Risk Discourse Framework Analysis On Knowledge Sharing Platforms And Its Impact On Public Reactions

Amidst the tides of globalization,modernization,and technological advancement,human society has entered the era of the "risk society."Faced with increasingly complex,systemic,and interdependent major social risks,risk knowledge plays a crucial role in the risk society,shaping our understanding,acceptance,and legitimization of risk production processes.With the advent of the Web 2.0 era,knowledge-sharing platforms have become key arenas for the dissemination of risk knowledge and the construction of discourse systems,further shaping the interpretation and reproduction of risk meanings.In the process of risk knowledge dissemination,how risk discourse shapes human reality,impacts society,reduces the losses and impacts brought about by risks,grasps the public’s perception of risks,and constructs a risk discourse system,is an important prerequisite for resisting risks and jointly responding to global risk challenges.This study takes the major social risk videos in the knowledge area of the Technology,Entertainment,Design platform(hereinafter referred to as TED)and the Bilibili platform(hereinafter referred to as Bilibili)as research samples,identifies the risk discourse framework,and reveals its impact on public emotions,public engagement,and group polarization,explaining the underlying theoretical mechanisms.By using technologies such as web crawlers,text analysis,and facial recognition,the study aims to provide a scientific basis for China to grasp the mechanism and laws of major social risk knowledge dissemination,adopt scientific and systematic risk communication strategies,and jointly respond to major social risks.The main content of this study includes the following four aspects:In the first part,the study conducts a framework identification of risk discourse.This section depicts the topological structure of the risk theme network,identifies key nodes,and discusses the diffusion and evolution of risk knowledge in knowledgesharing platforms.After conducting descriptive statistics on the risk theme network,the feasibility of temporal focus as a risk discourse narrative strategy is discussed.Based on the cognitive theory of emotion,the results of multiple linear regression verify the impact of temporal focus and narrator emotion on audience positive emotion and negative emotion respectively,verifying its impact on public emotion,and verifying the feasibility of the emerging concept of temporal focus in risk discourse narrative strategy and its impact at societal level.Since the elements in the construction of risk discourse are not isolated,this part of the study first explores how temporal focus and other risk discourse construction factors jointly shape the risk discourse framework.By combining temporal focus with risk characteristics(such as risk type,risk occurrence stage,risk sudden/slow onset,etc.),the intrinsic connection between temporal focus and risk discourse framework is revealed.Empirical research identifies three potential risk discourse frameworks through latent profile analysis:Present Natural Risk Narrative,Past Social Emergency Retrospection and Future Social Risk Prediction.In the process of risk knowledge dissemination,the choice of framework will have an impact on public emotions and engagement and will also accumulate to form polarization and amplify risks.The second part further explores the impact of facing three discourse frameworks on public emotions.First,the impact of different risk discourse frameworks on audience negative emotional responses is analyzed.Based on the cognitive theory of emotion,this study refines audience negative emotions into anger and sadness.The results of variance analysis and multiple comparisons show that:compared to future crises,people are more likely to feel angry about past sudden events;compared to environmental risks,people are more likely to feel sad about social risks.Secondly,the impact of people facing the risk discourse framework of knowledgesharing platforms on group polarization is studied.The third part of the study mainly investigates the impact of the three discourse frameworks on public engagement.Public engagement largely determines the effectiveness of risk knowledge dissemination.Based on the concept of psychological distance in construal level theory,this study focuses on examining whether there are differences in the effects of different knowledge frameworks on public enagement.By employing multiple linear regression analysis,the research results indicate that people are more inclined to engage in risk knowledge frameworks concerning the present rather than past or future risk narratives.However,the moderating effect of video release time intervals weakens the strength of the relationships between the variables.The contributions of this study can be summarized as follows:1.The integration of temporal focus as a risk rhetoric device into online risk communication research.As an emerging concept in management studies,previous research has only explored the influence of temporal focus on individuals and organizations.Given that human cognitive resources and attention are limited,the choice of risk narratives at different time-focus points can result in varying communication effects during risk communication and knowledge-sharing processes.This study is the first to introduce the concept of temporal focus into the field of risk communication and examines how three temporal focuses,along with a combination of risk characteristics,affect public emotions.2.The pioneering and systematic review of risk knowledge frameworks on authoritative knowledge-sharing platforms both domestically and internationally.Although there are countless ways to rhetorically construct discourse,the discourse frameworks produced in specific fields are similar and repetitive.This means that we can reveal how they constitute knowledge domains by studying the specific text structure of a particular period.Previous research mainly studied changes in public opinion or the influence mechanism of a particular crisis or risk issue.This study comprehensively collects risk issues on knowledge-sharing platforms,combines temporal focus,and identifies typical risk knowledge frameworks by considering risk factors such as the risk occurrence stage,likelihood,and severity to explore their impact on public reactions.3.The deepening of audience response indicators.Previous empirical research has mainly relied on audience behavior such as comments,likes,and shares to examine the impact of risk features,information sources,information format,and emotional information on public reactions.However,individual beliefs and attitudes are often reinforced through group interaction,and a better understanding of this process is crucial for mitigating polarization in online discourse.Therefore,this study,for the first time,used real-world data to examine the effects of different risk knowledge frameworks on public polarization.3.The capture and examination of the influence of video features on public reactions in risk communication.With the advancement of technology,risk communication and knowledge sharing are increasingly video-based.While existing research has recognized the importance of short videos in crisis communication,the research paradigm has still relied on text analysis.This study,for the first time,used facial expression recognition and body skeleton point tracking to enhance our understanding of risk video communication.