| The rapid development of social media,so that netizens have a platform to express their views,attitudes,but also become the main place of online public opinion.With the help of social media platform,the influence of network public opinion has gradually expanded,and its transmission speed is also getting faster.But in recent years,on the social media platform has frequently appeared the phenomenon of network public opinion reversal,this phenomenon reflects some problems that breed in the social media environment.At the same time,our country is in the social transition period,all kinds of contradictions,the backlog of emotions began to spread on the Internet through social media.If we do not strengthen the effective management and guidance of the network public opinion in the social media environment,it will not only make the network public opinion reverse frequently,but also increase the risk of the network public opinion crisis,affect the normal social order,and create a green and healthy network environment is also a great challenge.Therefore,taking the social media environment as the background,this study first explores the internal mechanism of the inversion of the network public opinion through qualitative analysis,combined with the evolutionary game theory to quantitatively study the strategic changes of each subject,and finally puts forward the targeted suggestions from the government’s perspective according to the above research,which has important theoretical and practical significance.Firstly,through combing and analyzing the existing research results,this paper summarizes the basic concepts and characteristics of network public opinion,the concept,characteristics and influence of social media on network public opinion,as well as the concept,characteristics and concrete influence of network public opinion under social media environment.Through the analysis and definition of the concepts related to network public opinion,this paper lays a theoretical foundation for the study of the mechanism of network public opinion inversion under the social media environment in the next chapter.Secondly,from the network Event case Library,China Knowledge Network,Baidu Encyclopedia and other channels of the daily public opinion Center to collect nearly 5 years of network public opinion reversal events,the use of qualitative analysis software NVivo on the collection of data collation and coding analysis,refining the social media environment in the network of public opinion reversal of the impact factors,that is,event characteristics,Media ethics,the quality of netizens,the voice of the parties and multi-intervention investigation,the establishment of the final logical relationship between the nodes.Combining with the above analysis,this paper establishes the influencing factors model of network public opinion inversion under social media environment,and explains the mechanism of network public opinion inversion on this basis.Thirdly,using the evolutionary game theory,this paper probes into the policy changes between different subjects and the influence of different factors on the strategy in the process of network public opinion inversion in the social media environment.Because the time of the reversal of the network public opinion is not fixed,in order to make the research universal,the whole cycle of the network public opinion reversal is divided into two stages,pre-reversal and reverse,respectively,to analyze the time when the inversion occurs as a node.Combined with MATLAB,numerical simulation is carried out to observe the influence of the numerical variation of specific parameters on the final strategy.Finally,combined with the research on the influencing factors,mechanism and the main evolutionary stability strategy of the network public opinion reversal in the social media environment in the previous chapter,this paper puts forward some corresponding countermeasures and suggestions to the three aspects of itself,the media and the netizen from the Government’s point of view.It provides theoretical guidance for reducing the possibility of the reversal of network public opinion in social media environment and weakening the adverse effects caused by it.The purpose of this paper is to open up a new perspective of the combination of qualitative and quantitative analysis in the research process of network public opinion reversal in social media environment,and to enrich the research content of network public opinion in China to a certain extent. |
