An Analysis On Audience Cognitive Bias Of Shandong TV

Through social media platforms and audience feedback in daily life,it can be found that the brand of Shandong TV has audience cognitive bias.As the most intuitive group to measure the effectiveness of communication,audience feedback needs to be explored across the media in order to minimise audience cognitive bias.Therefore,this study aims to explore the issue of audience cognitive bias in the brand of Shandong TV from the perspective of the misalignment of the brand of Shandong TV at the audience cognitive level,and to provide constructive suggestions to reduce the audience cognitive bias.Using both in-depth interviews and participant observation,this study examines audience cognitive bias in the context of the theoretical framework of cognitive bias.The brand of Shandong TV is positioned as “Long Civilisation,Young China”,but in reality,many audiences have a different and misplaced impression of Shandong TV,such as“elderly”,“marginal” and “positive energy”,etc.This study firstly confirms the existence of brand cognitive bias of Shandong TV based on the interviewees’ feedback and more authoritative viewership data.Then,from the perspective of cognitive bias theory,we theorise about the cognitive biases of the audience of Shandong TV brand and summarise the different types of biases: cognitive bias caused by the primacy effect,cognitive bias caused by the stereotype effect,cognitive bias caused by the availability heuristic,cognitive bias caused by stereotypes,cognitive bias caused by the authority effect and cognitive bias caused by the framing effect.Following this,the audience cognitive biases are analysed and studied in depth under different types of frameworks to explore the causes of their formation.The study found that the causes of audience cognitive bias in the cognitive object,i.e.the transmitter,are the low effectiveness of the integration of Shandong TV stations and networks,the disconnection between content production and management and the brand,and the lack of positive interaction between Shandong TV and the audience;in the cognitive environment,i.e.the communication environment,the content and form of Shandong TV’s broadcasts are different from the brand of “Long Civilization,Young China”.In the cognitive environment,that is,the communication environment,the content and format of Shandong TV’s broadcasts are different from the brand of “Long Civilization,Young China”,and the inherent drawbacks of private communication and homogeneous competition in the market will also affect the audience’s cognition,thus creating cognitive bias.As a result,there is a disconnect and misalignment between the audience and the brand of Shandong TV,and even contradiction with the original brand,resulting in cognitive bias.In response to the above-mentioned causes,this study reflects on the content,positioning and communication of Shandong TV’s brand,and analyses the problems that exist in the communication of Shandong TV’s brand.At the same time,this study explores how to better promote the brand image of Shandong TV in the multimedia era,with a view to reducing audience cognitive bias and making the brand image of Shandong TV “Long civilisation,youthful China” truly reach the hearts of people.