风险感知视角下企业突发舆情主题分异研究  

Research on the Theme Differentiation of Sudden Public Opinion in Enterprises from the Perspective of Risk Perception

作　　者：杨洋洋 

机构地区：[1]郑州轻工业大学经济与管理学院,河南郑州450001

出　　处：《情报理论与实践》2024年第5期158-166,共9页Information Studies:Theory & Application

基　　金：河南省软科学项目“多模态数据驱动下突发公共事件公众舆论诉求生成与引导机制研究”(项目编号:242400410265);郑州轻工业大学博士科研基金资助项目“面向重大突发事件的网络舆情传播机制与管控策略研究”(项目编号:2022BSJJSK03)的成果。

摘　　要：[目的/意义]基于风险感知的视角剖析企业突发舆情主题分异规律,有助于提高企业突发舆情事件应对的效率,降低带来的经济和声誉损失。[方法/过程]以35个企业突发舆情事件为研究材料,融合IPA模型与K-means均值聚类分析法,从情绪强度和事件热度两个维度构建企业突发舆情风险感知模型,把企业突发舆情事件划分为4个类簇,运用LDA模型对不同风险的4类企业突发舆情的主题进行分析,基于关键词归纳各主题的主题名称,并进行主题内容的可视化呈现,绘制了关键词共现网络图谱,实现对4类企业突发舆情的主题图谱画像。[结果/结论]研究发现:不同风险类别企业突发舆情主题存在显著的差异,信息感知型(Ⅰ级)的主题聚焦于消费维权和产品质量,事件驱动型(Ⅱ级)的主题聚焦于事件诱导和媒体传播,舆论发酵型(Ⅲ级)的主题聚焦于市场监管和衍生舆情,情绪集聚型(Ⅳ级)的主题聚焦于生命财产和涉事主体。[Purpose/significance]This study analyzes the theme differentiation of sudden public opinion in enterprises from the perspective of risk perception.It helps to improve the efficiency of responding to sudden public opinion events in enterprises and reduce the economic and reputation losses it brings.[Method/process]This study uses 35 companies’sudden public opinion events as research materials.It integrates the IPA model with the K-means clustering analysis method.This study constructs a risk perception model for sudden public opinion in enterprises from two dimensions:emotional intensity and event heat.This study cate-gorizes sudden public opinion events in enterprises into four clusters.It uses the LDA model to analyze the themes of sudden public opinion in four types of enterprises with different risks.It summarizes the topic names of each topic based on keywords,visualizes the content of the topic,and draws a keyword co-occurrence network graph.This study achieves a thematic map of sudden public o-pinion in four types of enterprises.[Result/conclusion]This study found that there are significant differences in the theme of sud-den public opinion among different risk categories of enterprises.The theme of information perception(Level I)focuses on consumer rights protection and product quality.The theme of event driven(Level II)focuses on event induction and media dissemination.The theme of public opinion fermentation(Level III)focuses on market regulation and derivative public opinion.The theme of emotional aggregation(Level IV)focuses on life property and the parties involved.

关 键 词：企业突发舆情 风险感知 主题分异 LDA模型 IPA模型 

分 类 号：F272[经济管理—企业管理] G206[经济管理—国民经济]