Big data public opinion analysis: a comprehensive interpretation of "Wolf Warrior 2"

Last month, I went to the cinema and saw that Wolf Warrior 2 had such a high score of 9.6. In an era where everyone has different aesthetic senses and there are always people who call a movie a bad movie, a score of 9.6 is not an easy achievement for a domestic movie. In recent days, my circle of friends and Weibo have been flooded with news about Wolf Warrior 2, which gave me the urge to conduct a comprehensive big data analysis of Wolf Warrior 2.

"Wolf Warrior 2" is an action military film directed by Wu Jing, starring Wu Jing, Frank Grillo, Wu Gang, Zhang Han, Jing Tian, ​​Ding Haifeng and others. The film was released in mainland China on July 27, 2017. It tells the story of Leng Feng, who, after taking off his military uniform, was involved in a rebellion in an African country. He could have evacuated safely, but he could not forget his military duty and returned to the battlefield to carry out rescue operations.

In recent days, the box office record of "Wolf Warrior 2" has been broken again and again. As of 19:32 on the evening of August 6, the box office of "Wolf Warrior 2" has exceeded 3 billion, and its current box office ranks first in the 2017 movie box office. According to the schedule and market expectations, "Wolf Warrior 2" is expected to surpass "The Mermaid" directed by Stephen Chow, which ranked first in the box office in 2016, and become the box office champion of Chinese-language films.

The author will analyze from the following three perspectives:

• Public opinion analysis of the entire network: the film’s dissemination trend, popularity, followers, follower portraits, and overall word-of-mouth overview.
• Weibo communication analysis: Based on the analysis of the powerful influence and dissemination of a certain Weibo post about the movie, we can understand the dissemination pattern of the Weibo post, the portrait of interactive fans, and the identification of Internet trolls.
• Text analysis: By analyzing the text data of the Douban movie reviews of the movie, a word cloud portrait is drawn for the protagonist "Leng Feng".

1. Analysis of the popularity of the entire network

1.1 The overall online communication trend of “Wolf Warrior 2”

(1) Trends in online communication

Through the trend of hot words in the past month of Micro Index, we can see that the popularity of Wolf Warrior 2 has been soaring in an explosive straight line trend since July 27, the release date of "Wolf Warrior 2". After the sharp rise since its release, there has been a slight downward trend, but it has become an upward trend, and the popularity value has reached 342k, and it is still rising according to the trend of the graph.

(2) Sources of attention across the entire network

From the trend chart of PC & mobile in the past month, we can see that the popularity of mobile terminals is three times that of PC terminals. Most of the popularity of "Wolf Warrior 2" comes from mobile terminals. The average value of mobile terminals for the month reached 67k, and the highest popularity value reached 271k. This shows that there are more discussions and comments on the movie on mobile terminals (including self-media and netizens).

1.2 Trend of popularity of “Wolf Warrior 2” on the entire Internet over the past 72 hours

(1) Overview of the popularity of the entire network over the past 72 hours

Through the overview of the popularity index of Weibo micro-public opinion within 72 hours, we can see that through weighted calculation of data information collected from news media, Weibo, WeChat , websites, forums and other Internet platforms through the big data platform, the average popularity of "Wolf Warrior 2" in the past 72 hours reached 74.63 (0-100, the larger the value, the higher the network's attention), among which Weibo has the highest information volume, which shows that these platforms have the greatest influence on the public opinion dissemination of "Wolf Warrior 2" and promoted the box office of "Wolf Warrior 2".

(2) 72-hour popularity trend of the entire network

Through the trend of popularity of Weibo micro-public opinion within 72 hours, we can see that the highest trend position of hot words is from 15:00 to 23:00 every day, and the highest trend position on weekends is from 11:00 to 23:00, which means that most people go to the movies during this period. The trend of hot words follows the movie schedule and the number of customers watching movies and the number of showtimes.

(3) Clustering of peak information within 72 hours

Judging from the index change trend within 72 hours, the popularity of "Wolf Warrior 2" reached a peak of 96.8 (out of 100) at 16:00 on August 4.

The main screen-sweeping and 10w+ messages include (you must have seen it in your circle of friends, hahahaha):

• "After watching "Wolf Warrior 2", I realized that having a Chinese passport is the proudest thing"
• "Wolf Warriors 2" directed by Liu Zhenwei and Wu Jing is a big hit
• "Wolf Warrior 2" A Chinese passport may not take you anywhere in the world

1.3 Sources of Internet popularity

(1) Sources of popular media on the entire network

From the above chart, we can see that the amount of information about the movie on Weibo dominates. Weibo is still the main channel for entertainment film and television marketing to enhance its influence, and it is also the main way for the creative team to interact with fans.

From the above chart, we can see that, apart from Weibo, the main information about the movie comes from forums, followed by websites and WeChat. Forums, as a pan-entertainment community, have a lot of discussions about the movie. Forums are the birthplace of "fan culture" and "find an organization to post on the forum ". Its publicity and promotion capabilities have boosted people's attention to the movie.

(2) Regional sources of network popularity

From the perspective of geographical distribution, information related to "Wolf Warrior 2" mainly comes from Guangzhou, Jiangsu and Beijing. It’s a bit surprising that our great Zhejiang province is not among the top three. The number one is not Beijing or Shanghai, but Guangdong. Then the author went to find out why Guangzhou has the largest amount of information?

Because at the Guangzhou roadshow on August 5, Wu Jing responded for the first time that Moutai was not an implantation. Jeep is not an implant either. Wu Jing said: " Neither Moutai nor Beijing Jeep are product placements this time. I just want to promote our domestic products and let Made in China run rampant in the world." ps: This sentence must be exciting! Ha ha.

1.4 Friendliness Index

(1) Top 10 media-friendly websites

In the top 10 media friendliness levels, Sohu ranks first and Baidu Tieba ranks tenth. After all, Tieba is a place where netizens complain about the rampant spread of internet internet trolls and vent their anger.

(2) Friendliness Index

This data comes from Weiyiwang. As shown in the figure, the media friendliness index is 0.58, which is relatively friendly. The netizen index is not as good as the media friendliness index, but it is also friendly. The comprehensive friendly index is 0.3.

1.3 Keywords of all network information

(1) Keyword cloud of all network information

The above is the keyword extraction of the text information about "Wolf Warrior 2" on the entire network, totaling 60. Using natural semantic analysis, the keywords mentioned in the characters, events, brands, and regions of Wolf Warrior 2 are segmented and aggregated, presenting the keywords that are mentioned the most times. The main sources of information are media reports , tweet content, or comment UGC , etc.

In addition to the title of the drama "Wolf Warrior 2", there are also some iconic keywords that reflect the characteristics of the movie.

• Evaluation keywords: high energy, explosive, comedy, war, blockbuster
• Keywords: Motherland, Chinese, heroism, Chinese soldiers, military spirit
• Creative team keywords: Wu Jing, Zhang Han, Liu Zhenwei, dad, shooting, director

(2) Analysis of related words in the whole network information

By analyzing the relevant information of "Wolf Warrior 2", it can be seen that the words with the highest correlation with its core word "Wolf Warrior 2" are "Wolf Warrior" (100%), movie (46.07%) and China (41.28%). In addition, “passport” (18.70%) and “anger” (12.51%).

I have to say, when talking about "Wolf Warrior 2", I have to talk about the easter egg at the end of the movie.

Follow the fan user portrait

(1) Gender ratio

(2) Age distribution

II. Dissemination of Important Weibo Public Opinion

Analyze the influence, dissemination nodes, etc. of a single influential Weibo post.

The Sina Weibo account for "3D Wolf Warrior 2 Official Weibo" is as follows:

The most influential Weibo post from the official microblog is:

1. Propagation Node Analysis

From the above communication node diagram, we can see that Wu Jing’s wife has made an indelible contribution, with the largest number of reposts and the most influential influence. In addition, there are many interactive reposts from big V celebrities who are friends of Wu Jing, and the node influence spreads most dramatically, such as: Qi Wei, Liu Shishi, Zhao Liying, etc.

2. Forwarding level analysis

The higher the level of a Weibo post, the more reposts it will receive and the more Weibo users it will cover. This Weibo post formed 17 repost levels during its dissemination. After being processed by Weibo's anti-spam system, there were 294,624 valid reposts remaining, covering 455,370,456 Weibo users. The third-level reposters reposted a total of 95,600 times, accounting for 32.45% of the total number of reposts. The third level is the main force behind the dissemination of this Weibo post.

The key user of this Weibo post is Xie Nan, who has 6,195,835 followers and has led to 363,639 reposts of this Weibo post.

Tipping point:

3. Forwarding and commenting trend chart

As can be seen from the above figure, after the Weibo post was published on July 26, it reached a peak of 79,458 reposts and 10,175 comments at 00:00 on July 28. After that, the spread speed of the Weibo post gradually decreased.

4. Opinion Leaders’ Influence Ranking

It can be seen that the forwarding and support from celebrities and media played an indispensable role.

5. Analysis of interactive fan portraits

(1) Regional analysis

From the above chart, we can see that Beijing ranks first in terms of reposting, and the second place is overseas, with 11.10%. Therefore, "Wolf Warrior 2" not only caused a huge response in China, but the most intense response was also felt overseas. Guangzhou ranks first in the number of commentators, which must have a lot to do with the response to Wu Jing's roadshow in Guangzhou mentioned above.

(2) Gender analysis

As can be seen from the above picture, the majority of those who forwarded and commented are female fans. This is probably because women prefer to watch TV series and movies, and women are more emotional when watching TV series and movies. They are deeply attracted by the heroic image of "Leng Feng", hahahaha.

(3) Interest tags

As can be seen from the above figure, the interest tags of the forwarders and commenters are mainly celebrities, movies, travel, and food.

(4) Hot words in comments

From this chart, we can see that it’s a bit funny that the word “Liu Shishi” was the most mentioned (will Wu Jing laugh and cry?). From this, we can see that Liu Shishi’s influence is quite large. The second hot word is “explosive”. Well, after watching “Wolf Warrior 2”, it was indeed explosive.

(5) Forwarding Overview

Forward comment emoticon:

The most common expression is picking the nose, hahahaha.

Fans range:

It can be seen that both big V and small V have forwarded it.

3. Text Analysis

1. Word cloud portrait

Douban rating (always quite harsh, hahaha):

Douban movie review:

The author crawled 200 pieces of data from Douban and selected 100 of them (the sample is a bit small, I will crawl more next time).

A word cloud image of "cold front" is as follows:

Summarize

After the analysis, it is clear that the public acclaim and the spread of big V Weibo accounts for Wolf Warrior 2 have played a major role in the success of Wolf Warrior 2. Of course, the fundamental reason for the spread of public acclaim is that Wolf Warrior 2 resonated with group leaders in terms of production, and aroused people's hearts with the "power of the motherland" in the plot.

That classic quote must have touched your heart: Citizens of the People's Republic of China: When you encounter danger overseas, don't give up! Please remember that behind you, there is a strong motherland!

References and tools :

1. Micro Index: Analysis of the popularity of the entire network
2. Sina Micro Public Opinion: Weibo event analysis, Weibo communication effect analysis
3. Jisuke and Tagul: data crawling and word cloud creation