A Study On New Media Audience's Negative Preference And Its Consequences

Depending on Internet and digital and multimedia technologies,nowadays new media embeds people's lives and it becomes the main routine for people to obtain news.The development and popularity of new media is changing the process of personal and social communication.New media is not only a way of self-learning,learning reality and information obtaining,but also is part of reality and existence.It could bring influences towards human relationships,activities and habits.About new media audiences' behavior and motivation,the new media audience prefers to focus on negative new compared with positive and neutral news.This paper analyzes causes and effects of the new media audiences' preference for negative news.The first chapter discusses characteristics of new media and interaction between new media and reality.The second chapter analyzes influences from new media's development and social transformation towards audiences and provides causes of audiences' negative preference from the point of audiences themselves.The third chapter redefined negative news.The fourth chapter uses methods of qualitative and quantitative analysis to prove the behavior of audiences' negative preference.The fifth chapter discusses causes of audiences' negative preference in other aspects such as communication,politics,psychology and sociology.The sixth chapter talks about effects of audiences' negative preference.The last chapter gives measures of how to solve and relive audiences' negative preference.The paper suggests that audiences' negative preference is the result of media,social environment and audiences and three parties collectively lead the result.Audiences' negative preference could affect people's cognition,mainstream values and social attitudes;furthermore,it brings effects to public and reasonable opinions.At last,audiences' negative preference could decrease the efficiency of social governance.In order to solve the problem,only media,audiences and society work jointly relieve the effects of audiences' negative preference.