Proceedings of the 7th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2021)

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Factors Influencing Public Attention to Media Convergence: Evidence from the Big Data Analysis of Baidu Index

Authors
Xiangkai Qiu1, 2, *
1School of Journalism and Communication, Minjiang University, Fuzhou 350108, China
2Research Institute of History for Science and Technology, Nanjing University of Information Science & Technology, Nanjing 210044, China
*Corresponding author. Email: daduing@qq.com
Corresponding Author
Xiangkai Qiu
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211215.072How to use a DOI?
Keywords
Media convergence; Public attention; Baidu index
Abstract

People currently spend many hours a day surfing the internet to obtain information they are interested in. Internet search behavior reflects the public’s opinion on issues, namely, public attention. Its application in various fields has become extensive, and the analysis of its influencing factors has been highly valued by scholars. This paper aims to study the influencing factors of public attention by taking media convergence as an example. Daily media convergence public attention of China (excluding Hong Kong, Macao and Taiwan) from 2013 to 2020 was collected. This paper introduces the elastic coefficient, Gini coefficient and geographic concentration index to analyze the spatial-temporal characteristics of media convergence public attention. Multiple linear regression model is used to study the influencing factors of media convergence public attention. The relationships between the variables were tested using SPSS 22 software. The results show that there is a significant relationship between media convergence public attention and per capita GDP, government policy support as well as education level, which affect media convergence public attention greatly with coefficients of 2.849, 2.466 and 2.094. However, the influence intensity of internet development level on media convergence public attention is -0.325. The coefficient of determination was found to be 0.927, while the F test value was 6.335. The result shows that media convergence public attention is positively associated with economic development level, local government policy support and education level. On the contrary, the direction of the relationship between internet development level and media convergence public attention is negative. The spatial-temporal characteristics of media convergence public attention are greatly affected by macro policies. Therefore, we should strengthen macro policy guidance, promote the healthy development of media convergence industry, and increase the coverage of media convergence publicity in new media.

Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 7th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
15 December 2021
ISBN
10.2991/assehr.k.211215.072
ISSN
2352-5398
DOI
10.2991/assehr.k.211215.072How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Xiangkai Qiu
PY  - 2021
DA  - 2021/12/15
TI  - Factors Influencing Public Attention to Media Convergence: Evidence from the Big Data Analysis of Baidu Index
BT  - Proceedings of the 7th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2021)
PB  - Atlantis Press
SP  - 387
EP  - 394
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211215.072
DO  - 10.2991/assehr.k.211215.072
ID  - Qiu2021
ER  -