Research of Public News Headlines’ Bias in the Context of New Media: Using “Weibo” Hot Search Headlines as a Case Study

Abstract

In recent years, the criteria for creating popular search headlines on Weibo have made it a socially controversial source of information. Using content analysis as the primary research method, this study seeks to systematically dissect the presentation of news topics within Weibo’s popular search headlines. Through a careful examination of news content, trends, and patterns, it aims to reveal the existence and dynamics of biases in news selection and presentation. Furthermore, this paper investigates the dissemination of public news and its complexity while exploring both internal and external factors contributing to deviations in the publication of public news headlines. It also strives to enrich our understanding of the significance of this platform and its potential impact on Chinese society. Insights gained from this research contribute to our understanding of the evolving patterns of news dissemination within the Chinese internet ecosystem. It underscores the importance of critically evaluating the role of digital platforms in shaping public discourse and information consumption, with a focus on bias issues and their broader societal implications.