基于抖音数据的地铁运营舆情主题识别研究

Research on Topic Identification of Metro Operation Public Opinion Based on Douyin Data

摘要: 近年来，短视频平台已成为公众表达意见的重要渠道，聚焦短视频中关于地铁运营管理的讨论，从中挖掘出网友对地铁运营管理的意见和建议，对于提升地铁运营管理水平具有重要意义。本研究以抖音平台为数据源，爬取2018年至2025年间地铁运营相关视频1842条，采用BERTopic主题聚类模型对视频描述文本进行主题建模，识别出24个语义区分度较高的初始主题，并参考国家标准将其归纳为8个大类构成的多层次舆情主题体系。分析表明，公众讨论呈现出从基础服务评价向社会价值认知延伸的特征，既关注安全事故、设备故障、基准票价等运营核心议题，也涉及无障碍服务、智能化运营、人文化服务等人文与社会价值层面，乘客行为主题的识别进一步揭示了地铁空间中个体行为与制度管理的深层互动。本研究构建的主题体系具有多维度、场景化、体验导向的特点，能够系统反映公众对地铁服务的关注焦点与价值诉求，为地铁运营部门开展精细化服务改善、舆情监测预警与公众沟通策略制定提供了清晰的结构化框架与决策依据。

Abstract: In recent years, short video platforms have become an important channel for public opinion expression. Focusing on discussions related to subway operations and management within these platforms, and extracting opinions and suggestions from netizens, is of significant importance for improving the level of subway operation and management. This study uses Douyin as the data source, collecting 1,842 subway operation-related videos from 2018 to 2025. The BERTopic topic modeling approach is applied to analyze video description texts, identifying 24 initial topics with high semantic discriminability. These topics are further categorized into a multi-level thematic framework comprising eight major categories, based on national standards. The analysis reveals that public discussions exhibit a shift from basic service evaluation to social value recognition, covering not only core operational issues such as safety incidents, equipment failures, and fare mechanisms, but also humanistic and social dimensions including barrier-free services, intelligent operations, and cultural expression. The identification of passenger behavior topics further uncovers the deep interaction between individual conduct and institutional management within the subway space. The thematic framework constructed in this study is characterized by multidimensionality, contextualization, and an experience-oriented approach. It systematically reflects the public’s focal points of concern and value demands regarding subway services, providing a clear structured framework and decision-making basis for subway operators to implement refined service improvements, conduct public opinion monitoring and early warning, and develop communication strategies with the public.