Research On The Evolution And Guidance Strategies Of Online Public Opinion On Public Emergencies In The Background Of Big Data

In the era of big data,information on public emergencies is rapidly disseminated on online platforms,and with the strong involvement of online media,online opinions are contributed synchronically,rapidly forming a “big public opinion field”.In this new background,the evolution of online public opinion on public emergencies presents new features,the power of online discourse has been significantly changed,the online opinion pattern has been overturned,and the guidance of online public opinion faces new challenges.Therefore,it is of great practical significance to study the evolution of online public opinion on public emergencies with the characteristics of the era of big data and propose measures for guiding online public opinion on public emergencies in current era.First,this paper compares the literature on online public opinion on public emergencies at home and abroad in order to objectively understand the research trends and grasp the research hotspots.Second,with the big data environment as the background and the interest game relationship among the participants of online public opinion on public emergencies as the entry point,this paper analyzes the interest game relationship among the government,online media and netizens,constructs an evolutionary game model,explores the asymptotic stable state of the evolutionary game system,and conducts simulation experiments on the stable state by using Matlab R2017 a mathematical software.The study shows that the government,online media and Internet users will continuously adjust their strategies with the changes of the external environment to maximize their own interests finally.When the government chooses to“respond actively”,it will create incentives for online media and Internet users,resulting in synergistic benefits,reducing the cost of “active reporting” by online media and “participation” by Internet users.The probability of “active reporting”by online media and “participation” by Internet users will increase,and the evolutionary game system reaches a stable state.The main factor affecting the government’s choice of“active response” is the level of cost paid by the government,the main factor affecting the online media’s choice of “active reporting” is the level of revenue gained and the strength of punishment,The main factor of netizens’ participation is the interests of them can be satisfied.Therefore,the government should strengthen the supervision of online public opinion on public emergencies,make good use of big data technology as an auxiliary means,increase the rewards and punishments for online media,guide online media to report actively,improve the social benefits of online media,enhance the benefits of active reporting by online media,and reduce the cost of payment.What’s more,the government should still build a network platform for having direct interaction with netizens,reduce the participation cost of netizens,understand the needs of netizens timely,and promote the development of online public opinion in a good direction.