Research On The Political Communication Effect Of Mainstream Media Microblog

Along with the strong rise of social media,Chinese traditional mainstream media have registered the microblog account and opened up a new front for public opinion.Communication is to achieve a certain effect,so it is important to evaluate the communication effect of the mainstream media microblog and explore its influencing factors.From the perspective of social cognitive theory,combining with the theory of persuasion communication,this paper explores media credibility,information quality,group pressure,political efficacy,outcome expectation,media use and other variables from the environmental and personal factors to research the political communication effect of mainstream media microblog.This paper also adopts AISAS theory to divide the political communication effect into five levels,in order to provide a more detailed perspective to analyze the entire process of communication effect.Through the method of questionnaire survey,the paper analyzes the factors affecting the political communication effect of the mainstream media microblog,in order to provide new thinking for how the mainstream media can better exert its communication effect,guidance and influence power.This paper finds that the mainstream media microblog has a stronger effect on audience's political cognition,political interest and political trust,but the impact on political participation is weaker.Among the influencing factors,the media environment has a non-negligible role.Media credibilitysignificantly affects the audience's political interests,political trust and offline participation,while the quality of information significantly affects political trust.Group pressure in the interpersonal environment has a significant impact on political interests,political trust,online political participation and offline political participation,highlighting the role of interpersonal communication.In addition,the paper also finds that information quality and group pressure will not only directly affect the political communication effect,but also have a significant impact on the audience's political efficacy,which indirectly affects the political communication effect.At the level of personal factors,this paper finds that the political efficacy of the audience has the most prominent influence,specifically the political efficacy has positive influence on political cognition,political interest,online participation and offline participation.