Study On The Influencing Factors And Mechanism Of Hostile Media Effect Of Gmf Information Communication

Hostile media effect(HME)refers to a social phenomenon in which both sides of opposing views subjectively believe that objective and balanced news reports are partial to each other and disadvantageous to themselves,which in essence is the subjective cognitive bias of individuals.Since its appearance in 1985,after 35 years of development and perfection,this theory has become one of the mainstream theories in western journalism and communication studies.In recent years,domestic academic circles have also begun to pay attention to it,but mostly for the nature of introduction,lack of quantitative empirical research.Therefore,the empirical study of HME in Chinese mainland has certain theoretical value and practical significance.This study takes the HME as the starting point,combines the basic theories of journalism and communication,sociology and social psychology,and takes the topic of genetically modified food as an example.Through an empirical study on the information cognition of genetically modified food among 843 college students from 6 universities in 6provinces(municipalities directly under the Central Government),and two in-depth interviews with 55 interviewees,the methods of quantitative research and qualitative research are adopted.This paper discusses the influencing factors and mechanism of HME from three aspects: media information tendency perception,social participation and media literacy.The study found that:1.HME is a moderately strong communication effect.2.Generally speaking,the perception of media information tendency,social participation and media literacy are the important factors that affect the HME of the audience.In order to clarify the relationship between the three and the HME,this study draws lessons from the rocket operation principle to form the rocket model,which is the operating mechanism of the HME.The model holds that the audience's perception of the media information tendency is the rocket model initiation mechanism of the HME,and the audience's social participation is the external feedback mechanism of the rocket model of the HME.the media literacy of the audience is the internal adjustment mechanism of the rocket model of HME.The relationship between the three and the HME is as follows:3.The relationship between media information tendency perception and HME.The main results are as follows:(1)from the perspective of media forms,there are significant differences in the perception of information orientation to HMEs under different media forms.There is a significant difference between the form of mass communication and interpersonal communication,but there is no significant difference between the form of mass communication and the form of mixed communication,and there are significant differences between the form of interpersonal communication and the other two groups.The perception of information tendency under different media forms can positively predict the effect of hostile media.In terms of influence,they are mixed media form,interpersonal media form and mass media form.Media credibility has an intermediary relationship between the perception of information tendency and the effect of hostile media.(2)from the perspective of communication channels,both mainstream media and non-mainstream media information orientation perception can significantly predict HMEs,but there are differences between them in the direction of influence.There is a significant positive correlation between the perception of information tendency of non-mainstream media and the effect of hostile media,while there is a significant negative correlation between the perception of information tendency of mainstream media and the effect of hostile media.Media credibility has an intermediary effect between information tendency perception and HME.Social trust and social justice can regulate the relationship between information tendency perception and hostile media through media credibility.4.Increasing social participation can significantly reduce the effect of hostile media.From the perspective of the types of social participation,the effects of different types of social participation on HMEs are not only different,but also different in the direction of influence.Specifically,dedicated social participation and inclined social participation can negatively affect the HME,but active social participation positively affects the HME.Involvement plays an intermediary role between social participation and HME.There is no significant correlation between value-related involvement,outcome-related involvement and HMEs.There is a significant correlation between impression-related involvement and HME.5.Improving media literacy can significantly reduce the effect of hostile media.The perception of misunderstanding in interpersonal communication plays an intermediary role between media literacy and HME.Media dependence and group pressure can regulate the relationship between media literacy and HME through misunderstanding perception in interpersonal communication.This study also has certain practical significance to the operation and management of media,the organization and production of news reports,the guidance of public opinion of the audience and the social governance of the government.