A Study On The Impact Of Personalized Push On The Formation Of Public Opinions

In the era of fast-food information,personalized push has gradually seized our "attention market." This content distribution mechanism based on algorithmic models and user insights has been widely used by news information platforms.Personalized push not only achieves accurate delivery of content,but also affects the user level,especially the public opinion.Public opinions have always been the front of Internet public opinion research,and it is clear that the generation and changes of public opinions can effectively control and guide changes in public opinion on the Internet.This research mainly takes the Netease news client as the research object to explore the relationship between personalized push and follow-up of public opinions.In today's explosion of information,can personalized push based on user interests affect the formation of public opinions?How does personalized push affect the formation of public opinions?This research mainly adopts literature analysis method,case analysis method,empirical analysis method and text analysis method.First,in order to confirm the relationship between personalized push and public opinion.The research takes the agenda setting as the theoretical framework,and conducts empirical research on the report topics of Zhangzidao,using the personalized push of Net Ease News APP and Net Ease follow-up as samples.The empirical research mainly focuses on the acquisition and analysis of texts based on the personalized push of Zhangzidao issues from 2016 to 2019,and further introduces the variable of public opinion.On the basis of personalized push,this research analyzes the correlation between personalized push and Netease following public opinions.After passing the coding and reliability test,Spearman is used to test the correlation between the two on the attribute agenda,and the co-occurrence matrix is introduced.Calculate the centrality of the network,and use QAP to re-sampling and analyze the relevance of the network agenda.Through data analysis,the two show a certain degree of rupture in the attribute agenda,but there is a positive correlation in the network agenda.In the end,the study found that the network agenda needs to consider the user's individual cognition and objective environmental factors.As time goes by,the role of the media has gradually become prominent.Furthermore,starting from the Net Ease news client,this research elaborates on the basic characteristics and functions of personalized push,and explores the ways in which personalized push affects the formation of public opinions from multiple dimensions such as content platform,users,and market structure.Research has found that personalized push can not only strengthen the aggregation of user opinions and meet the ecological needs of different users,but also serve the purpose of predicting the commercial market,especially on news information platforms.While achieving precise commercialization,personalized push relies on its feedback.The control of public opinions,the realization of higher market expectations.Based on empirical research,this research further explains the impact of personalized push on public opinions from both positive and negative aspects,and discusses from multiple perspectives such as users and agendas.Personalized push can strengthen the group opinions of users,and make public opinions present a diversified situation.Especially under the powerful algorithm recommendation,personalized push not only realizes the immediate change of content scenes,but also enhances the effect of agenda setting and enlarges The impact on users' public opinions.However,the increase in conflicting opinions has led to group polarization,and personalized push has also brought pressure that cannot be underestimated for the development of online public opinion.In summary,this research combines theory and reality to give strategies to improve the influence of personalized push on the formation of public opinions.While providing reference for Internet news and information platforms,it can also strengthen the role of online public opinion under personalized push.Grasp and guide.