突发食品安全事件网络情感计算及引导策略研究——以“3·15”土坑酸菜事件为例

Research on Network Sentiment Calculation and Guidance Strategies for Food Safety Emergencies:Take the“3·15”Earth Pit Pickled Cabbage Incident as an Example

[目的/意义]网络评论是公众参与食品安全监管的重要渠道,但真伪难辨的网络信息易让公众陷入他者情感场域,导致理性讨论演化为情感宣泄甚至造成群体性焦虑社会现象。因此,从情感视角探究食品安全网络治理具有重要的理论和实践意义。[方法/过程]以土坑酸菜事件为例,构建基于BiLSTM的网络情感计算模型,从情感时序变化、情感波动规律、情感与舆论热度相关性、情感受舆论引导工具影响度4个方面分析网络情感特征。据此,从BiLSTM认知层面、工具层面、评估层面和行动层面提出以疏解网民情感为核心,以最小代价、最适方法、最佳时机为原则的食品安全舆论引导策略。[结果/结论]实证分析结果表明,突发食品安全事件网民情感基本遵循从负向到中立再到正向的情感波动规律;负向情感与舆论热度呈显著正相关关系;技术型、心理型、行政型和法治型引导工具对网络情感演化产生重要影响。

[Purpose/significance]Online comments serve as a vital conduit for public engagement in food safety oversight.However,the difficulty in discerning the authenticity of online information often exposes the public to the sentimental sway of oth-ers,leading to the transformation of rational discourse into sentimental catharsis and even fostering societal phenomena of collective anxiety.Therefore,it is of great theoretical and practical significance to explore food safety network governance from an sentimental perspective.[Method/process]Taking the Earth Pit Pickled Cabbage Incident as an example,the BiLSTM-based network senti-ment calculation model was constructed,and then the network sentiment characteristics were analyzed from four aspects:the tem-poral change of sentiment,the pattern of sentiment fluctuation,the correlation between sentiment and public opinion heat,and the degree of influence of sentiment by public opinion guidance tools.Accordingly,based on the cognitive level,tool level,assessment level and action level,we proposed a strategy for guiding online public opinion on food safety emergencies that was centered on the relief of netizens’sentiment and based on the principles of the minimum cost,the most appropriate method and the best timing.[Result/conclusion]The results of empirical analysis indicated that netizens’sentiment in food safety emergencies basically fol-lowed the pattern of fluctuating from negative to neutral to positive;negative sentiment was significantly positively correlated with public opinion heat;and technical,psychological,administrative,and rule-of-law guiding tools had an important impact on the e-volution of online sentiment.