A Research On The Superposition-Substitution Effect Of Multiple Public Opinion Events Based On Public Attention

With the advent of the web3.0 and web4.0 eras,the Internet has spread faster,the cost of communication is cheaper,and the scope of communication is wider.The three more implementations have facilitated our lives,and their speed of communication is fast.Guang also makes the network public opinion extremely complex,diverse and extensive,which makes the network public opinion management and research work more difficult.As a participant in the network public opinion,netizens are concerned about the trend of determining online public opinion.Therefore,the concept of the effects commonly used in psychology is introduced to study the special phenomena existing in network public opinion.Through the big data platform to observe the attention of netizens,it is found that there is a superposition-replacement effect in the process of event propagation.Therefore,this paper comprehensively applies the network information propagation model,superposition principle and coupling degree model to study this effect.Firstly,the basic communication process is clarified,and the four stages of incubation period,high period,remission period and recession period are deeply described.Then explore the various patterns of change in the process of communication and explore the reasons behind the pattern.Secondly,based on the analysis of the propagation process,this paper proposes a superposition-replacement effect to characterize the change in public attention between a single event and multiple events.The overlay effect is intended to describe the public attention curve for a single event.The association effect of the public attention curve in the non-event hot discussion period is described by the superposition effect of the association,and the public attention curve is fitted by analyzing the multi-factor by the superposition coupling principle of the macro superposition effect.After clarifying the process of single curve change,we try to explore the replacement relationship between successive events,which is manifested by the fact that the late event accelerates the decline of the public attention of the first event,that is,the transfer of the social influence of the event or the transfer of public attention.The substitution effect is divided into pre-replacement effect,coincidence substitution effect and post-replacement effect according to the relative position of the intersection point of the first-income event remission period and the elimination period and the post-event event peak point.Based on the analysis of the impact of the lyric content in different horizontal areas on the substitution effect,the analysis of economic grievances,political grievances,people's livelihood,cultural grievances and ecological grievances,it is found that economic lyrics and cultural lyrics are not common,and they are politically sensible and livelihood.The substitution effect in lyrics and ecological public opinion is widespread,which stems from the influence of the characteristics of various events on the public's line of sight.Thirdly,after determining the basic theory of superposition-replacement effect,this paper uses the coupling degree model to calculate the coupling degree of the whole coupling system by the double coupling of the internal and external coupling degrees to measure the performance of the substitution effect and determine the internal transformation process.And the influencing factors.Through actual data simulation,the model can better simulate the degree of substitution between successive events.Fourthly,the superposition-replacement effect describes the specific changes of the public concern of the public opinion event.The research content of the superposition effect can be used in the public opinion analysis and the public opinion prediction.The public opinion information grasped in the previous period can be used to estimate the scale and trend of the future public opinion based on the superposition coupling model.When adopting a specific public opinion intervention strategy,the principle of the substitution effect can be utilized to alleviate the development of malignant public opinion.