Research On The Mechanism Of Network Public Opinion Diffusion In Public Health Emergencies

With the continuous upgrading of Internet information technology in the new media era,social media communication platforms represented by Weibo,We Chat,We Chat and clients have brought about tremendous changes in the communication methods,media patterns and public opinion ecology of today’s society.At the same time,public health emergencies that are hazardous,sensitive,explosive,uncertain,difficult to control,and have long response periods occur from time to time,and along with it,network public opinion about public health emergencies has begun to emerge.Accumulation,which can easily induce public panic and detonate the online public opinion field,affects people’s quality of life,government-related decisions and social harmony and stability.For the relevant government departments to respond to public health emergencies,guide online public opinion to orderly and rationally spread in different periods before,during,and after the event,and create a positive and healthy network public opinion ecology,so explore the spread of public health emergencies.The mechanism is urgent and important.Firstly,this paper defines the related concepts of public health emergencies,network public opinion,network public opinion diffusion mechanism of public health emergencies,and expounds its characteristics.Using entropy theory,dissipative structure theory,crisis life cycle theory,network interpersonal interaction theory,this paper faces the network of public health emergencies from three aspects: diffusion cycle,diffusion path and diffusion factors Secondly,by using the case of "Changchun Changsheng vaccine fraud incident" and the dissipative structure judgment model,the positive and negative entropy index system of the network public opinion system is constructed to collect and count the event heat value,Internet search volume,Internet information number,media index,central level media coverage during the period from July 15,2018 to August 10,2018 The positive and negative entropy flow index data of government participation are used for empirical research.Finally,the trigger mechanism of entropy control trigger point,the upsurge of entropy control disposal point,the fluctuation mechanism and the end mechanism of entropy control latent point are analyzed in turn.The results show that the positive entropy flow a is 0.255 and the negative entropy flow B is-1.072 in Changchun Changsheng vaccine counterfeiting event network public opinion system.According to the dissipative structure criterion of network public opinion diffusion process,it shows that the network public opinion diffusion has reached the dissipative structure,and demonstrates that the event heat and the network private capital information are the core sources of triggering the positive entropy flow of network public opinion system;the authoritative reports of central media and government participation The degree of harmony has a significant impact on the negative entropy environment of network public opinion,and the entropy control point determines the change of the ecological dissipative structure of network public opinion.Therefore,for the relevant government departments to guide the orderly and rational development of Internet public opinion,this study puts forward the following policy recommendations: first,improve the public health network public opinion linkage mechanism,improve the ability of public opinion guidance.Secondly,we should build a healthy and rational negative entropy environment of network public opinion.Third,we should strengthen the construction of opinion leaders and build a team of full-time and part-time online commentators.