移动环境下网络舆情受众B-S画像模型构建研究  

Research on B-S Portrait Model Construction of Online Public Opinion Audience in Mobile Environment

作　　者：黄微[1] 赵旭[1,2] 张晓君[3] Huang Wei;Zhao Xu;Zhang Xiaojun(School of Business and Management,Jilin University,Changchun 130012;Library of Jilin Normal University,Siping 136000;Academic Affairs Office of Jilin University,Changchun 130012)

机构地区：[1]吉林大学商学与管理学院,长春130012 [2]吉林师范大学图书馆,四平136000 [3]吉林大学教务处,长春130012

出　　处：《图书情报工作》2024年第16期104-116,共13页Library and Information Service

基　　金：2022年度国家自然科学基金面上项目“重大突发事件网络舆情受众的参与行为标定、轨迹拟合与靶向导控研究”(项目编号:72174072);吉林师范大学博士科研启动基金项目“重大突发事件网络舆情受众参与行为标定及精准引导研究”(项目编号:2023042)研究成果之一。

摘　　要：[目的/意义]网络舆情受众的参与行为标定仍未出现较为完备且广泛被接受的方法,提出并设计网络舆情受众B-S画像作为参与行为标定的方法。[方法/过程]对受众画像模型进行多维解析,分别构建参与行为识别模型、情感特征分析模型,并将其融入至传统用户画像方法,最后提出移动环境下网络舆情受众画像模型框架。[结果/结论]网络舆情受众画像模型能够为网络舆情受众参与行为研究向纵深多维度发展提供指引,也能够从实践层面,为舆情管理部门从更科学的视角对受众行为进行观察、测量与标定提供工具。[Purpose/Significance]Since there is no relatively complete and widely accepted method to calibrate the participation behavior of the online public opinion audience,this paper proposes and designs the B-S portrait of the online public opinion audience as the calibration method.[Method/Process]It carried out the multi-dimensional analysis of audience portrait model,and constructed participation behavior identification models and emotional feature analysis models,which were integrated into traditional user portrait methods.Finally,it proposed a framework for online public opinion audience portrait models in mobile environments.[Result/Conclusion]The calibration model can not only provide guidance for the in-depth and multi-dimensional development of the calibration research of online public opinion audience participation behavior,but also provide tools for public opinion management departments to observe,measure and calibrate audience behavior from a more scientific perspective.

关 键 词：移动环境 网络舆情 受众画像 行为标定 

分 类 号：G206[文化科学—传播学]