A Study On The Polarization Of Public Opinion On The Weibo Platform From The Perspective Of Media Affordanc

With the development of society,the polarization of public opinion on social platforms has become increasingly apparent,becoming an important topic for communication scholars to discuss.The application and development of the concept of "affordance" in the field of communication science has provided scholars with a new research perspective.This study focuses on Sina Weibo,using the "Zhengzhou 120 Delayed Treatment Event" as a case.It uses content analysis to verify the relativity between the degree of polarization and behavior of users,and uses the APP walkthrough method to analysis the technology affordance in the human-computer interaction and social affordance in the user interaction.Then,the affordance framework is constructed.Based on the media affordance presented by Sina Weibo,this study believes that the causes of public opinion polarization can be summed up in the following three points:cognitive bias under the filtering bubble,opinion concealing under the information flow waterfall,and identity alienation under the context collapse,and key nodes which leading to the public opinion polarization include algorithm recommendations,context construction and body absence.For these key nodes,this study proposes strategies from technology,users and government perspectives,including revision of medium faction,improvision of user literacy and government management regulation.