As professionals who are familiar with the inside story, the answer of the researcher of the Ministry of Education could have correctly guided public opinion, but the result was resented by netizens: they were angry that the answer of "only knowing the late Han Dynasty but not Wei and Jin Dynasties" came from the researcher of the Ministry of Education. In fact, the anger of netizens is not based on repressed unconscious expression. According to early data, undergraduate tuition has exceeded 4,000 yuan. Take universities in Beijing in 2005 as an example: the fees for general majors are stable at 5,000-6,000 yuan, and the annual tuition fees for arts majors are around10,000 yuan.
Obviously, it should effectively guide public opinion, but unfortunately it has attracted resentment. This communication phenomenon is called "reverse effect" in mass communication. In communication, "reverse effect" means that the position and attitude formed by the communication object run counter to the expected goal of the communicator. For communicators, the "reverse effect" not only marks the failure of communication behavior, but also inevitably affects their own public trust. We can imagine how deformed the image of the Ministry of Education will be when netizens are shocked by the answers of researchers from the Ministry of Education.
There are many reasons for the "reverse effect", the most important of which is that the information conveyed by the sender is divorced from the position, viewpoint and actual situation of the receiver, and the expression of the sender is too vague and evasive. Researchers from the Ministry of Education made mistakes that should not have happened, leaving a "handle" for netizens.
Specifically: First of all, its conclusion is not true and objective. Obviously, the reality has changed a lot, but we turn a blind eye to it and speak with false figures. This indifferent practice of ignoring objective facts is bound to get people's saliva. Secondly, its expression is not comprehensive and accurate: the reporter asked about the fees, but he only said the tuition fees. Don't students have to eat and stay? These expenses are also a heavy burden for families. Moreover, the use of vague words such as "left and right" and "basic" in expression is obviously evasive and perfunctory. Because what people want to know is how much is "left and right" and how much is "basic".
The sound made at the press conference is information with news value and publicity value. Therefore, researchers of the Ministry of Education should also learn some communication knowledge, and don't "play tricks" with the public in data and expression. Otherwise, it can only cause "counter-effect" in communication, resulting in a joke of "shooting yourself in the foot". We must know that our era has long been an era of awakening the audience's consciousness, and the possibility of being simply fooled is very small.