A Study On The Effects Of Micro-blog's Fragmented Information On Audiences' Cognition-a Theoretical Point Of View

Recent years, the Internet has deeply integrated in people's life. Weibo, which regard information transferring as the main function, became the popular way for people who live in the Internet age to get news or other information. Weibo has a number of characteristics that traditional media and other new media does not have. Such as the large number of information, the varieties point of view, the timely update, the powerful interaction, and the full use of the audiences'fragmented time etc, all these advantages help Weibo to be a popular network application.The Weibo era are changing people's habit of receiving information:superficially, the way to get information has changed. Deeply, the way of thinking is also changing quietly. Along with the convenience which Weibo has brought to us, so many changes in our mind is calling our attention, maybe the judgment of the news or the cognitive pattern.In this paper, the author make a literal review on the related theory and existing related research first, then analyze the information transferring case which occurred on Weibo and come up with the following conclusions:the fragmented information one Weibo can bring certain influence on people's perceptions. Its effects include:firstly, the accuracy of the information decode maybe go bad because of the filtered view about one thing or the less rigorous logic. So the audience can not get the truth of the event; Secondly, when the audiences are establishing the cognitive structure, the scattered information will give the audiences scattered stimulation, and the cognitive framework of the knowledge system process become fragmented, information input and supplement become random, to build a solid cognitive framework become difficultly. While, people may be used to pick up the fragment of the information unconsciously in according with their existing cognitive framework.Hope this research can make an exploration about the new media research in theory, and can give a warn to the people who love to enjoy their time on Weibo. When we enjoy the advantages of Weibo we also should have the consciousness of avoiding the drawbacks of the fragmented information, and give full play to the subjective initiative. We should explore the beginning and ending of one event actively, explore the world more widely and more deeply.