Abstract: Based on the 2015 CGSS survey data, this paper establishes a random coefficient discrete choice model to compare the differences of the influences of the frequency of utilization of the new media and traditional media on people’s perception of social equality. The findings show that: (1) the new media does spread more negative energy, since the increase of the frequency of utilization of traditional media will enhance people’s perception of social equality while the increase of the frequency of utilization of the new media will reduce people’s perception of social equality; (2) the influence of the frequency of utilization of the new media on the perception of social equality is related with the levels of income; the higher the income, the weaker the negative influence of the frequency of utilization of the new media on the perception of social equality; (3) the influence of the frequency of utilization of the new media on the perception of social equality is mainly reflected on healthy people and urban residents.

Key words: traditional media; new media; perception of social equality