Research On Subject Distribution And Durative Subject Discovery Of Opinion Leader

With the rapid development of mobile Internet technology,the influence of social media platforms in the process of public opinion generation and development on public issues has become increasingly prominent.Facing with major changes in the public opinion environment,both the government and the enterprise put forward an urgent need and higher requirements for monitoring and guiding the network public opinion.Meanwhile,with constantly deeper integration of online media and traditional media,users conform themselves to the internet environment and rational return of thinking,as well as standardized management by governmental agencies through their deeply understanding on online public opinion,the opinion leader group has experienced a series of development process and be cleared up and reorganized.The retained part often has deeper knowledge and experience accumulation,more professional information literacy,and stronger responsible consciousness,therefore,possessing higher influence ability and media value in online public opinion.Hence,an in-depth study of text content posted by opinion leaders should help strengthen the management of key opinion groups in social media on the one hand,while improve the management of public opinion and rationalize public opinion on the other hand.However,in the existing research,the productions are concentrated in the identification of opinion leader and most of the experiments are carried out in Sina Weibo,the analysis of subject distribution stays on basic layer,and the durative subject lacks clear definition and quantitative method.Based on this,this paper conducts a study on the subject distribution and durative subject discovery of opinion leader.The full text is divided into seven chapters,the main contents are as follows.Chapter one is the introduction.After clarifying the research background and significance of this thesis,the domestic and international research status of opinion leader,subject extraction and distribution,durative subject discovery,opinion mining and drift are combed and summarized.The research thoughts are then clarified.With technical roadmap be drawn,the research content is stated in detail and major innovative points are summarized.Chapter two is Related concept definition and theoretical basis.First,clarify the definition of basic concepts,including opinion leader,opinion leader subject,durative subject and opinion.Next,with reference to the "gatekeeper" theory and the "agenda setting" theory,introduce its definition,model,characteristics,communication effects and its performance changes in the network environment.Finally,the related tools and methods are described,analyze the main methods of opinion leader identification and topic extraction.Chapter three is opinion leader identification and subject extraction.Identification method of opinion leader is defined from four aspects,which are identification process,experimental platform,public opinion events and identification indicators.Then,based on the data of discussion about “Jiangge case” in Sina Weibo and Zhihu,opinion leaders are identified.The identification results are analyzed from three parts,including basic comparison,role positioning and interaction intensity.Next,the opinion leader subject extraction method is defined from four aspects,which are extraction process,data acquisition and preprocessing,text vector representation and subject mining.The subject extraction experiment is accordingly conducted on the three-year posts data of the identified opinion leaders.Based on the screening of keywords,and referring to the content of multiple social media and news websites,tags and classifications of the subject are determined.Chapter four is the three-dimensional distribution of opinion leader subjects.Firstly,interpret the distribution analysis framework of the opinion leader subject proposed in this paper,including three dimensions of time,space and interpersonal,define the quantitative methods and judgment criteria as well.Secondly,from the perspective of the whole,the theme and the opinion leader,analyze the diachronic distribution of opinion leader subject from different groups named Zhihu,Weibo personal and Weibo organizational.Thirdly,from the domain and subject level,analyze the degree of coverage and concentration of subject in the different cyberspaces which is respectively represented by three groups of opinion leaders,and the degree of association between different cyberspaces.Finally,on the one hand,the subject coupling of opinion leader reveals the relationship between opinion leaders based on shared discussion interests.By constructing a relational network with opinion leaders as nodes,subject coupling as edges and the coupling strength as weights,the interest correlation between opinion leaders is analyzed.on the other hand,the implicit relation between subjects,which is based on shared discussion participants,is uncovered by opinion-leader coupling.Take subjects as nodes,opinion-leader coupling as edges and the coupling strength as weights to construct a relational network,and analyze the implicit association between subjects.Chapter five is discovery of durative subject and subject set that comprises several similar subjects.Firstly,according to the subject running process analysis and the calculation of subject relative discussion intensity,a clear definition of the durative subject is proposed.Secondly,based on the subject similarity calculation and filtering and subject set extraction conditions,the subject set discovery method is developed.Finally,applying to actual data,three experiments that are durative subject discovery,subject similarity calculation and filtering,subject set discovery and durative measure,are carried out to extract durative subject and subject set in Zhihu and Weibo.Chapter six is opinion drift in durative subject.By subdivided the opinion changes generated over time in the posts of durative subject and subject set into two parts: opinion sentiment tendency and opinion evaluation object,firstly,expound separately the calculation process of opinion sentiment tendency analysis and opinion evaluation object analysis.While also clarify their representation form and calculation method,and the judgement condition of drift detection.Secondly,analyze the overall distribution and drift of the opinion sentiment tendency and opinion evaluation object in durative subject,and compare the performance in Zhihu and Weibo.Finally,analyze the overall distribution and drift of the opinion sentiment tendency and opinion evaluation object in durative subject set,interrelate and compare the performance with what in durative subject of the same platform.Chapter seven is research summary and respect.Summarize the conclusions of this paper and point out shortcomings and future research directions.