Keywords: News, media, journalism and public opinion

This study examines how different types of media use influences public's moral image perception toward a certain group of people and how this relationship is moderated by respondents' educational level based on an analysis of CGSS (Chinese General Social Survey)2013 data.

CGSS2013 investigated public's moral assessment toward ten groups of people, from 1- very dissatisfied to 5- very satisfied, to measure people's perception of the moral image of a certain population. These ten moral perceptions can be divided into two groups through factor analysis: 1) moral image perception toward celebrities (government official, entrepreneur, entertainment star and merchant); 2) moral image perception toward common people (teacher, adolescence, farmer, worker, scholar and doctor). In this article, media usage type includes two categories: 1) more willing to use traditional media; 2) more willing to use new media.

The results are summarized as follows: First, the usage of new media has a significant negative effect on moral perception. Those who prefer using new media form a more negative perception towards both celebrities and common people. This result is consistent with many previous studies that media use type influences public opinion because the content provided is different. The media coverage on traditional media is relatively objective, because legacy media is highly organized and the information has been strictly checked by professional journalists. In contrast, the information on new media is usually unverified, negative and inflammatory. Everyone can express dissatisfaction or even extreme statements because of the nature of internet, as a result, new media is even more negative in shaping the moral image of people.

Second, education level is found to moderate the effect of media use on public's perception towards common people moral image. Less-educated respondents are more likely to be influenced by media content than highly-educated people. For those who do not receive a higher education, using new media tends to produce a more negative perception. This indicates that less-educated respondents lack critical and independent thinking ability, that is, they are vulnerable and susceptible to media content. In contrast, people who receive higher education are more rational in information interpretation and they are able to form their own point of view and judgment.

This study provides new insight into internet governance. New media is indeed filled with negative information and rumors, which will influence or even distort public perception, but the higher the education level of respondents, the less likely to be affected. In the face of complex and ever-changing new media environment, ensuring appropriate systems, services and support for education should be a priority to improve public media literacy, which helps public to form a rational understanding of the society.