生成与疏导：食品安全类舆情事件中的网民情绪传播机制研究

Generation and Guidance: A Study on the Emotional Transmission Mechanism of Internet Users in Food Safety Public Opinion Events

摘要: 在低门槛、高扩散的互联网场域中，网络热点舆情事件的出现往往伴随着公众情绪的爆发和蔓延。尤其在食品安全类舆情事件中，食品安全的利益相关性及互联网匿名效应所带来的无限约束，致使网民情绪表达呈负面偏向化和交叉传染化，为负面情绪的生成演化提供了“滋养温床”，给舆情应对带来了新的挑战。基于生命周期理论将舆情事件划分为潜伏期、发展期、爆发期三个阶段，以江西鼠头鸭脖事件作为个案分析，对舆情不同阶段中负面情绪的唤醒、强化、传染进行深入剖析，以期为负面情绪的疏导提供有益参考。

Abstract: In the Internet field with low threshold and high diffusion, the emergence of online hot public opinion events is often accompanied by the outbreak and spread of public sentiment. Especially in food safety public opinion events, the interest relevance of food safety and the unlimited constraints brought by the anonymous effect of the Internet have led to the negative bias and cross contagion of Internet users’ emotional expression, providing a “breeding ground” for the generation and evolution of negative emotions, and bringing new challenges to public opinion response. Based on the theory of life cycle, public opinion events are divided into three stages: incubation period, development period, and outbreak period. Taking the Jiangxi Rat Head Duck Neck Incident as a case study, this study deeply analyzes the awakening, strengthening, and transmission of negative emotions in different stages of public opinion, in order to provide useful reference for the guidance of negative emotions.