Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Causes and Solution of Paid Internet Commenters Phenomenon Based on Communication Studies and Social Psychology

Fan YangNanyang Technological University*

* Corresponding author: [email protected]

Abstract

Paid Internet Commenters (PICs) constitute a cohort of professionally employed individuals within structured networks dedicated to systematic opinion manipulation. These coordinated entities manipulate public discourse through the strategic dissemination of manufactured content, serving either corporate branding agendas or reputation management objectives. Systematic dissemination of fabricated content by PICs not only contaminates information ecosystems but also erodes institutional trust in digital platforms, necessitating immediate governance interventions This article examines the popularity of PIC from perspectives of communication studies and social psychology through qualitative analysis, focusing on three key theories: the Spiral of Silence, Persuasive Argument Theory, and Uses and Gratifications Theory. The study highlights how PIC exploits algorithmic biases and psychological vulnerabilities to distort public opinions. Potential solutions include algorithmic adjustment, minority opinion encouragement, and media literacy education to enhance critical thinking. The findings emphasize the need for multidimensional interventions to preserve a balanced and authentic online environment. Future research should explore intersections with cyberbullying and AI-driven disinformation.

Keywords: Paid Internet Commenters; communication studies; social psychology; media literacy; public opinion
Published: September 24, 2025
DOI: 10.54254/2753-7064/2025.KM27167
Volume: CHR Vol.80
pp. 41-45
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