Current Issue

2021, Vol. 23 No. 4 Published:30 August 2021

Research Framework and Model Construction: Measurement of Media User Experience Based on Cognitive Neurocommunication Paradigm

LIANG Shuang

2021, 23 (4): 1-7. doi：10.19722/j.cnki.1008-7729.2021.0009

Abstract ( 2092 ) PDF (924 KB)( 482 )

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 In recent years, measurement of product service and media value centering on user experience has become an increasingly important interdisciplinary topic in the fields of psychology, cognitive neuroscience, communication and computer science. Meta-analysis method is used to clarify related researches and theories, and based on cognitive neurocommunication paradigm, influencing mechanism of media user experience is researched and discussed, with the purpose of constructing related research frame and theoretical model, and systematically researching user experience of mobile application products in the level of logic, which has certain guidance and  innovation in the era of user-centered smart media production.

Scenario Narrative of VR Film from the Perspective of Semiotics

WANG Nan

2021, 23 (4): 8-18. doi：10.19722/j.cnki.1008-7729.2021.0038

Abstract ( 1844 ) PDF (5727 KB)( 818 )

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 There are essential differences between VR film and traditional film, for that in VR film, image space is not only narrative carrier but also narrative content, or the narrator itself. In VR films with scenes as narrative subject, the symbolic meaning of objects is a key element of promoting the narrative process. Taking The Night Café VR as the primary example and guided by the theories of “second world”, the semiotic connotation of VR film scenario narrative is elaborated. “Symbolic actant” is defined as Symbolic-Environment narrative language, the definition and utility of which are summarized, with Café me, etc., as examples. It provides creation strategy of VR film scenario narrative based on symbol image, designing creating of which. Researching VR film scenario narrative from the perspective of semiotics is beneficial to expanding the scope of narration and enhancing audience’s immersive experience. On the basis of breaking the “fourth wall” of film and other media, it enriches aesthetic connotation as digging scenario implication, and improves artistic value as expanding narrative space of VR film.

Consumer’s Ambivalent Attitude under Individual, Product and Situation Factors

YUE Xin, WAN Churou

2021, 23 (4): 19-27. doi：10.19722/j.cnki.1008-7729.2021.0044

Abstract ( 1422 ) PDF (993 KB)( 319 )

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 Consumer’s ambivalent attitude is unstable. However, the academic community still lacks systematic research on the change of consumer’s ambivalent attitude under the condition of multiple factors. Three indicators of initial ambivalent attitude type, product involvement and reference group identity are selected from three aspects of individual, product and situation factors, and the change of consumer’s ambivalent attitude under the influence of multiple factors is systematically analyzed. The results show that: The change trend of ambivalent attitude is different between high and low ambivalence consumers. Group identity degree and product involvement degree have a significant effect on consumer’s ambivalent attitude. The interaction of group identity degree and product involvement degree has different influence on different types of consumer’s ambivalent attitude.

Evolution of Microblog User Interest Topic Based on SGC-LDA 

FU Kui, DING Jian, QIN Guishuang

2021, 23 (4): 28-41. doi：10.19722/j.cnki.1008-7729.2021.0039

Abstract ( 1370 ) PDF (1178 KB)( 540 )

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Aiming at the defects that traditional user interest models have such as non-dynamicity, noise, high computational complexity, and single dimension of interest evolution, and based on the sliding-window technique, the genetic factor of interest topics is introduced to maintain the continuity of topics, and the common topics of interest for capturing general semantics and noise interference words are defined. An SGC-LDA (Sliding-window, Genetic factor and Common topic-Latent Dirichlet Allocation) user interest topic model was proposed, and the subject evolution analysis was carried out by the proposed model, from the three dimensions of interest topic intensity, interest topic state, and interest topic path to analyze user interest preferences and evolution rules. Sina microblog corpus text is used for empirical analysis. The experimental results show that SGC-LDA user interest topic model is better than the traditional LDA topic model, and can characterize the evolution of user interests accurately. The model has lower non-response rate, false positives rate and normalized costs than the Baseline method without topic association filtering, and the validity of the model is proved.

Regional Differences Interaction Between Human Capital and Social Capital in Poverty Reduction—From the Perspective of Absolute Poverty and Relative Poverty

LI Yu, CAO Ying

2021, 23 (4): 42-51. doi：10.19722/j.cnki.1008-7729.2021.0028

Abstract ( 1469 ) PDF (927 KB)( 703 )

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Based on absolute poverty and relative poverty, the Logit model is used to study regional differences of combined human capital and social capital in poverty reduction by using the data of rural families in China Family Panel Studies. The results show that: (1) Under the control of the relevant variables at the individual level and family level, human capital and social capital can significantly negatively affect the rural poverty rate, and the impact of human capital is much greater than that of social capital. (2) There are regional differences in the combined effect of human capital and social capital on poverty reduction. In the eastern region, human capital and social capital have a mutual relationship, while in the central and western regions, there is a complementary relationship between human capital and social capital.

Focus, Evolution Path and Frontier for Digital Currency Research in China: Based on CiteSpace Analysis

WANG Liwei, SU Wei, AN Jia

2021, 23 (4): 52-63. doi：10.19722/j.cnki.1008-7729.2021.0029

Abstract ( 1977 ) PDF (2405 KB)( 692 )

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Taking CNKI and CSSCI as data sources, CiteSpace5.6.R5 visualization software is used to make information visualization analysis on the collected literature of digital currency research in China. Through the correlation map analysis such as keyword clustering analysis and co-cited literature analysis, etc., and the interpretation of literature content, the research hotspots in the field of digital currency in China is analyzed, and the evolution path of the research topics of digital currency in China is sorted out. The results show that, after 2015, the number of research literature in the field of digital currency in China shows a rapid growth, and the research content is highly related to the phased policies of the People’s Bank of China with the obvious policy orientation; “virtual property” “virtual currency” “Bitcoin” and “decentralization” are the current research hotspots in the field of digital currency in China, while “regulatory sandbox” “blockchain” “smart contract” and “legal digital currency” are the future research hotspots in the field of digital currency in China.

Empirical Research on M&A Performance Considering Opportunity Cost

CHEN Lei, DU Xin

2021, 23 (4): 64-77. doi：10.19722/j.cnki.1008-7729.2021.0032

Abstract ( 1172 ) PDF (946 KB)( 292 )

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Based on the data of listed companies with major asset reconstruction in 2015, and taking economic value added (EVA) as the indicator of opportunity cost into the performance evaluation of M&A, a comprehensive evaluation system is constructed by using factor analysis method, to make an empirical study on the relationship among equity ratio, M&A mode and M&A performance. The results show that, when EVA is included in the M&A performance, the higher the equity ratio of the target company, the better the performance of M&A; the performance of diversified M&A is better than that of peers; the effect of M&A experience on M&A performance is not significant. At the same time, the results of robustness test and multiple regression analysis are consistent. The conclusion provides an empirical basis for listed companies to improve M&A performance with the consideration of opportunity cost.

Copyright law analysis of text and data mining

LI Guoying, LI Jian

2021, 23 (4): 78-87. doi：10.19722/j.cnki.1008-7729.2021.0078

Abstract ( 1529 ) PDF (920 KB)( 516 )

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The application of text and data mining technology requires the input of a large number of works as an analysis database. The output works may also be substantially similar to several prior works, and the original crime of copyright infringement on the reproduction and use of works is not necessarily exempt from fair use. Using the input/output dichotomy to analyze text and data mining is an important tool to unravel the nature of the use behavior of their works. Based on this analysis, there is market failure in the acquisition stage of text and data mining input behavior, and it should be conditionally included in the category of fair use to promote the development and progress of technology. In the case that the output works do not constitute “transformational use”, the judgment of its infringement should break through the principle of separate comparison with the prior works, and judge its substantial similarity with the input works by the combined advanced standard of “whole perception method+abstract separation method”.

Exploration of Curriculum Construction for Talents Training of High-tech Course—A Case Study of “Planning and Design of Postal and Express Intelligent System” Course

KONG Jili

2021, 23 (4): 88-95. doi：10.19722/j.cnki.1008-7729.2021.0036

Abstract ( 1296 ) PDF (930 KB)( 312 )

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In order to effectively meet requirements of high-tech course construction and further improve the teaching effect of specialized courses, “Planning and Design of Intelligent Postal and Express System” is taken as an example to conduct practical exploration on curriculum construction for talents training of high-tech course. Some teaching objectives and moral education measures of the course are determined based on the definition of the course orientation. A new teaching system supported by theoretical teaching and practical teaching is constructed, and optimizing principles of teaching system are put forward. Combined with the teaching focus of the course, teaching methods and the teaching mode of the course are designed. The planning schemes of the course construction are formulated from the aspects of optimizing teaching mode, enriching teaching resources, perfecting teaching evaluation system and promoting experience of teaching practice. The purpose of this research is to bring certain inspiration and reference for the course construction of other specialized courses with similar characteristics.

Research and Practice on Innovative Talent-Cultivating Mode of “Double Division, Double Integration, Four in One” for ICE Graduate Students

FENG Chunyan, LIU Fangfang, JI Yuefeng, PENG Mugen

2021, 23 (4): 96-103. doi：10.19722/j.cnki.1008-7729.2021.0082

Abstract ( 1310 ) PDF (1131 KB)( 365 )

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In order to further deepen the reform of the talent-cultivating mode for the graduate students majoring in Information and Communication Engineering (ICE), and constantly improve the ability of high-level talents cultivation, the connotation and elements of the talent-cultivating mode for graduate students are investigated first. Then opportunities and challenges of the talent-cultivating mode reform for the ICE graduate students are analyzed based on the characteristics and development trends of the ICE discipline. To address these challenges, the innovative talent-cultivating mode of “Double Division, Double Integration, Four in One” for the ICE graduate students is proposed. The main contents of this mode include the “Double Division” matrix cultivation system, the “Double Integration” characteristic education environment, and the “Four in One” three-wide education mechanism. To meet the large-scale demand for talents, the proposed mode focuses on the elaborate cultivation and differentiated learning, and achieves notable results on talent cultivation and applications. This mode effectively promotes the connotative development of the graduate education of the ICE discipline. 

Preliminary Study on Integration of Artificial Intelligence Ethics Education into Ideological and Political Theory Courses of Universities

TIAN Fengjuan

2021, 23 (4): 104-110. doi：10.19722/j.cnki.1008-7729.2021.0072

Abstract ( 1508 ) PDF (847 KB)( 320 )

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The rapid development of a new generation of artificial intelligence (AI) has become a major transformative force in the fourth industrial revolution, not only profoundly changing the way people live, but also posing unprecedented ethical challenges to social development. The study and education of AI ethics should both focus on the academic nature and applicability and on the political, historical, social and value aspects of AI as technological progress. Based on the Marxist viewpoint and methodology, this paper will help develop the leading role of ideological and political theory courses on frontier issues and integrate AI ethics education into teaching activities precisely to build an AI ethics education system with Chinese characteristics, which make college students further strengthen their ideological stance on AI ethics and build the ethics on the basis of Marxist scientific worldview and methodology in order to realize the harmonious development of human, AI, society and nature.