摘要
[目的/意义]在话语权下放的信息时代,公众公开发表意见、参与话题讨论的渠道不断增多,低燃点性事件的网络舆情交流与传播无疑会增加事件热度,给企业危机公关带来更大压力和挑战。[方法/过程]文章以“海天酱油事件”为例,对事件网络舆情传播阶段进行探讨。首先,运用ROST CM进行高频词统计和公众情感倾向分析,再通过Ucinet、Gephi从网络密度、网络中心性、凝聚子群和点度中心性4个维度对事件进行社会网络分析。[结果/结论]研究发现,事件舆情有公众关注度高、讨论量大、负面舆情占比大、部分意见领袖传播影响力大的特征,基于以上特征提出企业危机公关的对策建议,以期为企业应对危机舆情传播及消除负面影响提供参考。
[Purpose/significance]In the information age with decentralized discourse power,the channels for the public to publicly express their opinions and participate in topic discussions are increasing.The exchange and dissemination of online public opinion on low-ignition events will undoubtedly increase the heat of the event and bring greater pressure and challenges to corporate crisis public relations.[Method/process]Taking"Haitian soy sauce event"as an example,this paper discusses the stage of network public opinion dissemination of the event,uses ROST CM to carry out high-frequency word statistics and public sentiment tendency analysis,and uses Ucinet and Gephi to analyze the social network of the event from four dimensions including network density,network centrality,cohesion in group and point center.[Result/conclusion]This study found that the event public opinion has the characteristics of high public attention,large amount of discussion,large proportion of negative public opinion,and large influence of some opinion leaders.Based on the above characteristics,the countermeasures and suggestions of enterprise crisis public relations are put forward,in order to provide reference for enterprises to deal with the spread of crisis public opinion and eliminate negative effects.
作者
谢丹琳
胡锡晟
杨卫书
XIE Danin;HU Xisheng;YANG Weishu(Tourism College of Jishou University,Zhangjiajie 427000;Hunan Institute of Scientific and Technical Information,Changsha 410001)
出处
《科技情报研究》
CSSCI
2024年第1期90-101,共12页
Scientific Information Research
基金
吉首大学2022年度研究生校级科研项目“企业危机公关网络舆情UGC事理图谱构建研究——以海天酱油事件为例”(编号:Jdy 22114)。
关键词
网络舆情
危机公关
社会网络分析
可视化
network public opinion
crisis public relations
social network analysis
visualization
