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