Study on the Change of College Students' Attitude Towards E-sports through Social Media in the Era of New Media based on Cognitive Mediation Model

Under the cognitive mediation model's framework, this study delves into the manner in which college students engage with esports via social media platforms. This engagement not only enhances their understanding of esports but also fosters a favorable shift in their attitudes. The model underscores a positive interplay between motivation, news attention, the capacity for information elaboration, and interpersonal communication. Specifically, meticulous attention to news, precise information exposition, and robust social interaction form the cornerstone of college students' esports cognition. The research initially focuses on students' initial perceptions and attitudes towards esports, subsequently delving into the multifaceted factors influencing these attitudes and their underlying mechanisms. Based on these insights, the study proposes targeted suggestions for optimizing esports publicity strategies on social media platforms, aiming to bolster the robust development of China's esports industry. We are confident that these efforts will further propagate positive esports culture and foster a more comprehensive and accepting understanding of esports across various sectors of society.