Research On the Amplification Effect of New Media on Capital Public Opinion Within the Framework of Communication Studies

Abstract

In the digital age, the number of social media users has exceeded one billion, and the average daily usage time of short-video platforms exceeds two hours. New media has become the core stage for shaping and disseminating public opinion. Capital has actively intervened in this field, deeply integrating through mergers and acquisitions and investments, greatly amplifying the narrative driven by capital. The continuous evolution of media technology, coupled with the increasing penetration of capital, has driven this effect. Driven by algorithmic recommendations, a wide multi-agent communication network, and carefully designed content, this amplification effect influences the capital market, public opinion dynamics, and social governance at multiple levels. This article draws on the research achievements of communication studies to explore the connection between the expansion of new media and capital-related discourse, analyzes the amplification mechanisms at the technical, communication, and content levels, summarizes its various impacts, and proposes governance strategies related to regulation, the media ecosystem, and public literacy. The aim is to provide a theoretical perspective for understanding the operation mechanism of public opinion under the influence of capital and optimizing the media environment.