Public Opinion Analysis and Communication Paths: What Are the Characteristics of Public Opinion Communication in Education?
1. A clear trend of grassroots-oriented public opinion communication, with schools becoming the main subjects of online public opinion.
2. Interactive communication paths of public opinion.
3. Shorter communication cycles and greater impact.
4. A race between facts and rumors, though truth will always prevail.
Other answer: The education sector is a key area prone to online public opinion crises. Students are one of the most active groups on Weibo. Teenagers in school often have relatively simplistic thinking and impulsive behavioral tendencies. When facing setbacks or dissatisfaction with school systems, they lack rational thinking and tend to express their views online recklessly, regardless of consequences.

Due to the special status of schools, various online comments and incidents involving schools often attract high attention, spread rapidly, and are easily influenced or exploited by social factors. If not handled promptly or properly, they will adversely affect the reputation of educational institutions and classroom order.

Incidents such as the “Zhuolu Education Reform Incident in Hebei” and the “Public Opinion Storm Over College Entrance Examination Enrollment Cuts” have once set off huge waves of online public opinion.

1. Early detection and quick scanning of the internet – Identify education-related public opinion incidents as soon as possible, quickly grasp online education hotspots, and track students’ ideological trends.
To detect education public opinion incidents in a timely manner, it is necessary to use public opinion monitoring systems to implement 24/7 full-network monitoring of online media. Once negative information related to education is found, it should be handled properly.

2. Early response – Respond to public opinion incidents and properly guide students’ ideological trends.
Students are the most proficient group in using social new media. On social media, methods such as deleting posts and suppressing voices can no longer adapt to public opinion trends in the social media era. Only proactive and science-based responses can effectively guide public opinion and regulate changes in students’ thinking.
To scientifically guide the direction of public opinion, educational institutions need to work from both the management level and the operational level.

The management level formulates public opinion guidance strategies by analyzing communication paths, opinions and attitudes of netizens (especially students), and regional popularity of incidents. The operational level should publish correct views on various platforms in a short period, guide public opinion trends, clarify fallacies to education audiences, and prevent the further spread of false information.

3. Early reporting – Professional analysis and summary of public opinion incidents.
The education-oriented online public opinion solutions provided by the Multi-Stream Public Opinion Analysis Platform System also include professional public opinion analysis reports created by certified public opinion analysts. These can offer educational institution leaders professional response suggestions and data analysis services, providing valuable decision-making references for educational development. Public opinion reports are divided into daily reports, special reports, and comprehensive reports, which integrate education-related public opinion and provide in-depth rational thinking for educational institutions.

Public Opinion Analysis and Communication Paths: How to Judge Online Public Opinion? – Baidu Zhidao

A process of qualitative and quantitative evaluation and trend judgment of online public opinion. The assessment of online public opinion is a systematic project, mainly consisting of two parts: first, regular and continuous tracking and collection of online public opinion, and on this basis, the establishment of an online public opinion database, characterized by irregularity, stability and systematization…

Public Opinion Analysis and Communication Paths: How Is Online Public Opinion Monitored? What Are the Main Methods? – Baidu Zhidao

1. Monitoring Methods

(1) Search engines. Use search engines such as Baidu, 360 and Sogou, enter relevant keywords to search for public opinion information. For example, use the “Baidu” engine and enter “Multi-Stream” in the search bar.

(2) Targeted search. Use the search functions of domestic and foreign websites, Weibo, WeChat and news apps, enter specific keywords to search, sort results chronologically, and review them one by one. For example, enter “Multi-Stream Public Opinion Service” in the search bar.

(3) Professional tools. Purchase professional online public opinion monitoring software, which uses intelligent technologies such as keyword control and text mining, and combines automatic data collection with manual control to monitor and collect online public opinion information.

2. Monitoring Scope

(1) National-level websites: PC and news apps of People.cn, Xinhuanet, China News Service, Chinanews.com, Guangming.cn, China.com.cn, Cyol.net, etc.

(2) Major commercial portals: PC and news apps of Sina, Tencent, Ifeng, NetEase, Sohu, etc.

(3) Key media: Thepaper.cn, Beijing News, Guangzhou Daily, etc.

(4) Major forums: People.cn Local Leadership Message Board, Tianya Club, Baidu Tieba, Kdnet, NetEase Forum, Sohu Forum, Sina Forum, etc.

(5) New media: Sina Weibo, Tencent Weibo, WeChat Official Accounts, etc.

3. Judgment Basis

(1) Original platform: Whether public opinion first appeared in news media, forums, Weibo or WeChat, on national or local websites, on well-known or ordinary forums, etc.

(2) Publishing location: Whether public opinion is posted on the homepage or sub-channels, in key news sections or other columns of the website, etc.

(3) Public opinion format: Whether public opinion content is text, pictures, videos, or combinations of text and images, video and text, etc. Public opinion with pictures or videos generally attracts more online attention.

(4) Publisher: Whether the publisher is a verified user or an ordinary user, a top influencer (“Big V”) or a regular netizen, an old user or a newly registered one, and the number of followers, etc.

(5) Communication status: Including communication scope, clicks per unit time, post shares, comments, likes, etc.
Online public opinion monitoring mainly refers to the use of internet data collection and intelligent information processing technologies to automatically and targeted crawl massive internet data, conduct automatic classification and clustering, topic detection and special focus tracking, so as to meet users’ demands for public opinion monitoring and news topic tracking. It generates analysis results such as briefings, reports and charts, providing an analytical basis for customers to fully grasp public sentiment and carry out proper public opinion guidance.

1. Establish a data analysis database for public opinion monitoring through social interaction to guide subsequent systematic analysis.

2. Conduct 24/7 tracking, monitoring and updated downloading of hot topics and key information fields, such as Weibo, blogs, forums and BBS platforms.

3. Convert downloaded information into data formats, index metadata, and conduct preliminary filtering and preprocessing.

4. Perform secondary filtering of information based on traditional vector space-based content analysis technologies, and conduct analysis such as classification, clustering and summarization of crawled content.

5. Under the guidance of the public opinion monitoring database, carry out targeted content text mining on reorganized public opinion information, so that managers can grasp public opinion more effectively and realistically.

6. Push monitoring and analysis results as well as data analysis reports to relevant functional departments for formulating preventive measures.

The following standards are recommended:

1. Comprehensiveness of monitoring by the public opinion system. Whether the software covers the entire network, including news, Tieba, forums, blogs, Weibo, WeChat, new media, mobile news apps, gaming platforms, videos, digital print media, etc.

2. Timeliness of monitoring. Public opinion attaches the greatest importance to timeliness; if monitoring is not prompt, the system loses its practical value. Generally, software on the market detects incidents within 30 minutes. It is crucial to clean massive data, automatically cluster and classify, automatically judge information attributes, filter spam, and push valid public opinion information accurately and quickly.

3. Accuracy of monitoring. Online public opinion related to the automotive industry may reach tens of thousands or even millions of entries per day, but only a small portion is valid and usable. This sets high requirements for the public opinion analysis capability of the monitoring system.

4. Ability to customize LOGO and special functions according to actual needs.

---