雅安地震后红十字会的公众信任研究——基于微博数据的网民情感分析

Public Trust on the Red Cross Society of China after Ya'an Earthquake——Analysis Based on Sentiment Analysis of Microblog Data

公众信任对于非政府组织的存续和发展至关重要,而开放的网络环境不仅是形成公众信任的重要实践场所,也可为相关实证研究和理论反思提供一手研究素材。本文基于雅安地震后中国红十字会信任危机的现实案例,对相关微博数据采用情感分析方法展开实证研究,结果发现:(1)在网络环境中,突发事件的发生对于网民情感和公众信任会产生迅速的影响;(2)引发网民情感变化的核心主题领域是影响非政府组织公众信任的关键因素;(3)非政府组织的行为策略显著影响网民情感和公众信任。本研究通过测度情感的时序变化,识别和描绘公众关注的事件主题领域,分析主体行为与网民情感间的关联关系,以揭示影响网民情感和公众信任的核心主题领域和多元主体的行为策略,并对非政府组织积极有效地改善其行为方式和运营管理提供理论依据和帮助,以回应社会实践和理论研究对非政府组织发展及其公信力重建的关注。

Public trust is essential for the survival and development of non-governmental organization(NGO). Open network environment is not only an important practice place for the formation of public trust,but also can provide first-hand research material for relevant empirical study and theoretical reflection. The paper employs sentiment analysis method to conduct an empirical study based on the case of Red Cross Society of China after the Ya'an earthquake,and finds that:(1)The occurrence of public emergency produces rapid impact on both netizens' sentiment and public trust in network environment.(2)The core subject areas lead to sentiment changes are key factors affecting public trust of NGO.(3)The behavioral strategies of NGO significantly affect netizens' sentiment and public trust. The study measures the changes of sentiment in time series,identifies and describes the topic areas of public concern,analyses the relationship between subjects' behavior and netizens' sentiment successively,so as to reveal the core subject areas which influence netizens' sentiment and public trust,and behavioral strategies of multiple subjects. Meanwhile,the study provides theoretical basis to help NGO improve its behavior and operation actively and effectively,in order to respond the concerns on NGO's development and its credibility construction in practice and theoretical research.