Research On Short Video Users’ Cognition Of Algorithm Recommendation Technology

As the core driving force in the process of deep "mediation" of society,algorithm technology is exerting more and more power,and the relationship between algorithms and people is gradually changing.Since short video is a media developed by relying on algorithm recommendation technology,this study takes users who use short video as the research object,and the main purpose is to analyze the cognition,attitude,behavior and influencing factors of short video users to algorithm recommendation technology.Through the questionnaire survey method,this study found that users can perceive the existence of algorithm recommendation technology when brushing short videos,but lack further cognition of the technology;users are affected by factors such as age,education level,living area,monthly income,occupation and short video service life,and there are differences in algorithm cognition.At the level of cognition and attitude relationship,people with the largest and smallest number of algorithm knowledge are more satisfied with the algorithm recommendation technology;at the level of cognitive and behavioral relationship,the higher the degree of algorithm cognition,the more likely people are to adopt resistance behavior;at the level of attitude and behavior relationship,users who use short video for a longer period of time are more likely to recognize algorithm recommendation technology and take resistance behavior.Combined with in-depth interviews,it is further found that no matter how short video users know about the algorithm recommendation technology,they all have a relatively recognized attitude towards the technology,and the resistance to the algorithm recommendation technology is mostly acquired resistance.The research results show that in the intelligent era where algorithm technology is deeply embedded in society,human beings will face the risk of unconsciously transfer individual rights,value solidification,and always being passive,and subjectivity is severely challenged.To achieve the return of subjectivity,it also requires the joint efforts of the state,society,Internet platforms and other parties to make algorithm technology truly serve people.