Logical starting point and realistic bias of affective value in digital media age based on CiteSpace and clustering algorithm

Since digital media have changed the way information is disseminated and even social interaction behavior, the issue of affective value throughout the history of human development has created a divide between constructivist and universalist research. In this process, the focus of affective research has begun to shift towards redefining its connotations and uncovering the productive factors through which its value is expressed. To visually present the research frontiers and hotspots, and classify and analyze the data, various knowledge graphs were drawn using CiteSpace visualization analysis tool. Web of Science was selected as the data source, and K-means algorithm was used for clustering analysis to identify different topics and hotspots in the research field. This study found that affective value in the age of digital media shows a triple bias of social interaction, media memory and neurocognition. When individual affect spread through social media platforms like TikTok, it can escalate quickly, leading to a cascade of significant social events. This has spurred important research avenues into affective value such as organizational dynamics, media functions, and neuroscience. Thus, this paper argues that the tension between affective value and the application of affective value in the governance of digital media space is the main direction to solve the affective conflict or affective cooperation in the current society. This study integrates theories such as evolution theory, social constructivism, and psychoanalysis, providing a comprehensive theoretical framework for the study of emotional values and also having important guiding significance for the design and operation of digital media platforms.