Leveraging big data to strengthen analysis and judgment of online public opinion

Leveraging big data to strengthen the analysis and judgment of online public opinion

In the new media era, big data technology is in the ascendant. Faced with the massive information on the Internet, big data is used to strengthen the analysis and judgment of online public opinion. Effectively preventing emergencies from happening is also a useful attempt for public opinion workers.

Prediction is the core of big data public opinion analysis and judgment

The core function of big data is prediction. Big data public opinion analysis and judgment is when public opinion workers collect and analyze information about social hot spots or netizens on the Internet. Pay attention to a large number of news reports on focus events, discover the hidden relationships behind them, and then predict the development trend of the situation, providing decision-making reference for handling public opinion incidents.

Prediction is not prediction, let alone prophet. Big data public opinion analysis and judgment also draw conclusions by analyzing and calculating existing data. Prediction of event development trends is closely related to data quantity, quality and analysis model. In handling public opinion events, we should establish the guiding ideology of relying on rather than relying on data to avoid data dictatorship. We must have a clear understanding of this.

Data is the basis for big data public opinion analysis and judgment

The existence of large amounts of data on the Internet is the basis for big data public opinion analysis and judgment. However, in the face of complicated and difficult to distinguish authenticity For network information, public opinion workers need to adhere to the principles of wide sources, strong timeliness, and large quantity to collect and screen various types of data to objectively reflect the truth of the incident.

Data sources should be extensive. The data required for big data public opinion analysis and judgment must come not only from the official public opinion field but also from the private public opinion field, which must contain both positive praise and negative criticism. Internet public opinion data can be divided into message data and interaction data based on netizen participation. News refers to various reports about events on the Internet. They come from a wide range of sources and are difficult to distinguish between true and false. Such reports usually focus netizens on the event itself and attract attention. They are the "trigger" of emergencies and are also important for analyzing the cause of the event. clue. Interactive data is the embodiment of netizens' emotional will towards hot social events, a true reflection of social conditions and public opinion, a "catalyst" for emergencies, and the basis for studying and judging the development trend of public opinion. It is the core of public opinion analysis. When collecting data, special attention should be paid to it. Collection of interactive data from post bars, forums, news posts, Weibo, WeChat, etc.

The data must be timely. Nowadays, the data on the Internet is increasing in gigabytes or even terabytes every day, and the total amount is beyond imagination. This requires grasping the timeliness of the data when collecting public opinion data. For data timeliness, a comprehensive analysis is usually based on factors such as the nature, scale, and influence of public opinion events.

The amount of data is large enough. Nowadays, all kinds of news are flying all over the Internet, and it is difficult to distinguish the authenticity from the false. Wrong news data will seriously affect the quality of public opinion analysis. The key to distinguishing the authenticity of news is to see whether the logical relationship between the messages is reasonable. Fake news is usually not connected or not closely connected with other news, and cannot form a reasonable message chain with it. This requires public opinion workers to collect as much data as possible. The quantity is large enough to reflect the truth of the event in multiple dimensions, and the internal logical relationship can reveal the true nature of false news.

Data analysis is the key to big data public opinion analysis and judgment

The value of big data public opinion products comes from data analysis. Data itself does not generate value, only the development and utilization of data will generate huge value. Good data analysis technology or model will fully reveal the subtle relationships hidden behind the news through the appearance of the news. Some domestic scholars pointed out: If big data is compared to oil, then data analysis technology is exploration, drilling, refining, and processing. Technology, only by mastering the key technologies of big data can resources be transformed into value.

A scientific and efficient public opinion data analysis model should minimize human intervention and use simple algorithms to analyze as much data as possible. Compared with the subjectivity of algorithm parameter settings, the data itself exists objectively.

The development of new technologies such as cloud computing, the Internet of Things, and 4G networks has provided useful help for the establishment of big data public opinion analysis models. Public opinion analysis based on cloud computing can analyze more data at the same time and reveal more hidden values, making predictions more accurate and decision-making more reasonable.

Law is the guarantee for the healthy development of the big data public opinion industry

Big data will definitely bring huge changes to the work, life and study of the whole society. Government management departments should prepare for rainy days and respond in advance. , strengthen the construction of laws and regulations, build a complete supervision and management system, and guide and standardize the healthy development of the big data industry. At this stage, we can coordinate and promote the construction of laws and regulations at three levels: encouraging development, clarifying use, and ensuring safety.

Encourage development.

The government should attach great importance to the industrialization of big data, strengthen top-level design, formulate a national-level big data strategic plan, introduce incentive policies, strengthen the construction of basic platforms, build a national data center, and strengthen technology and talent support. Clarify the positioning of all parties, guide the digitalization of government decision-making, promote the transformation from government information disclosure to government data disclosure, encourage data holders such as society and enterprises to disclose data, and ensure the liquidity and accessibility of data.

Explicit use. In the era of big data, as data is continuously collected and analyzed, social operations become more transparent. As far as big data public opinion is concerned, it contains too much private data such as personal interests and hobbies, behavioral characteristics, and sensitive information such as predictions of the development trends of hot social events. This requires us to make clear legal provisions on the purpose, use method, use scope, use department, etc. of big data public opinion.

Ensure safety. Security is the biggest challenge for the development of the Internet. In the era of big data, data is the greatest wealth. The government should strengthen data security protection, formulate and introduce a big data legal system suitable for national conditions, establish data confidentiality and risk management mechanisms, and clarify operating specifications in the data collection, storage, transmission, use, and transaction stages. , increase penalties for damaging data servers, storage devices, etc. We will improve personal privacy protection laws and regulations, and severely crack down on data crimes such as illegal buying and selling of personal information.