多主体视角下企业负面舆情热度演化研究

Research on Evolution of Enterprise Negative Public Opinion Heat from the Perspective of Multi-agent

[目的/意义]为了有效检测和控制企业负面舆情传播,更好地为制定舆情预警策略提供理论依据。[方法/过程]从多主体视角出发,通过移情系数来衡量对舆情事件的关注度,构建企业负面舆情热度演化系统动力学模型,并通过长春长生事件的案例运用Vensim PLE软件进行模拟仿真。[结果/结论]研究发现,企业主体对企业负面舆情热度影响最大,主要表现在企业信息公开程度、企业舆情处理能力、企业舆情监测预警能力方面。移情系数的提高有助于抑制企业负面舆情演化。最后根据企业负面舆情热度演化过程中涉及的四大主体提出相应建议。

[Purpose/significance]Effectively detecting and controlling the spread of negative public opinion of enterprises can provide theoretical basis for the formulation of public opinion warning strategies.[Method/process]From the perspective of multi-agent,the degree of concern for public opinion events is measured by the empathy index,and the dynamic model of the evolution system is constructed.The case of Changchun Changsheng event is simulated with Vensim PLE software.[Result/conclusion]It is found that the enterprise has the greatest impact on the negative public opinion heat,which is mainly reflected in the degree of information disclosure,the ability of public opinion processing,the ability of public opinion monitoring and early warning.The improvement of empathy index is helpful to restrain the evolution of negative public opinion.Finally,according to the four main bodies involved in the evolution process of the negative public opinion,the corresponding suggestions are put forward.