Interpretation of Big Data in Communication

“Big data” has changed from a technical buzzword into a social wave, which has impacted the fields of information, politics, business, etc. As the producer and owner of data, the media industry is also affected by big data. The impact of big data on news communication is mainly reflected in the following aspects: enhance the communication effect, better meet the needs of the audience and predict the behavior of the audience; beneficial to the content innovation and strengthens the objectivity and profundity of news; enhance audience interaction and further enhance the value of audience feedback; promote the integration of media talents and put forward higher requirements for media literacy.