动之以“情”:时事政治事件中意见领袖对网民情绪的影响

Be in the Mood: The Influence of Opinion Leaders on Netizens’ Emotions in Current Affairs and Political Events

  • 摘要: 探究意见领袖对网民情绪的影响作用,为正确引导网民情绪、有效治理网络舆情和促进政府形象建设提出意见和建议。本文选取15位抖音意见领袖发布的全部时政评论视频为研究样本,基于意见领袖发布的视频及视频下的网民评论数据,利用语音情感分析方法和文本情感分析方法,对意见领袖的情感倾向以及网民情绪进行测度,实证分析意见领袖时政评论的情感倾向对网民情绪的影响。研究结果表明,意见领袖情感倾向对网民情绪存在显著的倒U型影响。随着意见领袖情感的变化,网民情绪呈先上升后下降的特征。此外,意见领袖情感倾向对网民群体情绪差异不存在影响,意见领袖正面情感越强烈时,不会造成网民群体间情绪差异的增大。本文对于数字治理时代网民情绪及网络舆情治理具有积极的理论与实践意义。

     

    Abstract: To explore the influence of opinion leaders on netizens’ emotions, this paper puts forward suggestions for correctly guiding netizens’ emotions, effectively governing online public opinion and promoting the construction of government image. All the current political comment videos published by 15 Douyin opinion leaders are selected as the research samples, based on the videos published by opinion leaders and the netizens’ comments under the videos. Using voice sentiment analysis method and text sentiment analysis method, this paper measures the emotional tendency of opinion leaders and netizens’ emotions, and empirically analyzes the impact of the emotional tendency of opinion leaders’ current political comments on netizens’ emotions. The results show that the emotional tendency of opinion leaders has a significant inverted U-shaped impact on netizens’ emotions. With the change of opinion leaders’ emotions, netizens’ emotions first rise and then fall. In addition, the emotional tendency of opinion leaders has no impact on the emotional differences among netizen groups. This paper has positive theoretical and practical significance for netizens’ emotions and online public opinion governance in the era of digital governance.

     

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