A Study On Strategy For The Stage Control And Guidance Of Public Sentiment In Micro Blog

With the constant popularizing of the network technologies and updating of the relevant Internet applications, various Internet-based applications and services are emerging endlessly. The advent of Micro blog symbolizes the arrival of individual-Internet era. The feature of plebification and real-time make Micro blog become the most powerful lethality media which could release news far ahead of traditional media and governments. In face of the thoroughly new network environment as well as complex volatile net-mediated public sentiment, it has great theoretical value and practical significance to master the communication tools and its characteristics and study how to control and guide public sentiment through analyzing the structure of the Internet in this new media era. This thesis mainly researched on the growing network modal of net-mediated public sentiment and the characteristics of its network structure in Micro blog network. By using complex network analysis tools, drew a Micro blog network diagram of net-mediated public sentiment; proposed a strategy for controlling negative public sentiment information disseminate and gave some suggestions about leading the development of the net-mediated public sentiment during different stages and validated the modal with practice cases.At first, this thesis reviewed overseas and domestic researches about the control of net-mediated public sentiment in networks and expounded the Micro Blog public sentiment propagating characteristics and the characteristics of the user’s behavior. Then it analyzed the research content and research methods of the social network analysis method and Crisis information communication mode. At the same time, due to the similarity of the information propagation mode it laid the foundation for the establishment of the micro blogging public sentiment evolution model.Furthermore, theoretically based Crisis information communication mode and the spread of disease model, Combined with the feature of micro blogging public sentiment spread the growth period of public sentiment can be divided into, inoculation phase,diffusion phase and decline phase. Through the analysis of the stages of public sentiment transmission, it got the conclusion that the key factors lead to public sentiment and the spread power of public sentiment. Meanwhile according to the Dynamic propagation characteristics of Crisis Information and the influence factors of the micro blogging public sentiment, Micro blogging public sentiment evolution mechanism model was constructed. The consistency of actual results and the simulation model was verified by using Matlab software.At last, taking net-mediated public sentiment hot topic data that randomly extracted from a particular Micro blog, as sample, this thesis abstracted, analyzed, cleaned and compiled the data, finally obtained the related data which reflect the user’s comment and forwarding information in reality. By taking advantage of complex network analyzing tools "Gephi", this thesis built a network diagram of Micro blog net-mediated public sentiment, from this diagram the Micro blog user’s relationship constitution and the network construction under one particular hot topic could be intuitively observed. Also, according to the above results, some strategies and suggestions were proposed to guide and control the transmission of net-mediated public sentiment in Micro blog.