A Study On Knowledge Dissemination Bias Of Baidu Encyclopedia

The impact of the Internet age on human life is self-evident, from the dissemination of knowledge, the application of search engines and other network technologies have transferred human knowledge acquisition from shelves to the " mouse ".Baidu Encyclopedia is a typical knowledge dissemination platform of the " mouse ". This thesis based on the theory of Media ecology, focus on Baidu encyclopedia itself, analyzes its characteristics, bias and influence.The thesis analyzed baidu encyclopedia characteristics from three aspects:the symbol environment, media environment and social environment, to investigate the dissemination system and operational mechanism of Baidu encyclopedia. Terms and users are the core of its operation,which have a perfect process management system.Embodied in the basic component of the terms,the editing principle, the information release process;the incentive and punishment mechanism for the user, the title grading system, the construction of the core group and so on. By comparison with the " Encyclopedia Britannica ", transverse compared with Wikipedia, the propagation characteristicsBaidu encyclopedia can be describe in four areas:the deconstruction and reconstruction of the elite order on knowledge dissemination, the flattening of knowledge content, the timeliness and interactivity of knowledge dissemination, and the quickknowledge acquisition tasted.The characteristics of Baidu Encyclopedia can be described as " shallow " communication, the threshold is "shallow ", the content distribution is "shallow ", the user’s understanding and acceptance is "shallow."In combination with the user’s in-depth interviews, I explores the impact of "shallow " dissemination of knowledge generated at the individual level, Baidu Encyclopedia have change people’s perception of traditional knowledge objects, with its all-encompassing principle that knowledge become " common sense", blurring the boundaries of knowledge; secondly, from the " search information " to " search Baidu," Baidu Encyclopedia have simplified the process of knowledge acquisition, people can save more precise way to find the appropriate knowledge, but also led to the "fragmentation" dissemination of knowledge;Finally, Baidu Encyclopedia changed people’s cognitive habits, along with the popularity of mobile Internet, more and more convenient to search through a knowledge network encyclopedia, to some extent relieved the people of knowledge sharing and memory impulses, resulting in " Google effect".This article finally has carried on the preliminary evaluation of the impact of baidu encyclopedia and discussed:the activities of the human mind is stimulated by stimulation of doubt, but when it successfully established his authority, and become a reliable source of knowledge of people’s minds, it will get its own stability. In addition, baidu encyclopedia by defining and ubiquitous service,giving people a illusion of "omniscient" and such anesthesia will also break down people’s critical thinking and the interest of further explore. It can be said that, if the knowledge dissemination of Baidu Encyclopedia continued flooding, it will become the terminator of critical spirit. In this case, the knowledge is a ladder of human progress or not is worth further inquiry.