Research On The Emotional Guidance Of Mainstream Media In Public Health Emergences

In 2020,the sudden COVID-19 epidemic swept the world,and China was not immune.In isolation,social media represented by Weibo has become an important channel for the public to obtain information about the epidemic,communicate and express emotions,and thus become an important platform for mainstream media to guide public opinion.In the post-truth world,emotions are more likely to influence the expression of public opinion than facts.Faced with public health emergencies of public health concerns,fears about the information,such as negative emotions,the mainstream media's official weibo(hereinafter referred to as"micro" officer ")as the main channel of the outbreak,information dissemination,bear the agenda setting,emotional guidance,public opinion guide and other important function,has an irreplaceable role in the process of epidemic prevention and control.Based on this,this paper attempts to start from the perspective of emotional sociology,focusing on the emotional guidance function of mainstream media in public health emergencies,aiming to explore the following three questions: First,what emotional issues are presented in mainstream media reports? What emotional framework is constructed? What is the correspondence between affective issues and affective framing? Second,does mainstream media coverage play an emotional agenda-setting role in public issues? To what extent do different types of media emotional issues influence the emotional issues of the public? Third,what strategies and methods have mainstream media used in emotional guidance in public health emergencies?Focusing on the above issues,this article uses framework theory and emotion setting theory to study the relevant reports of the "New Coronary Pneumonia Epidemic" on the official Weibo of "People's Daily",using emotion identification and topic mining techniques to study mainstream media in public health emergencies The path and role of emotional guidance to public opinion.The study found:First of all,the mainstream media,in the process of constructing emotional issues,focuses on diversified emotional expressions,will actively avoid constructing the emotional framework of "anger",and present a positive and positive emotional tendency as a whole.The emotional frameworks and topics constructed by mainstream media at different stages of the event are different: in the early stage,due to the suddenness of the event and the urgency of prevention and control,negative emotions dominated the mainstream,but mainstream media reported topics based on the epidemic situation and government prevention.Control measures are the main measures,and the number is small,so the effect of comfort is not obvious;in the mid-term,the mainstream media's emotional setting role is prominent,and the effective prevention and control of the society and the strong response of the government are used to exaggerate the positive effects of “reassurance,” “belief,” and “admiration”.Emotions,extensive popularization of science and timely refutation of rumors alleviated the public's "suspicion" and "panic" emotions,and public emotions entered a stable period;later,due to the expansion of the impact of the incident and the strengthening of epidemic prevention measures,positive emotions and negative emotions alternately appeared,and mainstream media emotions Guidance focuses on maintaining balance and reducing changes.Secondly,from the perspective of emotional guidance methods and effects,mainstream media usually deal with negative news mainly by diluting and transferring,reducing impact,and achieving "depolarization" of negative emotions,with better results.In positive news reports,mainstream media has used group emotions to carry out in-depth emotional mobilization by "strengthening" the sense of responsibility,anti-epidemic spirit,dedication,patriotic and other positive emotional agenda settings,demonstrating its advantages in disseminating emotional information and guiding public opinion And charm.At the same time,there is also a phenomenon that some highly positive emotions evoke a lower degree of public emotional experience.The public cannot accurately accept and understand the emotional information conveyed by mainstream media,and even produce opposite emotional experiences.Finally,in view of the mainstream media in public health emergency report of the lack of emotional guidance,this paper argues that the mainstream media should be based on the news fact reasonable choice emotion type,coupled with rich emotional expression form,give full play to the warm news emotional advantage,using new media platform to strengthen the interaction with the public,etc.The implementation of these strategies is helpful to improve the effect of affective guidance...