信息传播动因视域下突发事件公众认知偏差的影响因素研究

Research on the influencing factors of public cognitive bias in emergencies from the perspective of information communication motivation

预防负面舆情发生的关键是减少公众的认知偏差。针对网络突发事件,从信源形象、信息表达结构、媒介接触特征三个维度探索并比较信息传播过程中不同因素对公众认知偏差的影响。对456份问卷调查数据进行多元线性回归分析后发现,信息表达方式、情感态度、观点影响力和信源可信度显著影响公众对突发事件的认知偏差,其中信息表达方式和情感态度的影响排前2位。因此,采用多样化的信息表达方式、优化信息表达的情感态度、利用或提升信息发布者的观点影响力、提高信息来源的可信度等措施可以有效减少公众对突发事件的认知偏差。

The key to preventing negative public opinion lies in minimizing public cognitive bias.Focusing on Internet emergencies,this study examines and compares the effects of various factors on audience cognitive bias during the process of information dissemination from three dimensions:source image,information structure,and media contact characteristics.By analyzing data from 456 surveys through multiple linear regression analysis,the study reveals that factors such as information presentation,emotional tone,opinion influence,and source credibility significantly impact public cognitive bias toward emergencies.Among these,information presentation and emotional tone ranked as the top two influencers,while social influence,dependency,and interaction frequency had no significant effect on cognitive bias.Therefore,adopting diverse methods of presenting information,refining the emotional tone of expression,leveraging the influence of information publishers,and enhancing the credibility of information sources can effectively reduce public cognitive bias in emergency situations.