Research On The Public Opinion Communication Mechanism Of Public Health Emergencies In Weibo

In recent years,frequent public health emergencies have brought challenges to managers,and with the changes in communication technology,the influence of public opinion caused by public health emergencies cannot be ignored.Public opinion is a collection of people's opinions,attitudes and emotions.Public opinion on public health emergencies exposes the people's problems and needs under public health emergencies.At the same time,public opinion polarization may also affect social stability.The research is urgent and necessary.The development of social media has provided a space for public opinion to express,and the microblog platform has become an important gathering place for public opinion,so it is necessary to conduct research on public opinion of public health emergencies on the microblog platform.This article takes the most influential novel coronavirus pneumonia epidemic in2020 as an example to study the public opinion transmission mechanism of public health emergencies in Weibo.The research mainly explores the dissemination motivation of public opinion from the four communication elements of the microblog public opinion subject,public opinion object,public opinion carrier and public opinion body of the new crown pneumonia epidemic.The specific findings are that the life needs of the people under the epidemic blockade,the security needs under the highly contagious threat of the new crown virus,and the expression of empathy under the joint anti-epidemic action have promoted the formation and spread of public opinion;the nature of the new crown pneumonia incident itself,The interest relevance with the public is the reason for the continued popularity of public opinion;the fission-style interpersonal communication of the microblog platform and the recommendation of the microblog hot search list have helped the formation of public opinion.The importance of the content of the information itself is likely to be the fuse that ignites public opinion,and the short video form of Weibo is more likely to arouse public sentiment and promote the spread of public opinion.This paper combines the life cycle theory to study the interaction between the communication elements of public opinion at different stages.The study found that during the incubation period of public opinion,the social weakening of risks affects the people's timely perception of the risk of the epidemic,resulting in the people's failure to take preventive health behaviors.Promoted a further increase in the risk of the epidemic.During the outbreak of public opinion,the dissemination power of celebrity Weibo opinion leaders is more prominent,and the media's screen-scrolling reports have filled the information needs of the public during the incubation period of public opinion to a certain extent.At the same time,the measures taken by the government in response to the epidemic affect the shift of public opinion.During the period of volatility of public opinion,the amount of public opinion information is relatively declining.The frequency of public opinion in the next outbreak of the epidemic promotes the continuation of public opinion.Compared with the multiple appeals of the public for materials and medical assistance during the outbreak of public opinion,public opinion has a negative effect on the epidemic.,To a certain extent alleviated the tension of the epidemic.On this basis,this article puts forward the guiding strategy of public opinion on public health emergencies.