Audience Perception's Influence On The Regulation Of "Xigao" In News Business

With the rise of "We media",the phenomenon of "xigao" in news business has intensified to some extend,which is reflected in the increasing industrialization of xigao,the increase in the number of such lawsuits,the increase in the number of such complaints handled by the distribution platform like Wechat,and the sharp increase in the number of academic research related.This phenomenon will affect interests of news agencies focusing on investigation,help form an improper creative atmosphere,also pose potential threat to the quality of news information the audience get.However,currently common methods such as resorting to the law and distribution platforms have their limitations.Based on the gatekeeper theory,this article believes that xigao is the failure of the traditional gatekeeping mechanism in the We media era,and the audience has actually played a gatekeeper role through reading and forwarding.Therefore,this article uses questionnaire and interview to test the audience's ability to check news manuscripts—specifically in the three aspects of discrimination ability,value judgment and news consuming behavior.This article concludes that the audience's ability to keep the gate is weak.Firstly,the audience don't think it's necessary for them to solve the problem of xigao as news agency could do that easily themselves by issuing lawsuits.Secondly,the audience don't' understand the concept of xigao well so that they can not recognize it while reading news.Thirdly,the audience can hardly make a joint force to solve the problem as they're not well informed the such disputes.It also puts forward some potential methods such as enhancing media literacy and strengthening the dissemination of xigao cases to further give play to the audience's regulatory role.