Research on the Combination Path of Influencing Factors on the Dissemination Effect of Gossip News on “Marriage Change” Issues: Focusing on Qualitative Comparative Analysis

Abstract

Objective Gossip news is a popular news product specially designed for gossip fans and suitable for mass communication. Under the background of news marketization, the social influence of gossip news has increased dramatically, and the relevant research is urgent. “Marriage change” is a topic of great concern to the audience in gossip news, so it is necessary to understand the combination path of the main influencing factors affecting its dissemination. Results This paper builds an analysis framework of “content communication” concerning the qualitative comparative analysis method. In the five years from 2018 to 2022, 10 gossip news on “marriage change” topics with strong communication effects were selected as research cases. The qualitative comparative analysis method (QCA) was adopted to analyze the research samples, and the combination of conditions of high communication effect was obtained. Conclusion From the two dimensions of social construction attribute and media construction attribute, this study reveals the combination of conditions that affect the communication effect of gossip news on the topic of “marriage change”, including perceptual and rational combination paths.