| At the end of March 2021,a statement on the website of an international brand "concerned about allegations of forced labor and religious discrimination in China’s Xinjiang region and refusing to use Chinese Xinjiang cotton" sparked a Xinjiang Cotton Incident involving more than 200 international brands.These international brands were reported to have joined the BCI(The Better Cotton Initiative)and threatened to interfere in the affairs of China’s Xinjiang region by refusing to use Chinese Xinjiang cotton.Along with the development of the Internet,the time between one phenomenal public opinion occurrence to detonation is getting shorter and shorter,Xinjiang Cotton Incident soon received great attention.Asics,as one of these brands,its brand position is inconsistent and triggers a more complex public opinion.Therefore,this study takes the microblog public opinion triggered by the Asics Xinjiang Cotton incident as an entry point to know the scale of this public opinion and dissemination situation,analyze the dissemination subject and content,and interpret the presentation of online nationalism in public opinion and the important role of fan discourse in the presentation of online nationalism.This study takes microblog public opinion research and online nationalism as the basic theoretical framework,based on Asics brand microblog public opinion,and uses computational communication content analysis methods and case study methods to interpret the overall public opinion.The dissertation contains a total of the following elements.First of all,the dissertation describes the overall scale of public opinion as a whole,showing that the time distribution of the content of this public opinion has the characteristics of sudden outbreak,stress response and spontaneous extensiveness.The spatial distribution of content sources is widely distributed and the whole country participates.Next,the main body of the dissertation grasps the public opinion as a whole from the perspective of communication subjects and communication contents.About the opinion opinion participation subject: female dominated,young people dominated,ordinary users dominated,and new and old microblog users were evenly distributed.About the public opinion content,high-frequency words focus on Asics’ position,Li Yifeng’s behaviors,supporting Xinjiang cotton and safeguarding the interests of the motherland.The content themes show that netizens are inclined to discuss the brand position,brand spokesperson and patriotic emotion expression.The public opinion content is mainly positive,with "good" and "disgust" emotions dominating.Based on the detailed analysis of the public opinion,it is verified that this public opinion is consistent with the characteristics of online nationalism.It provides case support for the development of online nationalism in the present time and also discloses that online nationalism is the root cause of the public opinion outbreak after the incident.In the process of empirical analysis of public opinion,it is found that the discourse participation of the brand spokesperson’s fan group plays an important role in the presentation of online nationalism.The characteristics of the fan group’s platform survival structure help the total amount of online nationalism content grow,and the characteristics of the discourse strategy of the fan group promote the frequency of national emotions.Finally,based on the results of this public opinion analysis and the grasp of the updated characteristics of online nationalism,the author summarizes the strategic reference for brand crisis response to the incident of brand endangering national interests,and summarizes the enlightenment for netizens,spokespeople and fan groups. |
