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| Communication Trend, Evolution Mechanism and Governance Approach of Digital Public Opinion |
| LONG Yu |
| School of Marxism, Shanghai Jiao Tong University, Shanghai, 200240 |
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Abstract In the digital age, the media has developed from “disembodiment” to “embodiment”, which means that the media and human body are deeply integrated, forming a new form of mutual construction and symbiosis. The communication paradigm has evolved from “one-way” to “interaction” as the information communication platforms bring together audiences with similar value orientations to shape social relations. From “artificial” to “intelligent” content production, man-computer symbioses have become the main producers of information content, and content customization has achieved a high degree of matching between information and user needs. In the new ecosystem of digital communication, digital technology is accelerating the fermentation of digital public opinion stimuli, and promoting the deep excavation of digital public opinion background and the transformation of digital public opinion field to real social field. Digital media with complicated information can easily cause public opinion secondary disasters when filling the “demand gap” of public information. To guide the rational development of digital public opinion, we should optimize the recommendation of the digital public opinion algorithm, especially balance the instrumental rationality and value rationality of the algorithm, embed the design and application of responsibility ethics into the algorithm, and improve the algorithm recommendation supervision mechanism. We should open up the channel of digital public opinion dialogue, seize the best opportunity to respond, establish a multi-agent communication model, build diversified communication channels, and improve the government information disclosure system. In the meantime, we should also focus on the major concerns of digital public opinion, actively solve practical problems, keep a close eye on the emotions of the public, and do whatever it takes to optimize relevant systems.
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Received: 18 August 2023
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2023, Vol. 40 
