Research Of Evolution And Guidance Of Public Opinion On Food And Drug Safety Events In Social Media

In recent years,despite the continuous initiatives of the State Food and Drug Administration,food and drug safety incidents still occur frequently.In the new media technology environment,social media platforms provide a breeding ground for the development of online public opinion on food and drug safety incidents,and spread online public opinion.It occupies an important position in management and management.The openness,interaction,immediacy,and concealment of social media make the current public opinion situation of food and drug safety incidents more complicated,and governance is more difficult,giving China a positive trend of online public opinion about food and drug safety incidents.Guidance brings new challenges.Based on this background,this research uses a large number of literature as the basis for research,selects the spread of food and drug safety incidents in the social media era as the research object,and uses data mining technology and public opinion monitoring platforms to collect network data and information text.At the same time,an empirical analysis was carried out with the "Changchun vaccine incident" as an example,in order to support the data and typical cases to make the research more accurate and rigorous.This paper focuses on the evolution and guidance of public opinion on food and drug safety incidents in social media,and the research is based on the logic of asking questions,analyzing problems,and solving problems.The first part mainly analyzes the current domestic and foreign research status of social network public opinion on food and drug safety incidents,deeply analyzes the background and significance of the research,and uses secondary communication theory,life cycle theory,Hovland and Yale communication research as the basic theories throughout the research,and The research method process is systematically explained.The second part explains the connotative definitions of social media,food and drug safety incidents,public opinion and online public opinion.It is believed that the public opinion of food and drug safety incidents in social media has extensive participation by all employees,and the content is diverse and random.Suddenly,the trend is uncertain and the information is rapid efficient dissemination,difficult governance,and obvious "public sentiment" phenomenon.The third part adopts the case analysis method to conduct an empirical analysis of the evolution of public opinion based on the case of the "Changchun Issue Vaccine" incident that aroused hot discussion on Sina Weibo in 2018.Among them,the data collection and topics in Weibo are organized.Analyzed the types of public opinion participants,emotions,communication behaviors and methods,and the evolution of public opinion topics.At the same time,based on the four-stage life cycle theory,the time-space and stage evolution process model of public opinion was constructed.It was found that the evolution of public opinion on food and drug safety incidents in social media often followed the event itself progresses and changes,but it is not synchronized but has a certain lag.The fourth part combines the social background and case studies.It is believed that the public opinion on food and drug safety incidents in social media has problems such as the weak guiding ability of the government and the official media,the value deviation of some "opinion leaders",the negligence of enterprises,and the out of focus of public opinion.The government,the media,food and drug companies,and the public should work together to ensure the positive guidance and management of online public opinion on food and drug safety incidents in the new period.