A Research Of Public Opinion On Micro-blog During Food Safety Incidents In The Perspective Of Emotion

In recent years,with the rapid growth of our economy,food safety incidents have frequently occurred,and it has often caused an uproar of public opinion.Public opinion on micro-blog of food safety incidents is hard to control,easy to arouse people's negative emotions.Gossip and false information spread as quickly as virus whicn can easily lead to panic situations.Therefore,it is very important to study public opinion on micro-blog of food safety incidents.This article starts from a sentiment perspective and uses the three GM foods safety incidents on the platform of Sina Weibo as examples,to research public opinion on micro-blog during food safety incidents specifically from the aspects of emotional intensity,tone and influence of public opinions.The first step is to study the changing characteristics and influencing factors of the emotional intensity of public opinions on micro-blog.The second step is to study the changing characteristics and influencing factors of the tone of public opinions,especially the relationship between the emotional intensity and the tone of public opinion.The third step is to study the changing characteristics and influencing factors of the influence of public opinions,especially the relationship among emotional intensity,tone and influence.On the basis of predecessors' research,this article puts forward the research hypothesis and establishs the relevance factor model of the emotional intensity,the tone and influence of public opinion on micro-blog,and then through the SPSS20.0 software using the chi-square test,correlation analysis,single factor analysis of variance,SNK methods,multi-level linear regression for quantitative statistical analysis to explore the changing characteristics and regularity of the public opinion of micro-blog during food safety incident.The research shows that changes in account type,subject of discourse,object of emotion,objectivity of content will affect the emotional intensity of the public opinion of micro-blog,and objectivity of content is negatively related to the emotional intensity of micro-blog opinion.The changes in account type,subject of discourse,object of emotion,objectivity of content,depth of content,and the emotional intensity have a significant impact on the tone of public opinion.Compared with positive public opinion and neutral public opinion,the negative opinion has a higher emotional intensity,while the negative public opinion has a lower objectivity and depth of content The changes in account types,subject of discourse,object of emotion,objectivity of content,depth of content,content forms,the emotional intensity and the tone of public opinion will have a significant impact on the influence of public opinions.The intensity of emotion,content objectivity and content depth is positively correlated with the influence of public opinions.Video forms are more influential on public opinions of micro-blog than text,pictures,short links and other forms of content.Finally,the paper further combs and summarizes the characteristics of the public opinion of micro-blog during food safety incidents,analyzes the problems of the communication in the public opinion of micro-blog during food safety incidents and presents some relevant suggestions from the micro,meso,and macro perspectives to guide the public opinion of micro-blog.