基于短视频网络的互联网舆情演化研究  

Analyzing the Evolution of Internet Public Opinion Based on Short-Video Network

作　　者：魏宏程 朱恒民 魏静 叶东宇 Wei Hongcheng;Zhu Hengmin;Wei Jing;Ye Dongyu(School of Management,Nanjing University of Posts and Telecommunications,Nanjing 210003,China;Jiangsu University Philosophy and Social Science Key Research Base—Information Industry Integration Innovation and Emergency Management Research Center,Nanjing 210003,China)

机构地区：[1]南京邮电大学管理学院,南京210003 [2]江苏高校哲学社会科学重点研究基地—信息产业融合创新与应急管理研究中心,南京210003

出　　处：《数据分析与知识发现》2024年第5期113-126,共14页Data Analysis and Knowledge Discovery

基　　金：国家自然科学基金项目(项目编号:72374111);国家自然科学基金项目(项目编号:71874088);江苏省研究生科研与实践创新计划项目(项目编号:KYCX22_0876)的研究成果之一。

摘　　要：【目的】短视频已成为互联网舆情传播的新途径。为揭示短视频舆情的演化特征,本文提出基于短视频网络的舆情演化分析方法。【方法】分别计算短视频标题、封面和视频内容间相似度,构建短视频网络;基于层次聚类法从网络中识别视频主题,计量视频中音频与标题的情感;将视频发布账号划分为不同类别的利益相关者;最后,从主题、情感和利益相关者三个维度分析短视频舆情演化。【结果】研究结果表明,利用视频的多模态特征和视频间关系,可以有效地描述短视频舆情演化态势,且“标题+封面+视频内容”模态组合的SSE为6.708,优于其他单模态或多模态组合。【局限】本文使用的抖音平台短视频的音频数据包含纯背景音乐,使得音频模态的分析存在一定偏差。【结论】本研究有利于掌握短视频舆情中主题与群体情绪的演化,发掘不同视频账号的关注点与情感变化,及时对短视频舆情进行监管与引导。[Objective]Short videos have become a new medium for spreading Internet public opinion.In order to reveal the evolution characteristics of Internet public opinion spreading through short videos,a method based on short-video network is proposed.[Methods]First,the similarity of short videos’titles,covers and video content is calculated to construct a short-video network.Then,we detect topics from the network based on hierarchical clustering,and measure the sentiment of videos’audios and titles.We also classify video accounts into different categories of stakeholders.Finally,the evolution of public opinion spreading through short videos is analyzed from three dimensions including topics,sentiment and stakeholders.[Results]The results show that the multimodal features of videos and the relationship between videos can be used to effectively describe the evolution of public opinion.And the SSE value of short video topics under the combination of“titles+video covers+video content”is 6.708,which is better than the single modality or combinations of other modalities in the paper.[Limitations]The audios of short videos are crawled from the Douyin platform including background music,and there is a certain deviation for the analysis of audio modality.[Conclusions]The study is helpful to understand the evolution of topics and group emotions in public opinion spreading through short videos,discover the concerns and sentimental evolution of different video accounts,and promptly regulate and guide public opinion.

关 键 词：舆情演化 短视频网络 多模态特征 利益相关者 

分 类 号：C912[经济管理] G206[社会学]