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1923，American writer Lipman wrote in New York the book "The Phantom Public"，The sequel to the well -received "Public Opinion"，He gave up some ambiguous statements in this book，Strict critical analysis of public opinion。Practice to clarify，"If public opinion itself has no improvement in knowledge and spiritual quality，What role does the public opinion meeting，How to do it to be more effective "。From Li Pan's view，"If you want to take it for granted, you can even manage public affairs‘ if you are born. ’，This is the ‘false ideal’ ”。

Li Pan's "Phantom Public" shows a pessimistic attitude towards traditional democratic concepts，No eager response like "Public Opinion"，But read its book so far，deeply feels its vivid depiction of human public opinion、Deep in critical。The book depicts the human world with too much information，Li Pan has sighed too much information a hundred years ago。If Li Pan is in this social media era after a hundred years，Facing information bombing and information waste，I wonder what reaction he will make，It is estimated that it can only be "Lipman's silence"，Silent and speechless，Stop alone。

In human history，Information medium is one of the important carriers to maintain society，It is also one of the key forces of driving change，National governance、Economic operation、Cultural development, etc., must be based on media form。In the long history of thousands of years，From the grass paper to the Internet，The progress of the information medium brings information、Broadly spreading knowledge，Promote religious reform、Scientific and technological progress、Industrial Revolution。Generally speaking，The progress of the information medium is synchronized with the progress of society，But when human society enters the 21st century，Made in social media，So far less than 20 years，This synchronization relationship is broken。In other words，As the freshest and most popular information media form，What role does social media play on human society，I was beaten on a big question mark。

　Strong individuality and high dependence

Social media compared with previous media forms，The biggest difference is its strong individuality and high dependence。In newspapers、Book、Broadcast、The institutional power that has been shown in TV and even the Internet、Professional force、Elite Power，Under the impact of social media, it gradually weakened，The use of public use in social media is bet365 live casino games more based on individual wishes，And from the past one -way receiving information to two -way receiving information，Each social media user is both a receiver and a communicator。More importantly，With the wide range of mobile terminals,，Mobile phones gradually become "human organs"，Social media become the "air" that the contemporary public must not leave。At the moment when the epidemic occurs，Mobile terminals and social media are fully extended to young and aging。

The inherent driver of the progress of information medium is technology，The inherent driving of social media progress is technology。Being algorithm technology、Smart Technology、New technologies such as induction technology are becoming more and more advanced，Social media will also become a smarter machine。"Millions of information communication occurs every day on this machine，Under the guidance of the algorithm，The purpose of this machine was designed to pass information、subtly affecting everyone's point of view、As a tool for our daily entertainment，and control all of us。"Sinan Alar, a professor at MIT, named the machine" The Hype Machine "and published a book of the same name。

When social media just appeared，Whether it is its founder or the public，All have a beautiful vision for it: that is to connect the world together，allow everyone to be free、Get information to the greatest extent、Knowledge and Resources，Let people experience more freedom in thought、Get more opportunities for society and economy、Enjoy more liquidity in the work、Establishing meaningful social connections and even have a better health state。From this，Social media allows people to be lonely、Poverty、Diseases, etc. to conduct effective struggles。But to this day，The extremely ironic is，It seems that the social media is intensifying the social morbidity that the original people want to reduce。

　　Social media characteristics of "speculation machine"

Contemporary social media is highly developed，Online social network、Weibo website、new media forms such as the cooperative production and news aggregation technology of knowledge，has fundamentally changed the production of information、Share、Consumption、Use and pricing method，Its prominent feature is technology -driven individual communication，To in advance in the news agency、Voice of professional institutions，The sound of the Internet grass roots reflects the Internet。From knowledge production method to information consumption mode，From political campaign to social movement to business operation，Social media has a profound impact on all areas of contemporary society。

Social media characteristics of "speculation machine" bet365 Play online games are three。One is strong control。"The goal of this machine is actually the soul of human beings。The purpose it is designed is to stimulate our nerve pulse，This can attract us，and take the opportunity to convince us，Change our shopping、voting and how to exercise，It may even change the object we love。It will analyze us silently，Then what should we read、What to buy and what I believe to give a lot of different options，Then it will learn new things from our choice，continuously iterates and optimizes the options it given。With its continuous operation，It produces a lot of data tail gas，And these data can be used to track the preferences of each of us、Desire、Interests and information about those around the world with time marks and geographical positioning。Finally, it will also use its own data qi，Streaming your own process、Improve your analysis，and improve your persuasion。"From the book" Specker ", it seems，The reason why social media has so much control，The fundamental motivation lies in profitability。In other words，It is the continuous improvement of social media technology with capital -driven technological innovation，Fortune Roll，Fortune Roll。"Its motivation is money，Through interaction with us，It can maximize the money to the hand。The more accurate the options it provides us，The more interaction with us，So its persuasion will become more enhanced。The stronger its persuasion，The more money it gets, the more it will，Therefore, its scale will become more and more large。”

Second is more false information。Research Discovery，"In all categories of information，False news always spreads farther than real news、Fast、More deeper，and its coverage is more widely，There are even several magnitude difference between the two in some cases "。The social media platform has become a "machine that can distort reality"，"Through such a machine，The spread of lies is like lightning，The truth is like slow dripping syrup "。The spread of false news and its close relationship with politics was fully reflected during the 2012 and 2016 US presidential elections。Dested，In the practice and research of contemporary news communication，The biggest challenge is the lack of authentic high -quality news。Excessive information from the "Sigh of Li Pan" a hundred years ago，At least there were professional news institutions in production information，Now it is billions of individuals in production news，Highlight individuality; do not seek professionalism，Highlight the sense of freedom，Do not seek sense of responsibility。In the social media public opinion field，The sensational bet365 live casino games false news "Lightning"，A lot of information，There are few truths。

Third is social over。When a variety of massive information is similar to Facebook、Twitter、Weibo、WeChat and other platforms were transmitted to the public "never shut down" mobile devices，The public is submerged in the ocean of social information。Public information use and improvement of media technology have formed a "good interaction"，More use，The more effective the training and improvement of media technology，more effective media technology，The more attractive the information generated，The more attractive the information generated。So，Massive information under the drive of algorithm technology，In the public’s social media overly use，It produced a powerful change of power。Society becomes excessively socialized due to excessive hype，Due to excessive socialization, individual -based group persuasion is generated。This is the trilogy of the new social era: high socialization、Personalized group persuasion、trend tyranny。

　　Examine the internal operation mechanism of the "speculation machine"

"Specker Machine" reason why there is such a huge influence，Original social network、The common role of machine intelligence and smartphones。Digital Social Network Construction Social Information Network，Drive network information flow through friends recommendation and algorithm，Smartphone creates a "forever online" environment。

To overcome these problems，"Specker" proposes to "carefully examine the inner operation mechanism of the" speculation machine "，and use science to decode the influence it produced，We can guide this giant wheel to stay away from the reef that is approaching，and get into a more calm waters "。

"Precision Machine" thinks，There are three pillars to achieve "mass wisdom" and "collective intelligence": the independence of each individual in the group、Diversity and equality。But the social media as a "speculation machine" obviously eroded these three pillars，Transition wisdom into crazy。The inner mechanism is worthy of in -depth research。

Research on the law of false information dissemination indicates，Real information rarely spreads to more than 1,000 people，But the first 1%false news forwarding chain can easily spread to as many as 100,000 people。Real information wants to spread to the time required for 1500 people，It is about 6 times the time for false information to spread to the same number of people;，It is 20 times the time that the latter has spread to the same number of forwarding people。The scope of false information dissemination is obviously wider than real information，And false information will be forwarded by more independent users。

Under the promotion of intelligent technology，Bet365 lotto review Social robots become an important promoter for making false news。These robots will continue to pay attention to some influential people，Push false news to these people，Let the influential people forward these false news，This will make the role of false news amplified and more realistic。Paradox is，Influential people and algorithm social robots have played a symbiotic role in the process of spreading the news of the false news:，Social robots have realized false news to share，and humans spread the false news more through the "speculation machine"。In a certain sense,，Social media has become an important force for public opinion，Social media robots have become important forces to drive social media public opinion。

What attracts social media users is information needs and social relations。There are research and analyzing the reasons for generating such social information。According to the paper published in the "Cell" magazine, it is believed，The damage of the nervous system caused by loneliness inspired the social ability of the mouse。For social species，Isolation will make it disgusted and unsafe，In addition to reducing the life of fruit flies，It will also reduce the survival rate of experimental mice after stroke，Added a mouse stress response，Reduce the benefits brought by exercise。In a sense,，Nervous damage caused by loneliness is a kind of compulsive function，promoted the socialization process。

Social media is designed for human brain，It will interact with the part of controlling the sense of belonging and social identity in the human brain，Stimulate the dopamine system，Encourage people to contact each other through each other、Participate and share to find more rewards for this form。When we score on the Internet，Our people can naturally combine with our sensitivity on the positive social impact。When we see others appreciate a book、A hotel restaurant or a doctor，and give a very high scoring time，We will also give a similar high score，And there will be higher evaluation of all this。Experiments have been indicated，We often show the behavior of the public。

　Value orientation of guiding public opinion

Obviously，Social media technology is increasingly insight into human nature，Use people’s trust，Collect and develop massive private data，Based on this data improvement technology，Re -use technology to attack human psychological weak links，Guide human consciousness and behavior，But it will not protect the user from damage。Einstein once said: "Our technology has obviously surpassed our human nature，This makes people feel creepy。"as a molecule of this society，We need to treat the development of social bet365 Play online games media rationally，Look at the two sides of the media technology。The book "Specker" is proposed，Use four leverage to control，The code used to manage social platforms、The incentive mechanism created by the business model of social networks、The specifications established when using these systems and the laws formulated to regulate market failure。

The Book of "Speed ​​Machine" is the best book for artificial intelligence selected by the "Line" magazine in 2020，In -depth analysis of social networks、Big Data and Human Cognition、The complex relationship of falling in love between social behavior，It has a profound insight into the development of human society in the era of social networks。It is worth noting that it is，The author of the book has multiple identities: scientists、Entrepreneurs and investors，Therefore, we can observe the development of Xinye ’s media technology from different angles，Study its inner work mechanism，and also participate in the development of some products。Of course，This is both an advantage -observe from multiple angles，Science is sufficient; there are also inadequate -slightly weak，The human spirit is slightly weaker。

When propagation becomes technology，When social media becomes a "speculation machine"，The consequences will become more and more serious。In an environment where the information medium is technology and commercial，The attention of the whole society is getting scarce，Thinking power is more scarce，Reason and order will also be more scarce。Dested，"Forever Online" is already equivalent to "loss of self"。In the social media environment，People have lost their own independence、Autonomous、Reflection。Social media gives public behavior to the public，Also gives capital to control the freedom of public behavior。What is more vigilant is，In the contemporary world，The powerful power of social media companies becomes private power，Can fight against national power, especially in different countries，Public governance of private powers becomes prominent problems。

December 2021，Social platform Facebook founder Zuckerberg was rated as "Scoundrel of the year" by American liberal century "The New Republic".，The reason is that he created the "worst website in the world，Recommend "Various Virus Stupid Speech and Advertising"，and Zuckerberg "Illegal Money" from this website，even accusing Facebook with "anti -human crimes"，etc.。

In the era of social media，Social governance faces a new challenge，More need to observe the formation of public opinion，The value orientation of guiding public opinion rather than being led by the hustle and bustle of public opinion。Understand the online public opinion Bet365 lotto review cannot be with social public opinion.，Especially watched the "speculation machine" into a "attack weapon"。In the digital world，To strengthen "spread rationality" education。Only maintaining the rationality of public opinion，can maintain order of social governance。Otherwise，The universe will be more virtual，The soul will be more impetuous，The world will also be more differentiated。

From the process of the development of modern information technology，New Technology、New applications have begun to develop a good wish for human beings at the beginning of their birth，These technologies are regarded as good medicines that can resolve social contradictions at first，But in its development process，Especially after it becomes a dependent object of human beings，It will inevitably bring new social problems。How to achieve "starting from innovation、Stop at the best "，The biggest problem in becoming the era of science and technology。Therefore，Maintain a cautious attitude towards new technologies rather than becoming a fanatic fans，helps to promote modern digital technology、Smart Technology and other new technologies use and innovate the health forward，Help to improve human rationality in the universe，helps to avoid humans from sliding into "Beautiful New World"。

(Author Unit: School of Journalism and Communication of Tsinghua University)