华东师范大学学报(教育科学版)

华东师范大学学报(教育科学版) ›› 2025, Vol. 43 ›› Issue (3): 58-77.doi: 10.16382/j.cnki.1000-5560.2025.03.006

• 教育评价：中高考研究 • 上一篇    下一篇

自媒体的公共信号与高考志愿报录——基于“张雪峰新闻事件”的研究

范子英, 赵欣仪, 韦佳妤   

  1. 上海财经大学公共经济与管理学院，上海 200433
  • 出版日期:2025-03-01 发布日期:2025-02-24

The Public Signal of We Media and the College Entrance Examination Will-Decision Application: A Study Based on “Zhang Xuefeng Journalism Event”

Ziying Fan, Xinyi Zhao, Jiayu Wei   

  1. School of Public Economics and Administration, Shanghai University of Finance and Economic, Shanghai 200433, China
  • Online:2025-03-01 Published:2025-02-24

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摘要：

高考志愿报录是高等教育系统的关键一环，也是影响每一位考生的重大决策，而个体的理性决策依赖于真实信息的获取。本文研究了自媒体时代的信息传播对高考志愿报录的影响，运用手工整理的90所“双一流”高校2019—2023年在各省各专业的录取数据，通过匹配一分一段表转换为可比的录取位次，基于2023年“张雪峰新闻学专业评论事件”，系统评估了自媒体的公共信号效应。基于科学细致的量化分析发现：（1）该事件使新闻传播学类最低录取位次平均下降了15%，且各省的情况出现了明显的分化，例如山东省的下降幅度超过30%，福建省则不到5%；（2）该效应依赖于自媒体的信息传播浓度，短视频观众越多的地区，其体现得越明显；（3）该效应呈现出明显的非对称性，“不推荐”专业的录取位次显著下降，但“推荐”专业的上升效应不明显，说明公共信息在高考志愿报录中所发挥的主要作用为规避风险。为此，应加强高考志愿填报相关言论的审慎管理与引导，实施地区差异化信息监管策略，并提高高考志愿信息市场多元化供给，以科学指导考生填报志愿。

关键词: 自媒体, 高考志愿, 张雪峰新闻事件

Abstract:

The National College Entrance Exam will-decision application is a key part of the higher education system, and it is also a major decision that affects every candidate, and the rational decision of individuals depends on the acquisition of real information. In this paper, we studied the impact of information dissemination on the National College Entrance Exam will-decision application in the era of “We Media”. We manually collected and organized the admission data of 90 “Double World-Class” colleges and universities in each province and each major from 2019 to 2023, and converted them into comparable admission ranks by matching a one-point-one-paragraph table and then systematically evaluate the admission rank. Based on the “Zhang Xuefeng journalism major review event” in 2023, we systematically assessed the public signaling effect of We Media. Based on the scientific and detailed quantitative analysis, we found that, first, the event caused the lowest admission rank in journalism and communication to drop by 15% on average, and this situation showed great differentiation in each province. For example, the decline in Shandong province is more than 30% and less than 5% in Fujian province. Second, the effect depends on the concentration of news dissemination in the We Media and the more short-video users in the region, the greater the impact. Finally, the effect shows an obvious asymmetry. The “non-recommended” majors have a significant decline in the acceptance rank, while the “recommended” majors have little significant increase. “Recommended” majors do not rise significantly, indicating that the main role played by public information in the National College Entrance Exam will-decision application is risk aversion. Therefore, the management of public figures' statements related to college entrance exam will-decision application should be strengthened. A differentiated information supervision strategy should be implemented according to regions, and the market competition of college entrance exam will-decision application information should be promoted to diversify it, in order to scientifically guide students in filling out their college entrance exam will-decision application.

Key words: we media, National College Entrance Exam will-decision application, Zhang Xuefeng journalism event