The Weakened Impact Of Public Information Dissemination On The Information Cocoon Effect

In recent years,with the progress and rapid development of media technology,great changes have taken place in the media ecology in China.The development of media technology makes the past PGC content production mode gradually change to UGC content production mode.The society has entered a new media era in which the audience absorbs fragmented information,and the media has gradually moved closer to decentralization,everyone is content,and the media can be any audience itself.Such a change makes the short video of light weight gradually become the main form of information acquisition by netizens.The short video APP "Tik tok Short Video" under Toutiao first reached 600 million DAU,which is the most representative application in the short video industry at present.One of the reasons for the success of the Tik tok APP is due to its unique "personalized recommendation mechanism",which can accurately targets the preferences of the audience and only push the content that they are interested in.But as time passes,the problem has emerged.When the audience is habitually in the content field led by their own interests,they begin to get tired of thinking,tend to be simple entertainment,and shackle their lives in a cocoon room.However,as of 2018,this situation has undergone some changes.In June 2018,the Press Center of the National Assets Supervision Commission announced the start of strategic cooperation with Tik tok App.By December 2018,a total of 5,724 government affairs accounts and 1,334 media accounts had joined the Tik tok App and created an official Tik tok account,with official media such as Xinhua News Agency,People's Daily and CCTV News also joining in.It is worth discussing whether the public information content produced by the government and official coal Tik tok will have an impact on the information cocoon room of the audience after being pushed.This paper takes Tik tok App,the most popular APP at present,as the research object.Based on the information cocoon room theory,various investigation methods such as literature research method,case analysis method and questionnaire survey method are adopted to investigate and study the impact of public information push in Tik tok App on the information cocoon room of the audience.Conducts questionnaire surveys and statistical analysis on the Tik tok APP audience basic information,frequency of use,the extent of understanding of personalized recommendation and the interactive behavior of the audience in the face of public information push etc.,to summarize that for the push of public information in the Tik tok APP,the age,occupation,information cognition of the audience,and the interactive behavior of the audience have an impact on the audience's information cocoon room;Then,taking People's Daily as an example,this paper analyzes the advantages of public information videos from the perspective of public information content producers.First,the government affairs and official media Tik tok accounts,as the professional news content production organizations,they have their unique advantages,and the produced content makes the audience more trusted,thus stimulating the audience to interact with each other.Secondly,The choice of themes for the production content of the government affairs and official media Tik tok accounts is close to the audience,which is easy to make the audience empathetic.Again,the public information of the government affairs and official media Tik Tok accounts is pushed more widely by the platform,and the support of policies has a weakening influence on the information cocoon house of the audience.Finally,the audience's own interactive behaviors such as thumb up,comments,saves and forwards will also have a positive impact on the audience's information cocoon room.At the same time,in view of the shortcomings of public information push in Tik tok App,from the perspective of the "algorithm" itself,pay attention to the fluidity of the audience's needs,and push public information more accurately;Starting from the platform's unique mechanism,strengthen the guide means of the interface for public information and improve the attention of the audience;From the perspective of content producers,to optimize the public information video content,to meet the current audience's "appetite" and improve the completion rate of video.From the perspective of the audience,to improve the audience's media literacy,exercise their critical thinking abilities and questioning abilities,give full play to their unique advantages that even the audience is also a communicator,and distribute the public information of great significance through multiple channels to promote the weakening of the influence of the audience's information cocoon.Because the Tik tok APP itself has only appeared for a short time,there are very rarely of relevant research reference materials,and as the public information push and information cocoon rooms in the Tik tok APP are widely involved,it is difficult to draw a conclusion through through short time study,and we need to get more objective and scientific conclusions in the subsequent research work,so as to constantly perfect and improve the research work related to public information push in the Tik tok APP.