Risk Response in the New Media Age——Taking the Accurate Push of Tik Tok as the Example

Nowadays, society has stepped into the new media age. Big data technology and accurate push provide strong technical support for the Internet platform and significantly impact Internet users and the community. Among them, there are positive effects that meet the needs of the audience and provide favorable conditions for enterprises and governments to predict user behaviors and monitor network public opinions.There are also negative effects that affect people's lives and social stability, such as information cocoons, Internet addiction, and Internet fraud. Therefore, it is urgent to make a risk analysis of this social problem and put forward the corresponding solution. Taking Tik Tok as an example, this paper interprets the background of the birth and development of technology in the new media age by using the methods of investigation, observation, and literature research, analyzes the advantages and risks of big data, and explores the "information cocoon effect," "reverse domestication" and "superpanopticon." As a result, this paper puts forward the corresponding measures in three aspects: "goalkeeping" and "gatekeeping," "media literacy training," and "data security and control," so as to provide a reference for the society.