Internet users and divert the attention of the phenomenon of cause and effect of transfer

(Research Papers Download information) Abstract: With the continuous development of online media, networks of public opinion has become increasingly prominent role in the massive network of information on how to seize the attention of Internet users, Internet users can make long-term focus on a specific network media , a network event has become the media who have to face and solve a major problem. by psychological users, online media and networking event features its own Research on the network to prevent a "hot media" cold-based and "cutting down public opinion "phenomenon, so as to promote the continuous development of online media.

Keywords: attention, diversion and transfer of cutting down public opinion

In recent years, with the continuous development of online media, an exponential number of Internet users in China increased use of networks has been greatly enhanced degree due to the openness of the network itself, anonymity, freedom of expression and a series of features, making the network views and public opinion has become an important social gathering place, users can be an event on the network for the public to express their views freely, the network is characterized in the past that are unparalleled to any traditional media. a series of influential Network hot events such as "Tiger Zhou event" "Sanlu poisonous milk powder" events, triggered by public opinion from the virtual social network into the real world, its influence should not be overlooked.

But the attention of users of the existence of hot events triage and transfer of this phenomenon can not be ignored, when an event occurs after the hot lead concern of Internet users, their attention is not static, when the network appeared on other hot events, attention The original event of Internet users will most likely turn to be attracted to new events, shift attention from the events of the first attention gradually reduced to give up the event, turn to pay attention to new events, and if re-emergence of a new event , may divert attention and re-distributed, so the transfer continues and continues, for example: spring of 2010, the Southwest drought events, starting a hot topic online, but many of Yushu in Qinghai Province after the earthquake the attention of Internet users is produced a shift: the attention of many Internet users have turned to Yushu in Qinghai Province earthquake. Internet users continue to divert this attention and transfer phenomena may lead to some network events to nothing, may also result in cutting down the phenomenon of emergence of the network media.

First, Internet users and divert the attention of the reasons for the transfer of

(A) from the users own point of view

1 users on the network of events "loyalty." Users of the incident, "loyalty" to their direct impact on the duration of the event generated attention and public opinion in the event of a network the size of the power quite a few users in a hot event appears at the beginning to show a high degree of participation, keep the thread to express their views, where the public opinion of their own position relative to the same group showed a high degree of loyalty, but with the continuous development of events, contradictions, and problems are gradually solved, many Internet users concern over the degree of slowly reduced, thus resulting in respective media previously weakened the power of groups, while those with a greater number of "loyalty" of public opinion will be relatively higher the upper hand, so after the incident in a hot, multi-form public opinion, with "loyalty" the number of Internet users more chances to win the final of the largest party, even if the views of the party in the beginning of the incident did not cause too much Note, not the mainstream opinion, but as events progress and develop, while others continue to decrease in the number of Internet users under that party's opinion is likely to leap into the mainstream views.

2 users purpose. A lot of Internet users concerned about the incident when they were selected with the purpose of selection, may be knowledge, it could be excitement, novelty, etc., when the objective was achieved or have been met and focus instead on other more want to know event when an event appears, and users of both the schema do not match, in the minds of Internet users find and resolve issues related to interpretation of the experience and views, so in the knowledge driven motives under to participate in the discussion of events Among the developments started to pay attention to this event, and then in the process of formation of such an event schema when knowledge is achieved after such events no longer meet the knowledge of their role, so Internet users after the recurrence of such incidents will not give too much attention, and also to determine the type of events is essentially based on the formation of a similar incident earlier schemata the understanding and awareness. This focus on intangibles like reducing the number of Internet users in the event of such succession The campus killings, homicide Nanping attention when a lot of people, but when similar cases occurred in succession, the users of similar events have produced a pattern, degree of concern about similar incidents would not be the first time it happens so high.

(B) caused by Internet users concerned about network events

Event evolved into a network of hot network events is an important prerequisite is the ability to attract the attention of Internet users, then what kind of events can lead to the attention of Internet users? What aroused the attention of Internet users streaming and transfer?

1. Familiarity. Netizens is not only a network of people, is still the fundamental social and natural, from a psychological perspective, the choice of users for the event will follow their own field of familiar events, and thus produce their attention. When a network event occurs, if the event is not some Internet users are familiar with problems in the field, then this part of the Internet users will be reduced to its attention or can not attract attention, such as occurred in the stock market in a major event, Some users do not understand the stock market is certainly not to be concerned, even though there could be concern not know what the cloud conditions.

2 new degrees. Novelty and familiarity is a relative degree of two concepts, familiarity with both the schema from the users point of view of analysis, degree of novelty of Internet users is the lack of an event schema, new degree refers to the individual event The novel was the degree of the same event, its novelty degree can vary, when the event occurs on the network for most users is not previously exposed, users do not mind the relevant schema, the users of awareness on the need to pay attention to the subject of the event, so the more novel event, the higher the attraction of Internet users. 3. the importance of the importance of the network means the occurrence of events and the relationship between the size of the vital interests of Internet users, Internet users benefit events and more related to the importance of stronger, otherwise low where the importance of also vary, such as earthquake Yushu in Qinghai Province, China's Internet users a high degree of concern, and the earthquake in Chile for the attention of China's Internet users is lower Therefore, the importance of the event with users of psychological geographical proximity as related to the incident took place geographically and psychologically from the users closer the higher the degree of attention, otherwise low. In addition, when events related to to economic interests, social ethics, social justice, and directly related to the vital interests of the people, the greater its influence to get the higher attention of Internet users.

(C) the media from the network point of view

The massive amount of information of the network to provide Internet users a choice of endless information, Internet users according to their preferences choose from tens of thousands of information of interest information, and click-through rate on the network that rely on the media to survive that users click-through rate is the lifeblood of its existence the face of this situation, the network needs to find ways to get media attention of Internet users continue to get higher click-through rate of the network, we must exert all efforts to attract the attention of Internet users while the final analysis, in order to attract the attention of Internet users still have to provide information of interest to users, each with its own media agenda setting, media can not decide how the audience would like, but you can tell what they think, a media set the agenda , can cause the interest of Internet users, Internet users will be pro-gaze, then the network will be affected by media attention, a media set the agenda of interest can lead to more users, Internet users more concerned about the media, the more the media by Internet users attention if the media publish the information by the agenda-setting event as more hot, then the media and other published information will be hot, if not the same concern and attention by users to produce the halo effect, so that the attention of Internet users power is being concentrated. otherwise it will appear Sao Zhouxing effect, Internet users will divert their attention gradually shifted.

Of course, the publisher of network information is not only online media, there are many posts from users, as well as blog, microblogging and other information from the media, the information can become hot spots mostly reflects social injustice, against the vital interests of the parties, breach of social ethics and national laws of events, of course, there are some networks which intentionally promoter such speculation <<Child Catwoman event>> but no matter what kind of information from the publisher, in order to attract the attention of Internet users Internet users must be set to focus on agenda, namely to attract Internet users to publish information on the eye, the information in many different publishers to get a higher click-through rate on the agenda must be set to form a halo effect, otherwise, the attention of Internet users will continue to drain.

Second, users divert the attention of public opinion on the impact of network

(A) hot media "cold" of

Network in such a phenomenon, an event caused by Internet users in the event of hot, but did not have a huge influence on the formation of a "strong opinion" on the contrary, public opinion in other hot new sound in the event of public opinion gradually "cooling" of , were less and less concerned about where public opinion is strong, the government agency or official authority on the analysis of hot events and findings. This happens because a large part of which the attention of Internet users streaming and transfer result.

When the incident hotspots, Internet users between the different views held by the formation of a camp with different views of public opinion, public opinion in the process of the camp continued to express their views by trying to attract more users to support their point of view held by, in order to achieve "shaped" role, to make their own camp, where the growing strength of public opinion, it has become a hot point of view held by public opinion to influence public opinion and eventually become a strong opinion, but in the process shaped or shaped if there is more after influence, and the vital interests of the camp users more relevant events, then there will be one of many Internet users turn to pay attention to new events, thus leading to the original in many public hot spots in the dominant media forces weakened and may eventually be other opinion defeated, drowning in other opinions, from "hot" gradually become "cold."

(B) the cutting down of public opinion

As mentioned above, before occupying a strong position because of public opinion may divert the attention of Internet users become weaker position of the view, and ultimately drowned in the other opinion, is reflected out of Noida Manti out of the "spiral of silence" theory, the final The outcry led the party, the other continues to silence, of course there will be another phenomenon, which previously held views of users with their own camp may continue to weaken the power of the other camp, and the increasing calls to abandon its original point instead to join the other camp, and even criticize their own previously held views, to form a public opinion, "cutting down" phenomenon, in particular where the public opinion in their previous positions divert the attention of opinion leaders and the performance of more prominent after the transfer When they follow the leaders of public opinion is no longer concerned about this incident, their views of the overarching focus will be to reduce, not leadership positions is lax, and natural forces will be reduced, while the other views into the mainstream views, will create a public opinion environment, users in this environment will be greatly affected, where public opinion to the original position for the disappointment of view may be held to re-examine, instead of by their point of view, instead join the other camp, media, and even to criticize their own previously held views, and further weakened the earlier view, and enhance the existing strength of public opinion.

(3) to enable the problem to nothing, not completely resolved

The emergence of hot spots on the network to discuss the incident, which aims to promote the problem is the government or official concern, prompting the problem is resolved, but that does not necessarily lead to hot events can eventually be resolved, only the heat into the media after strong public opinion the problem can be solved, as mentioned above, many public events as the continuous development will lead to different results, some silent, some cries, but as events get more and more attention of Internet users is low , the problems arising from this event will not be the concern of society, the event also will let the matter rest, more attention is another cover up the events, even if a network event has been subject to the attention of Internet users, but network public opinion in disagreement, the final formation will be lower, the event object generated by the pressure the smaller, the problem is difficult to be resolved, therefore, divert the attention of this phenomenon for the users, the network media in order to higher click-through rate, users can be pro-gaze, we must optimize the agenda setting, attracting users eye, reducing the distraction of course, can also release a more influential and attractive information to Internet users attention from other events on the "panic" over, a higher degree of concern. (compile: free download Source: People