Research on audience psychological communication in the era of new media--taking the MBTI phenomenon as an example

Department of management and communication, Capital University of Physical Education and sports, Beijing, 100080, China

^* Corresponding author: 21013202053.CUPES.edu.cn

Abstract

This article adopts a literature analysis method, taking the popular phenomenon of MBTI（Myers Briggs Type Indicator） in the current era of new media as the background, aiming to study the emergence and development process of MBTI from the perspective of audience psychology. The author conducts analytical research on communication psychology-related theories such as usage and satisfaction, selective contact hypothesis, and interest groups, deeply explores the application of MBTI in audience psychology research, analyzes its value in understanding audience behavior and psychological characteristics, and explores its challenges and prospects in practical applications. While MBTI has become popular, it has also brought some negative orientations due to its labeling, such as stereotypes and group anxiety. The fanaticism and initiative exhibited by individuals in the congenial group trigger group effects through communication. In the era of new media, with the rapid development of various media matrices, how to rationally view the emotional interactions of individuals and even groups constructed by MBTI, how to use the power of new media to correctly meet audience needs, and how to make the emergence and dissemination of MBTI conform to the benign trend of social development are all issues worthy of in-depth research.