The Study On The Phenomenon Of Netizens’ Cognitive Bias In New Media Events

Marshall Macluhan said that media is message. The new media has alreadybecome the main channel through which people could participate in politics, expressopinions and put forward demands. With netizens’ follow-up, comments anddiscussion, the events and issues occurred on a small scale could cause nationalattention overnight. Among those new media events, the fact that netizens’communication on the internet, the pseudo-environment, could turn to influentialsocial actions in reality is the so-called environmentization of informationenvironment presented by Japenese expert To Takeyo. The interaction betweentraditional media and new media will propel the process of the spread of the newmedia events, and the concern of netizens is the key of the interaction betweentraditional media and new media. Therefore, netizens gradually become the boosterof the development of the new media events.Hilarity、fickleness、hatred and other psychological identities of Netizens in thenew media events, which directly affect their social cognition, so that netizens in theevent of new media’s communication process showed heuristic bias and attributionbias. The"fast food" and "fragmentation" congnitive style in the New Media Age aremuch more different from traditional media age that congnitive dominated by eliteclass, which lead "network violence","media trial" phenomenons frequently occurin new media event, It has seriously affected social stability, and therefore, Thestudy of this problem is a necessity.The overall structure of this text is divided into five main parts: First, elucidateof the basic theory of new media events, including definitions, types, andpropagation characteristics, for grasping the whole picture of the new media events,learning about the nature of new media event. Then, this paper takes CNNIC "33rdChina Internet Development Report" as the basis, and tries to depict the generalcharacteristics of Netizens at the moment; Based on this background, this paperdiscusses the new media age’s difference with the traditional social public sentimenton the new features of cognitive style, and select ten typical events in2013todescribe the netizen cognitive biases; Combining psychology form of cognitivestructure and cognitive deviation dimensions of netizens cognitive biases of the newmedia events drawn the composition of the dimension. Then, the paper focuses on the negative impact of new media netizens cognitive bias incident information text,media and government brought under this influence, cognitive bias to their owninformation users receive, process, etc., and media information communicationstrategies and government have a negative impact. This paper argues that the causesnetizens to be traced cognitive biases, users own factors are the main factors, but themedia and government actions are also important factors. Finally, the three causes ofthe above, this paper puts forward the corresponding countermeasures.It should be said that the new media event netizens cognitive bias phenomenonis widespread. To completely eliminate cognitive deviation, all measures remainsweak. But we should try to reduce the deviation between the netizens perception andobjective facts, and this is the problem which we should have to overcome, and needa concerted effort.