Research On Public Opinion Guide Based On The Internet Users' Risk Perception Of Public Crisis Of Animal Epidemics

In recent years,there have been frequent public crisis incidents of animal epidemic,which threaten people's life safety and social harmony and stability.With the advent of the era of network information,the number of Internet users in China has increased sharply.In the face of complex public opinion environment,it is of great significance to realize effective crisis management and public opinion guidance to timely and comprehensively understand the risk perception level of Internet users and its influencing factors.In the guidance of public crisis opinion of animal epidemic,there exists a three-way evolutionary game among the government,online media and netizens,whose behavior decision-making plays an important role in the evolution of public opinion of crisis events.Based on the major H7N9 bird flu event object as a case,using the function of baidu index search keywords,the Internet search data as Internet users under the public crisis risk perception level proxy indicator.First,the dynamic evolution rule of risk perception of Internet users after the outbreak of H7N9 avian influenza was analyzed from two dimensions of time evolution and spatial distribution.Then,the data of public opinion panel from 2013 to 2015 was established,and the correlation analysis of influencing factors was carried out by using Eviews software.Finally,Internet users,government and network media are taken as the game players guided by public opinion in bird flu events,and the dynamic evolution game model of the three parties is established with game theory knowledge.In this paper,the research results show that significant H7N9 after the outbreak of bird flu,netizens risk perception quickly jumped on high,and focused on the outbreak areas affected directly,after the fall in exponential form,and gradually spread to the surrounding area.The education years per capita,regional GDP per capita and risk perception decline rate are the important factors influencing risk perception of Internet users.The fact that Internet users,online media and government players' behavioral strategies influence each other has been proved by the H7N9 avian flu case test.Finally,according to the conclusion of this paper,the paper puts forward appropriate Suggestions for public opinion guidance.The government in the public opinion guidance and crisis management according to the users perception of risk in the process of evolution of dynamic adjustment of public opinion guidance strategy plan,so as to better guide the public opinion,help people actively to overcome the crisis.