基于大数据文本挖掘的公众感知的动态演化研究——以黑龙江省营商环境为例

摘要/Abstract

摘要： 在自媒体信息时代，公众感知的作用越来越明显，因此，公众感知的偏差会带来较大负面影响。建立有效的公众感知的维度和主题演化的分析方法，能够为识别公共舆论偏差和优化舆论生态提供理论基础。然而，公众感知存在着碎片化、多样化、多维度等特征，识别并描述公众感知的演化过程相对困难。本文基于社会放大效应理论和大数据文本挖掘方法，通过划分时间切片，从公众“放大站”和动态演化视角识别公众的关注点和情感态度演化过程，构建了公众感知演化分析的体系框架。以2016—2022年公众评论为数据，探索黑龙江省营商环境公众感知的社会放大效应及其影响因素。研究结果表明：将社会放大效应理论与文本挖掘方法结合，能够有效识别公众感知的演化和舆论偏差形成过程，优化文化生态环境；在社会放大效应作用下，公众感知表现出从客观到主观、小题大做的主题演化过程，最终形成公共舆论偏差；营商环境的公众感知主要受经济发展、政府政策、政府办事效率和旅游业的影响。同时，实证分析得出黑龙江省营商环境公众感知的负面情绪，经济衰退是根本原因，还受到Covid-19、经济萧条、旅游业发展变缓的影响，为黑龙江省制定有效的营商环境公众感知提升策略提供指引。

关键词: 社会放大效应, 大数据文本挖掘, 公众感知, “放大站”, 营商环境

Abstract: In the we-media information age, the role of public perception is becoming more and more obvious, and the deviation of public perception will bring significant negative impact. Establishing an effective analysis method of the dimensions of public perception and theme evolution can provide a theoretical basis for identifying public opinion biases and optimizing public opinion ecology. However, it is difficult to identify and describe the evolution process of public perception, which is characterized by fragmentation, diversification and multi-dimensionality. Based on the social amplification effect theory and big data text mining method, this paper identifies the evolution process of public concerns and sentimental attitudes from the perspective of public “amplification station” and dynamic evolution by dividing time slices, and constructs a system framework for the evolution analysis of public perception. Based on the data of public comments from 2016 to 2022, this paper explores the social amplification effect of public perception of business environment in Heilongjiang Province and its influencing factors. The results show that the combination of social amplification theory and text mining method can effectively identify the evolution of public perception and the formation process of public opinion bias, and optimize the cultural ecological environment. Under the effect of social amplification, the public perception shows an evolution process from objectiveness to subjectiveness, and finally forms the deviation of public opinion. The public perception of business environment is mainly affected by economic development, government policies and efficiency, and tourism. At the same time, the empirical analysis shows that the negative sentiment of public perception of business environment in Heilongjiang Province is caused mainly by economic depression, and intensified by the epidemic, economic downturn and the slowdown of tourism development. These conclusions provide guidance for Heilongjiang Province to formulate effective strategies for improving public perception of business environment.

Key words: social amplification effect, big data text mining, public perception, “amplification station”, business environment

刘刊, 孙雪莹, 周宏瑞. 基于大数据文本挖掘的公众感知的动态演化研究——以黑龙江省营商环境为例[J]. 管理评论, 2025, 37(9): 222-236.

Liu Kan, Sun Xueying, Zhou Hongrui. Social Amplification Effect of Public Perception Based on Big Data Text Mining—A Case Study of Business Environment in Heilongjiang Province[J]. Management Review, 2025, 37(9): 222-236.

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