion of the field of public opinion.

(1) Privacy crisis in the field of public opinion

Behind the spread of many digital media public opinion, individual privacy crisis also coexist. The Frankfurt School has criticized and theoretical perspectives on the public culture and communication media based on the vision of the mass communication medium. They evaluated the ideological control of the content of the public media to see the capitalist system and through the media of the intermediary. Correspondingly propagated by individual members and the structural identity of the audience. On the contrary, McLuhan believes that the "media 'shaping and controlling the standards and forms of human communication and behavior" [6], the current social situation construction in the field of information public opinion depends on people and people, people, people The nature of the media related to the communication between the communication between the communication between the social communication is not the content. Then there is Mark Poster's division of the first and second medium eras, which is also focused on the form of media production information and dissemination information process. Refers to reflection on a digital process of the medium. The above three views on media dissemination information, no matter which one, has its reasonable social context and the soil of raw distribution, the media form affects information public opinion, and the media content promotes digital communication. The privacy crisis hidden behind the technology is It should not be ignored, that is, the relationship between the body and technology has become the focus of the integration and transformation of news media [7], and the body or symbolic representation in the field of public opinion in the video information is to "material body" or "technical body" " As a key element of drainage. The violence in the field of public opinion often comes from the dual conspiracy of the subject and the media, which has caused the risk of leaking personal data and revealing individual privacy. In the break of this form and content, the privacy crisis related to the body itself is prominent. (2) The flow of public opinion under emotional drive

The communicationrs and audiences in the social media are individuals, and individuals are more obvious to show their emotional bias conveyed by their emotions, while the group presents the "Blacks" group incitement or a certain social emotional promotion. Public opinion for groups. The integration and development of the propagation technology of the Intelligent Media Times realizes "the form of time to eliminate space" [8]. The same content production mechanism of different circles has eliminated the production and communication rights in different material production spaces, grassroots or elite elites The "audience empowerment" program breaks the content production and dissemination in the field of information public opinion. The role and communicator of the information producers and communicationrs played by users and the audience during the spread of public opinion information Passively accepted the active emotional trend of content production and participation in communication. The original rights relationship in the intellectual media field has been broken. Under the huge pusher of digital technology, the information production mechanism reconstructs the system production, information dissemination, and user acceptance system. Necessary components of production links. In the era of intellectual media, the flow of public opinion was highlighted on social media platforms, such as Zhengzhou heavy rain, Fengxian "iron chain girl", and Tangshan's beating incident extremely prominent. Judging from Made's symbolic interaction theory, the information makers and receivers in the field of public opinion do not respond or respond directly to the symbols, but to achieve some kind of Understand and form self -awareness and even group consciousness together. This interaction is through the interaction and dissemination of human and digital medium, which will affect the emotions of individuals to groups, forming a public opinion consensus or flow.

Public opinion countermeasures in the era of intellectual media

The information content of digital media and individual production in the intelligent media era will have potential impact on society. Although the media diversification and information production of grassroots are conducive to the emergence of more folk voices, the rapid development of the era of intelligence media and the dual dilemma of the new crown pneumonia epidemic have caused mainstream news media to reduce the expansion of news information and exclusive dimensions. Force, low threshold, and high social media usage have made public opinion fields a complicated and rich scene, and the governance of public opinion is particularly urgent.

(1) Technical empowerment: building a mainstream ideological position in the field of intellectual media field

The technology empowering the audience, the popularity of mobile phones has laid the premise of spreading the emergence of folk public opinion, and enriched the current communication ecology and pattern of digital media. First of all, the path of public opinion in the intellectual media era gradually personalized. Intellectual media can push for popular events by discovering user preferences and helping users to screen personalized content. Secondly, in the face of the weak spread of text dissemination in the "fast -paced reading era", visual public opinion expression will become a new assistant to assist intellectual media dissemination public opinion. Although the form of information communication and content diversify, catering to the current audiovisual needs of people, multi -modal composite discourse needs to be paid attention to and practice, and comprehensively uses multi -mode discourse such as audiovisual officials, image text, and symbolic coding to realize the intellectual media field Construction of domain mainstream ideological positions.

The blessing of digital technology can realize the construction of mainstream ideological positions in the cultural sense, such as the cloudization of red resources, the diversification of revolutionary cultural content, and the reduction of red scene restoration. The influence of economy and culture affects its information selection preferences, but to empower the ordinary audience according to digital technology, in the process of encoding and decoding, helping users resolve factors such as their own experience, circle disadvantages, and blind spots. The cultural context and communication atmosphere of the media. Specifically, through "more effective human -machine collaboration, eliminating information in communication in order to more effectively eliminate people's doubts about artificial intelligence" [9], more comprehensively presents individual needs and the shape of cultural groups. Essence For example, in July 2021, the "Breaking Circle" performance of Henan Satellite TV's "Tang Palace Night Banquet", integrating traditional culture and modern technology, integrating virtual scenes and current stage in the current multi -modal scene, to build a smart media field domain The technical empowerment of mainstream ideological positions provides useful reference. (2) Resolve the crisis: reasonable diversion of individual and group emotions

As mentioned earlier, the body has received a lot of attention in the era of the intelligence media, but the body of the intelligence of the intelligence media has a risk of alienation. How to actively construct the "flow" body and strengthen the value and role of the body's transmission is to resolve the diverse melting media language. Thinking of the public opinion crisis. Habermas emphasizes the rationality of diverse subjects and equal interaction. It is also to eliminate the "tool rationality" ingredients of digital intelligent media phantom, and break through its only "the basic purpose of serving the upper levels of the society to maintain the current social order", [ 10] More deeply touched the literacy of individual individuals in the digital age and the active creation of individuals.

Coupling digital technology and news media has exacerbated the aspects and ways of entering the international media industry to enter the international communication, and also brings disruptive changes in news content creation production, audience receiving fields, and communication methods. The massive information and complex public opinion crisis brought by digital technology needs to be resolved according to digital technology: one is to use the real material medium to achieve the control of the main information and the boundaries of public opinion. The judgment and control of information; the second is to enhance the "reality" with "virtual", accurately restore the truth, sketch individuals, groups and society, and obtain more resonance. First of all, in the information production link, not only should we consider the subjects of opinion leaders, news media, interest groups, cultural celebrities, etc., but also need to include "servers" that provide kinetic energy for algorithm computing power into new considerations. Different algorithm platforms affect public opinion. The production and communication trend of content. Secondly, on the basis of deep integration, the mainstream media should condense the effort. Through multi -party platforms and multi -party linkages, it should be achieved in the form of layers, weight, grounding, and temperature. New information dissemination pattern. At the same time, you need to clarify the complexity, diversity, and profoundness behind the public opinion, tap the political and economic power and discourse behind the public opinion, and avoid public opinion to cause shocks and dissatisfaction. change.

Conclusion

In summary, the characteristics of public opinion in the era of dialysis of the intellectual media have practical significance in the dilemma of spreading the epidemic era. Just as the media theoryist Douglas Rushkoff said in "Human Team": "We have no way to go back to the previous digital era, we cannot go back, we must go through." Facing the sleeping era's sleepiness In the bureau, we should express mainstream values ​​in the media environment under high -tech blessings such as 5G, artificial intelligence, and big data, continuously develop and strengthen mainstream media, build a new pattern of mainstream public opinion, and promote the construction of the main positions of domestic and international public opinion. In the case of a century -old change in the world, we should actively construct the communication mechanism and discourse, and deeply observe the reasons behind phenomena -level social issues to form a more basic, wider and deeper cultural self -confidence.

Reference format for this article:

Hu Zhengrong, Li Hanyu. The characteristics, essence and countermeasures of public opinion in the era of wise media [J]. Young reporter, 2022 (18): 12-14.

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