政府负面网络舆情热度定量评价方法--以新浪微博为例

A Quantitative Evaluation Method for Negative Internet Public Opinion of Government——Taking SinaWeibo as an Example

以用户数最多、首暴网络舆情事件最频繁的新浪微博为例,设计了针对政府的负面网络舆情的热度定量评价方法。从针对政府的负面网络舆情主体、客体、传播、受众4个维度,细化了包含14个指标的评价体系,设计了指标的量化细则,依据专家打分法确定评价因素的重要性,通过构造判断矩阵、矩阵归一化处理、和积法计算特征向量、矩阵一致性校验等方法,在微调评价要素重要性排序基础上规划各评价要素的权重,进而设计基于微博、针对政府的负面网络舆情热度定量评价方法。理论分析、实证分析、综合对比结果表明:该方法有效,实际可操作性强,为针对政府的负面网络舆情分析、引导、管理和控制研究提供了理论依据。

In order to quantitatively evaluate the heat of microblog public opinion, a new evaluating method for negative Intemet public o- pinion of government is proposed and designed from four dimensions of subjects, object, communications and audiences, of which the in- dex system consists of four evaluation elements and fourteen evaluation items. The evaluation items are sorted by the expert scoring method, and the method is realized by constructing pair wised comparison matrix, calculating matrix eigenvector and testing matrix consistency. Through calculating signal and combination weight, the public opinion is quantified by the weighted sum method. Theoretical analysis, empirical research, and comprehensive comparison results show that the method presented is effective. Thus, it provides a novel solution to the analysis, guidance, management, and controlling of negative Internet public opinion of government.