[Data Operation] Big data public opinion analysis of Fu Yuanhui and her "primordial power"!

The author of this article will use Fu Yuanhui, who became famous all over the country and at home during the Rio Olympics, and her "primordial power" as an example to talk about the inspiration this content-based big data analysis has for our content/ new media operations .

Public opinion analysis/semantic analysis is a big data analysis tool related to new media operations . It is a specialized method for objective and systematic quantitative analysis of information content. Its purpose is to clarify or test the essential facts and trends in the information, indicate the implicit intelligence content contained in the information, and make intelligence predictions on the development of events.

Generally speaking, doing a good job of public opinion analysis will have the following benefits:

• Clarify the overview and context of the development of the event, and understand the current development stage of the event (generally, the development process of an event will go through 8 stages, namely, the initiation period, the brewing period, the occurrence period, the development period, the climax period, the processing period, the calming period and the feedback period);
• Know the main opinions and emotions of the media and the public about an event or brand;
• Whether the public is in the stage of cognition, expression of attitude or action;
• Track hot events in real time, understand the opinion leaders and mainstream views of the events, and provide guidance for copywriting .

Overview

Keywords: "Fu Yuanhui" + "primordial power"

Time period: 2016/08/05, 18:56~2016/08/23, 18:56

Data collection volume: 1,940,176 pieces of information collected from the Internet were analyzed in depth. The peak of public opinion appeared on August 8, 2016 , with a total of 637,835 related public opinions on that day;

Initial time point : Since the selected initial time is earlier than the exact time of occurrence of the event, that is, on August 5, 2016, it was published on the financial sector at 19:25 with the title: "Robot Olympics" The power of the primitive will burst out WRC20... This is of course noise information that has nothing to do with this event, and we need to use common sense to filter it out.

Data source: The data in this article are collected from the entire Internet, mainly from several major sites such as Sina Weibo , WeChat , Sina.com , Sohu Media Platform , and Sina Blog . Among them, subsequent public opinions were mainly concentrated within the country (within the mainland of the People's Republic of China), with the largest number of related public opinions on Weibo.

In general, the development trend of the entire incident is quite prominent. Next, the author will analyze the public opinion of this incident from the following aspects:

1. Trend of Events

"Event trends" refers to the media and public reports or comments on events over time, which is mainly reflected in the increase or decrease in the number of content and channels. From this, we can see the increase or decrease trend of attention to the event and the changes in public opinion. Among them, the "number of identical articles" of a topic can indirectly reflect the popularity of the topic.

Since the time selected by the author starts from August 5, which is nearly three weeks earlier than the incident occurred, some interference information will appear, such as the first one, which needs to be identified and eliminated.

1. [August 5, 19:00] The power of the "Robot Olympics" will explode. WRC2016 will be grandly opened in October [Financial World] (may be the source of the incident, for reference only)

Number of identical articles: 33

2. [August 14th 13:00] [#鸿荒之力女主播# Awesome! Fu Yuanhui wins bronze medal in women's 100m backstroke! [Awesome] In the women's 100m backstroke competition at the Rio Olympics, Fu Yuanhui tied for third and won a bronze medal! Another personal best! Fu Yuanhui only found out that she had won a medal when she was interviewed, and she laughed and said that she had used up all her strength yesterday. Once again, I like the emoticon package Fu Yuanhui [awesome][awesome]! [Sina Weibo]

Number of identical articles: 18602

3. [August 18, 14:00] [So cute! Chinese young swimmer Fu Yuanhui advances to the final and has a bright expression during an interview] The 20-year-old young swimmer Fu Yuanhui successfully advanced to the women's 100m backstroke final. In the post-match interview, she turned into a walking emoticon package [haha]. When she learned that her result was 58.95 seconds, Fu Yuanhui said directly that she had used up all her strength and made a bright expression. [Sina Weibo]

Number of identical articles: 5242

4. [August 21, 8 am] [So cute! #Swimming comedian Fu Yuanhui# The animated picture is here! [Secretly happy] Chinese athlete @傅园慧o_O, who won third place in the women's 100 backstroke semi-finals at the Rio Olympics and successfully advanced to the finals, contributed a wave of emoticons. Click on the animated picture to feel the power of the wilderness↓↓I have been collecting this set of pictures for a long time, and finally I have completed the nine-square grid ! [doge][Sina Weibo]

Number of identical articles: 6537

5. [August 22, 14:00] If you play Fu Yuanhui’s interview backwards, hahaha it feels even more magical than the original. Come and feel this primitive power! [Haha] [Sina Weibo]

Number of identical articles: 2454

6. [17:00, August 22] [Fu Yuanhui wins bronze medal in women's 100 backstroke final] #Rio Olympics# In the women's 100 backstroke final, Hosszu took first place with a time of 58.45 seconds, winning her second gold medal! American athlete Becker won the silver medal with 58.75 seconds, while Canada's Max and Fu Yuanhui tied for third with 58.76 seconds. Fu Yuanhui once again exerted all her strength to set another personal best! [Sina Weibo]

Number of identical articles: 11905

7. [August 23, 6:00] Reporter: Are you holding back on your strength today? Fu Yuanhui: No, I have already used up all my strength. Reporter: ...Reporter: Are you full of expectations for tomorrow? Fu Yuanhui: No, I am already very satisfied. Reporter: …….[Sina Weibo]

Number of identical articles: 37186

8. [August 23, 13:00] Hahaha, the interview about Fu Yuanhui winning the bronze medal is so hilarious: Fu Yuanhui: “Although I didn’t get the medal [confused]...” Reporter: “You got it, you got it, you were tied for third place!” Fu Yuanhui: “Ah? Ah? Third place? Tied for third place? Then I’m still very satisfied with myself! [smiles secretly]” Congratulations to Honghuang Zhili [doge]! [Sina Weibo]

Number of identical articles: 6707

9. [August 23, 15:00] [Fu Yuanhui was so cute in an interview after the women's 100 backstroke semi-finals [so happy]] #2016RioOlympics# In the women's 100 backstroke semi-finals, Chinese athlete Fu Yuanhui won third place with a good score of 58.95 seconds and advanced to the finals! After the race, she accepted an interview immediately. When she heard about her results, she exclaimed, "I'm so fast?! I'm very satisfied! I've used all my strength!" The interview was as exciting as the race. Click on the video to go directly to the interview at 3:32: [Sina Weibo]

Number of identical articles: 59602

10. [August 23, 15:00] Fu Yuanhui’s mobile phone was stolen in the Olympic Village. Where is your supernatural power? . . Can I still watch Master Fu’s live broadcast ? This is a comparison between Fu Yuanhui and Zhang Jike's live broadcasts. There is no harm without comparison hahahaha~ [Sina Weibo]

Number of identical articles: 9943

11. [August 23, 16:00] [Fu Yuanhui: All my power is used up] @傅园慧o_O continues to make golden quotes, no spoilers, watch the video~#Rio Olympics# [Sina Weibo]

Number of identical articles: 94674

Apart from the first one, it can be seen from the remaining 10 mainstream information that as Fu Yuanhui's performance in the Olympics became more and more eye-catching, the "width" (topic scope) and "depth" (topic concentration) of the event reports showed an upward trend, and the total number of the same articles increased, resulting in a topic "blowout" phenomenon.

2. Website Statistics

"Website Statistics" refers to the time-sharing statistics of all source information within a given time period. At the same time, you can also see the main channels for reporting the incident, as well as the increase or decrease trends in the amount of reporting in each channel over time.

As can be seen from the above figure, the media reported the most on "Fu Yuanhui" + "primordial power" on the 8th, which was the day when Fu Yuanhui uttered the "primordial power" that resounded through the sky. Moreover, after "Master Fu" won a medal in the women's 100m backstroke final at the Rio Olympics on the 9th, the amount of related reports also remained at a fairly high level, which shows that the reporting of this event was immediate . At the same time, we can also see that the life cycle of this event is very short, with the characteristics of "short", "flat" and "fast" .

Finally, in terms of information channels, the amount of information on Weibo is almost equal to the total amount of reports, which also shows that media such as Weibo have extremely strong timeliness and an astonishing fission speed.

3. Data Type

There are four types of indicators under "Data Type", namely "Sentiment Analysis", "Domestic and Overseas Distribution", "Media Source Percentage", "Media Activity Analysis" and "Geographical Distribution Map".

Among them, " sentiment analysis " is also called opinion mining. Its purpose is to analyze subjective texts with subjective emotions or praise or criticism tendencies, mine the opinions or evaluation information contained therein, and present them to everyone in a more intuitive way or form.

• “ Domestic and overseas analysis ” shows the distribution ratio of public opinion information about the incident in China (within the People’s Republic of China) and overseas;
• “ Media source share ” refers to the number of channels and columns of various types reporting on the event;
• " Media Activity Analysis " shows which channel reported the event most actively, that is, the comprehensive activity in terms of time and quantity;
• The " regional distribution map " shows which region has the most media coverage and netizen comments, indirectly reflecting which region's people are most concerned about the incident.

1. Sentiment Analysis

The "Sentiment Analysis" section shows that the vast majority of Fu Ye's reports are positive, with very little negative public opinion. This is of course understandable - this "mudslide" from the Rio Olympics has brought endless joy to everyone, and it has also refreshed the overseas media's perception of Chinese Olympic athletes. Its significance is even greater than the gold medal itself.

2. Distribution at home and abroad

The “Distribution within and outside the country” section shows that the vast majority of reports on the incident came from within the country. As shown below:

3. Media Source Proportion

The “Percentage of Media Sources” section shows that reports on the incident mainly come from channels/columns such as Weibo, news, websites and WeChat, and these channels/columns are characterized by immediacy . As shown below:

4. Media activity

As shown in the figure below, Weibo clearly has a strong "voice" in the dissemination of such events.

5. Regional distribution map

As shown in the figure below, Guangzhou, Shandong, Beijing and Jiangsu, four provinces, cities and districts, had the largest amount of media coverage and netizen comments on the incident, indicating that these provinces, cities and districts paid the highest attention to the "Master Fu" incident.

4. Keyword Cloud

The “Keyword Cloud” part more intuitively reflects some of the most frequently appearing keywords in the events represented by “Fu Yuanhui” + “primitive power”, needless to say the name of “Master Fu” and her phrase “primitive power”. In addition, keywords related to the event, such as "Rio", "Olympic Games", "Swimming", and "Expressions", appeared more frequently. This shows that a large number of media used these words when reporting on the incident.

5. Popular Information

“Hot Information” shows the most eye-catching topics and opinions in the reports of major media/channels on the incident. This information and its publishers play the role of “opinion leaders” in the incident.

From the information below, we can see that most of the public opinions about this incident that are recognized and supported by netizens come from the new media channel of Weibo , and the remarks of celebrities are more eye-catching.

VI. Hot Internet Users/Opinion Leaders

“Hot netizens” indicate who the “opinion leaders” of various media channels are, and their opinions directly influence the public’s view on this incident.

In the statistics of hot netizens, the most active netizens are ranked as "财刑咏纯米", "小莹就爱留在冷宫里", and "遇_是必的迷恋". If we want to continue to follow up on the "傅爷事件", these "opinion leaders" can be the key monitoring targets of the public opinion of the incident. Among them, "Cai Xing Yong Chun Mi published articles" published 1,024 articles, "Xiao Ying just loves to stay in the cold palace" published 688 articles, and "Meeting_ is a necessary infatuation" published 582 articles. According to the number of posts, its content production capacity can also be predicted, and the influence of these "opinion leaders" on the incident can be estimated.

VII. Transmission channels

The “Dissemination Path” reflects the dissemination trajectory of non-Weibo information of the incident, and the “Panorama” shows how the incident spread from one channel to another, and then to other channels, step by step, in addition to the Weibo channel.

Excluding the interfering information "At 19:00 on August 5, the 'Robot Olympics' primitive power will explode WRC2016 will grandly open in October [Financial World]", it can be seen from the above picture that the first related report of the event was released on Sina Weibo at 13:00 on August 14, and the title of the report was: " #primevalpowerfemaleanchor# Awesome! Fu Yuanhui won the bronze medal in the women's 100m backstroke! [Awesome]".

Later, more related reports appeared and were spread through China News Network. Through the spread of these networks, the incident was diffused, and Weibo can be used as a key media channel for public opinion monitoring .

8. Related words

"Related words" reflect some keywords related to this event, which have similar backgrounds to this event, such as "Rio Olympics", "Music", "Women's Volleyball Team", etc.

If we want to avoid topics that are too popular when producing content, but don't want the topic to stray too far from the event, we can expand surrounding topics based on related words and "stand out" from the hot topics.

IX. Viewpoint Analysis

1. News opinion analysis

“News Opinion Analysis” shows the mainstream opinions of major media on this incident, as well as the influence of these opinions on netizens. Among them, the first one, "How much has the value of Olympic internet celebrities increased? Fu Yuanhui's 'anchor' value has increased at least 20 times", has a relative influence of 26% among the top eight mainstream opinions, and in terms of "quantity", it has an "influence" value of 2709.

These media views are mainly reflected in the following aspects:

(1) How much has the value of Olympic influencers increased? Fu Yuanhui's "anchor" value has increased by at least 20% (26%)

• Hualong.com: How much has the value of Olympic internet celebrities increased? Fu Yuanhui's value as an "anchor" has increased by at least 20%.
• Fujian Window: How much has the value of Olympic internet celebrities increased? Fu Yuanhui's "anchor" status has increased at least 20 times.
• Tencent Dayu.com: Olympic internet celebrity Fu Ye’s net worth has increased fivefold, comparable to Sun Yang and Ning Zetao.

(2) Fu Yuanhui: I was almost pissed off by Horton, but hugging Sun Yang was a wonderful feeling (21%)

• Huangshan Online: Fu Yuanhui: I was almost pissed off by Horton, but it felt wonderful to hug Sun Yang.
• Great Wall Net: Fu Yuanhui talks about being hugged by Sun Yang: The feeling of touching flesh directly is a bit strange.
• Sina.com: Fu Yuanhui: I was almost pissed off by Horton, but it felt wonderful to hug Sun Yang.

(3) Unleashing the power of the ancient world! Awesome imitation of Fu Yuanhui (15%)

• Dongfeng Yueda Kia Dali Jiayuan Store: Unleashing the power of the wilderness! Great imitation of Fu Yuanhui, made me laugh until my stomach hurt!
• Shangmeitao Ceramics: Jia Nailiang imitates Fu Yuanhui's popular emoticon package and unleashes the power of the ancient times.
• Shanxi Science and Technology News: Acting skills! Jia Nailiang imitates Fu Yuanhui perfectly and unleashes great power.

(4) Enjoying “the power of wildness” is the new aesthetic of the Olympics (11%)

• Green Net: Xinhua Net Comment: Enjoy the hot online discussion of the Olympics like a "primeval girl".
• btime.com: Enjoying the "primitive power" is the new aesthetic of the Olympics.
• Haidong Times: Enjoy an “imperfect” Olympics.

2. Analysis of forum opinions

Compared with the immediacy of channels such as Weibo and WeChat, the information browsing in forums seems to lag behind. In forums where netizens gather without strong immediacy, the majority of the opinions are distractions that have nothing to do with the incident. Therefore, in the future, for topics and events that have strong virality and immediacy, we can directly bypass the forum as a communication channel.

These netizens’ opinions are mainly reflected in the following aspects:

(1) Guess the rise and fall: Binary options, the power you can’t guess (30%)

• Love your baby: Guess the rise and fall: binary options, the power of the wild that you can’t guess.
• Chengji Forum: Guess the rise and fall: Binary options, the power of the wild that you can’t guess.

(2) Our Chinese film "Where Are You" burst into Venice with great force (24%)

• Ho Kai-geng: Our Chinese film "Where Are You" burst into Venice with great force.
• Xiao Xiaozi: "Where Are You" released a new trailer, breaking into Venice with the power of the ancient times.
• Xiamen Xiaoyu.com: [Share] Our Chinese film "Where Are You" bursts into Venice with great force.

(3) Financial management is a game of chance. Internet finance can help you unlock your potential (14%)

• huangfei: There are thousands of ways to manage your finances, and Internet finance can help you unlock your great power.
• Derong Online 1: Internet finance can help you unlock your great power.
• Shede 575: Internet finance can help you unlock your great power.

(4) How can China be more lovable in the Olympic Games? (8%)

• Envlsage: How China is more lovable in the Olympics.
• Lilac Girl: Inheriting the "Olympic Spirit" and building the "Chinese Dream" together.
• Heart in Cao Ying: Xue Yong: Why do we say that China beat the United States in this Olympics?

3. Weibo opinion analysis

"Weibo Opinion Analysis" focuses on Weibo and lists the mainstream opinions on the "Master Fu" incident on Weibo.

10. Summary of public opinion

To sum up, in the Fu Yuanhui incident, positive public opinion was predominant, and netizens and media in Guangdong, Shandong, Beijing and other places paid more attention to this incident. Among them, the main public opinions were "How much has the value of Olympic Internet celebrities increased? Fu Yuanhui's 'anchor' value has increased at least 20 times" and "Repost Weibo [Original Weibo] [Fu Yuanhui: The power of the primitive world is used up] @傅园慧", reflecting that the event has both entertainment and commercial characteristics. When we produce content, we can use the views reflected in these two topics as a weather vane.

Finally, what I want to say is that the tool of "public opinion analysis" is suitable for analyzing events that break out in a short period of time. Through the above-mentioned semantic analysis and communication channel analysis, we can figure out which channels we should "stake out" and "track" similar events in the future.

In addition, because public opinion monitoring is a dynamic process, we also need to pay attention to the direction of public opinion and the node in its life cycle, pay attention to the remarks of major KOLs in a timely manner, and find the information "G" point that the target audience is concerned about as soon as possible, and use this as a guide to produce content with high readership and strong dissemination power.