Research On The Evolution Of Short Video Public Opinion In Emergency Crisis

With the continuous development of mobile Internet technology and the deepening of the visualization of users’ visual consumption demand,short video has increasingly become an essential social media for information acquisition,leisure and entertainment in people’s daily life.At the same time,the low threshold of short video has brought about the further decentralization of media power,changed the production and communication mode of traditional public opinion,and constantly made marginal breakthroughs in the formation of the field of public opinion.More and more public opinion events are generated and evolved on the short video platform.The influence of public opinion shown by the short video platform has aroused widespread concern from all walks of life.Taking the "7.20" incident of Zhengzhou subway as an example,this paper studies the evolution of public opinion in short video platform by using the "Tiktok" platform as the data source.First,the content analysis method is used to analyze the 733 public short message video samples.The SPSS software is used to analyze the correlation and principal components of the like,the commentary and the forwarding numbers,and calculate the user participation of each video sample.On this basis,the public opinion evolution stage of short video emergency crisis events is divided into sharply shortened public opinion incubation period,rapidly ignited public opinion outbreak period,closed-loop reciprocating public opinion fluctuation period and extended public opinion regression period.From the perspective of agenda setting theory,this paper believes that the evolution of public opinion on short video platform follows the path of "media agenda detonating public opinion field-Community agenda guiding hot relay-personal agenda triggering emotional Carnival".Based on the overall analysis of the evolution stage and path of short video public opinion,this paper makes a specific study on the diffusion mode of short video public opinion with the help of the method and theory of social network analysis.Firstly,this paper selects 8 video samples of different content types in the "7.20" event,records the user attributes and relationship of more than 2500 comments,analyzes the social network and centrality,and draws a short video public opinion diffusion map with the help of Gephi software.The study found that the public opinion diffusion of short video sudden crisis events showed a mode dominated by the explosive diffusion of source nodes.Small bloggers replaced opinion leaders as the key nodes to promote the secondary diffusion of public opinion,while the discussion group promoted the multi-dimensional development of public opinion diffusion.The overall process of public opinion diffusion shows that the content of public opinion is orderly distributed according to the timeline,the content type determines the diffusion mode,and the diffusion dimension of emotional issues is higher than that of controversial issues.In addition,the misplaced promotion of user demands and official responses,the diversified content expression of opinion leaders for the purpose of flow,and individuals’ desire to participate in public discussions to obtain a sense of interaction and ceremony are the driving forces behind the diffusion of public opinion.In the analysis of the fading process of short video public opinion,it is found that the main reasons for the fading of public opinion are the proper handling of public opinion events,the timely and effective public opinion guidance of mainstream media and the transition of user response from "stress" to "forgetting";The process of public opinion fading has experienced three stages: flow transfer of algorithm logic,public opinion diversion of topic community and hot spot transfer of public topic;At the same time,in the process of the decline of public opinion in short video,the number of public opinion has decreased sharply and the user’s mood has been depressed The breaking of communication chain and extension issues have become the "long tail" of public opinion are the new characteristics of short video public opinion.Finally,this paper compares short video public opinion with microblog public opinion in terms of public opinion subject,public opinion content and public opinion diffusion mode.It is considered that the type of short video public opinion subject is relatively single,opinion leaders mainly output emotion rather than opinions,and the sinking characteristics of individual users are obvious;The short video public opinion content presents a single form,the phenomenon of fragmentation and homogenization is serious,and the emotional orientation of public opinion content is significant;The diffusion structure of short video public opinion is more flat,and the diffusion mode is mainly affected by the content type.Compared with microblog,the diffusion relationship has the characteristics of acquaintance society...