Association Superimpostion Of Hot Issue:Patterns,Functions And Limitations

In the field of Internet public opinion,online hotspots have been characterized by “fragmentation”,and public opinion incidents have emerged one after another.The public's attention to individual public opinion events is fleeting.However,judging from the development trend of Internet public opinion in recent years,the development of Internet public opinion has long since deviated from the single-line path,that is,the lyrics of hot events are no longer isolated and closed,but the lyrics of many “class incidents” have passed through the Internet.The “series” presentation after subjective association with the media has produced network sensation association superposition effects more and more frequently.This paper intends to use the case study method to collect and sort out more than 80 hotspots with more than 80 series of association superposition effects in the past five years.Based on the comprehensive analysis of relevant cases,the existing superficial hotspot association superposition model is expanded and Perfect,and on this basis,use the agenda setting theory to analyze the social function of association superposition,and reflect on the limitations of association superposition from two aspects of cognition and behavior.This paper explores the basic pattern of superposition of sensational hotspots from four levels time,space,people and topic content.Time and space are the external forms of association superposition.The characters and topic content in lyric hotspots are the inherent logic of association superposition.From the perspective of the space-time mode,the hotspots occur in different time and different regions.The time mode is based on the excitement cycle of hot events The historical material of the type event activates the collective memory and emotions of the netizens,and produces a vertical superposition of the association.When the netizen and the media simultaneously mine the same material from both the horizontal and vertical directions,the vertical superposition of the superposition is generated.At the same time,the concentrated outbreak of “category events” and the repeated activation of historical materials in different periods may form a scale effect in the “mimetic environment” of media construction,which will promote the enthusiasm of relevant hotspots.The spatial mode is limited to the area where many hotspots develop.The related public opinion may produce the association superposition mode of two different paths: “off-site linkage” and “intra-domain correlation”.The sensation of hot events in different regions in the "off-site linkage" mode occurs in the cyberspace,which may cause several isolated regional events to develop into national events;the "intra-domain association" mode of netizens and media subjective associations A number of negative grievances in a certain area(usually provinces and cities)may lead to “geographic blackness”,leading to the collapse of local media images and even public dissatisfaction with local governments.Judging from the dimensions of the characters and topics in the hotspots,the hotspots often superimpose the associations of the same event subjects,themes and emotions,forming a superposition of associations around the main body of the event,a topic-associative association superposition and an emotional mobilization association.Superimposed.The superposition of sensational hotspots may have an impact on the perceptions of netizens,the media agenda,and government policies.This impact should be viewed both positively and negatively.Therefore,based on the comprehensive analysis of relevant cases in recent years,this paper summarizes the social functions of the superficial association of public opinion hotspots and reflects on its limitations.On the one hand,starting from the agenda setting theory,the role of Lenovo superposition in the linear process of public opinion,media agenda and policy agenda is discussed.It is believed that the superposition of sensational hotspots not only focuses on the nature of social problems,but also prompts netizens to recognize them.Knowledge and reflection can also play a powerful role in public opinion supervision,push relevant issues into the government's policy agenda,and force the government to take action to effectively solve social problems.On the other hand,rethinking the negative effects of association superposition from the two levels of cognition and behavior,and thinking that the superposition of sensational hotspots makes the “class-like event” lyrics concentrated in cyberspace,forming in the “mimetic environment” of media construction.The scale effect makes it easy for people to regard accidental and individual incidents as “normal”,causing panic and prejudice at the cognitive level,and even causing “like emotions” to accumulate,thereby amplifying social risks;over-reacting over-reaction at the behavioral level And the bad demonstration effect,triggering mimicry behavior and vicious circle in real life.