Analysis On Influencing Factors Of Network Public Opinion Communication Effect Of Public Health Emergencies

The rapid development of social media has significantly improved the public’s right to speak.In particular,major social events such as public health emergencies are more likely to trigger online public opinion.The differentiation of people’s demands and the diversification of expression methods make the relevant online public opinion quickly spread in a short time,and improper handling is very easy to destroy social harmony and stability.Therefore,we need to deeply understand the communication characteristics of network public opinion in public health emergencies,especially focus on the factors affecting the communication effect of public opinion,which is of great significance for accurately grasping the development trend of public opinion and actively guiding the trend of network public opinion.However,in the current research of network public opinion,the evaluation angle of the communication effect of network public opinion is relatively single,and the characteristics of related topics in the context of public health emergencies lack of targeted analysis.In addition,the impact of the diversification of public opinion subjects on the effect of public opinion communication also needs further research.In view of the above,this paper first divides the dissemination effect of network public opinion into three angles,such as communication power,interaction force and support force to carry out multi-dimensional analysis,constructs the influencing factors model of each dimension’s propagation effect,and takes COVID-19’s public health emergencies as an example to select relevant micro-blog data for empirical analysis.On this basis,aiming at the impact of the diversification of public opinion subjects on the communication of public opinion,this paper selects the two most influential subjects in microblog: official institutions and opinion leaders,focuses on the communication effect of government microblog and opinion leaders microblog respectively,and makes a differential analysis of different topic frameworks according to the characteristics of sudden public health events.An in-depth understanding of the complexity of the evaluation and analysis of the effect of online public opinion communication from a diversified perspective will help to further clarify the various relevant factors affecting the effect of online public opinion communication.In addition,the key discussion of government microblog and opinion leader microblog can effectively improve the government’s ability to guide public opinion in health emergencies and enhance the control ability of media platforms on highly influential we media,This is of great significance to promote the scientific management of network public opinion.The specific research work is as follows:(1)Construction of multi-dimensional analysis model of network public opinion communication effect.We build the regression model from the three dimensions of communication power,interaction power and support power,and carry out empirical research on the relevant micro-blog data represented by COVID-19 in the social media data.The results show that the subject and ontology influencing factors of microblog communication power,interaction power and support power are different..(2)To study the ways to improve the communication effect of government media in the framework of different topics of network public opinion of public health emergencies.Based on the elements of subject,ontology and object network public opinion information,we study its impact on the communication effect of government microblog from the perspective of microblog characteristics and topic framework sent by the subject of government microblog,and put forward seven hypotheses.The empirical analysis results show that the subject and ontology characteristics of government microblog have a significant impact on the three dimensions of communication power,interaction power and support power of government microblog,And there are differences in the influencing factors of the communication effect of different dimensions of government microblog in different topic frameworks.(3)To study the influencing factors of the communication effect of opinion leaders in different topic frameworks in the network public opinion of public health emergencies.We study the influence of opinion leader blogger’s main characteristics,microblog ontology characteristics and the topic framework of microblog on the communication effect of microblog.The empirical results show that the main body and ontology characteristics of opinion leaders’ microblog have a significant impact on the three dimensions of communication power,interaction power and support power of government microblog,and the influencing factors of different dimensions of opinion leaders’ microblog in different topic frameworks are different.This paper aims to study the influencing factors of social media network public opinion communication effect under the background of public health emergencies,put forward the theoretical framework model of network public opinion communication effect,enrich the theoretical research on social media network public opinion communication effect,and provide new ideas for the research of network public opinion of public health emergencies.Meanwhile,this paper analyzes the communication effect of government microblog and opinion leader microblog,which helps the network social media platform to play a greater communication effect in public health emergencies,and is conducive to the governance of public opinion in public health emergencies.