Influence Of Network Negative News On Individual Social Trust And Altruistic Behavior

In order to further promote social development and supervise bad social phenomenon,the negative news extended from internal data that are seen rarely to CCTV “Topics in Focus”and even the network media that is widespread nowadays with walking from background to the stage. With the popularization of network, news has become the main source of social public opinion by virtue of the rapid and efficient communication advantage of network.However, what worrying is that negative network news is transmitting negative energy to the public continuously, which caused the negative news events in network to spread rapidly from the specific incident in news; thus, the social trust is deficient and the “violent behaviors” of network community are increasing.In the view of journalism and media, most existing studies researched on the adverse social effect triggered by negative news or the influence of specific news events(such as earthquake, eroticism, haze and congestion) on individual psychology as well as behaviors.Nevertheless, in actual network life, what individuals read is comprehensive news, which means that start with single discipline or merely investigate certain materials greatly limited individual psychology and behaviors. Based on the comprehensive view of psychology,sociology and media studies, and by selecting the news in web portable as experiment material, this research aims to explore the adverse influence of network negative news on individual social trust and altruistic behaviors.The research contains three experiments. As for the experiment 1, it applied the mixed design of 2(guidance materials: positive, negative) ×2(measure: before measurement, after measurement) ×2(news materials: positive, negative) and eye movement experiment to research individual preference for news types and whether the preference is easy to change. By using the between-subjects design of two levels in single factor, experiment 2 researched on whether the large amount reading of network negative news would generate adverse effect on individual social trust and altruistic behaviors relative to the reading of positive news. Based on the bold imagination of experiment 2, as the first impression of news cognition, whether the convenience of network negative news would cause adverse effect on individual social trust and altruistic behaviors, experiment 3 applied the between-subjects design of two levelsin single factor.This research obtained the following conclusions:(1) Compared with positive news, individuals’ tendency of selecting negative news is higher; meanwhile, individuals’ selection tendency of negative news is not easy to change while the tendency of positive news can be converted easily to negative news.(2) The reading of network negative news will generate adverse effect on individual social trust and altruistic behaviors, among which social trust plays mediate function in it.(3) The topic of network negative news can change individuals’ recognition of neutral news contents with generating adverse effect on individual social trust and altruistic behaviors.