Advances in Social Science, Education and Humanities Research, volume 571 Proceedings of the 2021 5th International Seminar on Education, Management and Social Sciences (ISEMSS 2021) Risk Response in the New Media Age——Taking the Accurate Push of Tik Tok as the Example Yuling Zhang1,a 1School of Education, Qilu Institute of Technology, Jinan, 250200, China aCorresponding Author’s Email: [email protected] ABSTRACT Nowadays, society has stepped into the new media age. Big data technology and accurate push provide strong technical support for the Internet platform and significantly impact Internet users and the community. Among them, there are positive effects that meet the needs of the audience and provide favorable conditions for enterprises and governments to predict user behaviors and monitor network public opinions.There are also negative effects that affect people's lives and social stability, such as information cocoons, Internet addiction, and Internet fraud. Therefore, it is urgent to make a risk analysis of this social problem and put forward the corresponding solution. Taking Tik Tok as an example, this paper interprets the background of the birth and development of technology in the new media age by using the methods of investigation, observation, and literature research, analyzes the advantages and risks of big data, and explores the "information cocoon effect," "reverse domestication" and "superpanopticon." As a result, this paper puts forward the corresponding measures in three aspects: "goalkeeping" and "gatekeeping," "media literacy training," and "data security and control," so as to provide a reference for the society. Keywords: Tik Tok, new media, big data, accurate push, risk 1. ANALYSIS OF TIMES BACKGROUND pieces of citizen information and committed cybercrimes on platforms such as DiDi and China The emergence and prosperity of big data have an UnionPay.[2] In November 2020, YTO Express imperceptible impact on people's lives in the new media appeared several "inside thieves" selling 400,000 pieces age. With the rapid development of science and of personal information to Southeast Asia for unique technology, digital media, and technology have brought benefits. In 2017, the "Eternal Blue" cyber virus convenience to people's lives, such as instant messaging, attacked several Chinese websites to extort high online shopping and online payment. At the same time, ransoms, which infringed on national data security. it strengthens the interaction between people, such as Although the government issued the Cyber Security promoting the communication of virtual communities Law to control the improper behavior of new media and further extending people's senses such as electronic operations that endanger the public and society, the scales, smartwatches, and so on. speed of law formulation and introduction cannot keep pace with the update of the technology, and the In recent years, with the sustained development of rectification work is difficult. Thus it can be seen that China's economy and technology, the Statistical Reports the risks and crises arising from the arrival of the new on Internet Development in China released by CNNIC media age cannot be ignored, and it is urgent to explore shows that as of December 20, 2020, the number of new coping ways. Internet users in China has reached 989 million, and the number of short video users has reached 873 million.[1] As a leading short video social software, Tik Tok In addition to economic benefits, there are many hidden has more than 400 million daily active users as of problems, such as privacy leakage and information fraud, January 5, 2021. According to the 2021 Tik Tok Data which may not only threaten individuals on the Internet Report, it has become the most prominent short video but also affect national security. In the "9.22" case of platform in China.[3] The "algorithmic mechanism" is infringing citizens' personal information uncovered in an essential factor for Tik Tok to win the market: by 2017, lawbreakers embezzled more than 3 million matching traffic pools to different video works, then judging whether to push them to a larger traffic pool Copyright © 2021 The Authors. Published by Atlantis Press SARL. This is an open access article distributed under the CC BY-NC 4.0 license -http://creativecommons.org/licenses/by-nc/4.0/. 614 Advances in Social Science, Education and Humanities Research, volume 571 based on the data; classifying and evaluating videos by User portrait uses a large amount of data to model combining algorithms with the workforce, weighting and analyzes real-world user information to judge user video popularity and recommending excellent ones in a preferences and needs, a typical application of big data. platform way; carrying out accurate push of videos It has the characteristic of "differentiation" that can according to users' viewing preferences, etc. The clearly present the features of users and can provide "accurate push" technology can effectively ensure that efficient and targeted information according to the user's there is a phenomenon that users are stuck with portrait technology, such as Tencent Sports is mainly for information: the ratio of Tik Tok's average daily active sports enthusiasts, while Mango TV is aimed at students users to monthly active users reached 0.45 in 2018, and office workers. User portraits also have which means that each person may open the app 13.5 shortcomings: the adverse effects of excessive days a month on average. Failure to deal with the risk of profit-seeking, such as predatory advertising, accurately "accurate push" will have a negative impact on the large identify vulnerable groups through big data analysis and audience and society. peddle false or high-price promises in places where they both need and lack relevant knowledge, and use Taking Tik Tok as the example, under the theoretical inequality to solidify social stratification. framework of "uses and gratifications theory," "information cocoons," "reverse domestication," "superpanopticon," and "gatekeeper." Through the use 2.2. Accurate Push of literature analysis method and case analysis method, Accurate push mostly means that the new media this paper studies and analyzes the risks and hazards in prioritizes what people want to see according to big the new media age and puts forward some data's information processing. Nowadays, information countermeasures. collection and push can ensure that users of the information platform can browse the content and goods 2. TECHNICAL BASIS they are interested in, bringing much more benefits than undifferentiated push. The platform carries out accurate 2.1. Big Data push, which enables users to receive a large number of homogeneous information they are interested in, Big data means a dataset whose size exceeds the satisfies the tastes of different groups, highlights the ability of typical database software to collect, store, diversity and differentiation of users, and effectively manage and analyze.[4] Massive data collection and promotes the personalized development of network processing in the background, "the next technical users. The per capita time of using Tik Tok of the frontier to improve productivity after traditional IT," big post-90s in each month is more than 1,000 minutes. data is favored by people because of its unique However, it is precise because of the widespread use of advantages, which imperceptibly affects information society that there is a problem of "big data bias" derived dissemination and social development. from accurate push: the price seen by old customers is Big data improves the efficiency of obtaining a large much higher than that of new users for the same goods amount of information and effectively reduces costs, as or services.[CCTV reporter also found that your mobile well as supports disseminating information in the new phone booking shows that the price is higher than the media age. Massive data collection and storage have cheap models in the Ctrip. promoted the development of platforms such as Weibo and CNKI, which meet the social and educational needs 3. TECHNICAL ADVANTAGE AND of users; the government relies on big data's technology POSITIVE EFFECT OF BIG DATA to update services and governance methods such as more advanced overall governance and intelligent 3.1. Uses and Gratifications engineering to do a good job in service work. However, it is mentioned in the Whirlpool and Prejudice in Big The "uses and gratifications" is a theory of audience Data's Black Box that big data's foundation lies in data behavior, which regards audience members as and models, which can be artificially intervened and set. individuals with specific "needs" and their media Some of the information will be highlighted or omitted, contact activities as "using" media based on specific resulting in the use of misleading information to be demand motivations so that these needs are "met."[5] "packaged" by big data and spread to the public. In Big data technology provides excellent support for addition, big data can collect almost all users' personal information upload and storage and attracts a large information, considering that the background operation number of users. People participate in network of big data's technology also needs technicians, which dissemination activities so that the dissemination of means that users' personal information is in the hands of information gradually presents the characteristics of business owners. Therefore, there will be the problem of "fragmentation." In the process of dissemination, not user information leakage. only the complete information is divided into information fragments for dissemination, but also the 615 Advances in Social Science, Education and Humanities Research, volume 571 time when the audience obtains the information, and the Tik Tok platform accurately grasps the needs of the behavior of receiving the information will also show the audience in the new media age. It provides related characteristics of "fragmentation." services, enhancing the attractiveness and communication of the platform, showing a good trend of The short video is generally no more than 5 minutes development as a whole.