Research on public discourse and consensus construction in news communication in the era of social media
Yang Kaixiang
Lincoln University College, Malaysia
Abstract
In today’s rapidly changing era, the global information industry is flourishing at an unprecedented speed, with its tentacles penetrating into every corner of social life, leading profound changes in media forms and communication methods. With the rapid advancement of technology, media forms are no longer limited to traditional newspapers, television, and radio, but are rapidly iterating, giving rise to a diverse array of new media matrices including social media, short video platforms, and live streaming applications. This change not only greatly enriches the channels for information dissemination, but also has a disruptive impact on the global communication landscape, especially with the widespread use of social media, which has become an important battlefield for information dissemination and public opinion formation. It can be said that social media, with its real-time, interactive, and decentralized characteristics, has completely changed the dissemination path and speed of news events. In the era of traditional media, the release of news information was often controlled by a few professional institutions, and information dissemination exhibited linear and one-way characteristics. Nowadays, social media has broken down this barrier, allowing every individual with a smartphone to become a publisher, disseminator, and commentator of information. The public is no longer just recipients of information, but also active participants in news production. They not only respond to media reports through forwarding, commenting, liking, and other behaviors, but also invisibly promote the development and evolution of news topics. This model of news production with the participation of the whole nation greatly enriches the content of news, accelerates the speed of information dissemination, and makes the influence of news events more extensive and profound. Keywords: Information industry, communication, newspapers, television, radio, traditional media
Utilization of TikTok Social Media in Gerindra Party's Political Campaign: Social Media Admin's Strategy in Promoting Prabowo Subianto on @partaigerindra account
Rio Dinero Bando Amin
School of Mass Communications, Lincoln University College,
Malaysia.
Abstract
In the digital era, social media has become a major platform in political communication strategy, allowing parties and candidates to interact directly with voters quickly and widely. This research aims to analyze Gerindra Party’s political communication strategy in utilizing TikTok to promote Prabowo Subianto as a 2024 presidential candidate. Using a qualitative approach, this research examines how campaign messaging, media selection, and audience segmentation were implemented based on Hafied Cangara’s Strategic Communication Theory. The results showed that Gerindra Party implemented a systematic communication strategy on TikTok with three main aspects: Messaging: Campaign messages focused on branding Prabowo as a nationalist leader, close to the people, and young at heart. Emotional narratives were used to build an emotional connection with the audience, with memorable slogans and keywords. Media Selection: TikTok was chosen for its appeal to young voters, and the content was presented in the form of short videos that followed viral trends. Audience Segmentation: The campaign targeted the younger generation by utilizing political influencers and content creators, and used TikTok’s algorithm to reach groups of potential voters based on their preferences. With this strategy, TikTok proved to be an effective tool in building political image and increasing audience engagement in the digital campaign. Keywords: TikTok, Political Campaign, Gerindra Party, Strategy, Promotion
Harnessing Generative AI for Constructive Narratives: Transforming China's Digital Media in the Age of Sustainable Modernisation
Sun Hao
Faculty of Social Science, Arts & Humanities, Lincoln University College, Malaysia
*Email: sunhao5566@qq.com
As China accelerates its path toward modernization, the integration of generative artificial intelligence (AI) into its media landscape has emerged as a powerful yet complex force. This research explores how generative AI encompassing large language models, image and video generators, and AI-powered content tools is reshaping digital communication in China. Specifically, the study investigates how these technologies can be harnessed to create constructive narratives that support sustainable development, social cohesion, and cultural innovation in line with China’s modernization agenda. While generative AI offers opportunities to enhance creativity, efficiency, and audience engagement in media production, it also raises significant ethical, regulatory, and societal questions. Using a multidisciplinary approach grounded in communication theory, AI ethics, and media studies, this study analyzes real-world applications of generative AI across news, social media, entertainment, and government communication platforms in China. The research addresses five key questions: 1. How is generative AI currently being applied in China’s media industry? 2. In what ways can it contribute to constructive, sustainable narratives? 3. What are the public’s perceptions and trust levels toward AI-generated media? 4. What ethical and regulatory challenges are emerging with AI-driven content? 5. How might generative AI serve China’s soft power and global communication efforts? Through case studies, content analysis, and expert interviews, the project aims to provide a balanced understanding of generative AI’s potential and limitations. The findings will offer insights for media practitioners, policymakers, and educators on how to responsibly leverage AI for positive storytelling, aligning with the broader theme of “Asia Rising” and the region’s role in addressing global challenges. This research ultimately contributes to the ongoing dialogue on AI, media, and sustainable futures by highlighting China’s unique path in integrating innovation with social responsibility.
Keywords: Artificial intelligence (AI), media, global communication.
ENHANCING ALGORITHMS FOR SECURE AND EFFICIENT DATA TRANSMISSION IN NINGXIA, CHINA'S NETWORK ENVIRONMENT
YANG ZIYI1*, DR. DIVYA MIDHUNCHAKKARAVARTHY2
*Email: 1012295860@qq.com
ABSTRACT
This study delves into the topic of creating and refining algorithms for safe and efficient data transport in Ningxia, China, a typical area with its own distinct geographical and technical features. In order to determine which algorithmic techniques are most effective in reducing latency and improving throughput, this study employs a thorough quantitative examination of many algorithmic approaches. . In the end, the study highlights how critical it is to invest incutting-edge algorithmic advancements that can boost data transmission security and efficiency, which was help Ningxia’s economy thrive as China’s economy digitises more effectively. Keywords: Refining Algorithms, Quantitative Examination, Algorithmic Approaches, Data Transmission Security.
Impact of Short Videos on College Students' Deep Learning
Liu Yingying
Lincoln University College, Malaysia
*Email: 2019js0542@sduc.edu.cn
Abstract
In the digital era, short videos have become a dominant medium for information and entertainment, particularly among college students, with over 95% usage penetration. While convenient, their fragmented nature raises concerns about their impact on deep learning capabilities. This study investigates how short video usage affects college students’ deep learning abilities through the dual lenses of cognitive load theory and media dependency theory. Employing a mixed-methods approach, the research combined quantitative data from 50 students (analyzed via SPSS 26.0 for correlations between usage patterns and GPA) with qualitative insights from 15 heavy users (analyzed through NVivo 12.0 coding). Findings revealed a significant negative correlation between entertainment-focused short video usage and academic performance (GPA), attributed to cognitive overload and media dependency. Conversely, knowledge-based short videos exhibited a compensatory “fragmented learning” effect, though insufficient to fully mitigate the drawbacks of fragmentation. The study highlights the “cognitive shadow” phenomenon, where rapid information switching impedes deep processing, and identifies a “dependency-guilt-struggle” cycle in student behavior. Practical recommendations include the “20-20-20 rule” for balanced usage and institutional tools to systematize fragmented knowledge. The research underscores the need for strategies to harmonize short video consumption with deep learning in the digital age. Keywords: short videos, deep learning, cognitive load, media dependency, fragmented learning, college students.
The Impact of Generative AI on Communication and Content Creation
Ramesh Mani Suvedi
Lincoln University College, Malaysia
Abstract
Generative artificial intelligence (GenAI) has experienced rapid growth which transforms how people communicate and create content throughout worldwide media environments. The research investigates the diverse effects of AI technologies on professional communication workflows and audience engagement patterns, and digital media authenticity definitions. The paper examines how generative AI transforms traditional communication systems through its impact on industry adaptations and audience reception behaviours, while generating ethical dilemmas about trust and transparency and creative ownership. The research evaluates the conflict between AI efficiency and human creativity by studying how communication professionals use AI tools to enhance their practices without compromising editorial standards or brand authenticity. The research examines how audiences interact with AI-generated content by studying its effects on different cultural groups and demographic populations. The paper emphasizes the immediate requirement for updated media literacy standards and regulatory frameworks to handle AI-generated misinformation and challenges. The research demonstrates that generative AI transforms human-mediated digital communication beyond process automation because it fundamentally changes the nature of human communication in the digital era. The research also entails creation from various content creators and media influencers whose creation has played a crucial role in increasing their revenue or in promoting their businesses and brands, some of which are LinkedIn, YouTube, Facebook Reels, Instagram, TikTok, blog posts, funnel development, website development and so on. In addition, the researcher will also embark on exploring a range of AI tools, such as ChatGPT, Gemini, Co-pilot, Grok, Invideo, VEED, Midjourney, Elevenlabs, Runway etc. that are used to generate an array of creative content. The research argues that GenAI is not merely a tool for automating communication processes but a catalyst for redefining the essence of human interaction in the digital age. Ultimately, the research will also unveil adverse effects of such online resources that have impacted users. Keywords: GenAI, Generative Artificial Intelligence, AI tools, digital era, automation, social media, professional communication
Mathematics Through a Linguistic Lens: The impact of English Language Proficiency in Solving Mathematical Word Problems Among Secondary ESL Students
Mallika S1*, Lubna Ali Mohammed2
Faculty of Social Sciences, Arts, and Humanities, Lincoln
University College, Malaysia.
*Email: mallikaraj29@gmail.com
Abstract
This study delves into the intricate relationship between English language proficiency and the aptitude for solving Mathematical word problems among secondary ESL students in Qatar. Recognizing the nuanced nature of mathematical word problems, the research underscores the impediments posed by language barriers, impacting students’ comprehension and communication in the realm of Mathematics. To investigate this relationship, two primary data collection instruments were employed: the “English Language Proficiency Test” assessed overall language proficiency, including listening, speaking, reading, and writing skills, while the “Math Word Problem-Solving Ability Test” measured students’ competence in comprehending and solving Mathematical word problems. Data analysis, conducted through Pearson’s correlation coefficient and linear regression analysis in SPSS, incorporated descriptive statistics to provide a comprehensive overview of data distribution. The results revealed a robust positive correlation between English language proficiency and Math word problem-solving ability. Descriptive statistics offered insights into data distribution, and linear regression analysis illustrated the predictive relationship, demonstrating how changes in English proficiency predict corresponding shifts in Math problem-solving scores. The findings underscore the critical importance of addressing language-related challenges in Mathematics education for ESL students. Recommendations include explicit vocabulary instruction, effective modelling, the use of visual aids, fostering collaborative discussions, and adjustments to language complexity in mathematical problems. By deepening our understanding of the interplay between English language proficiency and Math problem-solving, educators can tailor instructional strategies to enhance the overall educational experience for ESL secondary students in Qatar, fostering improved comprehension and success in Math word problem-solving ability. Keywords: English Language Proficiency; Math Word Problems; ESL (English as a Second Language); Secondary Students; Math Word Problem-Solving Abilities (MWPS)
AI Application and Audience Demand Satisfaction in Guangdong TV News
Shi Liping1*，Manual Selvaraj Bexci2
Department of Mass Communication，School of Social Science, Arts, and
Humanities, Lincoln University College, Malaysia
*Email: shi.liping@lincoln.edu.my
Abstract
This paper takes Guangdong TV news as the research object, discusses the application of artificial intelligence technology in the news industry and meets the needs of the audience. Through literature review, case analysis, and audience survey, this paper analyzes the specific practices of AI applications in Guangdong TV news in news production, distribution, and interaction, and evaluates the effectiveness of these applications in meeting audience content, form, and personalized needs. The study found that AI technology has significantly improved the efficiency and diversity of news production, and enhanced the accuracy and interactivity of news distribution, but still faces challenges in terms of technology, ethics and audience trust. In the end, this paper puts forward countermeasures and suggestions on strengthening technology research and development, improving regulations and standards and improving the media literacy of audiences, in order to provide reference for Guangdong TV news and AI application in the whole news industry. Keywords: Artificial Intelligence; Guangdong TV News; Audience Demand; News Production; Personalized Recommendation; Interactive
Research on innovative communication strategies of He Luo Da Gu rap art in the new media environment
Liu FaiJin
School of Mass communication, Faculty of Social Science Arts and Humanities
Lincoln University College,Malaysia
*Email: fanjin.phdscholar@lincoln.edu.my
Heluo Drum is a popular folk art form of rap in Henan, China. This rap art form originated from the ancient rap art form “Luoyang Qinshu”, which was formed around 1900. Before the 1990s, Heluo Drum was popular with listeners in Henan, China. However, with the rapid development of science and technology and the emergence of multiple entertainment forms, the influence of this traditional rap art form has been greatly dispelled. With the advantages of fast communication speed and massive audience, new media can bring many benefits to the innovative communication of Heluo Dagu rap art. Keywords: Heluo Drum, Henan folk art, Chinese rap art, Luoyang Qinshu and Traditional performing arts