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